What is Salesforce CDP (“Customer 360 Audiences”) ? It’s an App that will sit within your Salesforce CRM if you’ve purchased it. Essentially, Salesforce CDP merge records to a single customer view.
How does Salesforce CDP or Customer 360 Audiences Work?
Think of this app as a central hub, where the customer records from your Salesforce Service, Marketing, and Sales clouds are mapped to a unique customer ID.* (*see our prior Salesforce roadmap videos where the Customer ID concept is really well explained.)
Through that central ID, all data become related, searchable and actionable. A great 360˚ view of all data from a customer. Add Einstein, Salesforce name for its artificial intelligence, and you have yourself an immensely powerful tool to help you make the best sales, marketing, service decisions.
Customer 360 started as two products, with Customer 360 Audiences as the lead product. It’s a Customer Data Platform (CDP) (hence it’s new name..), with some Master Data Management (MDM) capabilities.
Who needs the CDP functionality vs. who needs the MDM capabilities, depends on the business use case. In a Salesforce org, that probably translates into the role of the Salesforce user. Someone in a Marketing Manager – role needs a CDP, a pool of demographic and behavioural data to get the right segmentation. In contrast, someone in a Customer Service role needs an MDM, because he wants to see everything about the customer in terms of cases, complaints, requests for refunds, etc.
CDP, C360, Customer 360 Audiences – Same thing
Updated: Before May 13, 2021, we referred to Salesforce CDP by the name of Customer 360 Audiences. As Salesforce Customer 360 Audiences was quite a mouthful, we often shortened that to C360. Today, the same product is called Salesforce CDP.
Customer 360 Audiences Origins
The concept of Customer 360 was launched as a central part of the Salesforce vision (*see our prior Salesforce roadmap videos where the concepts behind C360 are really well explained).
Customer 360 has since been a slogan for Salesforce as the company actively worked towards offering companies a complete view of their customers, on a 1:1 level as well as on an aggregate level.
Today, Customer 360 Audiences links Sales, Service, Marketing, IT and (artificial intelligence) Analytics and Reporting. Salesforce Customer 360 is not part of Salesforce Marketing Cloud. Rather, the other way around. It is broader than any Salesforce Cloud, and it links between them.
Salesforce Customer 360 is optimised for scale, i.e. a lake of data.
Salesforce CPD Introduction Video
This short video on C360 / CDP is a clear introduction to the hub in the context of your business systems built on Salesforce.
Marketing Cloud and Customer 360 Audiences
As the introduction video explained, you can access C360 Audiences directly into Marketing Cloud’s Journey Builder to create tailored experiences — as one of several ways to use the data for marketing or purchasing journeys.
C360 truly enables you to become a data-driven business.
Salesforce Customer 360 – Recent Enhancements
Of course, Salesforce never stands still. The most recent C-360 enhancements are:
- Computed Metrics – to define and extract additional insights (e.g. RFM, bucketing and ranking) to enrich segmentation and personalisation
- Unified Web Tag and SDK – to collect web and mobile behavioural data in Audiences to enrich the Unified Profile
- Loyalty Cloud Integration – A new Loyalty offering using Audiences as the data platform
- Real-time Profile API – to power personalisation across touch points.
Marketing Cloud Audience Builder vs. Customer 360 Audiences
Wait? Why buy a new Salesforce product? Doesn’t Salesforce Marketing Cloud already have Audience Builder? The answer is: Yes, but… IF … you have already bought SFMC Audience Builder, then that functionality is still honoured. However, new customers are pointed towards purchasing C360 Audiences instead.
SFMC Audience Segmentation Options Today
Let me explain what your segmentation options are today with an example. Say you want to market in Marketing Cloud to a segment consisting of people who have opted-in, who live in London, and bought a ticket in the last 3 months. In Marketing Cloud, you can use:
- Data Filters and Data Relationships (Easiest and for all to use, freely included in SFMC).
- Automation Studio with SQL queries (Requires SQL coding skills, freely included in SFMC).
- Audience Builder, If you have it in your SFMC org. (A paid add-on to SFMC)
- Salesforce Customer 360 Audiences. (A paid product for SF CRM).
Out of these 4 options, C360 is by far the most technically advanced. It’s perfect for highly innovative companies who perform leading edge marketing. Is that you and your company?
Customer 360 Audiences- How to Get Started
If you are seriously interested in Customer 360 audiences as part of your overall sales, service and marketing solution with Salesforce, we would be happy to organise a demo for you.