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Data Cloud + Einstein: Plan Your Marketing Data Strategy
The promise of CDP and AI-driven marketing is enticing—personalization at scale. Bad data gets in the way of this outcome. Learn to overcome this obstacle with a marketing data strategy.

, Managing Delivery Architect, Capgemini

Role: Marketing, IT
Product: Einstein
Session Level: Intermediate
Available Now on Salesforce+: Watch now
  • Tuesday, Sep 123:00 PM - 3:20 PM PDT
    (10:00 PM - 10:20 PM GMT)
    Olympic Theater (Moscone West, Level 2)
  • Wednesday, Sep 1311:00 AM - 11:20 AM PDT
    (6:00 PM - 6:20 PM GMT)
    Yellowstone Theater (Moscone West, Level 2)
Session Summary by Einstein: In this Dreamforce session, Timo Kovala, a marketing architect from Finland, discussed the importance of data quality in the context of AI and marketing strategy. He emphasized that AI's effectiveness is directly proportional to the quality of data it is given, and that data quality is the number one bottleneck for using AI. Kovala also highlighted the significant gap between companies' aspirations for AI and their readiness in terms of data quality. He explained how Salesforce's Data Cloud and Einstein can work together to create a unified vision of the customer, but warned that poor data quality can lead to flawed results. Kovala then outlined a strategy for improving data quality, which includes building a business case, identifying key stakeholders, establishing a data governance model, and creating a roadmap to reach data quality targets. He also recommended setting up a data center of excellence to maintain continuous improvement of data quality.
Key Takeaways by Einstein:
  1. • AI's effectiveness is directly proportional to the quality of data it is fed, emphasizing the importance of high-quality data for successful AI implementation.
  2. • Data Cloud is a powerful tool, but it's not a magic bullet - it requires a well-planned strategy and diligent work with data quality.
  3. • Building a solid business case and involving key stakeholders from the beginning can save time and money in the long run, and it's crucial to involve customers as they are the data subjects.

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Nadina D. Lisbon

CRM Enterprise Architect

NetApp

Nadina D. Lisbon