Data Cloud: Empowering Marketers with Powerful Tools and Features
Taking a look at the hidden gems of Salesforce’s Data Cloud that are likely to delight marketers.
We’ve heard a lot about Data Cloud since last year’s Dreamforce. What I haven’t seen enough of though is folks focusing in on aspects of its functionality that marketers would appreciate. This post aims to do that.
If you are familiar with Marketing Cloud, you got used to certain things (for instance, being able to deliver ads from within the SFMC platform). But what you may not have been aware of is that you can do similar things in Data Cloud now too.
Also, if you are familiar with Marketing Cloud Personalization (formerly known as Interaction Studio), you will also recognize some of that functionality at play as well. Actually, there is even a similarity with some screens (related to data harmonization) that may feel familiar to those who know Marketing Cloud Intelligence (formerly known as Datorama).
I bring these things up to highlight how Salesforce is really thinking through how marketing teams could explicitly benefit from some of the Data Cloud out-of-the-box capabilities. This post will cover some of my favorites — the components that can be seen as “candy for marketers”.
Data Cloud’s Identity Resolution
Data Cloud’s Identity Resolution: Those familiar with Marketing Cloud Personalization likely appreciate this. It allows you to unify customer data across different platforms. This means that even if Jane appears as a contact in Marketing Cloud and a lead in Sales Cloud, you can still create an integrated and personalized experience for her.
This level of seamless integration is crucial because customers like Jane expect nothing less from your brand. By setting up Match and Reconciliation rules within Data Cloud, you can harness the platform as part of a solid marketing strategy.
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Segmentation Flows in Data Cloud
What is cool about this functionality is that you can simply use natural language to describe a target audience (i.e. — mountain bike hobbyists who have shopped at Northern Trail Outfitters before) as a way to isolate out a segment. Best yet, it uses first-party data when doing this.
Last summer, Marc Benioff noted that generative AI will ultimately spread across all Salesforce clouds. I see this as an instance where the practical application of this vision is shining through. And, to be clear, it’s not just a kitty add-on but a time saver, since marketers get to avoid querying/searching the data model or choosing attributes individually as part of putting segmentation rules together.
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Data Cloud’s Segment Intelligence
The benefit here is easy visibility. This out-of-the-box functionality lets marketers create dashboards and visualizations that can show which segments and activations are driving the highest ROI and revenue.
I haven’t gotten into the ads side of things yet (that’s coming later), but just know that the intention here is to feed back performance. metrics (be it first-party data or third party data) to help with making data-driven decisions and optimizing segmentation strategies.
https://help.salesforce.com/s/articleView?id=sf.c360_a_segment_intelligence_data_cloud.htm&type=5
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Data Cloud’s Google and LinkedIn Ad Integrations
Similar to Marketing Cloud Advertising (formerly known as “Advertising Studio” in Marketing Cloud), Data Cloud has External Activation Targets, which supports a marketing team in creating super relevant ad campaigns. Best of all, the functionality leverages first-party data for doing this (so also helps the team stay prepared for a cookie-less future).
https://www.salesforce.com/news/stories/data-cloud-ads-news/
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Data Governance and Compliance Assurance
Salesforce professionals know that Trust is Salesforce’s #1. value. So of course they set their customers up for success in the area of compliance. Sure, there are things that are outside of their control (for example, whether or not a team has ensured that they have captured consent before sending an email out — violating CAN-SPAM rules). However, from a platform perspective, they ensure that data within Data Cloud handled with the utmost care on the Salesforce side in compliance with regulations. This provides peace of mind because there’s one-less thing to worry about as a marketing team manages their day-to-day tasks.
When you learn Data Cloud, don’t think that this is just a stand alone new product… that you’re going to learn A new software tool. This is really a foundation of where the platform goes, what you can do in the future.
- Vladimir Silak, Salesforce Director, Partner Product Success — Data Cloud
In this post, we had a look at some of my favorite the functionalities of Data Cloud that cater specifically to the needs of marketers.
Salesforce keeps showing that they have marketers in mind as they roll out this new platform. And, when I heard recently that it is Salesforce’s fastest-growing platform, I really can see why.
Have a look at these things and play around with them if you haven’t already. As a parting note, I’ll also share that it is possible to get hands-on with your own Data Cloud org via Trailhead now too.
https://trailhead.salesforce.com/content/learn/trails/get-hands-on-with-data-cloud
Enjoy! ☁ ️
