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Data Cloud for Marketing

A trusted data foundation for your business, built for customer relationships. Quickly access and easily action on centralised data in order to drive growth and increase customer lifetime value.

Why Data Cloud for Marketing?

Centralising data is just the first step, but it’s not enough. Data Cloud isn’t just about bringing data together, it’s about bringing entire organisations together around customers, enabling marketing to deliver more impactful campaigns. We make this possible by being natively built on CRM, designed for the full customer experience, and completely open and flexible.

Operational Customer Profile

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 Cloud dashboard.

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.

A dashboard featuring Salesforce's products.

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 standardize and map incoming data to the data model in Data Cloud.

Map of data streams.

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.

A dashboard with a customer's data.
Data Cloud dashboard.
A dashboard featuring Salesforce's products.
Map of data streams.
A dashboard with a customer's data.

Real-Time Data Access for Marketers

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.

Segment Population dashboard.

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).

AI generated segment displaying "winter gear enthusiast."

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.
Segment Population dashboard.
AI generated segment displaying "winter gear enthusiast."
Interface for artificial intelligence model.
Data graphs for trendlines, propensity scores, and lifetime value calculation.

Seamless Activation to Any Channel

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.

A dashboard showing distinct customers.

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.
A dashboard showing distinct customers.
Einstein Recommendation for the next best customer offer.

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

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Data Cloud for Marketing FAQ.

Data Cloud is a trusted data foundation for your business, built for customer relationships. By harmonizing data that’s updated every millisecond, your teams can meet 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 funneling 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.