A Tale of Data-Driven Advertising
Explore a data-driven ad strategy in a refreshingly simpler form — a lemonade cart.
Introduction
Meet our two rival lemonade carts. In this guide to data-driven digital advertising, see how each business succeeds — or doesn’t — with different digital ad strategies. Plus, get some resources to inform your own advertising strategy.
Let’s get started.
![](http://www.salesforce.com/content/dam/web/en_us/www/images/marketing-cloud/products/email-marketing/data-driven-campaign/INTRODUCTION_1200x600_For%20Web_144dpi.png)
Get to know the customers
See how data helps build the right audience.
Both of these lemonade carts collect customer data. But only one owner is using it to help fully understand his customers. Explore the hot spots below to see how each one is managing data for customer identity.
![](http://www.salesforce.com/content/dam/web/en_us/www/images/marketing-cloud/products/email-marketing/data-driven-campaign/IDENTITY_1200X600_For%20Web_144dpi.png)
Activate Data
See how data makes ads even sweeter.
Once they’ve collected and organized their data, the cart owners must put it to work in a way that sees the most returns and meets customer expectations.
![](http://www.salesforce.com/content/dam/web/en_us/www/images/marketing-cloud/products/email-marketing/data-driven-campaign/ACTIVATION_1200X600_For%20Web_144dpi.png)
Analyze Each Campaign
See what’s working for advertising campaigns — and what’s not.
Each lemonade cart uses different methods to measure advertising success across campaigns. See which one has an edge.
![](http://www.salesforce.com/content/dam/web/en_us/www/images/marketing-cloud/products/email-marketing/data-driven-campaign/ANALYSIS_1200X600_For%20Web_144dpi.png)
*Salesforce “State of the Connected Customer” report, third edition, 2019
Resources
Get the tools you need to build your own data driven ad strategy.
Discover advertising's data-driven future.
![Get the tools you need to build your own data driven ad strategy.](http://www.salesforce.com/content/dam/web/en_us/www/images/resource-center/report-forrester.png)
Analyst Report
Forrester analyzed advertising’s biggest changes. See what they found.
![Hear an adtech expert discuss industry disruption — and how to adapt.](http://www.salesforce.com/content/dam/web/en_us/www/images/resource-center/webinar-future-of-advertising.png)
Webinar
Hear an adtech expert discuss industry disruption — and how to adapt.
![Get ready for the aggregate & API-led world of advertising.](http://www.salesforce.com/content/dam/web/en_us/www/images/resource-center/webinar-future-shock.png)
Webinar
Get ready for the aggregate & API-led world of advertising.
![Hear how your brand can thrive in advertising’s new era.](http://www.salesforce.com/content/dam/web/en_us/www/images/resource-center/webinar-how-to-adapt-and-excel.png)
Webinar
Hear how your brand can thrive in advertising’s new era.
![See how future advertisers will target customers and measure success.](http://www.salesforce.com/content/dam/web/en_us/www/images/resource-center/webinar-future-of-ad-targeting.png)
Webinar
See how future advertisers will target customers and measure success.
![Inform your ad strategy with insights from Forrester.](http://www.salesforce.com/content/dam/web/en_us/www/images/resource-center/infographic-forrester.png)
Infographic
Inform your ad strategy with insights from Forrester.
![Discover the 4 biggest myths on the future of advertising.](http://www.salesforce.com/content/dam/web/en_us/www/images/resource-center/blog-4-beliefs-about-future-of-ads.png)
Blog
Discover the 4 biggest myths on the future of advertising.
Learn the latest advertising best practices.
![Get a quick look at Salesforce’s tools for data-driven advertising.](http://www.salesforce.com/content/dam/web/en_us/www/images/resource-center/fact-sheet.png)
One-Sheeter
Get a quick look at Salesforce’s tools for data-driven advertising.
![Data-driven advertising is on the rise. See 5 reasons why.](http://www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide-5-trends-transforming-data.png)
Report
Data-driven advertising is on the rise. See 5 reasons why.
![Learn the 3 keys to more effective data measurement.](http://www.salesforce.com/content/dam/web/en_us/www/images/resource-center/playbook-marketing-intelligence.png)
Guide
Learn the 3 keys to more effective data measurement.
![Learn 4 ad strategies that work in an economic downturn.](http://www.salesforce.com/content/dam/web/en_us/www/images/resource-center/blog-4-ad-strategies-for-downturns.png)
Blog
Learn 4 ad strategies that work in an economic downturn.
See the numbers behind marketing's biggest trends.
![Discover the new top priorities for marketers today.](http://www.salesforce.com/content/dam/web/en_us/www/images/resource-center/research-report-state-of-marketing.png)
Research Report
See the trends and insights of marketers leading through change.
![Discover the new top priorities for marketers today.](http://www.salesforce.com/content/dam/web/en_us/www/images/resource-center/research-report-marketing-intelligence.png)
Research Report
Discover the new top priorities for marketers today.
Maximize your ad dollars with our solutions.
![Get a single source of marketing truth with Datorama.](http://www.salesforce.com/content/dam/web/en_us/www/images/resource-center/demo-datorama.png)