Finding Synergy with Salesforce Data Cloud + DESelect

And then, lastly, there’s activation. I’ve noticed that these words can sometimes lead to confusion with customers. Activation, simply put is making sure that the data can sync to another system. Where the data can be consumed. Such as marketing cloud itself. That is probably the prime example. But there’s other platforms like, maybe you wanna sync your audience to Facebook ads for retargeting. And these are just a few examples. Because truly, you could activate a data in any system of your choice.

Now that we’ve done a quick roundup of what Data Cloud is, it’s important to now take a pause at and see what does DESelect do and DESelect, while originally it was known as just a segmentation plugin, it has really grown into this multi-capability platform that we call the marketing optimization platform or MOP.

The idea of an MOP is that it helps marketers drive revenue with high efficiency through frequency, optimization, segmentation and search. So there’s been an overall maturing of the market stack, and I think there’s now a whopping over 14,000 marketing applications available in the market. If you follow Scott Brinker’s reports, which is astounding. And I think we’re still gonna see more of that, despite a lot of consolidation in the market, too.

But while customers have been building more and more marketing automation that has led to other side effects, customers losing overview, it becoming harder and harder to sometimes tie very sophisticated marketing programs to outcomes. And these are some of the challenges that an MOP is trying to address.

In the case of DESelect. It’s a turnkey platform, and it’s fully integrated with marketing cloud engagement. So many customers still refer to as SFMC. Or Salesforce Marketing Cloud, or some people even still refer to it as Exact Target. I’m gonna be using Marketing Cloud Engagement here as the official product name for that product. So our platform and more MOP is integrated with that true app exchange. So you can download us off, app exchange, install it, and play with it.

We offer 3 core components, Engage, Segment, and Search. Search is the product I’m going to be talking the least about today. But just so, you know, it’s a free search bar that works in Marketing Cloud Engagement. You can get it off app exchange. So if you don’t have it yet, it’s probably good time to to run off and go get it. But we’ll talk a lot more about Engage and Segment today.

One thing that I really want to stress is that overall, our MOP really extends Salesforce in myriad ways, and it applies to Data Cloud, too. This is a somewhat architectural overview. And there’s a lot of information on the slide, but I’ll walk you through it, and I hope it will make sense by the end of it.

The tagline is that DESelect is a natural extension of Salesforce Marketing Cloud Engagement. Specifically but indirectly, it is also an extension of Salesforce as a whole, including Data Cloud.

On the right-hand side. You can see here Marketing Cloud Engagement, this big blue box, and in it you have the studios that we, you know, we’re all familiar with. And we love and use on a daily basis, such as Email Studio, Mobile Studio, Content Builder, and so on.

The DESelect MOP is a modular platform. That means all of our modules or apps. You can get separately, but they are working together, too. Search I’ve already briefly mentioned that, but we also have segments which allows you to segment audiences. But some customers go even further. They really use it to actively manage their data, going from structuring their data model to deduplicating and automating a lot of data processes. It’s been really astounding to me to see customers sometimes automate more than 90% of their segmentation, for instance, through our module.

The other module is Engage which allows you to optimize, send frequency, but also plan a campaign to the big campaign planner module and allows you to set priorities. All of these 3 modules are integrated fully into Marketing Cloud, which means in terms of look and feel, they feel like a natural extension of the UI. But they’re also fully integrated with the data through APIs. Having said that, the data completely remains within Marketing Cloud. And that’s why we say we’re built on top of Marketing Cloud because you enjoy IT infrastructure and security. And your data stays there from a data privacy point of view that’s great.

Because of that, all these things work in direct concert with MC. And it’s really a natural extension. But of course, Marketing Cloud Engagement rarely lives in itself. It’s usually fed by other systems that provide data to it, and that could be Salesforce CRM directly. It could be Salesforce Data Cloud which we see more and more in the market, or it could even be a third-party system. Some data lake like Snowflake, a data warehouse, maybe even other CRM system like Microsoft Dynamics.

Or what can also be the case is that maybe you have something like Salesforce CRM feeding into Data Cloud which in turn feeds into Marketing Cloud Engagement. I think that’s what we’re gonna see the ecosystem shift more towards in the future. But for now there’s as many combinations as there are companies so what is on the left side. Here is something that you know best for your organization.

The thing, though, is that whatever data flows in well, it comes into Marketing Cloud Engagement from some source, and there it can be leveraged by DESelect MOP. We’ll see a few use cases today where customers sing their data into Marketing Cloud, for instance, from Data Cloud, and then it can be leveraged by DESelect. Indirectly, we also extend everything there.

Let’s move on. So now let’s let’s pause quickly. What are the top three benefits of an MOP? So why would you do it? And I’ve already briefly highlighted, but the key ones are revenue generation efficiency gains and marketing enablement. On the revenue generation side, because with an MOP you can target more accurately. You can expect higher conversions, and you can also identify under-engaged contact, especially through send frequency.

We have a few cool examples of that later in the presentation. In terms of efficiency gains, we’ve seen people achieve 52% time savings or gains in marketing efficiency. We’ve seen people increase their campaign velocity with 23%, sometimes even way more.

It’s plug and play. It’s turnkey. So it’s only 30-minute installation. So your time to value is very, very high with something that is fully integrated as this. On the marketing enablement side. What it really allows you to do is in terms of organization process. You can eliminate technical bottlenecks. You can also upskill talent on all levels.

For instance, many marketers are not too familiar with their data because they’re still reliant on technical resources to provide them data sets. What we have seen over and over and over again is that when you actually enable marketers, even when they’re not non-technical, and you allow them to play with their data, they will learn they will get better insight into their customers, because now they know what data is available.

That in itself will lead them towards better campaigns because they know what’s available. So allowing enabling marketers to place, your data will get you better marketing overall.

Lastly, a smoother collaboration within Marketing Cloud Engagement itself, Marketing Cloud Engagement, while a very performant platform can deliver an incredible scale, it can still be a daunting, somewhat technical platform. Our applications have provided many non-technical users to make easier use of the platform so to get more out of your marketing cloud investment that way. So those are some of the benefits of the MOP.

Here’s an example of a customer that has got some tremendous success with our platform. Is this Home Chef, a well-known food delivery service, and I think the main metric for me here is that they had a 3% lift in revenue per customer, which is insane. That’s a fantastic result. These days they’re doing daily segmentation of over 5 million records. And it’s non non-technical marketers that can do that because they’ve been enabled.

They’ve achieved overall more sophisticated segmentation to either identify niche customers which in turn led to higher revenue per customer. To put in the words of Michelle, the senior manager for lifecycle automation, we deselect our marketing team is able to unify multiple data sources, identify high valued customer segments, deliver curated experiences to those audiences and produce measurable results. Best of all, they’re doing it so independently, without reliance on IT or SQL. And in less time we’re improving auto rates generating more revenue. And DESelect allows us to do that. So that is a fantastic success story. And thank you, Michelle, for saying that.

Now that you’ve had an overview of what Data Cloud is, and you’ve had an overview of the DESelect MOP can do. Now let’s look at some use cases of how these can work together and what the differences are starting, of course, with Data Cloud and DESelect segment.

Just to recap DESelect segments. Now we’re jumping into the modules of the MOP itself. DESelect segments is an intuitive drag and drop segmentation solution for Marketing Cloud, allowing you to segment, manage your data and automate it all in Marketing Cloud Engagement directly without requiring SQL. Which if you’re doing a little bit sophisticated segmentation, you’re going to end up writing SQL. And Marketing Cloud by default.

There are actually a few scenarios. And so we’ve created this very, very simple decision tree to help. You understand? If you should get Data Cloud, DESelect segments, or perhaps both. That last part may surprise you a little bit, and it’s gonna be a big focus in today’s presentation. But let’s start with the decision tree. So say, say you, you’re wondering, should I segment in Data Cloud or DESelect? Now, notice, there’s one key question, and it’s pretty profound, and that is, are you ready for a customer data platform.

In the next few slides there will be some questions and insights on helping you answer that question. But overall a CDP is a somewhat change in philosophy. It requires organizational support, and it requires a business transformation as well as a technical transformation. These are the things that will really determine. Do you have the appetite to do that?

Say, if that’s not the case, for whatever reason, then, if you are looking to do your segmentation Marketing Cloud itself. Then hands-on. Go with DESelect. We’ve been doing it for years. Now we’ve got great a great success rate. Our current NPS within the quarter sits at 70, which is a new record we’re breaking. And so we got you like, we can support you with that.

Let’s wheel back into decision tree. Say that you are actually ready for a customer data platform. And maybe you feel maybe something like unification is really something you need as a capability within your stack.

Another important question that you should consider is the CRM team, or maybe, or more likely the marketing automation team or the marketing operations team, or maybe even marketing itself. Are those teams, or is that team depending? What? How it works for? You are they able to take ownership of the CDP?

A CDP as what we’ve seen in the market is typically owned by more technical resources. It often falls under the CIO, not under the CMO. Whereas the CDP in any case should enable marketers that distinction is very different. Now, if those teams can take direct ownership of their CDP, then maybe you want to go with Data Cloud purely. But if your marketing automation team or your marketing operations team can take direct ownership of a CDP and they don’t have control on that. It means you’re gonna be reliant on more technical resources. In that case, what we recommend is actually to go for a hybrid architecture and a hybrid process. The team that’s the Salesforce Data Cloud team that is governing the CDP. They can push master segments to Marketing Cloud. So master segments would be like the big building blocks you’re going to use downstream.

Those teams that actually work with Marketing Cloud where it’s CRM marketing, automation or marketing operations. They can segment in Marketing Cloud Engagement with DESelect. And there’s actually a number of benefits to that.

Understanding these three scenarios can already answer a lot. And now we can go a little bit deeper. Understand? What can drive the answers to these questions.

I’m just gonna remind all of you that if you have any questions throughout this presentation, feel free to push them in the Q&A chats. If I won’t take them right now, I’ll definitely do so at the end.

So to some extent there is a question of should it be DESelect segment or Salesforce Data Cloud. As we’ve already seen, that’s not always. It doesn’t have to be an either-or situation. But let’s just compare them just for a moment next to each other.

They are somewhat different. And first of all, I don’t even mention the slide, but I think it’s really important to understand that these are just very different kinds of animals, right? These are very kind of different beasts. Data Cloud is a CDP, that’s a platform in itself that has multiple capabilities, whereas DESelect segment is but one module of the DESelect MOP, which in itself has a somewhat different purpose. The CDP, so really, what you’re trying to do is really important here. But if we’re looking beyond that, the license cost of Data Cloud is usually an order of magnitude more than DESelect segments.

Prices on the official website currently start about 100,000 per year. But there are many additional costs that go into it. And what’s really important to understand. And this is somewhat different from how Salesforce has built for other products. What’s really important to understand is that it is consumption based like a big part of what you’re gonna be built, is depending on how many segments you’re creating and how many of those segments you’re activating later, and we’ll talk more about that in a second.

Next, we have the cost of implementation, but also the time to value, and those two are very related. So I’ll cover them at once. In terms of Data Cloud, I think the shortest project you can expect are a three month project, but that is, if it’s really an out-of-the-box project and only integrate with Marketing Cloud. We’ve already seen that Data Cloud is meant to unify data. So typically, you’re gonna integrate more than just Marketing Cloud to really get, you know the value out of it.

In those cases what we’ve seen and heard from customers and seen in the market is that the projects can vary very widely from 6 to 18 months, maybe even longer, because of that, the cost of implementation in terms of consulting fees, implementation fees, maybe even professional services from Salesforce. It will be significant.

On the other side, DESelect segment, since it is a turnkey module, the time to value is measured in weeks. In fact, the implementation only takes 30 minutes, and customers who, you know, find their way in the intuitive interface. They can get start right away, but in reality we often schedule a few trainings and customers start to see value after a few of those.

Another big key differentiator is a data scope. DESelect segment has immediate access to all of your Marketing Cloud Engagement data, and for many marketers that would be more than enough. But if you want to, segments on data is not a Marketing Cloud Engagement. Then you should probably lean towards Data Cloud because you’re gonna unify all your data from various systems there, and ideally, all your enterprise. Data will feed into that.

In terms of complexity, because Data Cloud not only has a wider scope of data, as we just mentioned, it also still has some more technical features, such as they need to have to write some SQL, to do things like calculated insights.

On DESelect segment side. The data scope is less. We do tons of things in the, in the product that allow you to create templates and whatnot and on top of that every SQL feature exists is supported, but things like calculate insights that those would be called aggregations. Those are all purely drag and drop. Because of all those things, DESelect segment tends to be significantly less complex.

Lastly, the owner is typically different, too. Data Cloud while it is an important tool for marketers. And it’s also positioned as such. In reality, it is typically owned by more technical teams, it might be owned and mainly used by, for instance, BI teams, and the end users will also vary, depending on the complexity it could be BI could be technical marketers, or or maybe even non-technical marketers.

DESelect segment, since it’s part of the Marketing Cloud Engagement stack, it will typically be owned by marketing, and so segments will be used by, if not the end users. It will be used by marketing operations, or maybe some other technical marketing team like marketing automation.

So there’s a bit more we can say about that. But I hope this already provides you a really good overview of the key differences.

On the previous slide I talked to how they are different, and in that case it seemed like an either-or scenario, but I’ve already mentioned that it is also possible to use a hybrid architecture, and, in fact, there might be desirable for certain customers, and this picture is another somewhat complex picture. I’m gonna walk you through nice and slow, but it explains how these two can function together, and then after that we’ll sum up what the advantages are.

Data Cloud and DESelect segment can work together. The tagline here is that you would segment your data in Data Cloud. Then you activate the segments to Marketing Cloud Engagement. And then, finally, you segment campaigns in Marketing Cloud Engagement using DESelect segment.

Let’s walk through that process. On the left-hand side we have Data Cloud. And you will recall Data Cloud has four key capabilities, and we can already see them here in just unify segment, activate. Starting on the very left, you can see, we have multiple data sources like a CRM data warehouse or data lake could also be, you know, one of the other Salesforce clouds, of course, and those that that data comes into Data Cloud via something called data streams. We’re gonna save you the details on that today. And through certain processes you can unify your data into what they would call a unified data model. So this is sort of like your cleanup data model, where you’ve constructed your 360. Maybe you have different contexts for the same person with different contact information for that person.

There’s going to be your main model, of which you’re going to do your the rest of your work. Segmenting your data is a feature you can use in in Data Cloud.

When customers do that, they may create what we would call master segments. Master segments is a little more of an industry convention than an actual technical term, especially people who’ve been working with Marketing Cloud Engagement should be very familiar with that phrase, because it’s been sort of an ancient best practice by now to create master segments with the Marketing Cloud Engagement itself. But you can do that this in one step before. If you have Data Cloud in the Data Cloud itself.

For instance, your master segments could comprise things like new customers, prospects, ex-customers. So on. The moment you have those segments. We’re going to activate those in Marketing Cloud and remember, activate simply means that the segment is essentially syncing over to the Marketing Cloud. Once those segments are there, as you can tell in this example, these segments are still, you know, very large. We’re probably not gonna move a single email to all ex-customers or to all prospects. We probably wanna be we’re gonna want to be a little bit more granular and segment based on interest, history, geography, language, whatever it may be.

The solution of choice is DESelect segment. Here you could, for instance, fine tune your master segment of new customers to something that looks like a marketing segment. That would be something like new customers that converted in the last 30 days, located in NYC.

On the left hand side we have data segmentation on the right hand side we have campaign segmentation. Some people will call it Macro segmentation versus microsegmentation, or you could say in marketing class. You do your operational segmentation, whatever it may be.

The idea is that you make the segments more granular, and that the marketers can do that themselves. Finally, you can execute against a campaign and send out that email, the text message, whatever it may be.

I noticed a quick question. By the way, in the chat David’s asking, “can DESelect integrate with account engagements are part of it. So, David, that’s a great question. So right at this moment we do not integrate with Marketing Cloud account engagements, and probably for the foreseeable time we want, however, one thing that we’re actively investigating is Marketing Cloud Road Edition.

Great! So just to sum it up from the last slide. One more time. Data Cloud and DESelect segment can work together because you can segment your data in Data Cloud. But you can segment. Your campaigns in DESelect segment in Data Cloud, you would be creating master segments, say new customers, whereas in a Marketing Cloud Engagement, using DESelect segments, you can refine those audiences for precision targeting, and, for instance, a marketing segment of new customers could be fine tuned for an actual campaign.

Now. What are the benefits of doing this? Well, as you will recall from a couple of slides ago, when we compared both solutions. There are certain challenges or limitations that you can face in Data Cloud, and you will will list some of these here and then explain how the hybrid architecture actually resolves these.

Let’s start with the operational cost. Data Cloud uses a consumption-based model where you pay for every activation to Marketing Cloud Engagement.

Some customers, when they learn about this. Say, for instance, an IT department is considering the implementation of Salesforce Data Cloud when they learn about the consumption-based model, their reaction is no way. We’re gonna let the marketers use this because they know the marketers are gonna want to segment frequently and iterate and experiment, which is what they should do. But of course, if you take that approach with a consumption-based model, it’s just gonna make your price explode right? And that can be an actual business limitation to your ability to segment them. The solution that this hybrid architecture offers you is that instead, if you do your actual day-to-day segmentation in Marketing Cloud Engagement using DESelect, you can significantly reduce this cost, and you can still use Data Cloud for all the great things it does like, unify and activate. But the more frequent experimental, day-to-day segmentation do that in a Marketing Cloud Engagement itself directly.

Benefit number one, benefit number two. On the organizational side, we’ve already mentioned that while marketers are encouraged to utilize CDPs, they’re still typically owned and paid for by the CIO, not by the CMO. As a consequence they also tend to require more technical users. The benefit here is that if you go for the hybrid architecture. You’re probably gonna end up within more technical teams, creating master segments, pushing those through.

You can leverage DESelect a Marketing Cloud Engagement where marketers already working. It’s easier from a business process point of view, it’s easier from a user adoption point of view. That brings us to the last one ease of use itself.

Data Cloud tends to be more complex in general because of the wider data scope and features like calculated insights, but also model builder, bring your own model. These are pretty, complex features, pretty high-level features. Many of these use cases that marketers would want are solved by DESelect, for instance, through a feature called aggregations, allowing you to drag and drop things to do calculations like, how much has a customer spent in the last 12 months.

On top of that you can even pre-configure a lot of things like, say, if you would be joining tables together very frequently. You can save it as a template if you use the same 20 filters every time you can save it as a template, right? So it’s really built towards enabling end user marketers. So the ease of use will be easier for them. Data Cloud plus DESelect segments work great together. There’s a hybrid architecture that allows you to dip into the best of both worlds, and I hope you have a good idea now of how that could work for you.

This is not theoretical. We have actual customers that do this right. Here’s an example of a school specialty. You can also find the success story on our website. The problem that school specialty had was that the Data Cloud segments were too large for the technical campaigns, and they also tried to do SQL queries and automation studio, which was too time consuming

They started to use Data Cloud in conjunction with DESelect segment. The result is that they found it easier to join data extensions supplemented with additional user data. They have more data enrichment. It goes a little bit even beyond segmentation. They also used DESelect segment to enrich the data in Marketing Cloud.

They can also build further upon the Data Cloud segments and overall. It’s leading them to create more highly personalized communications.

So Kenn Gardner the Marketing Cloud admin at School Specialty, especially comments that it’s simple to use. It saves the resources of those we have on staff. With more time freed up, they can focus on things more important to our business. That’s a great example of how Data Cloud and segment can work together.

Before we go to the next section. I want to give you a call to action. You might wanna check out this QR code because, DESelect segment is actually available for free these days. Segment for a long time was only available paid. We have actually released a freemium version, and this freemium version offers you all the features that you will find in our first tier called DESelect Enable. You can check it on a website, but it already allows you to create filters, create selections, join tables together. So there’s some things that normally you would only be able to do through SQL. And Marketing Cloud Engagement that you can do with this free selection. It allows you to create up to 10 selections per month per business units. You can activate it into 2 business units, and each of those can have 3 users and 10 active selections other than that, there’s no limitations. So check it out if you haven’t already.

Now we’ve covered a lot of things about Data Cloud + DESelect segment. And that was probably one of the most important things we had to cover in this presentation. We have to go a little bit further, too, because, as I’ve already highlighted the DESelect MOP goes beyond the DESelect Segment. It’s just one of the modules these days. So how does Salesforce plus DESelect Engage work together?

Before we do that it’s time for another poll. Check your screens and you should be seeing a poll.

How does your organization determine send frequency?

The potential answers, are we don’t. Or maybe doing it through spreadsheets or manual methods. Or perhaps using Einstein frequency capping. Or maybe something else if you’re doing it some other way. I’ll give people a minute to comment.

Alright, I’m gonna round up the poll now. Thanks everyone. So it seems that people in today’s call are either not doing it or they’re mainly using spreadsheets or manual methods. I see a few other people still doing another method. So I’ll be curious to learn how they’re doing that.

Let’s jump into what is DESelect Engage. DESelect Engage is is one of our other core modules of our platform, and it’s an intuitive drag and drop frequency capping solution for Marketing Cloud, allowing marketers to easily set custom rules, priorities, campaign types and contact categories, and these can be applied to every single send in Marketing Cloud Engagement.

The benefits of this is that it enhances campaign visibility and control across teams. On the top right here you see a visual of a campaign planning module. What we allow you to do is beyond building the rules. We can also offer you an actual campaign planner, where we can see into the future and kind of have an idea of which campaigns are going to be saturated up to the level of individual contacts. So you can sort of plan your campaigns in, you know, say, for next few weeks, but you can already predict which people are going to be over saturated. So you can still adjust your campaigns, and that’s extremely powerful.

Everyone can see which campaigns are going out. And when the precise rules about frequency tie directly to Marketing Cloud. The rules that you configure will have an effect in either Journey Builder or in Email Studio.

These rules are also automatically applied, leaving no room for error. I’ve heard it multiple times that customers tried to solve for this, and I saw we had a few of those answers here, too, customers tried to solve for it through spreadsheets, or like very expensive meetings where people get around a big round table, and they argue about which campaign has higher priority. That’s a very difficult process. But on top of that it’s also no one leaves those meetings in full confidence, because it’s almost impossible to at the individual contact level figure out which person has been in which campaign and which now. So it’s very hard to do this. That’s why you really need to do it in an automated way, if you want to do it well and somewhat efficient.

Let’s talk about how this compares to Salesforce’s own offering. A question we would often get is, well, what about Einstein frequency capping. First of, I want to say Einstein itself. The name sometimes causes a bit of confusion with customers who are newer to the platform. It’s really important to understand.

Einstein is a brand name. There is no single Einstein product. Alright, there’s no single Einstein product. The term is used across many of Salesforce’s AI capabilities, and some of these are generative AI. Some of these are predictive. So you always should ask, what Einstein are we talking about? I am talking about Einstein frequency capping, which is a feature very specifically to Marketing Cloud Engagement.

To walk you through that it offers predictive modeling. It uses data views that are known as underscore, send underscore, open and underscore and subscribe to categorize customers. It’s also integrate with Journey Builder. There’s a little visual of that here in the top right? You can see the Einstein frequency split, based and based on that, it will automatically exclude contacts that it deems saturated. There’s another visual below here, where you can see how saturated contacts are in a business unit based on on Einstein. It will will tell if customers are saturated on target or under saturated.

There are big limitations with this. First of the data requirements. You can only do this if you have at least 90 days of data to be effective. It only works with email and push. So not with text. But most importantly, it all, it only works if the contacts in Marketing Cloud’s out of the box subscription center can be analyzed. That tends to be a problem.

More often than not, customers use a custom preference center. If you go that way, you just can’t use this feature. So that’s where it ends for most customers. Even if those things wouldn’t be a blocking factor on top of that. Einstein is a black box, so we can see who’s been saturated and who hasn’t. But we don’t know why, that is very hard to understand.

Also, the prioritization that Einstein applies is reliant on first come first serve. So if a communications coming up for a customer, what we don’t take into account is other sends which are planned for, which is something you can do with DESelect Engage. Thanks to the campaign planning functionality.

That also ties into this last bullet. It only works retroactively. Modeling is based only in past sends. It can’t help you with future campaign planning.

Einstein frequency capping. That’s how it compares with Marketing Cloud Engagement. The conclusion of this, though, is that DESelect Engage really complements Salesforce because DESelect Engage’s capabilities far extend Einstein frequency capping, for instance, our send frequency optimization can be rule-based. It can also be machine learning based. We have a campaign planning module. You can do prioritization and so on.

I don’t have a separate slide on that. But I just wanna mention that Data Cloud does not offer send frequency optimization. Sometimes I’ve heard a bit of confusion around this. Because, yes, in theory, you could create things like suppression lists in Data Cloud. You could sync that through. But you’re gonna have that same problem with the consumption based model. There’s not gonna be a very cost efficient way of doing things. Next, as the third bullet here was really important to understand

DESelect Engage sits at the level of marketing execution. It sits within Marketing Cloud, and is a very good reason for that, because you can only properly take care of some frequency optimization. If you can go to the level of individual sense, which is something you couldn’t do with Data Cloud.

What I’m trying to say is, say, you have a journey with 10 different steps at every sense. You want a mechanism to be able to to go there. And yes, there could be a theoretical solution with suppression lists and all that maybe fed in by Data Cloud. From a cost point of view, just practically and make sure it’s always applied. It’s just not a good, it’s not. It’s just not a good pragmatic solution that no one’s actually going to implement.

In essence, the Data Cloud just doesn’t offer send frequency optimization. That’s fine. That’s not the purpose of the platform, anyway. DESelect Engage offers a complement to Salesforce’s offering and enables marketers to really data marketing to the next level.

I have one more success story for you. This is from the Brain Tumor Charity. They’ve been using DESelect Engage to prioritize campaigns for an optimal customer experience. Here, too, they’ve seen an increase in revenue or in their case donations, because this is a charity.

They’ve also gotten way more insights into how their campaigns are actually impacting customer journeys by figuring out where is the situation point for different customers, and they’ve had considerable time savings compared to the original contact strategy. Because all of this stuff is automated.

Jean Almonds, Director of Fundraising, commented. If we engage your customers in the right way we will optimize donations, and by doing that we will be able to put more money into supporting those with a brain tumor and their families. It’s quite a wonderful and heartwarming success story.

Conclusion. We’ve talked a lot about Data Cloud, the DESelect MOP. How segments relate specifically to Data Cloud, and how Engage relates to Salesforce as a whole.

Our MOP consists of those three products. I won’t spend too much time on this. We also had a third product that I didn’t highlight too much. Today. It’s a free app you can get from App Exchange. If you want to have a search bar.

I will just sum up what are some of the key synergies. If you combine Data Cloud with DESelect, first off, you’ll have powerful capabilities, like unified data management where Data Cloud is really key.

You can also have both data and campaign segmentation. You can do your master segmentation in Data Cloud. Do more calendar segmentation inside of DESelect.

Overall you have more improved technological, organizational alignment. What I mean with that is that, as I’ve mentioned, marketers tend to use Marketing Cloud.

More technical resources tend to use CDP. Combining products and this hybrid architecture, you’re optimizing the product. You’re having best in class products for your different user bases for different users.

Lastly, you can also do some frequency optimization which is a capability pretty unique to the DESelect platform.

That was today’s presentation. I’ll open the floor for some additional questions. Feel free to post them in the Q&A section

Meanwhile your call to election for today is if you want to be in touch with me or have more questions, feel free to shoot me an email. Make sure you’re following me on LinkedIn. We post a lot of content there that you might find interesting if you found today’s presentation interesting. And of course, if you understand exactly how this MOP would work with you and Data Cloud, you can just book a demo through the QR code.

Meanwhile, I see we have one question. Someone’s asking, does Data Cloud include Einstein? That’s a great question. That ties a little bit back to to what is Einstein in the first place.

Einstein is really a brand that Salesforce uses to cover multiple products and Data Cloud, just like the other products. Of Salesforce like most other products, has some Einstein capabilities in case of Data Cloud, for instance, they do have a generative AI driven way to create segments. The only thing I would nuance there is that those things typically still require some manual checks. We ourselves at some point decide to not integrate open AI into a DESelect segment, just because we saw that data models are so different between customers. You really want to make sure your segmentation is accurate.

I think it’s exciting what generative AI is doing. But be conscious that it’s not perfect yet, and especially for segmentation. You’ll want to double check very heavily to make sure you got the right segment.

I see we have a longer post in the chat.

Someone’s sharing their whole architecture. Thanks, thanks, David, for clarifying that.

I have one other question. The QA. Section that is, doesn’t Data Cloud have a free addition as well?

That’s a great question. So, yes, Data Cloud. Salesforce a while ago did announce a free addition of Data Cloud. But what’s really important to understand is that this is not a really usable addition. That addition is really meant for technical teams who want to start experimenting with Data Cloud. It’s often offered as part of a package, too.

The moment you’re actually gonna start doing. Your operations with that platform. You have to segment that activate again, you’re gonna run into the consumption based model. From that point on, you’ll definitely have to pay. It’s a free addition. But it’s more meant for the developers to get their hands dirty. It’s not really meant for end usage.

Great! I don’t see any further questions, for now. Thanks everyone, for your attention, for participating and for your questions throughout. It was a pleasure hosting this, and I wish you all a great day bye.