Customer Data Pla orms (CDPs), like Salesforce Data Cloud, have emerged as customer engagement game changers. However, many organiza ons hesitate to adopt CDPs because their exis ng workflows seem to address their needs, albeit in fragmented and less efficient ways. This arcle explores how Salesforce Data Cloud transforms marke ng use cases, offering speed, scalability, and cost-effecveness that legacy soluons cannot match.Six Common Use Cases and Their Limita ons in a Pre-CDP World1. Crea ng Unified Customer Profiles with MDMPre-CDP Approach:Many organiza ons rely on Master Data Management (MDM) systems to consolidate customer data across mulple sources. These systems use survivorship models that priorize one source of data over others based on predefined rules. These predefined rules can be a source of conten on between departments when determining whose data is be er and gets to overwrite as the top or 'best' source.Limita on: MDM o en struggles with real-me data integra on and fails to account for contextual relevance. This leads to incomplete or outdated customer profiles.Salesforce Data Cloud Approach:Unified Profiles: Data Cloud ingests data from mulple systems and support both batch and near real-me capabilies, crea ng a comprehensive, dynamic customer profile.Context-Aware Data Unifica on: Unlike sta c survivorship models, Data Cloud pulls all data to the profile with updates based on data source reconcilia on rules for the unified view while keeping the source specific values linked to the unified view.Benefits:Faster and more accurate customer insights.Improved personaliza on by using the most up-to-date and contextually relevant informa on.Reduced reliance on rigid MDM frameworks.2. Acva ng with Contextually Relevant DataPre-CDP Approach:Marke ng teams o en rely on batch processes or manual integra ons to push customer segments into acva on pla orms.Limita on: These processes are slow, and the data is o en stale by the me it is used for engagement.Salesforce Data Cloud Approach:Seamless Data Acva on: With built-in integra ons across Salesforce pla orms, Data Cloud enables seamless, batch and near real-me acva on of marke ng campaigns.360-Degree Contextual Relevance: Data Cloud leverages enriched customer profiles to personalize messages across channels, ensuring that marke ng is mely and relevant.Benefits:Accelerated campaign execuon.Higher engagement rates through mely, personalized messaging.Elimina on of manual data syncing processes.3. Building Marke ng Segments from a Data WarehousePre-CDP Approach:Marketers o en depend on IT or data engineering teams to extract and prepare segments from data warehouses.Limita on: Based on workload and cket request queues this dependency creates bolenecks, delaying campaign execuon and reducing agility.Salesforce Data Cloud Approach:Self-Service Segmenta on: Data Cloud empowers marketers with intuive tools to build audience segments directly, using unified data without IT involvement.Both Batch and Real-Time Insights: Segments can be refined and updated in near real-me, ensuring agility in responding to market changes.Benefits:Reduced reliance on technical teams, freeing up IT resources.Faster me-to-market for campaigns.Enhanced flexibility to experiment with and opmize segments.4. Managing Disparate Data Across SystemsPre-CDP Approach:Marke ng teams o en download data from mulple systems, cross-referencing spreadsheets to create a consolidated view of customers.Limita on: This process is error-prone, me-intensive, and lacks scalability.Salesforce Data Cloud Approach:Unified Data Access: Data Cloud aggregates data from mulple systems into a centralized repository, elimina ng the need for manual downloads and cross-referencing.Automated Workflows: Data pipelines are automated, providing marketers with ready-to-use, accurate data.Benefits:Significantly reduced manual effort and errors.Scalability to handle large volumes of data.Enhanced data accuracy and consistency. 5. Overcoming IT Backlogs for Data RequestsPre-CDP Approach:Marketers o en face long wait mes for IT to process data queries or create reports.Limita on: Delays in accessing data impede campaign agility and reduce responsiveness.Salesforce Data Cloud Approach:Marketer-Driven Data Access: Data Cloud's no-code/low-code tools allow marke ng teams to access and analyze data directly.Analycs: Built-in dashboards and visualiza on tools provide aconable insights instantly.Benefits:Faster access to aconable data.Increased agility for marke ng teams.More producve IT teams freed from roune data requests.with Elevating Customer 18The Iconic Success
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