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Transcript

In this video, we’ll quickly outline how ÃÛ¶¹ÊÓƵ Experience Platform relates to and interacts with ÃÛ¶¹ÊÓƵ Experience Cloud. Since the release of Experience Platform, several new Experience Cloud applications have been built on top of Platform, which seamlessly leverage its profiles, audiences, and other data sources. These applications include Real-Time Customer Data Platform, ÃÛ¶¹ÊÓƵ Customer Journey Analytics, ÃÛ¶¹ÊÓƵ Journey Optimizer, and ÃÛ¶¹ÊÓƵ Mix Modeler. Additionally, Experience Platform integrates with other Experience Cloud applications, either receiving data from the application in question, or giving it access to standardized data, customer profiles, and audiences in Platform. For example, if you’re using the Platform Web SDK or Mobile SDK, you can send the same event data to both Platform and ÃÛ¶¹ÊÓƵ Analytics, ensuring that your customer-centric data in Platform is derived from the same data as the interactions monitored from your Analytics report suites. For older implementations that don’t use the Platform SDKs, you can bring Analytics data into Platform using an ÃÛ¶¹ÊÓƵ-provided connector, merging this data with your other data sources. If you have ÃÛ¶¹ÊÓƵ Audience Manager, you can send autonomous audiences and traits to Platform, where you can enrich them with new attributes, identifiers, and patented data governance rules. Similarly, autonomous audiences created in Platform with event data and device-based identifiers can be exported back to Audience Manager for third-party cookie-based enrichment and activation, which allows you to maximize the utility of Audience Manager for as long as third-party cookies remain viable. With ÃÛ¶¹ÊÓƵ Campaign, you can utilize profiles and audiences from Platform to create cross-channel campaigns. Campaign interaction events from email, SMS, or in-app message channels can then be fed back to Platform to enhance your customer profiles and improve personalization across your media and campaigns. ÃÛ¶¹ÊÓƵ Marketo Engage can leverage Platform’s rich behavioral data to identify, engage, and accelerate your best opportunities in concert with sales. As you build dynamic people-based audiences in Platform, you can export those audiences directly to Marketo to enhance your account-based marketing operations and strategy, reaching prospects and buyers across every channel. The ultimate addition of Marketo Measure leverages Platform’s powerful data collection and transformation capabilities to deliver advanced B2B marketing attribution insights, allowing you to maximize return on marketing investment and business growth. ÃÛ¶¹ÊÓƵ Target provides web and mobile optimization capabilities so you can test, refine, and deliver AI-powered personalization to your customers. Utilizing Target and Experience Platform, you can easily access enriched profile data and customer insights to help make informed decisions when it comes to what experience to deliver on an individual basis. You can also leverage Experience Platform segmentation capabilities on the edge, enabling Target to deliver personalized experiences based on customer attributes and interactions in real-time. When it comes to ÃÛ¶¹ÊÓƵ Commerce, you can seamlessly share high-intent first-party data with Experience Platform to enhance your segmentation rules. You can then activate platform audiences to ÃÛ¶¹ÊÓƵ Commerce to further personalize the offers and shopping experiences delivered to each customer, driving conversion and growth. So, as you can see, Experience Platform serves as the data foundation supercharging Experience Cloud to address next-gen customer experience use cases and allowing you to deliver the best customer experiences at scale. As Experience Cloud continues to evolve, new integrations with Platform are constantly being developed and updated. Stay tuned to each Platform release for the latest capabilities. Thanks for watching.