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A Tale of Data-Driven Advertising

Explore a data-driven ad strategy in a refreshingly simpler form — a lemonade cart.

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Introduction

Meet our two rival lemonade carts. In this guide to data-driven digital advertising, see how each business succeeds — or doesn’t — with different digital ad strategies. Plus, get some resources to inform your own advertising strategy.

Let’s get started.

Get to know the customers

See how data helps build the right audience.

Both of these lemonade carts collect customer data. But only one owner is using it to help fully understand his customers. Explore the hot spots below to see how each one is managing data for customer identity.

72% of today’s customers expect companies to understand their needs.* This lemonade cart owner’s customer data should help him identify his audience, so he knows how to manage his budget.

This lemonade cart’s owner invests in digital advertising on social media and search. But he also has an email list. If he could combine his advertising and email data for a clearer picture of his customers, he’d see that he’s overspending.

Meet The Daily Rind. It’s artisanal, all-natural lemonade. This owner knows 84% of today’s customers value experiences as much as products and services.* So his data collection strategy — rooted in consent — gives him deeper insights to build ad experiences.

71% of customers now expect companies to communicate with them in real-time.* When someone adjusts their lemonade preferences, The Daily Rind’s owner sees it immediately.

The Daily Rind’s advertising performance customer data sits right alongside its website, email, and other behavioral data. The owner gets an entire picture of each individual customer.

72% of today’s customers expect companies to understand their needs.* This lemonade cart owner’s customer data should help him identify his audience, so he knows how to manage his budget.

71% of customers now expect companies to communicate with them in real-time.* When someone adjusts their lemonade preferences, The Daily Rind’s owner sees it immediately.

The Daily Rind’s advertising performance customer data sits right alongside its website, email, and other behavioral data. The owner gets an entire picture of each individual customer.

Activate Data

See how data makes ads even sweeter.

Once they’ve collected and organized their data, the cart owners must put it to work in a way that sees the most returns and meets customer expectations.

The generic cart’s owner uses all his Q1 ad spend on social. However, a data-driven approach could help inform exactly where to allocate his ad budget, yielding higher ROI.

With a central view of customer data, targeted ads can reach audiences at a 1-to-1 level, delighting customers and delivering greater engagement.

This ad is nice, but isn’t backed by deeper insights, actions, or preferences. Had it been informed by data, like the ad on the right, it would have yielded higher engagement.

Knowing how each customer prefers to be marketed to, The Daily Rind’s owner can prioritize his budget across each channel. That way, he runs ads where they’ll see the highest engagement — and return.

The Daily Rind crafts every glass with care, expertise — and data. The same goes for its advertising. It advertises to every individual differently, based on flavor preference, schedules, or even the weather.

64% of customers prefer tailored engagement based on past interactions.* For The Daily Rind, lemonade’s perfect recipe actually lies in the data behind each customer.

Personalizing its ads across channels and devices, The Daily Rind can track ROI more effectively. If a customer interacted on social yesterday but clicked on a display ad today, it knows that customer is the same person.

With a central view of customer data, targeted ads can reach audiences at a 1-to-1 level, delighting customers and delivering greater engagement.

This ad is nice, but isn’t backed by deeper insights, actions, or preferences. Had it been informed by data, like the ad on the right, it would have yielded higher engagement.

Knowing how each customer prefers to be marketed to, The Daily Rind’s owner can prioritize his budget across each channel. That way, he runs ads where they’ll see the highest engagement — and return.

The Daily Rind crafts every glass with care, expertise — and data. The same goes for its advertising. It advertises to every individual differently, based on flavor preference, schedules, or even the weather.

64% of customers prefer tailored engagement based on past interactions.* For The Daily Rind, lemonade’s perfect recipe actually lies in the data behind each customer.

Analyze Each Campaign

See what’s working for advertising campaigns — and what’s not.

Each lemonade cart uses different methods to measure advertising success across campaigns. See which one has an edge.

62% of customers expect companies to adapt based on their actions and behaviors.* But the generic cart’s owner only gets campaign reports once a month. Is that enough to keep up with customers?

This owner sees campaign performance across channels. He’s mostly happy. But he can’t see all those results in one report. He doesn’t know that spending more on display — and less on other channels — would improve his ROI.

This owner wants to use purchase history data to inform ad campaigns, but his marketing and sales data sits in silos. If he could connect it all, he would be able to see campaign ROI and understand which products to market to increase sales.

The Daily Rind uses marketing intelligence to ingest and see all their campaign data in one place automatically. This makes it easy to make adjustments on the fly based on results.

The Daily Rind analyzes what creative, audiences, and channels are performing best to quickly optimize campaigns and increase performance. This makes sure the stand is delivering what its customers are in the mood for.

This owner also tracks all the right metrics, including engagement, subscriber lists, and revenue. He combines all of his marketing and sales data — so he knows exactly which campaigns are making the most money and can be as efficient as possible across his budget.

*Salesforce “State of the Connected Customer” report, third edition, 2019

62% of customers expect companies to adapt based on their actions and behaviors.* But the generic cart’s owner only gets campaign reports once a month. Is that enough to keep up with customers?

This owner sees campaign performance across channels. He’s mostly happy. But he can’t see all those results in one report. He doesn’t know that spending more on display — and less on other channels — would improve his ROI.

This owner wants to use purchase history data to inform ad campaigns, but his marketing and sales data sits in silos. If he could connect it all, he would be able to see campaign ROI and understand which products to market to increase sales.

The Daily Rind uses marketing intelligence to ingest and see all their campaign data in one place automatically. This makes it easy to make adjustments on the fly based on results.

The Daily Rind analyzes what creative, audiences, and channels are performing best to quickly optimize campaigns and increase performance. This makes sure the stand is delivering what its customers are in the mood for.

This owner also tracks all the right metrics, including engagement, subscriber lists, and revenue. He combines all of his marketing and sales data — so he knows exactly which campaigns are making the most money and can be as efficient as possible across his budget.

Resources

Get the tools you need to build your own data driven ad strategy.

Discover advertising's data-driven future.

Advertising is evolving — are you ready for it?

Get the tools you need to build your own data driven ad strategy.

Analyst Report

Forrester analyzed advertising’s biggest changes. See what they found.

Webinar

Hear an adtech expert discuss industry disruption — and how to adapt.

Webinar

Get ready for the aggregate & API-led world of advertising.

Webinar

Hear how your brand can thrive in advertising’s new era.

Webinar

See how future advertisers will target customers and measure success.

Advertising is evolving — are you ready for it?

Infographic

Inform your ad strategy with insights from Forrester.

Blog

Discover the 4 biggest myths on the future of advertising.

Learn the latest advertising best practices.

One-Sheeter

Get a quick look at Salesforce’s tools for data-driven advertising.

Report

Data-driven advertising is on the rise. See 5 reasons why.

An Experience for Financial Services Marketers

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Learn 4 ad strategies that work in an economic downturn.

See the numbers behind marketing's biggest trends.

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See the trends and insights of marketers leading through change.

Research Report

Discover the new top priorities for marketers today.

Maximize your ad dollars with our solutions.

Marketing Cloud Intelligence Overview Demo

RESOURCE CENTER

A Tale of Data-Driven Advertising

Introduction

Meet our two rival lemonade carts. In this guide to data-driven digital advertising, see how each business succeeds — or doesn’t — with different digital ad strategies. Plus, get some resources to inform your own advertising strategy.

Let’s get started.

Get to know the customers

See how data helps build the right audience.

Both of these lemonade carts collect customer data. But only one owner is using it to help fully understand his customers. Explore the hot spots below to see how each one is managing data for customer identity.

72% of today’s customers expect companies to understand their needs.* This lemonade cart owner’s customer data should help him identify his audience, so he knows how to manage his budget.

This lemonade cart’s owner invests in digital advertising on social media and search. But he also has an email list. If he could combine his advertising and email data for a clearer picture of his customers, he’d see that he’s overspending.

Meet The Daily Rind. It’s artisanal, all-natural lemonade. This owner knows 84% of today’s customers value experiences as much as products and services.* So his data collection strategy — rooted in consent — gives him deeper insights to build ad experiences.

71% of customers now expect companies to communicate with them in real-time.* When someone adjusts their lemonade preferences, The Daily Rind’s owner sees it immediately.

The Daily Rind’s advertising performance customer data sits right alongside its website, email, and other behavioral data. The owner gets an entire picture of each individual customer.

Activate Data

See how data makes ads even sweeter.

Once they’ve collected and organized their data, the cart owners must put it to work in a way that sees the most returns and meets customer expectations.

The generic cart’s owner uses all his Q1 ad spend on social. However, a data-driven approach could help inform exactly where to allocate his ad budget, yielding higher ROI.

With a central view of customer data, targeted ads can reach audiences at a 1-to-1 level, delighting customers and delivering greater engagement.

This ad is nice, but isn’t backed by deeper insights, actions, or preferences. Had it been informed by data, like the ad on the right, it would have yielded higher engagement.

Knowing how each customer prefers to be marketed to, The Daily Rind’s owner can prioritize his budget across each channel. That way, he runs ads where they’ll see the highest engagement — and return.

The Daily Rind crafts every glass with care, expertise — and data. The same goes for its advertising. It advertises to every individual differently, based on flavor preference, schedules, or even the weather.

64% of customers prefer tailored engagement based on past interactions.* For The Daily Rind, lemonade’s perfect recipe actually lies in the data behind each customer.

Personalizing its ads across channels and devices, The Daily Rind can track ROI more effectively. If a customer interacted on social yesterday but clicked on a display ad today, it knows that customer is the same person.

Analyze Each Campaign

See what’s working for advertising campaigns — and what’s not.

Each lemonade cart uses different methods to measure advertising success across campaigns. See which one has an edge.

62% of customers expect companies to adapt based on their actions and behaviors.* But the generic cart’s owner only gets campaign reports once a month. Is that enough to keep up with customers?

This owner sees campaign performance across channels. He’s mostly happy. But he can’t see all those results in one report. He doesn’t know that spending more on display — and less on other channels — would improve his ROI.

This owner wants to use purchase history data to inform ad campaigns, but his marketing and sales data sits in silos. If he could connect it all, he would be able to see campaign ROI and understand which products to market to increase sales.

The Daily Rind uses marketing intelligence to ingest and see all their campaign data in one place automatically. This makes it easy to make adjustments on the fly based on results.

The Daily Rind analyzes what creative, audiences, and channels are performing best to quickly optimize campaigns and increase performance. This makes sure the stand is delivering what its customers are in the mood for.

This owner also tracks all the right metrics, including engagement, subscriber lists, and revenue. He combines all of his marketing and sales data — so he knows exactly which campaigns are making the most money and can be as efficient as possible across his budget.

Resources

Get the tools you need to build your own data driven ad strategy.

Discover advertising's data-driven future.

Analyst Report

Forrester analyzed advertising’s biggest changes. See what they found.

Webinar

Hear an adtech expert discuss industry disruption — and how to adapt.

Webinar

Get ready for the aggregate & API-led world of advertising.

Webinar

Hear how your brand can thrive in advertising’s new era.

Webinar

See how future advertisers will target customers and measure success.

Infographic

Inform your ad strategy with insights from Forrester.

Blog

Discover the 4 biggest myths on the future of advertising.

Learn the latest advertising best practices.

One-Sheeter

Get a quick look at Salesforce’s tools for data-driven advertising.

Report

Data-driven advertising is on the rise. See 5 reasons why.

Guide

Learn the 3 keys to more effective data measurement.

Blog

Learn 4 ad strategies that work in an economic downturn.

See the numbers behind marketing's biggest trends.

Research Report

See the trends and insights of marketers leading through change.

Research Report

Discover the new top priorities for marketers today.

Maximize your ad dollars with our solutions.

Demo

Get a single source of marketing truth with Marketing Cloud Intelligence.

Get timely updates and fresh ideas delivered to your inbox.

Get timely updates and fresh ideas delivered to your inbox.