Salesforce Audience Studio Platform
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A Salesforce Audience Studio Platform is an DMP platform that is a part of Krux Audience Manager (by Salesforce).
- AKA: Krux DMP.
- Example(s):
- …
- Counter-Example(s):
- See: User Profile, Personalized User Experience, FreeWheel, CDM Platform.
References
2020
- https://www.salesforce.com/products/marketing-cloud/data-management/
- QUOTE: Formerly Salesforce DMP, Audience Studio can help you gain deep insights by unifying and capturing your data to strengthen customer relationships across every touchpoint with a powerful data management platform.
2019
- https://www.rackspace.com/blog/everything-you-need-to-know-about-salesforce-audience-studio-formerly-salesforce-dmp
- QUOTE: ... DMPs like Salesforce Audience Studio (formerly Salesforce DMP) are the backbone of data-driven marketing efforts. A DMP collects, organizes, and activates first-, second- and third-party audience data from any source — online, offline, mobile, and beyond. These platforms allow your company to gain unique insights into your customers and effectively segment and reach your audience.
2017b
- https://www.salesforce.com/blog/2017/05/krux-is-now-salesforce-dmp.html
- QUOTE: It has been six months since Krux joined the Salesforce Ohana. And, today we are kicking off our fifth Data Matters event with an amazing community of brand marketers, publishers, agencies, partners and employees. We think of this community as Data Trailblazers. This is the idea that, through knowledge and education, we can blaze new trails in our own personal careers, for our customers, and with our colleagues.
We are also announcing that we are changing our name from Krux to Salesforce DMP. It’s another significant milestone of being part of Salesforce and our future. But before I get into where we are headed, I want to rewind a bit and take a look at how we got here.
- QUOTE: It has been six months since Krux joined the Salesforce Ohana. And, today we are kicking off our fifth Data Matters event with an amazing community of brand marketers, publishers, agencies, partners and employees. We think of this community as Data Trailblazers. This is the idea that, through knowledge and education, we can blaze new trails in our own personal careers, for our customers, and with our colleagues.
2017
- http://krux.com/platform/krux-technology/
- QUOTE: Within the Krux platform, there are three primary modules:
- Capture: responsible for gathering data, in batch or real-time, from different sources, devices, screens and channels.
- Analysis: providing tools to analyze that data, using state of the art data processing technologies like Hadoop, Spark and Kafka.
- Activation: directing the data into execution systems to enable personalized user experiences across any channel or device.
- QUOTE: Within the Krux platform, there are three primary modules:
2016a
- http://adage.com/article/digital/salesforce-buys-krux-data-management-platform-700-million/306139/
- QUOTE: … Marketers use data-management platforms, more commonly known as DMPs, to make sense of first-party data from customer email addresses to sales figures. ...
2016b
- http://crunchbase.com/organization/krux#/entity
- QUOTE: Krux helps companies deliver personalized commerce, media, and marketing experiences to the right people, in the right way, at the right time across all devices, browsers, and operating systems. Krux’s cloud-based data management platform (DMP) unifies people data from multiple screens and sources into a single view of the individual, analyzes the data to understand each individual’s preferences, and activates the data across every channel (desktop, mobile, social, display, web, set-top) in real time. Founded in 2010, Krux interacts with over two billion browsers and devices worldwide, serves over 20 billion page views per month, and processes more than 1.5 billion CRM records per month. Krux is a venture-backed company headquartered in San Francisco with offices across four continents. Krux clients such as Kellogg, Time Warner, and Meredith have achieved a 10x return or higher on their investment. Follow Krux on Facebook, Twitter, LinkedIn and Google+.
2016c
- http://krux.com/data-management-platform-solutions/lookalikes/
- QUOTE: Lookalike modeling involves defining the attributes and behaviors of your most valuable customers and then using these profiles to target matching prospects. Since these new audience segments are similar to your current customers, you'll enjoy a higher likelihood of conversions.
The Krux Lookalikes solution uses self-learning algorithms, which are applied to the richest audience data set in the industry to produce a range of highly-relevant lookalike segments. We start with well-defined “truth sets” that match your targeted segments. Once we identify the common attributes and patterns, we build a lookalike algorithm that continuously refines and updates as your data sets grow.
- QUOTE: Lookalike modeling involves defining the attributes and behaviors of your most valuable customers and then using these profiles to target matching prospects. Since these new audience segments are similar to your current customers, you'll enjoy a higher likelihood of conversions.