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Data Cloud

Customer Data Platform

Data Cloud is more than just your traditional CDP. It’s the only data platform native to the world's #1 AI CRM. This means that marketers can quickly access and easily action on unified data - from across the entire business - to drive growth and increase customer lifetime value.

What can Marketers do with Data Cloud?

Power every touchpoint across the customer lifecycle with unified data from across the business to make content more relevant, recommendations more personalized, and experiences more connected. Decrease cost per acquisition through advanced segmentation and targeted advertising. Boost conversation rates with AI-powered next-best-offers and personalized customer journeys. Retain and grow loyal relationships using real-time data to drive proactive service interactions and recommended up-sell offers for sales.

Operational Customer Profile

Harness all your data, from any source across the business, to gain insight into customers and increase their lifetime value.

Prepare new data for seamless consumption by marketing teams and downstream systems (e.g., kick off a personalised journey in Marketing Cloud, update Contact record in Sales Cloud) using a click-and-drag interface to standardise and map incoming data to the data model in Data Cloud.

Unify and leverage non-CRM or third-party data (e.g., inventory, click data) without needing to physically move or copy it, using two-way data access between Salesforce and partners like Snowflake or Google BigQuery.

Data connection interface.

Reduce the amount of custom integrations and maintenance preventing marketing teams from using data in campaigns. Ingest and combine customer data with native connectivity to Salesforce apps (Marketing, Sales, Service, Commerce), prebuilt integrations to cloud storage like Amazon S3, and the ability to connect to any system with MuleSoft.

Table of data source icons.

Understand how different types of data (e.g., anonymous, unstructured, real-time) captured in different systems tie back to a single individual. For example, determine that atl@salesforce.com and al123@nto.com are associated with the same person using user-defined rules to link disconnected records together.

Identity Resolution interface.
Data connection interface.
Table of data source icons.
Identity Resolution interface.

Real-Time Data Access for Marketers

Increase speed to market with the trusted data you need to segment audiences, power AI, and analyse performance at your fingertips.

Create targeted audiences faster, without SQL or requesting data, using generative AI to translate plain language descriptions into functional segments in seconds. Use a no-code builder to create and prioritise audiences with Waterfall segmentation to avoid over-marketing. And expand campaign reach by finding new customers like your high-value segments using Einstein Lookalikes.

Embed data from Data Cloud into Marketing Cloud AI without custom integration or manual handoffs to save time, increase productivity, and deliver more relevant content and journeys (e.g., generate email imagery based on past purchases and optimise message send time so the customer receives it when most likely to engage).

Break down barriers between marketing users and data science teams, with direct integrations between Data Cloud and external tools like Amazon SageMaker that allow marketers to consume predictions and scores (e.g., propensity to buy) generated by custom AI/ML models that can inform personalised engagement.

Interface for artificial intelligence model.

Minimise the number of external analytics tools needed to understand customers and how they respond to campaigns. Use Calculated Insights (e.g., lifetime value) in Data Cloud built with customer profile data and out-of-the box dashboards that combine customer and revenue data to understand and optimise segment performance across activations (e.g., Google Ads campaign).

Data graphs for trendlines, propensity scores, and lifetime value calculation.
Interface for artificial intelligence model.
Data graphs for trendlines, propensity scores, and lifetime value calculation.

Seamless Activation to Any Channel

Personalise every touchpoint in each customer relationship with AI recommendations, decisioning, and journey automation.

Boost the relevance of AI-powered recommendations and offers based on unified profile data from every engagement with your brand (e.g., show customer personalised product recommendations on web based on browsing behaviour, in-store purchases, past service cases, or sales inquiries).

Make every journey touchpoint more relevant and timely, activating Data Cloud audiences with data points that influence channel, content, and frequency (e.g., automatically trigger education journey when customers are not using key product features). Refresh journeys with the most up-to-date data and segment membership as changes occur.

Marketing journey schematic diagram.

Reduce wasted spend through more relevant advertising campaigns or by suppressing advertising when it’s not the right time, powered by consented data from customers. Reach customers with direct activation integrations to ad partners like Google, Meta, Amazon, and LinkedIn. Enrich profile data and optimise programmatic media buys with apps from AppExchange partners like Acxiom and The Trade Desk.

Generic ad on top of segment activity.

Bring the operational customer profile into every workflow across the business, with a single platform built on CRM and the same unified data powering alerts to sales reps, personalised ecommerce experiences, next-best-action service recommendations, and more.

Einstein Recommendation for the next best customer offer.
Marketing journey schematic diagram.
Generic ad on top of segment activity.
Einstein Recommendation for the next best customer offer.

Gartner named Salesforce a Leader in Customer Data Platforms. See why.

Get the most out of Data Cloud for Marketing with partner apps and experts.

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Data Cloud for Marketing FAQ

Data Cloud is the real-time platform for customer magic. By harmonising data that’s updated every millisecond, your teams can meet your customers like never before.

Learn more

Data Cloud is an evolution of our customer data platform (CDP) product, and transcends traditional marketing use cases by funnelling a nearly infinite amount of dynamic data to the Customer 360 in real time.

Data Cloud connects, unifies, and activates data to power experiences across the entire customer journey, from marketing to sales, service, commerce, and more.

Data Cloud closes gaps stemming from fragmented data and experiences, helps teams navigate privacy changes and the cookieless future, and boosts productivity through actionable insights and automated engagement.