Krux of the Matter: What Audience Studio Can Do for Salesforce Users


Salesforce Marketing Cloud has always provided the best platform to aid marketing teams in achieving their best results. But recently, Salesforce’s marketing solutions grew even stronger with the acquisition of a data management platform (DMP), Krux. In 2017, Salesforce announced that Krux would now be known as Salesforce DMP. And then in the spring of 2019, Salesforce DMP became Audience Studio.

Monthly, Audience Studio 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. Through combining Audience Studio with other Salesforce solutions —particularly products within Marketing Cloud — marketing teams are able to achieve a much fuller view of both current and potential customers, and thus achieve better results.

Let’s get into some of the specifics of how Audience Studio works in conjunction with other solutions to boost marketing results.

Learn how to build better customer experiences across all channels, powered by data from any source.

What is Audience Studio?

For a long time, many marketing teams had access to only the most basic data, such as clicks on ads or conversion rates on ecommerce sites. Audience Studio empowers your marketing through more accessible, more meaningful data. While you can use Marketing Cloud to get to know your customers individually, Audience Studio gives you insight into consumers, allowing you to create more immersive marketing solutions that extend beyond traditional ad campaigns. Audience Studio gives marketers the ability to use data taken from every experience or interaction with a brand — not just final clicks — and leverage it to impact every touchpoint on a customer’s journey.

Combining this data from any source, and collecting it in one place, Audience Studio empowers you to create more relevant marketing experiences. You are able to segment and target your audience with more precision, and reach your customers anywhere.

Capture, analyze, and activate data using legacy Krux technology, which serves as the power center for truly intelligent marketing. Thanks to Salesforce Einstein, as your customers spread themselves among an increasing number of devices and channels, you are able to accurately anticipate their actions before they make them, delivering the right messages to match their needs, and crafting one-on-one journeys that lead to true conversion.

The benefits of Audience Studio are endless — but here are a few.

It should come as no surprise then, that there are a whole array of measurable benefits when it comes to using Audience Studio in marketing.

Lookalike Modeling

Ninety-one percent of marketing leaders now use data to segment their advertising. Simple data allows you to know who your customers are. But it is not sophisticated enough to differentiate between more- and less-valuable customers. For example, it cannot tell the difference between a one-time customer and one who will return again and again, or one who will spend more money. Lookalike modeling will automatically define the habits and qualities of your most valuable customers, and then allow you to find and target more consumers who match the same profile.
Lookalike modeling is an invaluable tool for a marketing team, and Audience Studio deploys self-learning algorithms to the deepest dataset possible in order to provide the most precise lookalike modeling available. Not only does this empower you with more actionable information, but it does so without any extra work on your part.

Smarter Data

Lookalike modeling is not the only way in which Audience Studio uses big data to boost results. Audience Studio provides companies with advanced “people data.” This is complex data that uses machine learning to understand people and habits, rather than the basic data often collected by first-generation DMPs.

This data is then able to work with Einstein AI to help define brand audiences and empower customer journeys. This kind of use of big data is something that eludes many companies, but is already being deployed by the best-performing marketing teams — which, for example, are 4.2x more likely than underperforming teams to leverage predictive intelligence or data science to create personalized emails.

Customer Journeys

Customer journeys are becoming more and more decisive in the modern marketplace. As the Internet of Things continues to grow, and social media continues to flourish, customers are interacting with businesses across any number of devices and channels. Yet despite this, they are still looking for cohesive experiences with the brands they frequent. For those marketers who want to be able to reach the largest possible portion of their audience, but do so in a way that is customized to each client individually, this is an absolute necessity.

Audience Studio also provides cross-channel frequency management and cross-device identity management. These tools allow marketing teams to reach consumers in the most effective way. The data here provides marketers with the information necessary to understand each consumer and reach them on the right channel, with the right offer, at exactly the right time.


Salesforce integrates to give you a complete CRM platform.

By combining Audience Studio with Marketing Cloud, marketing teams are able to effectively reach their customers, both current and potential. But through combining these solutions with other Salesforce cloud tools, companies can get a more complete view of each customer than any other CRM is able to provide. By adding Sales Cloud, Service Cloud, Commerce Cloud, Quip, and Salesforce Platform, companies can achieve a full 360-degree view of each customer, and guide them through a unified journey.

Through automating certain processes and tasks, Salesforce allows complete management of a business from anywhere, empowering employees to spend less time on busy work, and focus more on boosting results. Those results are further improved by the use of big data and artificial intelligence to make better, smarter business decisions.

Audience Studio is a newer addition to the Salesforce Ohana, but you can already see the fruits of success in the many customer success stories. Through the use of Audience Studio and Marketing Cloud, marketing teams are able to harness data to its full capacity and reach customers like never before. Sign up today for your 30-day free trial offer with Salesforce, and turn your marketing strategy into a journey to success.

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