Sources: 3rd Edition Marketing Intelligence Report, The CMO Survey: Managing Brand, Growth, and Metrics (2023)
The New Dawn in Marketing: Embracing Generative AI
The transformative potential of Artificial Intelligence in marketing is undeniable, with 71% of marketers believing that generative AI will redirect their focus towards more strategic endeavors. However, the glittering promise of AI is not without pitfalls. At the core of these challenges lies a fundamental axiom: Bad Data combined with AI results equals Bad Insights. The spectrum of issues range from incomplete data sets, flawed data taxonomy, to AI biases and hallucinations. With a significant 21% of advertising investments wasted due to poor data quality, and a majority 80% of marketers grappling with measuring multi-channel marketing effectiveness, the challenges are palpable.
Salesforce Marketing Cloud Intelligence: A Master Data Federator
Amid this complexity, Salesforce’s Marketing Cloud Intelligence emerges. Designed to optimize marketing efficacy and budgetary allocations, it ensures data quality with flexible ingestion and modeling tools. What’s more, it empowers marketers with a full view of campaign performance, triggering data-driven decisions through its Action Center platform.
Marketing Cloud Intelligence exists because the domain of enterprise marketing is fraught with challenges, including:
Siloed Teams: Regional operational concentration.
Siloed Data: Data analyzed in isolation, yielding only rudimentary insights.
Service Mindset: Operations pivoting around request fulfillment.
Salesforce’s Marketing Cloud Intelligence is engineered to bridge these gaps. Advertisers and Agencies now have a transparent view of the lead-to-customer journey, comprehend data coverage gaps, to master attribution, insights and measurement.
Marketing Cloud Intelligence underscores five cardinal use cases for businesses:
Integration and Standardization: Crafting a holistic customer profile.
Dashboarding and Reporting: Monitoring and visualizing campaign impacts.
Marketing Attribution: Deciphering the most efficacious strategies and understanding ROI.
So, how does Marketing Cloud Intelligence ensure rapid delivery of insights? It achieves this through stellar data quality and governance, integration, and standardization, even when data is sourced from myriad channels.
Understand more about the platform through, Mastering Datorama Fundamentals, now known as Marketing Cloud Intelligence.
Key Intelligence Features Include:
- Linking dozens of data sources through unique identifiers.
- Data lake implementation to manage cold storage.
- Apps from Salesforce versatile marketplace.
See case studies of MCI in action and request a short demo of platform.
The Bottom Line for Enterprise Marketers:
It’s a fact. Unifying marketing data allows an enterprise to gain a complete, integrated view of its customers. By aggregating data from various sources such as social media, email, and website interactions, brands can understand customer behavior and preferences better, enabling more targeted and personalized marketing efforts while maximizing cost efficiencies. This takes time, talent, patience and strategy, but it is no longer an aspiration, it’s a business mandate.
About Marketing Cloud Intelligence
Salesforce Marketing Cloud Intelligence remains a standout in offering data quality and governance solutions that scale. Intelligence offers:
- Visibility across multiple databases.
- Seamless data transformation, fusion, classification, and monitoring.
Download the Marketing Cloud Intelligence Dreamforce ‘23 session #1 on the State of Intelligence.
Download the Marketing Cloud Intelligence Dreamforce ‘23 session #2 on 4 Steps to a Future-Proof Marketing Data Strategy.
Want to learn more about the platform? Browse our signature learning series, Mastering Datorama Fundamentals
About Decision Foundry
Decision Foundry is a Salesforce, independent software vendor, managed services provider, and a certified award-winning Salesforce Marketing Cloud integration partner. Decision Foundry closes the gap between data accessibility, platform adoption and business impact. Our consulting services include the integration of Data Cloud, Account, Engagement, Personalization, Tableau, and Intelligence.
