Salesforce DMP: “The Backbone of a Complete Data-Driven Marketing Strategy”
Posted: Sat Jan 18, 2025 8:39 am
Home > Salesforce Data Management Platform (DMP) > [Interview] Salesforce DMP: “The Backbone of a Comprehensive Data-Driven Marketing Strategy”
Big Data and Artificial Intelligence converge in Salesforce DMP, a tool that helps you increase your customer knowledge. We met Laura Guzmán Linares, Regional Vice President Marketing at Salesforce, to learn more about this platform.
The marketing trends for the next few years are clear: the customer must be at the azerbaijan email list center of the entire strategy . It is important to know their tastes and interests and use this information to create personalized campaigns to achieve your goals. A new technology allows us to obtain this data and develop segmented strategies comfortably and simply. We have explained what Salesforce DMP is , the platform that combines Big Data and Artificial Intelligence to deepen our knowledge of our audience. Now we would like to share excerpts from an interview with Laura Guzmán Linares, Regional Vice President Marketing Cloud at Salesforce, to delve deeper into the topic.
Image courtesy of Salesforce
WAM: What is Salesforce DMP and how does it work?
Laura Guzmán : Salesforce DMP is the backbone of a complete data-driven marketing strategy because it allows you to deepen your customer knowledge.
Salesforce is a mobile-first solution in a world driven by Big Data. This way, you can manage huge amounts of data, structured or not, without the need for a rigid taxonomy. This means that the human factor, which is essential to understand which information should be analyzed and which should not, is replaced by DMP that is able to examine all the variables.
Another striking aspect is that this technology collects and unifies data from on and offline sources and organizes it to activate completely personalized communications based on what it knows about each customer.
An example can help to understand better. A travel company with the solutions currently available can analyze the behavior of its users based on the destinations they are searching for; but if we add new destinations to the website, the existing Big Data tools do not "know" how to draw conclusions if we have not told them first. With DMP, each new destination is a new piece of data to analyze and cross-reference with the Big Data already stored. This allows us to update the information we already have with these new discoveries so as to offer customers completely personalized offers .
Big Data and Artificial Intelligence converge in Salesforce DMP, a tool that helps you increase your customer knowledge. We met Laura Guzmán Linares, Regional Vice President Marketing at Salesforce, to learn more about this platform.
The marketing trends for the next few years are clear: the customer must be at the azerbaijan email list center of the entire strategy . It is important to know their tastes and interests and use this information to create personalized campaigns to achieve your goals. A new technology allows us to obtain this data and develop segmented strategies comfortably and simply. We have explained what Salesforce DMP is , the platform that combines Big Data and Artificial Intelligence to deepen our knowledge of our audience. Now we would like to share excerpts from an interview with Laura Guzmán Linares, Regional Vice President Marketing Cloud at Salesforce, to delve deeper into the topic.
Image courtesy of Salesforce
WAM: What is Salesforce DMP and how does it work?
Laura Guzmán : Salesforce DMP is the backbone of a complete data-driven marketing strategy because it allows you to deepen your customer knowledge.
Salesforce is a mobile-first solution in a world driven by Big Data. This way, you can manage huge amounts of data, structured or not, without the need for a rigid taxonomy. This means that the human factor, which is essential to understand which information should be analyzed and which should not, is replaced by DMP that is able to examine all the variables.
Another striking aspect is that this technology collects and unifies data from on and offline sources and organizes it to activate completely personalized communications based on what it knows about each customer.
An example can help to understand better. A travel company with the solutions currently available can analyze the behavior of its users based on the destinations they are searching for; but if we add new destinations to the website, the existing Big Data tools do not "know" how to draw conclusions if we have not told them first. With DMP, each new destination is a new piece of data to analyze and cross-reference with the Big Data already stored. This allows us to update the information we already have with these new discoveries so as to offer customers completely personalized offers .