August 2024
Intermediate to advanced
450 pages
12h 13m
English
Content preview from Hands-On Salesforce Data Cloud
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Chapter 1. Salesforce Data Cloud Origins
Salesforce Data Cloud (Data Cloud for short) is a near real-time customer data platform that can provide value to several different functional teams within an organization. A customer data platform (CDP) is primarily a data store—a repository for persistently storing and managing collections of data that support marketing and customer experience use cases.
A CDP gathers all available first-party customer data from an organization’s customer relationship management (CRM) software, websites, automation platforms, email marketing software, and point-of-sale (POS) systems into a single repository. Next, it ingests third-party and sometimes second-party data to augment the first-party data. The CDP then aggregates all the information to build unified customer profiles that can be used to create business value across the entire organization in a variety of ways.
In 2013, the term customer data platform (CDP) was coined by David Raab, who is often referred to as “the father of CDP.” CDPs first appeared in the Gartner Hype Cycle in 2016, and that same year, the Customer Data Platform Institute was founded by David Raab.
In 2019, Salesforce launched Customer 360 Audiences, its first CDP product. In 2021, Martin Kihn coauthored with Chris O’Hara the book Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement (Wiley, 2020). Among other things, Martin is the SVP of Strategy for Salesforce Marketing Cloud. In 2024, ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.