The top use cases for known data -- especially when first getting started -- are using known customer identifiers such as email or SHA-256 email for ad targeting and ad suppression. Here are some specifics:
- Build audiences of best customers and export to Google Customer Match, Facebook Custom Audiences, LinkedIn, TikTok, and other addressable ad platforms. From there, build lookalikes for ad targeting.
- Export all customers to addressable media platforms above for ad suppression from customer acquisition efforts.
- For more sophisticated users, Customer Match and similar products can be used for copy / creative targeting. For example, target copy & creative around renewal or upsell for existing customers.
When using ads use cases, be sure to structure campaign nomenclature and/or query string parameters such as UTM to capture the value of this first party customer data. Typically, these high level tactics add a ton of value to marketing campaigns. They are also critical given the diminished effectiveness of 3rd party cookies.
Of course, Cloud Connect can do a lot more. As maturity advances, users might export lists to their email marketing platform for targeted messaging.