Increase Revenue With Personalized Marketing - Data Cloud Double Click | Salesforce

Welcome to Data Cloud doubleclick where we demo live product to show you exactly how Salesforce helps customers solve their top use cases across the customer lifecycle. We use a fictional outdoor retail brand, NTO as our example company continuing down the funnel to look at how to increase conversion through personalized shopping experiences. 73% of customers expect better personalization as technology advances, but companies struggle to deliver because of data silos and difficulty accessing and actioning on that data. In three simple steps, we'll show you 1 how to leverage ad insights to increase conversion, 2 how to use waterfall segmentation to prioritize audiences, and 3 how to personalize shopping experiences to those segments. Let's dive right in. Last week, NTO marketers used Data Cloud to activate an advertising campaign to promote hiking gear to an outdoor enthusiast segment. They want to see how that campaign is performing, which they can do via segment intelligence right here in Data Cloud. Here they see different impact metrics and that there's a good conversion rate on their ads, validating that the audience they targeted is in fact interested in hiking gear. So additional offers for this category will be relevant. Next, we'll show you how NTO uses waterfall segmentation. Using a visual drag and drop builder, NTO marketers create a new waterfall segment for hiking gear offers. This will help them prioritize subsets of an active outdoor shopper audience so they can further personalize offers, retain loyal customers, and avoid oversaturation of promotions. Loyalty members, for example, are also repeat purchasers and probably shop sales. But waterfall segmentation will ensure that they only receive one version of these activations. Here you can see the details for each subset Loyalty members, repeat purchasers, and sale purchasers. Finally, let's take a look at how to personalize the shopping experience for those segments once they've been activated. Andy Wong is a loyalty member of nto. Based on the waterfall segmentation rules, he's receiving early access to a new hiking gear line plus an exclusive 10% discount as a member. When he gets to the website, he sees product recommendations personalized to him based on his unified profile in Data Cloud, which includes every moment of engagement with nto, from campaigns he's engaged with to web browsing behavior in store purchases, past service cases, and sales inquiries. This boot catches his eye and he clicks through to checkout, adding his favorite socks, which were recommended by Einstein. Along the way, he decides to purchase with Apple Pay, which has a different email than the one associated to his loyalty membership. But thanks to identity resolution and Data Cloud, NTO is able to know that it's the same Andy Wong and still apply his membership loyalty discount without him needing to do anything. All of these data points are captured in real time with Data Cloud and will power future moments in the customer lifecycle. So to quickly recap, you just saw how Data Cloud enables advertising insights, waterfall segmentation and real time personalization, helping marketers increase conversion rates with shopping experiences powered by unified data and AI. Double click deeper into Data Cloud in the next video.