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Data Cloud
Pricing Use Case

Marketing for Retail Consumer Organization

Summary

Evergreen Essentials faces increasing competition despite their loyal customer base. Though they've collected substantial customer data across their website, mobile app, stores, and loyalty program, these disconnected data silos prevent them from creating cohesive experiences across their various digital and in-store venues. Their goal is to implement personalized omni-channel marketing campaigns that deliver the right offers to customers via web and mobile channels based on engagement data, thereby increasing conversion rates, average order value, and customer lifetime value.

About

Evergreen Essentials is a growing multi-channel retailer specializing in sustainable household goods, personal care products, and eco-friendly lifestyle items. With both brick-and-mortar stores across the country and a robust ecommerce presence, they've built a loyal customer base of environmentally conscious consumers over the past decade.

Industry

Communications

Salesforce products used

Consumption Credits Deep Dive

Step 1: Connecting and Transforming Data

Evergreen Essentials wants to connect several key data sources into Data Cloud to build a comprehensive view of their customers:

  • Commerce Cloud: to ingest customer records, order history, and loyalty tier data
  • Marketing Cloud: to bring in critical subscriber data, including campaign history
  • Web/Mobile App: to capture customer interaction (e.g. browsing behavior)

To understand the credits and cost related to connecting and transforming this data we must first start by understanding the scope of profile and engagement data they’d like to bring in from these destinations, which is outlined below.

Based on the data volumes and ingestion methods for Evergreen Essentials:

  • Profile Data: 7 million records across both systems. Based on this scope, we can determine the total amount of data to be processed in year one related to profile records:
    • From Salesforce Marketing and Commerce Clouds— 1/3rd of profile records: 2.3 million profiles ingested with 5% updated daily, totaling roughly 45 million rows annually
    • From web/mobile app- 2/3rds of profile records— 4.7 million profiles ingested with 5% updated daily, totaling roughly 90 million rows annually

  • Engagement Data: 20 million records annually with 3 month’s worth of historical data. Based on this scope, we can determine the total amount of data to be processed in year one related to engagement records.
    • From Salesforce Marketing and Commerce Clouds— 1/3rd of engagement records: 1.6 million historical records ingested initially with another 6.7 million records expected throughout the rest of year one, totaling 8.3 million rows annually
    • From web/mobile app— 2/3rds of engagement records: 3.3 million historical records ingested annually with another 13.3 million records expected through the rest of year one, totaling 16.7 million rows annually

  • Data Transformations applied to 1% of all ingested data. In order to get the data into a proper format for harmonization, Evergreen runs data transforms on a small portion of the records ingested, processing a total of 117 million rows annually

Summary Table for Credits and Cost
The "Credits Consumed" column is calculated using the following formula: (Rows Processed * Credit Multiplier) / Unit of Multiplier

Pricing Meter Rows Processed Credit multiplier Unit Unit of Multiplier (e.g. per million rows processed) Credits Consumed Cost Per Credit Total Cost (List Price)
Internal Data Pipeline- Batch Ingestion from Salesforce sources 53,250,000 500 Rows processed 1,000,000 26,625 $0.005 $133
External Data Pipeline- Batch ingestion from non Salesforce sources 106,500,000 2,000 Rows processed 1,000,000 213,000 $0.005 $1,065
Data Transforms- Batch 116,800,000 400 Rows processed 1,000,000 46,720 $0.005 $234
Total Annual Cost 259,720 $0.005 $1,299

Step 2: Unifying profiles

To create a single, actionable view of each customer, Evergreen Essentials unifies profiles from all connected data sources using Data Cloud's identity resolution capabilities. The number of rows processed for this action is calculated based on the number of source profiles processed by an identity resolution ruleset. After the first time a ruleset runs, only new or modified source profiles are counted. Here again, we've used the assumed rate of 5% of profiles updated daily, which results in an estimate of approximately 135 Million rows annually to be processed through the identity resolution engine annually. After Identity Resolution, Evergreen ends up with approximately 2.3 million unique unified profiles.

Note: This estimate does not include Real-Time Identity Resolution. It assumes the use of standard Batch Identity Resolution processes. Banking customers, in particular, may require real-time identity resolution for new customer onboarding and immediate action scenarios, which would incur additional costs.

Summary Table for Credits and Cost
The "Credits Consumed" column is calculated using the following formula: (Rows Processed * Credit Multiplier) / Unit of Multiplier

Pricing Meter Rows Processed Credit multiplier Unit Unit of Multiplier (e.g. per million rows processed) Credits Consumed Cost Per Credit Total Cost (List Price)
Batch Profile Unification 134,750,000 100,000 Rows processed 1,000,000 13,475,000 $0.005 $67,375
Total Annual Cost 13,475,000.00 $0.005 $67,375

Step 3: Activating Data

With unified customer profiles established, Evergreen Essentials creates Calculated Insights to derive actionable information about their environmentally conscious customers. These insights, providing valuable intelligence on shopping preferences and behaviors, are then leveraged alongside the comprehensive data stored in Data Cloud to power their personalized marketing strategy through a highly targeted segmentation strategy. The volume processed for each of these activities depends on the number of relevant customer profiles and engagement records needed, as well as the frequency of each action. See below for a breakdown of each component:

  • Calculated Insights: 15 insights. Evergreen creates a handful of insights, including "Product Affinity Scores," "Sustainability Preference Index," "Price Sensitivity Metrics," "Likely Next Purchase Indicators," and "Churn Risk Scores."
    • These insights are calculated across their unified customer base of approximately 2.3 million unique profiles (matching the unified profiles from Step 2). With daily recalculations as new data arrives, this results in an estimated 33.5 billion rows processed annually.

  • Segmentation: 100 segments. Based on their calculated insights, Evergreen Essentials creates distinct dynamic customer segments to power targeted marketing initiatives, including segments like High-value Eco-conscious Shoppers, Price-sensitive New Customers, and Seasonal Shoppers.
    • Running a single segment requires scanning all of Evergreen's unified profiles and relevant engagement data, processing approximately 3 million rows. With 100 total segments refreshed daily for timely marketing, this amounts to an estimated 300 million rows processed daily, or slightly over 100 billion rows annually.

  • Batch Activation: 182,500 activations. Evergreen Essentials activates their segments across 10 different marketing destinations including channels such as their Website and Mobile app. Each destination uses, on average, 50 of the 100 segments, leading to 50 activations per destination and 500 total activations
    • With each activation running daily, this results in roughly 980 million rows processed annually per activation. Applying this across all 500 activations results in a total of roughly 490 billion rows processed annually.


Summary Table for Credits and Cost
The "Credits Consumed" column is calculated using the following formula: (Rows Processed * Credit Multiplier) / Unit of Multiplier

Pricing Meter Rows Processed Credit multiplier Unit Unit of Multiplier (e.g. per million rows processed) Credits Consumed Cost Per Credit Total Cost (List Price)
Calculated Insights- Batch 33,482,362,500 15 Rows processed 1,000,000 502,235 $0.005 $2,511
Segmentation 102,565,000,000 20 Rows processed 1,000,000 2,051,300 $0.005 $10,257
Batch activation (With or without related attributes) 491,746,250,000 10 Rows processed 1,000,000 4,917,463 $0.005 $24,587
Total Annual Cost 7,470,998 $0.005 $37,355

Data Storage Deep Dive

Calculating Storage Needs

The estimated storage for the first year is 1 TB. This projection includes necessary system overhead, data indexing, reasonable retention periods to support historical analysis, and the storage required for running the calculated insights, segments, and activations identified. The estimate provides a conservative projection for the first year's operations to support Evergreen Essentials' personalized marketing strategy.

Summary Table for storage needs and costs

Storage Needed (in TB) Storage Multiplier Unit Unit of Multiplier Cost per unit (monthly) Total Cost (12 months)
1 1 TB of Storage 1 $23.00 $276
Total Annual Cost $276

Total Year One Investment : $106,305

Evergreen invested $106k in Data Cloud based on the Consumption Credits and Data Storage needs in order to implement their Marketing Cloud use case:

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