Epsilon and Publicis Sapient Extend the Availability of CORE ID, Integrate Advanced Online and Offline Identity Capabilities With Salesforce CDP

By AIT News Desk On Aug 31, 2021

Epsilon and Publicis Sapient continue to transform the way brands reach and engage consumers through personalized digital experiences, announcing the integration of Epsilon’s industry-leading CORE ID with Salesforce Customer Data Platform (CDP). The integration allows clients to create a richer, singular view of each customer across all Salesforce clouds and orchestrate more personalized customer journeys through Salesforce and Epsilon PeopleCloud. The alignment also increases the availability of CORE ID across the open web. Salesforce CDP, integrated with Epsilon CDP Essentials, will be shown at Dreamforce 2021 in September.

Publicis Sapient will tap into its deep Salesforce experience and rich understanding of Epsilon’s CORE ID to drive digital transformation and orchestrate customer journeys across all Salesforce clouds.

“Third-party data deprecation is challenging marketers to rethink their martech platform strategies and accelerate their first-party data strategies,” said Wayne Townsend, Chief Strategic Growth Officer at Epsilon. “While other solutions offer the promise of one-to-one personalization, they often lack the deep consumer understanding that is needed to build and maintain relationships with consumers over time. CORE ID requires an offline name and address anchor and is validated in transactions. Its integration into Salesforce CDP through our own CDP Essentials offering will allow brands to deliver true people-based identity that enables efficient and personalized marketing within CDPs, all while respecting and protecting consumer privacy and choice.”

CDP Essentials differentiated value helps enterprise brands maximize the return on investment and improve performance of their existing CDP by providing modular access to Epsilon PeopleCloud. Backed by CORE ID, CDP Essentials augments brands’ existing CDPs and enhances customer experiences through:

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Unified, Enterprise View of the Customer: Safely connect online and offline touchpoints back to real people using Epsilon’s proprietary identity graph of 250M privacy-protected consumer IDs;
Enriched Customer Profiles and Intent Behaviors: Enhance first-party data to recognize in-market intent, and optimize audiences and decisioning through machine learning; and
Intelligent Activation: Recognize and reach more customers to orchestrate real-time, cross-channel experiences that connect to each step of the customer journey and enhance personalization at scale.

The agility and richness of CORE ID allows marketers to reach consumers across all channels with a consistent conversation, maintaining data separation and adhering to channel-specific privacy protocols. Epsilon was the only company to appear in all four functionality segments in Forrester Research’s “Now Tech: Identity Resolution, Q3 2020,” including First-Person PII Identity, Onboarding, Digital Identity and Embedded Digital Identity.

Jason English, Senior Vice President and Global Salesforce Practice Leader at Publicis Sapient, said: “Personalization at scale is the north star for companies looking to grow. Epsilon’s industry-leading identity and data solutions, combined with the first-party data Salesforce manages for brands, will allow marketers to engage with consumers in more meaningful ways. The Publicis Sapient Salesforce practice is well-positioned to support companies in this journey.”

“Accurate and stable people-based identity that connects online and offline channels is critical to helping customers meet their goals,” said Chris O’Hara, VP of Product Marketing at Salesforce. “The integration of CORE ID with Salesforce CDP will deliver a single view of the customer for Salesforce clients and unlock new opportunities.”