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The Data Cloud interface showcasing the segmentation builder functionality using generative AI.
Data Cloud

Customer Data Platform

Data Cloud is more than just your traditional CDPopens in a new window. 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 personalized 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.

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 analyze 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 prioritize 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 optimize 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 personalized engagement.

Interface for artificial intelligence model.

Minimize 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 optimize 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

Personalize every touchpoint in each customer relationship with AI recommendations, decisioning, and journey automationopens in a new window.

Boost the relevance of AI-powered recommendations and offers based on unified profile data from every engagement with your brand (e.g., show customer personalized product recommendations on web based on browsing behavior, 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 optimize 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, personalized 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 with partner apps and experts.

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Data Cloud FAQ

Salesforce Data Cloud is the only data platform native to the world’s #1 AI CRM. Data Cloud unifies all of your company’s data onto Salesforce’s Einstein 1 Platform so that it can then be used in applications that marketers, salespeople, service reps, and more, use every day.

Learn more

Historically, customer data platforms (CDP) have been a solution used primarily by marketing teams. Data Cloud not only provides the traditional benefits of a CDP, it also offers a comprehensive data solution for other data-driven teams like sales, service, and commerce, allowing them to automate workflows, personalize customer interactions, and work smarter with AI.

Data Cloud connects and unifies all your data - from any source - without building complex data pipelines. It enables trusted AI grounded with all your enterprise data. And allows you to seamlessly activate all your data with insights and automation across every touchpoint in the customer lifecycle.

Data Cloud solves for business use cases across the entire customer lifecycle by making enterprise data easily accessible and actionable, including data from existing data and AI investments (e.g., Snowflake, CRM). For example, raise conversion rates with advanced segmentation and real-time personalization of every customer interaction. Improve customer lifetime value and productivity across teams with shared insights and AI-powered next-best-action recommendations. Increase share-of-wallet using connected journeys and alerts to drive up-sell and cross-sell opportunities for additional products and services for customers with unmet needs.