Salesforce rolled out a revamped version of its customer data on platform with additional bells and whistles in the form of smarter segmentation, deeper integrations with Tableau and Mulesoft and expanded partnerships for data activation.
On top of its initial reticence to get into the category, Salesforce was also a little late out of the gate with its CDP. The Salesforce CDP, which rebranded from Customer 360 Audiences didn’t become generally available until late last year.
As part of the revamp, Salesforce is actively building out AppExchange partnerships and integrations to support its CDP so that marketers can activate their segments across the web, mobile and against connected TV ad experiences.
Salesforce is also going to make more use of its MuleSoft acquisition so that marketers can aggregate their data across sources, including external loyalty and point-of-sale systems, AWS, Microsoft and ServiceNow (Salesforce acquired MuleSoft, a middleware company and API integrator, in 2018 for $6.5 billion).
The other CDP updates fall into two main buckets: insights and analytics.
First, Salesforce is enhancing the calculated insights feature within its CDP, so marketers can more granularly define their segments with new fields and filters. Marketers will be able to segment customers and prospects into categories, such as “most loyal” or “most desirable,” understand lifetime value and apply propensity scores to their audiences.
On top of that, Salesforce is going to make it easier to query large data sets and replicate segments so that they can be shared across teams.
And on the analytics and visualisation side, Salesforce is incorporating insights from Tableau into the CDP so that marketers can get a better sense of which customers are engaging, what channels are performing best and which campaigns need to be optimised. Salesforce bought Tableau, an enterprise-grade data reporting company, in 2019 for $15.7 billion.
Salesforce is also planning to build a connector between its CDP and Datorama, the data integrator it purchased for $800 million in 2018, just a few months after the MuleSoft deal. From June 2021, marketers will be able to create reports and dashboards in Datorama based on the data in their CDP.
(With inputs from agencies)