What can Marketers do with Data Cloud?

Power the entire customer lifecycle by providing teams and agents across your organization (marketing, sales, service, and commerce) with unified and actionable data. This makes content more relevant, recommendations more personalized, experiences across departments more connected, and builds lasting customer relationships.

Operational Customer Profile

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

Data Mapping

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.

Zero-Copy Data Access

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.

Out-of-the-Box Connectors

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.

Identity Resolution

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.

Accessible Data for Marketers & Agentforce

Increase speed to market with structured and unstructured data needed to segment audiences, inform Agentforce actions, & analyze performance.

Foundation for Agentforce

Make agents more effective with the right data. By connecting and harmonizing all of your structured and unstructured data in Data Cloud, it becomes available to Agentforce so agents can analyze that data and determine the best action — all while keeping your data safe and secure on the Einstein Trust Layer.

Agent-Driven AI Segmentation

Use agents to help you create target audience segments in minutes. With Data Cloud and Agentforce working together, you can simply describe the target audience you want, and the agent will translate your natural language prompt into the appropriate segment attributes - no SQL required!

Build or Bring Your Own AI Model

Create custom predictive AI models from scratch with clicks not code or bring in existing models from your data science teams. You can do this using direct integrations between Data Cloud and external tools like Amazon SageMaker, Google Vertex AI and Databricks to consume predictions and scores (e.g., propensity to buy or likelihood to churn) generated by custom AI/ML models.

Segment and Calculated Insights

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).

Seamless Activation to Any Channel

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

AI-Powered Recommendations

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).

First-Party Advertising

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.

Data-Driven Customer Journeys

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.

Natively Built on CRM

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.