Salesforce Data Cloud has been long recognized as an industry-leading CDP. It excels at all of the CDP core criteria (data ingestion, profile unification, segmentation, and activation) and has been successfully adopted by many leading organizations.
It is a powerful tool that enables business users to execute audience orchestration at scale, without having to rely on highly technical users. It also integrates very elegantly into other pieces of the Salesforce ecosystem and is a compelling addition for existing Salesforce customers.
How Salesforce Data Cloud Supports CX
As an increasingly fundamental piece of the Salesforce platform, Data Cloud provides a means of centralizing customer data across the Salesforce ecosystem, allowing different systems, such as Marketing Cloud and the Salesforce Core CRM, to draw from the same centralized data repository.
This enables organizations to not only execute nuanced customer segmentation, but to also surface key first- and zero-party data to service agents to help deliver more informed and empathetic communications.
New Salesforce Data Cloud Features We’re Excited About
Data Cloud is a core component of Salesforce's long-term vision for their platform.
Beyond its positioning as a tool for audience segmentation, Data Cloud has some new features and capabilities that would be compelling for an organization to adopt. These include built-in Tableau dashboards, sales and service profile unification, and generative AI segmentation.
The above capabilities represent some long-awaited features, such as built-in data visualization and account unification, alongside cutting-edge features such as a GenAI GPT interface for executing customer segmentation.
Is Salesforce Data Cloud a Good Fit for Your Brand?
Data Cloud is a compelling addition to any marketing technology stack, regardless of an organization’s level of maturity. It’s built on AWS infrastructure and, as such, can scale to process petabytes of data and billions of customer records. While it easily scales to meet the needs of the world's largest organizations, it is also a compelling solution for small and medium-sized organizations.
Data Cloud has historically served as a tool focused on executing B2C use cases. That said, as of November 2023, Salesforce has released an "account unification" feature, which allows organizations to conduct identity resolution against account records - bolstering its ability to power B2B marketing.
What’s New in the Salesforce Spring Release
Salesforce is investing heavily in Data Cloud and has begun releasing features and updates on a two-week cadence. Here are some of the features to highlight from Salesforce's Spring release:
More Generative AI: The execution of most generative AI use case relies on Data Cloud as a source of normalized and harmonized customer data.
More Activation Channels: The addition of activation channels such as TikTok, Snapchat, and LinkedIn allows brands to reach their customers in new ways via the platform.
Bring Your Own Lake: Brands can use native bi-directional, zero-copy integrations with leading data warehouse solutions such as Snowflake, Google Cloud Platform, and Azure.
For more information on Salesforce Data Cloud and how it can help your organization, please reach out to our team.
