Optimize Ad Spend and ROAS with Data Cloud

Skill Level

Advanced

Learning Track

Marketing Cloud Engagement (SFMC)

Ad Spend OptimizationData ActionsMuleSoft IntegrationReturn on Ad SpendSalesforce Marketing CloudWebhooksdata cloud

Ad spend optimisation isn’t as easy as it once was. Tune in to hear how Data Cloud can help target the right audiences and get you the best return on ad spend (ROAS).

Data Cloud has a lot to offer in terms of ad targeting and optimisation. However, it is not a DMP and therefore does not (yet) have native connectivity to many ad platforms. The main issue is how to pass the segment and related attributes to a publisher/ad platform.

There are a few ways to go about it, either using 1) DC + SFMC Advertising, 2) Data Actions via webhook to an external data platform, 3) doing a Data Cloud Triggered Flow and passing the desired payload as platform events to the external platform (streaming), or 4) using Mulesoft to export data from Data Cloud.

Many options – you just need to figure out which one fits your use case.

About the Author

Timo

Kovala

Lead Marketing Architect Nordics

Capgemini

Timo is a marketing-focused solution architect with extensive experience in the Salesforce ecosystem. Timo grew from an in-house CRM specialist to a marketing automation consultant, and from there, to a full-fledged architect. He has worked with SMEs, multinational enterprises, NGOs and public sector organisations.

Timo’s main motivator is to build better experiences for the end-customer. He helps companies find the simplest solution that lives up to customer expectations.