Data Activation Guide: Redefining the CDP

5 use cases that connect data across departments to drive measurable results.

All marketers know they should be using data to inform decisions, power AI, and personalize interactions, but precious few know how to actually do it. The ones who do end up on top. Where does that leave everyone else?

The most successful companies are data-driven, because data allows them to get a complete picture of their customers – proving to customers that they know, understand, and value them. It also lets marketers personalize experiences to make sure the right message reaches the right person on the right channel at the right time, and to be more efficient with AI. However, harnessing all this information can be tricky. To do it, companies must contend with a few issues: having too much data, data and technology siloes, siloed workstreams, and ongoing privacy changes that complicate data usage and management.

Plus, while many companies have made the first steps toward centralizing their data via Customer Data Platforms (CDP) and Data Lakes or Data Warehouses, they still struggle to use those tools to power AI, decrease cost of customer acquisition, improve conversion rates, and increase lifetime value. 

That’s because centralizing data is not enough. It might still be trapped in isolated systems belonging to

one department or another, and disconnected from the applications you use to connect with customers.

Obviously, this is a big deal for marketers, but it’s also important for any frontline team across the business that could benefit from having more complete data and AI insights. This includes sales reps, service agents, and merchandisers. The traditional customer data platform (CDP) – which unified data across channels into customer profiles – was a great tool for marketing teams. However, it didn’t give other lines of business the ability to access or take action on those customer profiles.

This is why we need to redefine the CDP.

What we need in today’s world are company data platforms that make it easy for marketing, sales, service, and commerce teams to work off the same data to better personalize interactions with customers.

This will also ensure context and consistency across all those interactions. For example, marketers will know the customer already purchased the product they're running a campaign about, so they can exclude them from seeing related ads. The salesperson will know if the customer is a loyalty member, so they will thank them for their membership in their conversation. And the service agent will know what the customer discussed with the chatbot and which articles were sent earlier, so they can help in other ways. It’s all about providing a comprehensive and smooth end-to-end experience for both customers and teams.

This is what we're doing with Salesforce Data Cloud. Data Cloud is a company data platform that unlocks data from any source to enable marketers – and others across the business – to get a complete view of customers and activate that data to deliver exactly what customers want.

In this guide you’ll learn how centralized data that’s accessible and actionable across the entire business can power success across the customer lifecycle, from awareness to retention. The use cases below demonstrate how Data Cloud takes the traditional CDP model and expands its functionality so your whole organization can seamlessly work together.

What do we mean by use case?

Business goals + capability = Use case

Build your foundation by unlocking all your data

In order to solve business challenges across the customer lifecycle, drive growth, and increase customer lifetime value (CLTV), you need to unlock siloed data from across the business. This can be done with Data Cloud. The data can come from any source, including:

  • Real-time marketing engagement data: Previous interactions across channels (email, mobile, web, SMS, advertising).
  • Sales data: Previous sales interactions, company/account info, preferences, etc. 
  • Service data: Previous purchases, product ownership, and associated metadata, etc.
  • Commerce data: Previous purchases, product ownership, and associated metadata, etc.
  • Data Lake / Warehouse: POS, IOT, Logistics, HR, ERP, Social, telemetry, product usage, product utilization, conference/expo attendance, engagement/propensity scoring, etc.

Once the data is unlocked, you can:

  • Access the previously trapped data with a user-friendly interface so you can get a complete view of your customer, segment audiences, and analyze marketing performance — all without IT bottlenecks.
  • Power AI in a trusted way, grounding large language models in your first-party data, so outputs are more accurate, personalized, and on-brand, giving you more time to focus on strategic work.
  • Activate data on any channel so you can personalize every touchpoint in the customer experience — from email, mobile, and web to ads, sales conversations, and service cases — with next-best-offer recommendations, real-time decisioning, and journey automation.
 

Use Case 1

Decrease cost per acquisition through targeted advertising

Challenge

The cost to acquire new customers is up 60%

Business Goals:

Decrease cost per acquisition, improve return on ad spend (ROAS), and increase customer satisfaction score (CSAT)

First-party data pulled from consumer engagement on your brand channels is more important than ever. You need it to target customers for promotions, as well as for personalizing offers.

Also, with customer acquisition costs at an all-time high and marketing budgets being cut, businesses need to increase ROAS and reduce cost per acquisition. To pull this off, marketers need insight into how ads are performing and the ability to then adjust audiences and content while campaigns are in flight.

Einstein bot dashboard

Step 1: Accessing Data

When first-party data from across your business is unlocked and accessible, you can use Data Cloud's advanced segmentation to find high-value audiences. For example, you can create segments of customers with a high average order value, above average email engagement, infrequent returns, or an affinity for a category of products.

By targeting relevant customers with relevant promotions, you’ll reduce cost per acquisition since they will be more likely to convert. And with sales having access to all the same information as marketing, both teams can more easily build on each other’s work to ensure conversions are relevant, contextual, and effective.

Step 2: Powering AI

In addition to advanced segmentation that helps you target high-value customers, you can also use AI to help you quickly identify and build lookalike audiences. Here's how it’s done in Data Cloud:

  • Use natural language prompts (just like interfacing with ChatGPT) to build and refine segments. Instead of needing to know the programming language SQL, large language models (LLMs) will translate prompts into the appropriate segment attributes.
  • Use AI-powered lookalike modeling through ad platforms like Google, Meta, and others to identify customers most similar to high-value audiences, to expand campaign reach.
  • Measure the effectiveness of historical and in-flight advertising campaigns, using AI to analyze and visualize the data to help you understand best-performing audiences and inform future activations.

Step 3: Activating Data

Once you’ve created and optimized your target audience segments, it’s time to send that data to your ad platform of choice and activate it. Here’s what that can look like:

  • Seamlessly and securely activate new audiences to walled garden platforms like Google Ads, Meta, Amazon, and LinkedIn then reach customers with personalized ads on their channel of choice.
  • Widen your reach and further enrich your dataset using AppExchange partners like LiveRamp, TradeDesk, Merkle, Epsilon, and Axiom. Use segment-level insights directly from ad partners (like Google and Amazon) to understand customer affinities and demographics that can be used for future campaign personalization.

Improving return on ad spend is not only about improving or expanding your target audiences. It’s about relevancy, timing, and knowing when not to send someone an ad. The combination of these things will save you money and also improve customer satisfaction. You should suppress ads when:

  • A customer has an open service ticket.
  • A customer purchased a product or service that’s now discounted.
  • You’re promoting a loyalty program and the customer is already a member. You don’t need to waste their time engaging them with redundant offers.
 

Real-World Example

Healthcare marketer Amy seeks to increase patients’ awareness of Urgent Care Center (UCC) offerings and decrease cost of acquisition.
With her center’s scheduling data (such as upcoming appointments) and recent email engagement from a preventative healthcare campaign, she is able to build a target audience segment. In just a few clicks, and without IT’s involvement, Amy activates this new audience on Google Ads and Meta. The ads are personalized for a nearby urgent care facility and promote relevant preventative services such as vaccinations checkups, or allergy testing. Using AI analysis and recommendations, Amy alters the subject line, mid-campaign, from “Schedule your preventive care appointment now!” to “A healthier you is a 2-minute drive away.” Customers respond well to the campaign’s relevance, and click-through rates spike by 50%.

Use Case 2

Increase conversion through personalized journeys

Challenge

Up to 46% of marketers still don’t have real-time access to their data, resulting in poor pipe and conversion rates.

Business Goals:

Increase conversion rates, customer lifetime value, and up/cross-sell revenue.

In today's competitive landscape, you need to connect with your users at a personal level if you want to increase conversion rates and drive revenue growth. That means giving them personalized and connected experiences tailored just to their preferences. However, many marketers still struggle with accessing real-time data – in fact, 59% need technical support to segment an audience or execute a campaign.

This slows down pipeline and conversion rates. By unlocking data from various sources and taking advantage of AI tools, marketers can create personalized journeys that are tailored to each customer's unique preferences and behaviors. This doesn’t just increase conversion rates – it also enhances customer lifetime value and makes it easier to up-sell and cross-sell with relevant offers. With real-time insights and data-driven strategies, marketers can optimize their campaigns and drive better results.

Ecommerce personalization

Step 1: Accessing Data

With your data unlocked, you can increase conversion rates through web personalization and connected journeys based on the complete context of customer engagement with the brand. For example, you can rank and prioritize audiences for tailored offers or use real-time AI insights to inform campaign planning and ongoing strategy optimization.

Step 2: Powering AI

You’ve got your data in order. Now you can use AI to:

  • Understand highest value segments and their likelihood to respond to promotions.
  • Determine next best actions or offers up for discussion to inform web personalization.
  • Help sales reps understand top opportunities for up/cross-sell, determine which contacts need follow-ups, and generate discussion points based on previous engagements.

Step 3: Activating Data

Once you’ve ranked your audiences and identified the next best offers, you can:

  • Create a Waterfall segment to nest and prioritize high-value audiences. Avoid marketing oversaturation by ensuring each customer only receives one tailored offer and doesn't receive messages about an item they just purchased.
  • Activate segment(s) for personalized content/recommendations on your website and move them into connected journeys on preferred channels that drive toward conversion.
  • Synchronize data in third-party systems like POS, ERP, PIM, etc.
  • Trigger notifications to sales and marketing teams to inform them of customer progress through a given journey and provide personalized recommendations on how to follow up to move toward a completed action (abandoned cart → purchase, finish application, etc.)
  • Notify marketers about progress toward campaign outcomes and provide opportunities to intervene (like changing audience segment size or attributes, or tweaking the offer).
 

Real-World Example

Janelle is a marketer at a large outdoor apparel retail company. She is tasked with improving conversion rates, customer lifetime value, and up/cross-sell revenue.

Janelle starts by pulling in data like customers’ jacket sizes or shoe preferences from recent purchases. With the help of AI, she builds a propensity-to-buy score and embeds it in a Waterfall segment that nests and prioritizes high-value audiences using knowledge article views, web clicks, recently abandoned cart items, and loyalty data (tier, points, and membership length).

Use Case 3

Close deals faster by empowering sales reps

Challenge

Marketing and Sales collaborate on only 3 out of 15 commercial activities.

Business Goals:

Increase qualified pipe, win rate, and average order value.

It’s crucial for marketers to equip sales representatives with the right information to close deals faster. However, many organizations struggle with cross-functional alignment and sharing data across departments, which hinders the sales process. By unlocking data from various sources and making use of AI, organizations can provide sales teams with real-time insights, embedded recommendations, and personalized communications to accelerate purchase cycles and increase win rates.

This not only improves the efficiency and effectiveness of sales reps but also drives higher average order values and overall revenue growth. 

Einstein dashboard

Step 1: Accessing Data

When data is unlocked, your sales teams can accelerate purchase cycles and close more deals using sales alerts, embedded insights, next-best-action recommendations, and generative AI for personalizing emails.

Step 2: Powering AI

You’ve got your data in order. Now you can use AI to:

  • Create a segment of customers with a product utilization score determined by an AI-powered calculation.
  • Build calculated insights (propensity to buy score, lead score) to feed into AI-powered next-best-action recommendations so reps know exactly what kind of cross/up-sell opportunity to discuss with customers.
  • Generate personalized sales follow-up emails with personalized copy and promotions included.

Step 3: Activating Data

Once you’ve built your segments and calculated insights, you can:

  • Enrich CRM objects (such as Contact or Opportunity) with unified data, giving reps access to the same unified customer profile information as marketing, service, and commerce teams, with the full context of every customer-brand interaction.
  • Activate segments to your marketing engagement platform for personalized upsell/upgrade journeys.
  • Trigger alerts in Slack generate talking points and BASHO email templates for reps so they can do targeted customer follow-ups.
 

Real-World Example

Jalen, a marketer for a large auto manufacturer, is tasked with improving alignment between marketing and sales teams to increase qualified pipe, win rate, and average order value.

With Data Cloud, Jalen unifies customer profiles from across the business, consolidating service history records with previous purchases, web behaviors, car expo attendance, and sales call interactions. He’s now able to determine when a customer has a high chance to convert and then set up an automated alert to message a sales rep.

And because the customer profile is shared across the business, when the sales rep clicks into the opportunity from the alert, they can see detailed information about the customer. For example, the sales rep may see that the customer's car has been serviced regularly over the three years and that they’ve been exploring a new high-end model both online and at an expo recently. With these details and generative AI to help craft the email, the sales rep can reach out at just the right time to close the deal.

Use Case 4

Increase adoption with onboarding journeys

Challenge

73% of customers expect better personalization as technology advances, but companies struggle to deliver because of data silos.

Business Goals:

Increase product adoption, time to value for customers, CSAT, and CLTV; decrease churn and service case volume.
Customer expectations are higher than ever, so helping them quickly get value from products or services they purchased is a must. However, data silos and lack of personalized onboarding and education journeys cause many companies to struggle with delivering this. By unlocking data from various sources and connecting it with AI, companies can create proactive journeys that inspire customers to fully utilize the features and benefits of their products or services. Improving time-to-value and adoption boosts customer satisfaction, loyalty, and lifetime value.
CDP Dashboard

Step 1: Accessing Data

When data is unlocked, you can increase product adoption and time-to-value with onboarding and education journeys, powered by product usage data, that inspire customers to take advantage of underutilized features and move away from linear/static adoption journeys.

Step 2: Powering AI

You’ve got your data in order. Now you can use AI to:

  • Ideate on metrics, like predictive scores that can indicate when a customer is lagging behind in product adoption. You can also receive personalized recommendations on how to communicate with customers in order to drive to relevant resources and actions.
  • Create segments of customers with low onboarding success scores (determined by AI-powered calculated insights), indicating they did not complete product onboarding steps or hit critical usage metrics within a specified time.

Step 3: Activating Data

Once you’ve identified the right metrics to track and simplify your onboarding, you can:

  • Activate segments to your marketing engagement platform (email, mobile, ads, web) for personalized education journeys with content offering support or to drive towards a critical action/next step.
  • Follow up via your marketing engagement platform with personalized success journeys such as, recommended help articles, online help center personalization, etc.
  • Trigger notifications to service and customer success teams (account, product health changes, service cases opened, customers at-risk of churn).
  • Notify marketers about progress toward campaign outcomes and provide opportunities to intervene.
 

Real-World Example

Stephen is a marketer at a SaaS company who wants to increase product adoption and time to value for customers while decreasing churn and service case volume.

He can use Data Cloud, where data like platform utilization, aggregate demographic data from Google, and historical service cases have been brought together. This allows him to then use AI-powered insights to create a segment of customers with low onboarding success scores that did not complete onboarding steps or hit usage thresholds within specified time. He’s then able to set up triggered notifications to customer service and customer success teams so they can intervene quickly and send the right educational content for the product they purchased.

Use Case 5

Increase retention by delivering proactive service

Challenge

Nearly one in three customers will switch brands they loved after just one bad experience.

Business Goals:

Increase CSAT and CLTV, decrease churn and open case volume (and associated operational costs).
Providing proactive and exceptional customer service is essential for building and retaining long-term customer relationships. However, many organizations struggle with this because of data silos and lack of real-time insights. By unlocking data from various sources and taking advantage of AI, you can deliver service that anticipates customer needs and resolves issues efficiently. This not only increases customer satisfaction and loyalty but also improves customer lifetime value and reduces churn.

Step 1: Accessing Data

When data is unlocked, you can deliver proactive customer service to retain and strengthen relationships using real-time product purchase, product usage, and service data to power Data Cloud-triggered actions, audience suppression, and CSAT measurement.

Step 2: Powering AI

You’ve got your data in order. Now you can use AI to:

  • Help sales, service, and marketing teams develop communication to customers, explaining options to them (replacement or refund, chat with a service agent, watch a tutorial) with personalized recommendations or tailored offers based on previous engagement.
  • Access a summary and recommendations on how to engage during inbound calls and provide next best actions or offers based on different customer segments.
  • Use unstructured data, like knowledge articles or past high-performing marketing emails, to generate personalized communications for customers.

Step 3: Activating Data

Once you’ve used AI to help generate personalized communications, you can:

  • Create an audience segment of customers who, for example, are impacted by product recall and have a high likelihood to churn/return a product, so you can proactively notify them.
  • Use triggered flows to automatically create a case in Service Cloud for impacted customers.
  • Use service data to create suppression segments/criteria so impacted customers are excluded from promotional emails or ads while they have open service cases.
  • Create a trigger/action to close resolved service cases automatically and trigger a marketing journey to send out an email with a feedback survey.
 

Real-World Example

Juanita is a marketer at a financial institution that wants to improve CSAT and CLTV while decreasing churn and operational cost of open case volume.

With Data Cloud, she can bring together data like recent account signups, account attribute, and product utilization data via a zero copy integration, as well as AI-summarized service case history. This allows Juanita to proactively send a triggered email with personalized self-service tips for the brokerage account the customer signed up for. If the customer has an issue (for example, trouble making a trade), their unified profile data is easily accessible by the service team so the agent can quickly address the issue.

They can even automate a survey to be sent after their issue is resolved to help improve future experiences and identify later upsell or cross-sell opportunities. Meanwhile, Juanita can suppress all promotional campaigns when the customer has an open service case to increase customer satisfaction and save ad budget.

 
Blog

How Personalized Marketing Keeps Customers Past the Honeymoon Stage.

Blog

First-Party Data: How You Can Succeed in a Cookieless World.

Blog

Moving Customer Data Isn’t Cheap: How Zero Copy Can Help.

 

More resources

 
Demo

Discover the power of Data Cloud.

Webinar

Turning Data into Meaningful Customer Moments.

 
 

Get timely updates and fresh ideas delivered to your inbox.