Salesforce is ready to launch its Customer Data Platform (CDP) solution. Bob Stutz, CEO of Salesforce Marketing Cloud, made it known.

The first platform of this type of enterprise level, Stutz says. This Customer Data Platform is a natural extension of Salesforce Customer 360. The latter was announced in Dreamforce last September and will be available at a general level by the end of the year.

Salesforce Customer 360 helps companies connect and easily resolve customer data on Salesforce and third-party applications with a single customer ID. Salesforce’s Customer Data Platform is based on this unified identity to offer marketing professionals a unique view of the customer.

Salesforce is proposing a concrete example. A marketer would use Salesforce Customer 360 to find that the Customer A and Customer B of two different systems are actually the same person. He would then use the CDP to build and store a unified profile of that person. Profile based on collected data, with consent, from: point of sale, ecommerce, website, mobile apps and other sources.

Customer Data Platform license plate Salesforce

In building what Salesforce defines as the first true enterprise-level CDP, the company has adopted the following principles.

First of all, it is a marketing tool. Although it may have several uses at company level, CDP is primarily a marketer tool. An intuitive user interface is therefore given emphasis and importance.

Identity beyond advertising. Limiting a CDP to marketing data makes the overall picture lose sight of. That is to make relevant and engaging every point of contact with the customer, both of service and commercial.

Finally, the Insight & Engagement keywords. According to Salesforce, a market leader CDP must provide a unique and comprehensive view of the customer (single customer view, insight). And a way to reach customers directly (engagement).

More details on Salesforce’s CDP will be officially announced by the company at Connections, from June 17 to 19 in Chicago. Connections is Salesforce’s event on the future of customer engagement: more information at this link.

The evolution of marketing, from CRM to CDP

All in all, Bob Stutz points out, the concept of Customer Data Platform is not really new. It incorporates the long-standing desire to build a unique and comprehensive view of the customer, from common data sources. And to make available such display for analysis and activation.

This, Salesforce points out, is exactly what CRM platforms, marketing automation and campaign management have been trying to offer for years. Accurate data about customers that can be used on all channels.

However, marketing becomes more complicated every year and customer data is increasingly fragmented. Customers use five devices on average and interact with brands on all channels. This, according to Salesforce’s recent report on the state of marketing.

At the same time, platforms like Amazon and Facebook take advantage of their informative advantage to offer hyper-personalised and engaging moments, raising the level for everyone. The marketer’s basic need to understand his client and offer one-to-one involvement is stronger than ever.

According to the company, with Customer Data Platform Salesforce is not entering a new territory. It is a passage that is part in a natural way of the evolution of the company, since its foundation twenty years ago. And that can take advantage of a natively connected and accessible CDP for CRM among market leaders.

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