In the realm of modern marketing, success hinges on your ability to harness the power of data and activate that data efficiently and effectively. If you’ve ever found yourself drowning in a sea of disorganized customer information, or struggling to craft personalized marketing campaigns based on outdated insights (or no rich insights at all), fear not. By gaining control of our disparate customer data with Salesforce Data Cloud we can turn around and harmonize, unify and enrich our existing customer data for activation within the Salesforce Marketing Cloud.
As a seasoned marketer you’re looking to connect with your audience on a profound level by creating memorable experiences at every touchpoint along a customer’s journey. Yet, it’s likely your customer data is dispersed across various platforms, departments, and formats, making it arduous to extract meaningful insights, particularly at scale. Enter Salesforce Data Cloud, our bridge to data harmony and actionable insights. Salesforce Data Cloud serves as your centralized data hub that ingests, harmonizes, and enriches your customer data. It’s akin to assembling a mosaic, where individual pieces come together to form a comprehensive portrait of your customers’ preferences, behaviors, and needs.
Wonderful, sounds great! But what does this really mean to us as Marketers in Marketing Cloud? Let’s take a look:
- Unified Profiles: Salesforce Data Cloud ingests data from a wide array of data sources. For example, we can combine CRM, Loyalty, and eCommerce data, along with an Amazon S3 campaign data dataset to paint a complete picture of our customer at any point in time. This Unified Profile provides a holistic understanding of each customer, including their purchase history, browsing behavior, demographics, and more.
- Enhanced Personalization: By activating our enriched data in Marketing Cloud we can create highly personalized marketing campaigns. Salesforce’s deep integrations throughout the ecosystem enable us to easily leverage the unified customer profiles and data insights from Data Cloud to tailor our customer experiences across platforms while maintaining a consistent customer picture throughout the journey.
- Advanced Segmentation: With access to enriched customer data and Calculated Insights, Data Cloud allows you to create more refined and granular customer Segments based on advanced data mapping and relationships. These Segments can then be Activated upon quickly and easily from within Marketing Cloud to reach our audience where they are. In fact, we can use these same exact Segments anywhere in our Salesforce ecosystem.
- Streaming Insights: Create metrics on streaming data coming from real-time data sources, from multiple data streams, to enable real-time customer insights. Then, instantly put these insights to use by applying Data Actions to trigger automations or provide near real-time data dashboards empowering you to make informed, real-time decisions.
In the end, the synergy between Salesforce Marketing Cloud and Data Cloud offers marketers a powerful toolkit for achieving better personalization, segmentation, and real-time decision-making through harmonized data and unified customer profiles. This complete customer picture ultimately leads to more effective marketing campaigns, improved customer engagement, and increased ROI.