Data Cloud Features Brief Overview
If you’re new to Data Cloud, this section provides a brief overview of what Data Cloud is used for. It also provides resources so that you can learn more about Data Cloud.
Data about the same customer can originate from disparate sources and have a different record structure. For example, a customer on an ecommerce site can also be a shopper on a mobile app. But the fields and relationships of the shopper record from the site and the app don’t always match. You can standardize, or harmonize, the structure and relationships of the customer record using the Customer 360 Data Model. Because there can be many instances of the same customer, such as Joe Doe and Joseph Doe with the same email, you can reconcile the differences using identity reconciliation rulesets.
The benefit of unified customer data and insights is that you can learn more about your customers and meet their needs better. You can also act on the unified data. For example, a unified profile of a customer in Data Cloud can be linked to cases in Service Cloud. If a customer is filing many cases, a trigger can ask a customer service representative to follow up with the customer, or you can a create marketing cloud journey for the customer.
If you have Data Cloud for Marketing, a typical use case is creating marketing campaigns using the segmentation and activation features. You can use calculated insights that you generate in Data Cloud to build segments, and you can produce personalized engagements with customers. For example, generate a calculated insight for how much a customer spends on average, then build a segment for customers who spend little and customers who spend a lot. Also, you can create an email campaign to promote lower-priced products for one segment and higher priced products for another segment.
The segmentation and activation features aren’t available in the free Data Cloud account for Enterprise Edition and above.