A Salesforce demo video using fictional Northern Trail Outfitters (NTO) that shows how Data Cloud helps marketers plan advertising campaigns, build high-value audience segments using generative AI and Einstein Lookalikes, and activate those segments to ad platforms (Google, Amazon, Meta). The workflow emphasizes using first-party data and segment-level insights to improve ROI in a cookieless future.
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Welcome to Data Cloud doubleclick where we demo live product and show you exactly how Salesforce helps customers solve their top use cases across the customer lifecycle. We'll use a fictional outdoor retail brand, Northern Trail Outfitters, or NTO for short, as our example company. In this video, we're starting at the top of the funnel, focusing on targeted advertising. With the cookieless future becoming more and more of a reality, cost of customer acquisition has skyrocketed. So how do you find more customers like your best customers without increasing your budget? We'll show you how in three simple steps. 1. Using insights and Data Cloud to plan for impactful advertising campaigns 2. Building a high value target audience segment 3. Activating that segment to your ad platform of choice let's dive in. Every successful advertising campaign starts with defining a strategy and plan with segment intelligence in Data Cloud, marketers at NTO can measure the effectiveness of their segments and activations by combining customer revenue and even third party ad activation data. With an out of the box dashboard and visualizations, they can gain insight into which segments are driving the highest ROI and revenue. Here they see that Active Outdoor Shoppers is one of the best performing segments for the most recent campaign. So NTO marketers decide to target a similar population for their next promotion focused on outdoor gear and hiking boots. Next, we'll show you how NTO builds the audience segment they want to reach. Instead of searching through the data model or individually choosing attributes to create segmentation rules, marketers can simply describe the target audience they want and let Einstein translate their natural language into the appropriate segment attributes. You heard and saw that, right? We're using generative AI which has been grounded in NTO's trusted first party data to build audience segments in seconds. All of this is done with a single segmentation flow in Data Cloud. No need to swivel chair between different applications. If they need additional reach, they can use Einstein Lookalikes, which leverages AI to find more customers most similar to their target audience. NTO can create an Einstein Lookalike model based on an existing segment, which you can see here and is ready for use. Which brings us to the activation of that audience to your ad platform of choice, which we'll show you next right from Data Cloud. NTO marketers can send their target audience to advertising partners like Google, Amazon and Meta to name just a few. They can also Activate Data Cloud AppExchange partner apps for additional reach on their ads. But the journey doesn't stop there. As they continue to refine their strategies, they can take advantage of segment level insights like affinities and demographics. They get back from their advertising partners and use that information to inform future campaigns and further personalize every moment in the customer lifecycle. This is only possible with Salesforce. So to quickly recap, you just saw how Data Cloud can help with campaign planning, audience building and advertising activation, enabling NTO marketers to find more customers like their best customers without increasing budget by harnessing their first party data from across the business. Double click deeper into Data Cloud in the next video.
