Salesforce DMP / Salesforce Audience Studio (formerly Krux) captures and activates your data to strengthen consumer relationships across every touchpoint with a powerful data management platform. Every month interacts with more than 3 billion browsers and devices, supports more than 200 billion data collection events, processes more than 5 billion CRM records, and orchestrates more than 200 billion personalized consumer experiences.
Salesforce acquired a company called Krux in 2017 and rebranded it as Salesforce DMP. Salesforce DMP gathers data from own and external sources and creates detailed user profiles. The power of Salesforce DMP is getting insights by combining the customer/first party data like email address, purchase history, etc and third-party data.
Salesforce DMP will gather, unify all data at one place and allow you to segment target customers for your marketing campaigns. Once you get all the data in, you could add rules to refine the customer segment. For instance, target from your region and/or if the target has visited your website recently, etc. You could also leverage lookalikes to expand your target size. Finally you can activate the segments across the right marketing channels and find useful insights. You could integrate third-party data. The list of different sources from which you can purchase third-party data is made available, check it out.
Einstein Segmentation enables marketers to build the best audience for each campaign. Using machine learning and pattern analysis, it analyzes billions of consumer signals from the DMP to help you discover the distinct personas that exist within each of their audiences. Moreover Einstein Splits is a new predictive decision split flow control and is embedded directly into Journey You can build journeys based on a customer’s predicted behavior or persona data generated from Einstein by simply dragging and dropping it into the journey. Predictions include likelihood to open, click, unsubscribe or convert.
Salesforce has its third-party data marketplace called Data Studio that currently operates in the US, Canada, and EMEA. Data Studio grants access to a data market that companies using Salesforce share.
SuperTag is Salesforce Audience Studio’s integrated tag management system, allowing full control over how your tags fire. SuperTag also offers extensive tag firing capabilities, including conditional, throttle, data and frequency-based targeting.
DMP enables targeting the right consumers at the right time and improves the marketing efforts and simply saves millions on media budgets.
Data updated: May 2021
Pricing: starting from 12500 USD /month
Pricing model: Paid
Free / trial option: no
Origin: CA, USA
License: proprietary license
415 Mission Street 3rd Floor San Francisco, CA 94105 United States
Live / Online
Current product score: 8.2
|Data onboarding||Yes||User data stored in Audience Studio is keyed off a global Krux User ID. The Krux User ID is a third-party cookie and as such is specific to a browser (and corresponding device too). All data that is collected by Audience Studio from online environments is automatically keyed off the Krux User ID.Audience Studio supports the ingestion of first-party data available in client systems like registration or subscription databases and other CRM systems. This data is keyed off the client’s first-party User ID. A User Matching process that maps the client first-party User ID to the corresponding Krux User ID for every applicable user facilitates the onboarding and ingestion of this data.|
|Audience insights||Yes||Einstein Segmentation enables marketers to build the best audience for each campaign.|
|Audience creation||Yes||Salesforce Audience Studio will help you to gather, unify all data at one place and allow you to segment target customers for your marketing campaigns.|
|Data marketplace||Yes||Salesforce has its third-party data marketplace called Data Studio|
|AI modeling||Yes||Lookalike Modeling applies an algorithm to a base audience segment and finds new people with features and characteristics similar to those in the base audience. Similarity and reach metrics will allow you to find the most useful lookalike with the highest similarity at the reach level required.|
|Deliverability||Yes||Up to 75-80% data deliverability into the top Ad/MarTech destinationsSalesforce has one of the largest footprints in the industry, thus providing exceptionally high match rates. Match rates can vary from country to country though, depending on both Salesforce's and the partner’s footprint in that market.|
|Open API||Partial||No outbound API|
|Data usage reports||Yes|
|Cross-device targeting||Yes||Audience Studio uses deterministic data coming from authenticated events (logins, purchases, etc) to provide a truth set for training the algorithm. From the deterministic data set, Audience Studio reserves some data to continuously validate the efficacy of the model.|
|Web data ingestion||Yes||JS, ActionScript, Ajax, Interchange|
|Mobile data ingestion||Yes|
|CRM data ingestion||Yes||User data stored in Audience Studio is keyed off a global Krux User ID. The Krux User ID is a third-party cookie and as such is specific to a browser (and corresponding device too). All data that is collected by Audience Studio from online environments is automatically keyed off the Krux User ID.Audience Studio supports the ingestion of first-party data available in client systems like registration or subscription databases and other CRM systems. This data is keyed off the client’s first-party User ID. A User Matching process that maps the client first-party User ID to the corresponding Krux User ID for every applicable user facilitates the onboarding and ingestion of this data.|
|1st party cookies collection||Yes|
|Others identifiers collection||Yes||Roku, Android, Apple, Amazon Fire, Microsoft|
|Raw data export||No|
|On-Site Ad Servers||Yes||Adition / Adswizz / AdTech / DoubleClick for Publishers - DFPAudience / DoubleClick for Publishers - DFP Key/Value Pairs / Freewheel / IPONWeb / LKQD / Nativo / OAS / OpenX / SAS/AIMatch / Smart Ad Server|
|On-Site SSP's||Yes||DoubleClick AdExchange - AdX (via DFP) / Index Exchange (Casale) / OpenX / Pubmatic / Rubicon / Sonobi / Sticky Ads / Tremor|
|Integration MediaMath||Yes||Flashtalking / Flite / Innovid / Sizmek|
|Off-Site Data Activation||Yes||ActiveAgent AG / Adara / AdColony / AdForm / AdRoll / AdSquare / A.ki / Amazon Advertising / AOL ONE / AppNexus / Beeswax / Comscore / Criteo / DataXu / DoubleClick Bid Manager - DBM / Dstillery / Exponential / Facebook Custom Audiences / Google AdWords / Google RLSA / IgnitionOne / Infectious Media / InMobi / Instagram (via Facebook Custom Audiences) / Jivox / Lotame / Maxpoint / MediaMath / [m]Platform | GroupM / Netmining / Next Performance / OwnerIQ / Platform161 / Quantcast / RadiumOne / RocketFuel / Run / Simpli.fi / Specific Media (Viant) / SpotXchange / Teads / The Trade Desk / TimeOne / Tradelab / Termore Video / TubeMogul / Turn / Twitter - Tailored Audience / Undertone / VideoAmp / Videology / Yahoo! DataX (replaced RMX pipeline) / Yieldlab / Zebestof|
|A/B Testing Platforms||Yes||AB Tasty / Acquia / Adobe Target / Maxymiser / Optimizely / Oracle Real-Time Decisions / Teradata Real - Time Interactions Manager / VWO|
|Other Integrations||Yes||Adobe Audience Manager / Moat / Oracle BlueKai DMP / Survata / YieldEx|
|Hashed identifiers onboarding||Yes||Audience Studio also has the ability to ingest your HEM-based data and onboard your HEMs (hashed emails). Certain SKUs are required.|
|Support for fingerprinting||No||Fingerprinting was deprecated in May 2019 and no longer supported in favor of our first-party cookie solution.|
Privacy and security
|Data Ownership||Yes||100% data ownership|
|Data anonymisation techniques||Yes||No PII collected, all data anonymised or pseudo-anonymised|
|Data center location||USA||Data is stored outside EU region (USA)|
Strenghts / Weaknesses
|Clean and intuitive User Interface||Krux media pixels aren't accepted in GDPR-heavy regions, making them absolutely redundant. Clearly, Salesforce hasn't done a proper outreach in all regions to make publishers white-list their tech.|
|Rather poor match rate with DV360|
|No outbound API|
|Data Export / Import|