The session will focus on how one can start using Marketing Cloud for real time interaction with your cusomters and show a demo use case of how to build a personalized customer experience on different stages of customer journey. The use case will showcase data capturing about an unknown visitor, engaging potential customer with personalized content and later on curating further communication with a known customer in different channels to create 1:1 communication.

1. Real Time
Marketing 101
by Anastasiya Penska

2. PwC
Agenda
1 What is Real Time Marketing?
Marketing Cloud Personalization: what is it & demo
2
Summary
3
Quiz & Q&A
4

3. @VA dodać
rozporowadzanie ruchu
na 5 ikon
Powód 3.
Jesteśmy ekspertami
w obszarze tworzenia
kreatywnego contentu
What is RTM?
How is it represented in
Salesforce Marketing
Cloud?

4. PwC | Report title
Why does RTM matters?
INNOVATIVE TOOLS AND TECHNOLOGY
ENGAGING CUSTOMERS IN REAL TIME
● Continuously changing MarTech world
● Large amounts of data require new ways
to optimize marketing to use it
PRIVACY REGULATIONS COMPLIANCE
● Customers expecting hyper-personalized offer
(in a non- creepy way :) )
● Online domain has become more important after
COVID
● Growing awareness about personal data
● Growing legal demand for better structured and
easy to manage privacy compliant systems
➢ Hand in hand with time

5. PwC | Report title
Why does RTM matters?
COHESIVE CUSTOMER JOURNEYS
UNIFYING CUSTOMER DATA SOURCES
● Customer expects journey that is cohesive between
channels
● It is important to predict multiple journeys, not just the happy
path
USING UNIFIED 360 VIEW ACROSS BUSINESS UNITS
● With growing amount of data there can be data conflicts and misalignment
(different devices, privacy settings etc)
● Using data for NBO/NBA requires well structured data from different
sources
● Internationalization of customer experience
● Close cooperation between different
departments (marketing - sales - service)
➢ Customer centricity

6. Salesforce
Marketing
Personalization

7. PwC | Report title
Marketing Cloud Personalization*
Capture Individual Insights
Understand each person’s affinities & intent
Optimize the Experience with AI
Boost the relevancy of every interaction
Coordinate Engagement Everywhere
Connect online & offline moments
Test & Analyze Experiences
Deploy A/B/n tests & monitor success
*a.k.a. Interaction Studio

8. PwC | Report title
Marketing Cloud Personalization
Identity mapping Behavioral analytics
Surveys
Web & Mobile SDK A/B testing
Open-time emails
Data warehouse
Einstein personalization
Triggered campaigns
Connection with other SF products
Identity mapping
Triggered campaigns
Open-time emails
Behavioral analytics
Web & Mobile SDK

9. PwC | Report title
Marketing Cloud Personalization High level Architecture
Interaction studio
(Marketing Cloud
Personalization)
Marketing Cloud
(Marketing Cloud Engagement)
Datorama
(Marketing Cloud Intelligence)
Customer data sources
CDP
(Marketing Cloud
CDP)
Website & Mobile
Sales Cloud
Service Cloud
Enterprise Data
Connectors
ETL
Unknown to Known
Identity Resolution
Personalization,
Recommendations,
& NBA/NBO/NBC
for Known &
Unknown
Connectors
Identify Resolution,
Segmentation,
Activation
Connectors
Connectors
Journeys,
Ad Studio
activation,
Transactional
messaging
Dashboards,
Reports, KPI
analysis,
Harmonization
API
SDK

10. Marketing Cloud
Personalization
Sample use case &
Demo

11. PwC | Report title
From Audience centric to Customer centric

12. PwC | Report title
Meet Rachel!
Rachel Green,
An NTO customer

13. PwC | Report title
Hi Rachel!
We noticed that the Women’s Half Dome Pullover Hoodie that is in
your basket is in stock in a nearby location -
our Northern Trail Outfitters Prague store!
If you would like to reserve this item and collect it in store, please
click the button below. We will hold the item for you for 24 hours.
Rachel’s view. Personalized journey 101
2
3
1
4
Website visit
Personalized recommendations
Personalized homepage
Next Best Action

14. Demo
14

15. 15
Summary

16. PwC | Report title
Marketing Cloud Personalization
Website
Mobile
Offline
Service/Sales
Email
Website
Mobile
Offline
Service/Sales
Email
Behavioral tracking mapped to
business context
In-app behavioral tracking
Track open cases, change of sales
status, bought products
Tracking of engagement: Opens,
Clicks, forwards
ATM/ Kiosk/ Events etc
Personalization of content and
recommended products, pop-ups
In-app personalization of content
and offers, notifications
Coherent journey from marketing into
case resolution and sales status change
Open time email offer
personalization
Deliver personalized NBO/NBA
Listen Understand Act

17. Quiz time!
RULES:
1. You are answering 3 questions via Google form as fast as you
can, no later than within 30 minutes from now!
2. First 3 people who answer all questions correctly win!
3. Winners will be announced today (27/05) at 1 p.m. on PwC stand
and receive personalized invitation to pick up a cool PwC gadget.
PRIZES:
1st place - 50 euro voucher for Amazon.com
2nd place - 40 euro voucher for Amazon.com
3rd place - 30 euro voucher for Amazon.com
Good luck!
bitly.com/PwCQuiz2

18. Q&A

19. Thank you! #CD22