Terence Reis, Diretor de Contas de Marketing Cloud - Salesforce

1. 1st Party Data Strategy
in a Cookieless Future
Terence Reis
Account Director, Salesforce

2. Cookies
Consumidores
Legislação
Tecnologia

3. I expect flexible shipping and fulfillment
options such as buy-online-pick-up-in-store
Companies should offer new ways to get existing products/services
(e.g: digital versions of traditionally in-person experiences
I’m online more often than not
83%
78%
68%
Digital Trends Report, Salesforce Research, September 2021.
68%
of consumers say
they’ll continue to buy
essential goods online
after the pandemic.
56%
of organizations
expect the majority of
their revenue to come
from digital channels
within the next three
years.
Digital-First
Consumer
Engagement
Is Here to Stay
New Landscape Drives
Long Term Growth
Customers Who
Say the Following

4. 80%
76%
Customers Who Say the Following
The experience a company provides is as important as its products or services
I expect consistent interactions across departments
Customers Expect Consistent Experiences
Data Powers Connected and Personalized Experiences
79%
of service professionals say it’s impossible to
provide great service without full customer context
Digital Trends Report, Salesforce Research, September 2021.
72%
74% of service
decision makers say
they are more reliant
on data than they
were prior to the
pandemic.
of marketers say meeting customer
expectations is more difficult than a year ago
Professionals Who Say the Following

5. Digital Trends Report, Salesforce Research, September 2021.
Consumers Who Say the Following
I want more transparency over how
my personal information is used.
I believe companies are responsible for using
tech ethically, even if it reduces profits.
I completely understand how
companies use my personal information.
86%
83%
27%
Data Powers
Connected and
Personalized
Experiences
Customers Demand
Transparency Amidst
Increased Privacy
Concerns
Marketers Who
Say the Following
“We go beyond
regulations/standards
to protect and respect
customer privacy.”
61%
57%
2021
2020

6. With Today’s Digital-First Customer, Every Moment Counts
Sources: “State of the Connected Customer” & “State of Marketing”, Salesforce Research
84%of customers say that being treated like a person, not
a number, is very important to winning their business
Digital-First
Customer
34% of companies treat customers
as unique individuals
Digital Leader

7. 1 in 3
consumers say they will
walk away from a brand
they love after just one
bad experience
Source: PwC Customer
Experience Report
You should know who I am and what I like
Today’s Customer
I expect a connected experience
I want to interact on digital channels
Data-based insights are key to understanding customers...

9. Help browser remember key pieces
of information
Cookies from sites that you aren’t
currently browsing
First-party cookies
Third-party cookies
Context About Cookies
of traffic right now cannot
be tracked through
cookies in any case
50%

11. ?
?
?
What will come next?
A type of web tracking
through federated learning
Federated Learning
of Cohorts (FLoC)
Privacy-friendly
cookieless substitutes
Universal IDs (UIDs)

12. Digital Leaders Contend with a Shifting Data Landscape
Data Powers Connected and Personalized Experiences
Ranked Popularity of Customer Data Sources
Digital Trends Report, Salesforce Research, September 2021.
2020
Transactional data
Declared interests/preferences
Known digital identities
Offline identities
Anonymized digital identities
Second-party data
Inferred interests/preferences
Non-transactional data
Third-party data
2021
Known digital identities
Transactional data
Declared interests/preferences
Second-party data
Inferred interests/preferences
Offline identities
Anonymized digital identities
Third-party data
Non-transactional data
Change in
Ranking
2
1
1
2
2
2
2
1
1

13. First-Party Data and Contextual Advertising
Collect as much first-party
data as you can:
• Emails
• Hashed email
• OTT, Connected
Television
What will come next?

14. SofiaAlmaStr
awleyLloyd
We Need to Create a Single Source of Truth
Legacy Loyalty Data
Gold member
BI Tools/Data Science
High LTV
Service Profiles
00800 753 3333
Samantha Smith
Samantha Smith
s.smith.58221@gmail.com
Community Profile
StylishSam
Known &
Unknown Data Social Handle Only
Different phone numbers
In-Store POS Data
SKU 8wr7013
Marketing Profiles
sam@mystyle.com
s.smith.58221@gmail.com
Guest Checkout
Samantha Smith,
sam@mystyle.com,
+44 800-753-2333
Multiple Emails
~75%
No Name
~78%
Guest Orders
Duplicates
Unintentional
Commerce Profile
Sam Smith
s.smith.58221@gmail.com
(0) 800-753-2333

15. Dr. Astrid Fontaine
Digitalization, IT & People
Integrate all your data
Unlock and unify data from anywhere
UNLOCK
ACT
ANALYZE
Make better decisions, faster
Analyze and draw insights to inform critical decisions
Build data-driven experiences with ease
Act quickly with process automation and app dev
Unleash the power
of your data

16. Connect any application, system,
or database
Start fast and realize immediate value, all in a future-proof
way with a single, unified solution for integration and APIs
Build a single source of truth
Connect all of your data to power a complete view of
customers and your business
Securely reuse unlocked data
Bring data into your applications to
power digital innovation
Integrate all of your data 78%
Faster initiative
time to market
UNLOCK

17. A new approach for analytics is needed
Speed to insight is critical
of organizations
are failing to scale
analytics
92%
Source: McKinsey
“We are overwhelmed
by data, underwhelmed
by insight.”
— FORTUNE 500 COMPANY CEO
Disparate
Spreadsheets
Visual
Analytics
Slow Iteration Self-Service
Gated Data Trusted Access

18. By delivering holistic customer, partner, and employee experiences
Turn insights into business outcomes
Intelligent
Experiences
Serve up insights and
recommendations that
help your stakeholders
take action faster
Connected
Experiences
Deliver one experience,
across every channel, that
reaches your audience
wherever they are
Personalized
Experiences
Uniquely tailor interactions
at the individual level to stay
ahead of rising expectations

19. Measure &
Optimize
Unified
Analytics
Any
Channel
Data
Activation
Real-Time
Moments
Triggered
Moments
Data
Ingestion
Map to Cloud
Information
Model
Stream
Ingestion
Easy to
implement
& customize
data model
External
Data Lake
Batch
Ingestion
All Your
Data Sources

20. Top Takeaways
Collect as much first-party data as you can
A CDP will be essential as the centralized
place to store, manage, and activate data
There won’t be a 1:1 replacement for the
cookie, but there will be identifiers
Marketers need addressability and
accountability, and segmentation and
measurement are key to the conversation
Start preparing cookieless strategies now!
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21. Thank You