Salesforce CDP

The Customer Data platform of Salesforce

Salesforce is providing different cloud services to strengthen relationships between partners, customers and leads. These cloud services are Customer Data Platforms. The Salesforce Customer Data Platform is particularly relevant to a user if he/she is already making use of several Salesforce products. Salesforce’ function of a CDP enables functions for customers which would not be available otherwise. 

Salesforce Customer Data Platform features

One of the key features of Salesforce CDP is: unify, analyze and activate. It unifies the customer data from all online and offline channels with the Data Designer. This collected data can be simply examined and segmented based on updated customer practices, and then, activated to the specified audience. Besides, the Salesforce CDP can be connected to other systems. It is made suitable to other business systems and applications like: Salesforce Marketing Cloud, Service Cloud, Interaction Studio and Commerce Cloud. Customers who use multiple Salesforce products, directly benefit through “native connectors”. Thirdly, Salesforce CDP saves time: with Salesforce CDP, it is easy to quickly adapt to changing information and circumstances by manipulating and editing data model objects and calculating insights directly from the home page. Additionally, the option of copying existing segments does likewise rapid up the process. Lastly, the Salesforce Customer Data Platform filters, attributes and calculates insights. It is possible to create specified segments with Salesforce CDP, as well as, calculate multidimensional metrics from the data. Due to the data views Marketing Cloud, the marketing team can activate on a more customized basis. 

Salesforce Customer Data Platform CDP Marketing Cloud

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What does Salesforce CDP do?

The calculated insights which support segmentation, multidimensional metrics and a customized activation, are derived from engagement data. The data, customers leave behind on the Customer Data Platform, is divided into two categories: engagement data and insight data. Engagement data is the data which describes how the customers interact with the marketing journeys. Insight data is derived from the engagement data, which involves the won revenue from the customer organization, purchase intent, and privacy management.

Salesforce Marketing Cloud

The  Salesforce Customer Data Platform for marketers is Salesforce Marketing Cloud. The advantages this cloud-based platform brings with it, are: Marketing Cloud segmentation, data activation from anywhere, quick analysis and adaptation and knowing the data across the organization. 

Marketing Cloud segmentation involves the benefits of creating audience segments. This includes the possibilities of creating any segments the marketer demands, constantly testing and optimizing the segments, easily managing the segments and smart segmentation. Besides, the integration of data views within the segment creation is available as well. With Activation Studio, segmentation becomes even more simple due to a drag-and-drop system, which is non-technical. Metrics also get collected and benchmarks are calculated.

In order to develop more personalized and connected customer experiences, marketers can reach the customers at any point of their journey. Due to the unified customer profiles, which are developed by the Marketing Cloud data model, the customer can be targeted at the right time with the right content on the right channel. Interaction Designer and Score Designer do support this procedure. Interaction Designer tracks consumer behavior, thus, the company can collect first-party data by itself. Based on these interactions, Salesforce lead management is possible by scoring those interactions based on their level of engagement. Consequently, the expertise of the right moment targeting the leads and the adequate content reaching them, improves due to these tools. 

Salesforce Marketing Cloud does likewise allow marketers to instantly analyse and adapt to the consumer behavior, based on the AI-driven, cross-channel insights the SF Marketing Cloud provides. These insights lead to agile activation and enrichment of unified profiles.

Salesforce CDP pricing

When it comes to the pricing of Salesforce CDP, there are three categories: Corporate, Enterprise and Enterprise plus. Corporate involves especially mid-sized businesses, which costs $12,500 per month. Enterprise targets large-scale organizations to unify, segment and activate al data for $50,000 per month. Enterprise plus does include the enterprise edition plus premier support, which costs $65,000 per month. 

The disadvantage is a relatively high price despite of the fact that for many functions, customers have to rely on external applications. For instance, effortless segmentation is not possible with Marketing Cloud on its own. This is why we developed Activation Studio, it makes segmentation non-technical and, thus, easily available for marketers. Furthermore, it provides the functions of scoring and managing leads, and capturing first-party data. 

Salesforce CDP in comparison to Activation Studio

Salesforce CDP is very powerful and offers loads of functionality. Activation Studio is not an alternative to Salesforce CDP directly. However, it offers some capabilities that Salesforce CDP also covers. Activation Studio could be a stepping stone towards Salesforce Customer Data Platform.

Similar capabilities are for example:

  • Segmentation based on multiple clouds (data in Marketing Cloud and Sales/Service Cloud)
  • Scoring rules
  • Tracking web events based on known visitors

Activation Studio offers a lightweight alternative, but misses capabilities such as:

  • Personalization
  • Big data management
  • Identity stitching
  • Data ingestion
  • Identity resolution
  • Data processing
  • AI
  • Data syndication and synchronization

Capturing web events via Interaction Designer

Discover the possibilities of Activation Studio

If you want to experience Activation Studio, book our demo or try our interactive demo. 

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class="wpforms-page wpforms-page-1 "><div id="wpforms-1830-field_3-container" class="wpforms-field wpforms-field-pagebreak" data-field-id="3"></div><div id="wpforms-1830-field_18-container" class="wpforms-field wpforms-field-html" data-field-id="18"><div id="wpforms-1830-field_18"><h3 class="el-meta uk-h4 uk-margin-top uk-margin-remove-bottom">Please tell us who you are?</h3></div></div><div id="wpforms-1830-field_0-container" class="wpforms-field wpforms-field-name" data-field-id="0"><label class="wpforms-field-label" for="wpforms-1830-field_0">Name <span class="wpforms-required-label">*</span></label><div class="wpforms-field-row wpforms-field-medium"><div class="wpforms-field-row-block wpforms-first wpforms-one-half"><input type="text" id="wpforms-1830-field_0" class="wpforms-field-name-first wpforms-field-required" name="wpforms[fields][0][first]" required><label for="wpforms-1830-field_0" class="wpforms-field-sublabel after ">First</label></div><div class="wpforms-field-row-block 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data-field-id="19"><div id="wpforms-1830-field_19"><h3 class="el-meta uk-h4 uk-margin-top uk-margin-remove-bottom">We also need some company information</h3></div></div><div id="wpforms-1830-field_5-container" class="wpforms-field wpforms-field-text" data-field-id="5"><label class="wpforms-field-label" for="wpforms-1830-field_5">Company <span class="wpforms-required-label">*</span></label><input type="text" id="wpforms-1830-field_5" class="wpforms-field-medium wpforms-field-required" name="wpforms[fields][5]" required></div><div id="wpforms-1830-field_20-container" class="wpforms-field wpforms-field-address" data-field-id="20"><label class="wpforms-field-label" for="wpforms-1830-field_20">Address <span class="wpforms-required-label">*</span></label><div class="wpforms-field-row wpforms-field-medium"><div ><input type="text" id="wpforms-1830-field_20" class="wpforms-field-address-address1 wpforms-field-required" name="wpforms[fields][20][address1]" required><label 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Territory</option><option value="BN" >Brunei Darussalam</option><option value="BG" >Bulgaria</option><option value="BF" >Burkina Faso</option><option value="BI" >Burundi</option><option value="CV" >Cabo Verde</option><option value="KH" >Cambodia</option><option value="CM" >Cameroon</option><option value="CA" >Canada</option><option value="KY" >Cayman Islands</option><option value="CF" >Central African Republic</option><option value="TD" >Chad</option><option value="CL" >Chile</option><option value="CN" >China</option><option value="CX" >Christmas Island</option><option value="CC" >Cocos (Keeling) Islands</option><option value="CO" >Colombia</option><option value="KM" >Comoros</option><option value="CG" >Congo</option><option value="CD" >Congo (Democratic Republic of the)</option><option value="CK" >Cook Islands</option><option value="CR" >Costa Rica</option><option value="HR" >Croatia</option><option value="CU" >Cuba</option><option value="CW" >Curaçao</option><option value="CY" 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for="wpforms-1830-field_20-country" class="wpforms-field-sublabel after ">Country</label></div></div></div><div id="wpforms-1830-field_13-container" class="wpforms-field wpforms-field-checkbox wpforms-conditional-trigger" data-field-id="13"><label class="wpforms-field-label" for="wpforms-1830-field_13">Are you an implementation partner?</label><ul id="wpforms-1830-field_13"><li class="choice-1 depth-1"><input type="checkbox" id="wpforms-1830-field_13_1" name="wpforms[fields][13][]" value="Yes" ><label class="wpforms-field-label-inline" for="wpforms-1830-field_13_1">Yes</label></li></ul></div><div id="wpforms-1830-field_14-container" class="wpforms-field wpforms-field-text wpforms-conditional-field wpforms-conditional-show" data-field-id="14" style="display:none;"><label class="wpforms-field-label" for="wpforms-1830-field_14">Company you are implementing for</label><input type="text" id="wpforms-1830-field_14" class="wpforms-field-medium" name="wpforms[fields][14]" ></div><div id="wpforms-1830-field_7-container" class="wpforms-field wpforms-field-pagebreak" data-field-id="7"><div class="wpforms-clear wpforms-pagebreak-left"><button class="wpforms-page-button wpforms-page-next" data-action="next" data-page="2" data-formid="1830" disabled>Next</button></div></div></div><div class="wpforms-page wpforms-page-3 " style="display:none;"><div id="wpforms-1830-field_21-container" class="wpforms-field wpforms-field-html" data-field-id="21"><div id="wpforms-1830-field_21"><h3 class="el-meta uk-h4 uk-margin-top uk-margin-remove-bottom">To configure your Activation Studio instance we need some additional information.</h3></div></div><div id="wpforms-1830-field_11-container" class="wpforms-field wpforms-field-text" data-field-id="11"><label class="wpforms-field-label" for="wpforms-1830-field_11">MID <span class="wpforms-required-label">*</span></label><input type="text" id="wpforms-1830-field_11" class="wpforms-field-medium wpforms-field-required" name="wpforms[fields][11]" required><div class="wpforms-field-description">This is the MID/EID of your PARENT Business Unit. (Log in to Marketing Cloud, click the name of your account and copy the MID value for your account)</div></div><div id="wpforms-1830-field_12-container" class="wpforms-field wpforms-field-number-slider" data-field-id="12"><label class="wpforms-field-label" for="wpforms-1830-field_12">Amount of Business Units</label> <input type="range" id="wpforms-1830-field_12" class="wpforms-field-medium" name="wpforms[fields][12]" value="0" value="0" min="0" max="50" step="1"> <div class="wpforms-field-number-slider-hint" data-hint="Selected Value: {value}"> Selected Value: <b>0</b></div> <div class="wpforms-field-description">Within how many Business Units will Activation Studio be used including the Parent BU?</div></div><div id="wpforms-1830-field_22-container" class="wpforms-field wpforms-field-select wpforms-field-select-style-classic" data-field-id="22"><label class="wpforms-field-label" for="wpforms-1830-field_22">Preferred server location <span class="wpforms-required-label">*</span></label><select id="wpforms-1830-field_22" class="wpforms-field-medium wpforms-field-required" name="wpforms[fields][22]" required="required"><option value="Europe" >Europe</option><option value="US" >US</option><option value="Asia" >Asia</option></select></div><div id="wpforms-1830-field_10-container" class="wpforms-field wpforms-field-pagebreak" data-field-id="10"><div class="wpforms-clear wpforms-pagebreak-left"><button class="wpforms-page-button wpforms-page-next" data-action="next" data-page="3" data-formid="1830" disabled>Next</button></div></div></div><div class="wpforms-page wpforms-page-4 last " style="display:none;"><div id="wpforms-1830-field_15-container" class="wpforms-field wpforms-field-checkbox" data-field-id="15"><label class="wpforms-field-label" for="wpforms-1830-field_15">Features you are looking for in Activation Studio?</label><ul id="wpforms-1830-field_15"><li class="choice-1 depth-1"><input type="checkbox" id="wpforms-1830-field_15_1" name="wpforms[fields][15][]" value="Lead scoring" ><label class="wpforms-field-label-inline" for="wpforms-1830-field_15_1">Lead scoring</label></li><li class="choice-2 depth-1"><input type="checkbox" id="wpforms-1830-field_15_2" name="wpforms[fields][15][]" value="Drag and drop segmentation" ><label class="wpforms-field-label-inline" for="wpforms-1830-field_15_2">Drag and drop segmentation</label></li><li class="choice-3 depth-1"><input type="checkbox" id="wpforms-1830-field_15_3" name="wpforms[fields][15][]" value="Web tracking" ><label class="wpforms-field-label-inline" for="wpforms-1830-field_15_3">Web tracking</label></li></ul></div><div id="wpforms-1830-field_9-container" class="wpforms-field wpforms-field-checkbox" data-field-id="9"><label class="wpforms-field-label" for="wpforms-1830-field_9">Do you want to join our mailing list?</label><ul id="wpforms-1830-field_9"><li class="choice-1 depth-1"><input type="checkbox" id="wpforms-1830-field_9_1" name="wpforms[fields][9][]" value="Yes" ><label class="wpforms-field-label-inline" for="wpforms-1830-field_9_1">Yes</label></li></ul></div><div id="wpforms-1830-field_16-container" class="wpforms-field wpforms-field-checkbox" data-field-id="16"><label class="wpforms-field-label" for="wpforms-1830-field_16"> I agree to the Main Services Agreement <span class="wpforms-required-label">*</span></label><ul id="wpforms-1830-field_16" class="wpforms-field-required"><li class="choice-1 depth-1"><input type="checkbox" id="wpforms-1830-field_16_1" name="wpforms[fields][16][]" value="Yes" required ><label class="wpforms-field-label-inline" for="wpforms-1830-field_16_1">Yes</label></li></ul><div class="wpforms-field-description wpforms-disclaimer-description">View our <a href="https://docs.google.com/document/d/e/2PACX-1vTAIeeZlp4PcA4YkubiWT2oTjTO2-fqQvhuIvjaCQKaJl_qME8kHM4a5V77fvcfoA/pub" target="_blank">Main Services Agreement</a>. </div></div><div id="wpforms-1830-field_4-container" class="wpforms-field wpforms-field-pagebreak" data-field-id="4"><div class="wpforms-clear wpforms-pagebreak-left"></div></div></div></div><input type="hidden" name="wpforms[recaptcha]" value=""><div class="wpforms-submit-container" style="display:none;"><input type="hidden" name="wpforms[id]" value="1830"><input type="hidden" name="wpforms[author]" value="6"><input type="hidden" name="wpforms[post_id]" value="1224"><button type="submit" name="wpforms[submit]" id="wpforms-submit-1830" class="wpforms-submit" data-alt-text="Sending..." data-submit-text="Submit" aria-live="assertive" value="wpforms-submit">Submit</button><img src="https://activation-studio.com/wp-content/plugins/wpforms/assets/images/submit-spin.svg" class="wpforms-submit-spinner" style="display: none;" width="26" height="26" alt="Loading"></div></form></div> <!-- .wpforms-container -->