Salesforce CDP

Enterprise CDP and real-time data lakehouse product within the Salesforce ecosystem, now operating as Salesforce Data Cloud and serving as the foundational data layer for Salesforce AI and automation

Salesforce CDP, now known as Salesforce Data Cloud, was a customer data platform that went through several renamings — from Customer 360 Audiences to Salesforce CDP to Marketing Cloud Customer Data Platform — before arriving at its current identity.^1,2 It was a powerful platform that revolutionized the way businesses handled customer data, enabling them to seamlessly collect, organize, and activate customer data from various sources to create a unified and comprehensive view of each customer.² For marketers, it was designed to empower teams to promote and sell to the right people with the right offer at the right time, typically leading to better conversion rates, stronger return on marketing spend, and the discovery of new, profitable audience segments.¹ In the advertising space, Salesforce CDP developed an integration with The Trade Desk — introduced via a free app on its App Exchange — through which CDP email data could be sent to the Unified ID 2.0 repository, converted, and then made available to The Trade Desk for programmatic targeting.³ Its cost structure followed a usage-based model under which companies were charged for the services they utilized, computed in terms of Data Services Credits, Segmentation & Activation Credits, and similar units.² Source 1: salesforceben.com — Your Guide to Customer Data Platforms (and Salesforce ... Source 2: rudderstack.com — What is Salesforce CDP? Source 3: adexchanger.com — The Trade Desk Adds Salesforce To Its Roster Of CDP ...