Salesforce outlined its Customer Data Platform, or CDP, which fleshes out the roadmap for the company's overarching Customer 360 strategy.
The CDP effort by Salesforce, which will be piloted in the fall, is seeking to redefine the category known as data management platform, or DMP. That space is crowded with everything from Salesforce's own Audience Manager to Oracle's Data Cloud and Blue Kai to Adobe and others.
Most DMPs are focused on marketing primarily, but Salesforce's CDP aims to go across an entire enterprise and its functions. The Customer 360 plan, outlined at Dreamforce 2018, is designed to bridge Salesforce's various clouds and CDP is the next generation of it.
Marty Kihn, senior vice president of product strategy for Salesforce Marketing Cloud, acknowledged that the CDP category is in flux largely due to consumer expectations of a common experience across all channels. Kihn said that CDP will be based on NoSQL so customers won't have to define data schemas in advance. "CDP will move beyond marketing," he said.
Customer 360's unified customer ID service will be generally available in November.
CDP has two core functions. The first revolves around customer engagement across digital, messaging, ads, devices and in person. The second part of CDP revolves around insights including segments, personalization and analytics via Salesforce's Einstein AI engine.
Salesforce's CDP will integrate outside data sources via MuleSoft and provide drag and drop ability for the company's clouds. The CDP will include:
The CDP lands as Salesforce outlined a bevy Marketing Cloud and Commerce Cloud updates. The Marketing Cloud updates aim to use Einstein artificial intelligence to drive returns across multiple digital channels with a spin on emails, which drive strong returns.
Updates to Marketing Cloud include:
Updates to Commerce Cloud include: