CINXE.COM

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1-.739.739h-.738a.729.729 0 0 1-.739-.739v-.738c0-.416.323-.739.739-.739h.738c.416 0 .739.323.739.739v.738Zm0-4.43a.729.729 0 0 1-.739.738h-.738a.729.729 0 0 1-.739-.738v-.739c0-.415.323-.738.739-.738h.738c.416 0 .739.323.739.738v.739Zm0-4.431a.729.729 0 0 1-.739.738h-.738a.729.729 0 0 1-.739-.738v-.739c0-.415.323-.738.739-.738h.738c.416 0 .739.323.739.738v.739Zm8.123 8.861a.73.73 0 0 1-.739.739H7.723a.729.729 0 0 1-.738-.739v-.738c0-.416.323-.739.738-.739h5.123c.416 0 .739.323.739.739v.738Zm0-4.43a.73.73 0 0 1-.739.738H7.723a.729.729 0 0 1-.738-.738v-.739c0-.415.323-.738.738-.738h5.123a.73.73 0 0 1 .739.738v.739Zm0-4.431a.729.729 0 0 1-.739.738H7.723a.729.729 0 0 1-.738-.738v-.739c0-.415.323-.738.738-.738h5.123c.416 0 .739.323.739.738v.739Z" clip-rule="evenodd" /></svg> <svg xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 18 18" aria-hidden="true" class="chapter-sticky-nav__close-icon"><path fill="#032D60" fill-rule="evenodd" d="m11.515 8.93 6-6.045a.67.67 0 0 0 0-.97l-.923-.969a.67.67 0 0 0-.969 0L9.577 6.992a.446.446 0 0 1-.646 0L2.885.9a.67.67 0 0 0-.97 0l-.969.97a.67.67 0 0 0 0 .969l6.046 6.046a.446.446 0 0 1 0 .646L.9 15.623a.67.67 0 0 0 0 .97l.97.969a.67.67 0 0 0 .968 0l6.047-6.047a.446.446 0 0 1 .646 0l6.046 6.047a.67.67 0 0 0 .97 0l.968-.97a.67.67 0 0 0 0-.969l-6-6.046a.446.446 0 0 1 0-.646Z" clip-rule="evenodd" /></svg> <span class="chapter-sticky-nav__heading">Chapters</span> </button> <div class="chapter-sticky-nav__menu"> <a class="chapter-sticky-nav__link" href="#chapter-1" aria-label="Skip to Chapter 1 - Focus on Data Maturity"> <div class="chapter-sticky-nav__content"> <p class="chapter-sticky-nav__subtitle">Chapter 1</p> <p class="chapter-sticky-nav__title">Focus on Data Maturity</p> </div> </a> <a class="chapter-sticky-nav__link" href="#chapter-2" aria-label="Skip to Chapter 2 - Align strategy and goals"> <div class="chapter-sticky-nav__content"> <p class="chapter-sticky-nav__subtitle">Chapter 2</p> <p class="chapter-sticky-nav__title">Align strategy and goals</p> </div> </a> <a class="chapter-sticky-nav__link" href="#chapter-3" aria-label="Skip to Chapter 3 - Prioritise data quality"> <div class="chapter-sticky-nav__content"> <p class="chapter-sticky-nav__subtitle">Chapter 3</p> <p class="chapter-sticky-nav__title">Prioritise data quality</p> </div> </a> <a class="chapter-sticky-nav__link" href="#chapter-4" aria-label="Skip to Chapter 4 - Secure your data"> <div class="chapter-sticky-nav__content"> <p class="chapter-sticky-nav__subtitle">Chapter 4</p> <p class="chapter-sticky-nav__title">Secure your data</p> </div> </a> <a class="chapter-sticky-nav__link" href="#chapter-5" aria-label="Skip to Chapter 5 - Unify your data silos"> <div class="chapter-sticky-nav__content"> <p class="chapter-sticky-nav__subtitle">Chapter 5</p> <p class="chapter-sticky-nav__title">Unify your data silos</p> </div> </a> <a class="chapter-sticky-nav__link" href="#take-the-next-step" aria-label="Skip to Take the Next Step - Great AI starts with great data"> <div class="chapter-sticky-nav__content"> <p class="chapter-sticky-nav__subtitle">Take the Next Step</p> <p class="chapter-sticky-nav__title">Great AI starts with great data</p> </div> </a> </div> </div> </div> <div class="alignwide wp-block-salesforce-blog-playbook-hero"> <div class="wp-block-salesforce-blog-playbook-hero__container"> <div class="wp-block-salesforce-blog-playbook-hero__content"> <div class="wp-block-salesforce-blog-playbook-hero__eyebrow"> <span class='wp-block-salesforce-blog-playbook-hero__eyebrow-icon'> <svg xmlns="http://www.w3.org/2000/svg" width="24" height="24" fill="none" viewBox="0 0 24 24"><path fill="#032D60" d="M4.5 21q-.6 0-1.05-.45T3 19.5v-15q0-.6.45-1.05T4.5 3h15q.6 0 1.05.45T21 4.5v15q0 .6-.45 1.05T19.5 21zm7.5-9.525L14.45 10l2.45 1.475V4.5H12z" /></svg> </span> <p class="wp-block-salesforce-blog-playbook-hero__eyebrow-text"> Guide </p> </div> <h2 class="wp-block-salesforce-blog-playbook-hero__emphasis-title"> Data Strategy Guide </h2> <h2 class="wp-block-salesforce-blog-playbook-hero__main-title"> How to <strong>Transform Information into Innovation</strong> </h2> </div> <div class="wp-block-salesforce-blog-playbook-hero__graphic use-different-image-mobile"> <div class="wp-block-salesforce-blog-playbook-hero__graphic-container"> <div class="wp-block-salesforce-blog-playbook-hero__graphic-desktop"> <img decoding="async" src="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/05/Hero-light.webp" sizes="100vw" srcset="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/05/Hero-light.webp 1748w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/05/Hero-light.webp?w=300&h=238 300w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/05/Hero-light.webp?w=768&h=609 768w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/05/Hero-light.webp?w=1024&h=812 1024w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/05/Hero-light.webp?w=1536&h=1218 1536w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/05/Hero-light.webp?w=150&h=119 150w" alt="" loading="lazy" /> </div> <div class="wp-block-salesforce-blog-playbook-hero__graphic-mobile"> <img decoding="async" src="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/05/Hero-light.webp" sizes="100vw" srcset="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/05/Hero-light.webp 1748w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/05/Hero-light.webp?w=300&h=238 300w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/05/Hero-light.webp?w=768&h=609 768w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/05/Hero-light.webp?w=1024&h=812 1024w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/05/Hero-light.webp?w=1536&h=1218 1536w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/05/Hero-light.webp?w=150&h=119 150w" alt="" loading="lazy" /> </div> </div> </div> </div> </div> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <h3 class="wp-block-heading chapter-title is-style-intro-heading" id="h-the-path-to-ai-success-begins-and-ends-with-quality-data"><strong>The path to AI success begins and ends with quality data.</strong></h3> <p class="is-style-intro-paragraph">Business, IT, and analytics decision makers with high data maturity were <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-data-analytics/" target="_blank" rel="noreferrer noopener">2x more likely</a> than low-maturity leaders to have the quality data needed to use AI effectively, according to our <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-data-analytics/" target="_blank" rel="noreferrer noopener">State of Data and Analytics report</a>. “What’s data maturity?” you might wonder. Hang tight, we’ll explain in chapter 1 of this guide.</p> <p class="is-style-intro-paragraph"><a href="https://www.tableau.com/learn/whitepapers/how-data-culture-fuels-business-value-in-data-driven-organizations" target="_blank" rel="noreferrer noopener">Data-leading companies</a> also experience:</p> <ul class="wp-block-list has-small-font-size"> <li style="font-size:1.125rem"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">41%</mark></strong> improvement in time to market</li> <li style="font-size:1.125rem"><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color"><strong>89%</strong></mark> improvement in customer acquisition and retention</li> <li style="font-size:1.125rem"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">45%</mark></strong> boost in employee retention</li> </ul> <p class="is-style-intro-paragraph">Your data strategy isn’t just important, it’s critical in getting you to the head of the market with new AI technology by your side. That’s why this guide is based on <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-data-analytics/" target="_blank" rel="noreferrer noopener">recent industry findings</a> and provides best practices to help your company get the most from your data.</p> </div> <div class="wp-block-group alignfull is-layout-constrained wp-block-group-is-layout-constrained"> <div class="alignfull wp-block-salesforce-blog-table-of-contents"> <div class="wp-block-salesforce-blog-table-of-contents__wrapper container"> <div class="wp-block-salesforce-blog-table-of-contents__chapter"> <div class="wp-block-salesforce-blog-table-of-contents__content"> <p class="wp-block-salesforce-blog-table-of-contents__subtitle h5">Chapter 1</p> <p class="wp-block-salesforce-blog-table-of-contents__title h3">Focus on Data Maturity</p> <p class="wp-block-salesforce-blog-table-of-contents__description"> Discover the key elements of data maturity. </p> </div> <a class="wp-block-salesforce-blog-table-of-contents__link salesforce-smooth-scroll-anchor" href="#chapter-1" aria-label="Skip to Chapter 1 - Focus on Data Maturity"> <svg xmlns="http://www.w3.org/2000/svg" width="48" height="48" fill="none" viewBox="0 0 48 48"><circle cx="24" cy="24" r="24" fill="#EAF5FE" /><path fill="#032D60" fill-rule="evenodd" d="M22.054 13.569v15.323c0 .415-.508.6-.785.323l-4.43-4.43a.67.67 0 0 0-.97 0L14.854 25.8a.67.67 0 0 0 0 .969l8.123 8.077a.67.67 0 0 0 .97 0l8.076-8.077a.67.67 0 0 0 0-.97l-.97-.969a.67.67 0 0 0-.968 0l-4.431 4.431c-.323.277-.831.093-.831-.323V13.615c0-.37-.277-.692-.646-.692h-1.385c-.369 0-.738.277-.738.646" clip-rule="evenodd" /></svg> </a> </div> <div class="wp-block-salesforce-blog-table-of-contents__chapter"> <div class="wp-block-salesforce-blog-table-of-contents__content"> <p class="wp-block-salesforce-blog-table-of-contents__subtitle h5">Chapter 2</p> <p class="wp-block-salesforce-blog-table-of-contents__title h3">Align strategy and goals</p> <p class="wp-block-salesforce-blog-table-of-contents__description"> Ensure that your data supports business goals to build thriving data cultures. </p> </div> <a class="wp-block-salesforce-blog-table-of-contents__link salesforce-smooth-scroll-anchor" href="#chapter-2" aria-label="Skip to Chapter 2 - Align strategy and goals"> <svg xmlns="http://www.w3.org/2000/svg" width="48" height="48" fill="none" viewBox="0 0 48 48"><circle cx="24" cy="24" r="24" fill="#EAF5FE" /><path fill="#032D60" fill-rule="evenodd" d="M22.054 13.569v15.323c0 .415-.508.6-.785.323l-4.43-4.43a.67.67 0 0 0-.97 0L14.854 25.8a.67.67 0 0 0 0 .969l8.123 8.077a.67.67 0 0 0 .97 0l8.076-8.077a.67.67 0 0 0 0-.97l-.97-.969a.67.67 0 0 0-.968 0l-4.431 4.431c-.323.277-.831.093-.831-.323V13.615c0-.37-.277-.692-.646-.692h-1.385c-.369 0-.738.277-.738.646" clip-rule="evenodd" /></svg> </a> </div> <div class="wp-block-salesforce-blog-table-of-contents__chapter"> <div class="wp-block-salesforce-blog-table-of-contents__content"> <p class="wp-block-salesforce-blog-table-of-contents__subtitle h5">Chapter 3</p> <p class="wp-block-salesforce-blog-table-of-contents__title h3">Prioritise data quality</p> <p class="wp-block-salesforce-blog-table-of-contents__description"> Develop a governance plan for quality trusted data. </p> </div> <a class="wp-block-salesforce-blog-table-of-contents__link salesforce-smooth-scroll-anchor" href="#chapter-3" aria-label="Skip to Chapter 3 - Prioritise data quality"> <svg xmlns="http://www.w3.org/2000/svg" width="48" height="48" fill="none" viewBox="0 0 48 48"><circle cx="24" cy="24" r="24" fill="#EAF5FE" /><path fill="#032D60" fill-rule="evenodd" d="M22.054 13.569v15.323c0 .415-.508.6-.785.323l-4.43-4.43a.67.67 0 0 0-.97 0L14.854 25.8a.67.67 0 0 0 0 .969l8.123 8.077a.67.67 0 0 0 .97 0l8.076-8.077a.67.67 0 0 0 0-.97l-.97-.969a.67.67 0 0 0-.968 0l-4.431 4.431c-.323.277-.831.093-.831-.323V13.615c0-.37-.277-.692-.646-.692h-1.385c-.369 0-.738.277-.738.646" clip-rule="evenodd" /></svg> </a> </div> <div class="wp-block-salesforce-blog-table-of-contents__chapter"> <div class="wp-block-salesforce-blog-table-of-contents__content"> <p class="wp-block-salesforce-blog-table-of-contents__subtitle h5">Chapter 4</p> <p class="wp-block-salesforce-blog-table-of-contents__title h3">Secure your data</p> <p class="wp-block-salesforce-blog-table-of-contents__description"> Overcome the biggest barrier to data success: data security. </p> </div> <a class="wp-block-salesforce-blog-table-of-contents__link salesforce-smooth-scroll-anchor" href="#chapter-4" aria-label="Skip to Chapter 4 - Secure your data"> <svg xmlns="http://www.w3.org/2000/svg" width="48" height="48" fill="none" viewBox="0 0 48 48"><circle cx="24" cy="24" r="24" fill="#EAF5FE" /><path fill="#032D60" fill-rule="evenodd" d="M22.054 13.569v15.323c0 .415-.508.6-.785.323l-4.43-4.43a.67.67 0 0 0-.97 0L14.854 25.8a.67.67 0 0 0 0 .969l8.123 8.077a.67.67 0 0 0 .97 0l8.076-8.077a.67.67 0 0 0 0-.97l-.97-.969a.67.67 0 0 0-.968 0l-4.431 4.431c-.323.277-.831.093-.831-.323V13.615c0-.37-.277-.692-.646-.692h-1.385c-.369 0-.738.277-.738.646" clip-rule="evenodd" /></svg> </a> </div> <div class="wp-block-salesforce-blog-table-of-contents__chapter"> <div class="wp-block-salesforce-blog-table-of-contents__content"> <p class="wp-block-salesforce-blog-table-of-contents__subtitle h5">Chapter 5</p> <p class="wp-block-salesforce-blog-table-of-contents__title h3">Unify your data silos</p> <p class="wp-block-salesforce-blog-table-of-contents__description"> Unlock trapped data to improve customer experiences. </p> </div> <a class="wp-block-salesforce-blog-table-of-contents__link salesforce-smooth-scroll-anchor" href="#chapter-5" aria-label="Skip to Chapter 5 - Unify your data silos"> <svg xmlns="http://www.w3.org/2000/svg" width="48" height="48" fill="none" viewBox="0 0 48 48"><circle cx="24" cy="24" r="24" fill="#EAF5FE" /><path fill="#032D60" fill-rule="evenodd" d="M22.054 13.569v15.323c0 .415-.508.6-.785.323l-4.43-4.43a.67.67 0 0 0-.97 0L14.854 25.8a.67.67 0 0 0 0 .969l8.123 8.077a.67.67 0 0 0 .97 0l8.076-8.077a.67.67 0 0 0 0-.97l-.97-.969a.67.67 0 0 0-.968 0l-4.431 4.431c-.323.277-.831.093-.831-.323V13.615c0-.37-.277-.692-.646-.692h-1.385c-.369 0-.738.277-.738.646" clip-rule="evenodd" /></svg> </a> </div> <div class="wp-block-salesforce-blog-table-of-contents__chapter"> <div class="wp-block-salesforce-blog-table-of-contents__content"> <p class="wp-block-salesforce-blog-table-of-contents__subtitle h5">Take the Next Step</p> <p class="wp-block-salesforce-blog-table-of-contents__title h3">Great AI starts with great data</p> </div> <a class="wp-block-salesforce-blog-table-of-contents__link salesforce-smooth-scroll-anchor" href="#take-the-next-step" aria-label="Skip to Take the Next Step - Great AI starts with great data"> <svg xmlns="http://www.w3.org/2000/svg" width="48" height="48" fill="none" viewBox="0 0 48 48"><circle cx="24" cy="24" r="24" fill="#EAF5FE" /><path fill="#032D60" fill-rule="evenodd" d="M22.054 13.569v15.323c0 .415-.508.6-.785.323l-4.43-4.43a.67.67 0 0 0-.97 0L14.854 25.8a.67.67 0 0 0 0 .969l8.123 8.077a.67.67 0 0 0 .97 0l8.076-8.077a.67.67 0 0 0 0-.97l-.97-.969a.67.67 0 0 0-.968 0l-4.431 4.431c-.323.277-.831.093-.831-.323V13.615c0-.37-.277-.692-.646-.692h-1.385c-.369 0-.738.277-.738.646" clip-rule="evenodd" /></svg> </a> </div> </div> </div> </div> <div class="alignfull wp-block-salesforce-blog-chapter-title"> <div id="chapter-1" class="wp-block-salesforce-blog-chapter-title__wrapper"> <div class="wp-block-salesforce-blog-chapter-title__content container"> <h2 class="wp-block-salesforce-blog-chapter-title__title">Chapter 1</h2> <h2 class="wp-block-salesforce-blog-chapter-title__subtitle">Focus on Data Maturity</h2> </div> </div> </div> <h3 class="wp-block-heading" id="h-data-maturity-is-the-fastest-route-to-ai-success">Data maturity is the fastest route to AI success.</h3> <p>But what exactly does data maturity look like? Organisations reach the pinnacle of data maturity when:</p> <ul class="wp-block-list"> <li style="font-size:16px"><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color"><strong>Data strategies complement business goals</strong>.</mark> Your stakeholders use data to guide every strategic move, enabling you to transform insights into actionable plans and measurable achievement.</li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Your customers benefit from your data-centric approach.</mark></strong> Deep insights help you anticipate their needs — even before your customers are fully aware of them — and provide customised experiences.</li> <li style="font-size:16px"><mark style="font-weight: bold; background-color: rgba(0, 0, 0, 0); color: rgb(3, 45, 96);" class="has-inline-color">Security and trust underpin every data initiative</mark>, with organisation-wide standards to ensure that your data, and your customers’ data, is always protected.</li> </ul> <p>The path to achieving data maturity requires a commitment to:</p> <ul class="wp-block-list"> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color: rgb(3, 45, 96);" class="has-inline-color">Create a data strategy</mark></strong> where business and data teams agree on how to use data to advance business goals </li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Establish data management and governance</mark></strong> to ensure data integrity and trust</li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Adopt data solutions</mark></strong> that transform data into meaningful insights </li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Prioritise data security </mark></strong>to protect data from breaches and maintain compliance</li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Build a data culture</mark></strong> so every employee has the skills they need to see, understand, and act on data insights</li> </ul> <h4 class="wp-block-heading" id="h-see-how-john-lewis-amp-partners-uses-crm-ai-data-to-personalise-customer-experiences">See how John Lewis & Partners uses CRM + AI + Data to personalise customer experiences:</h4> <figure class="wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper"> <iframe title="John Lewis Partnership uses CRM + AI + Data + Trust to ensure a perfect fit | Salesforce" width="500" height="281" src="https://www.youtube.com/embed/DcwcKK8cYPA?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe> </div></figure> <div class="wp-block-quote-article" style=""><div class="wp-block-quote-article-wrapper"><figure class="wp-block-quote-article-quote"> <blockquote class="wp-block-quote is-style-default is-layout-flow wp-block-quote-is-layout-flow"> <p>Investing in Salesforce has enabled us to make decisions faster and develop deeper relationships with our customers by providing a more personalised, convenient, and seamless customer experience.</p> <cite><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Libby Hickey</mark></cite></blockquote> <span class="citation-role">Tableau Product Manager at John Lewis & Partners</span> <div class="wp-block-quote-article-card"> <div class="wp-block-quote-article-card__wrapper"> <figure class="wp-block-quote-article-card__image"> <span class="img-object-fit"><img decoding="async" src="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/john-lewis-partnership-customer-stories-social.png?w=300" sizes="(min-width: 48em) 500px, 100vw" srcset="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/john-lewis-partnership-customer-stories-social.png 1200w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/john-lewis-partnership-customer-stories-social.png?w=300&h=169 300w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/john-lewis-partnership-customer-stories-social.png?w=768&h=432 768w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/john-lewis-partnership-customer-stories-social.png?w=1024&h=576 1024w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/john-lewis-partnership-customer-stories-social.png?w=150&h=84 150w" alt="" loading="lazy" /></span> </figure> <div class="wp-block-quote-article-card__text"> <p>Continue Reading</p> <p class="wp-block-quote-article-card__title h6">John Lewis Partnership enriches the customer experience with data.</p> </div> <a class="wp-block-quote-article-card__icon" href="https://www.salesforce.com/ap/blog/linked-content/john-lewis-partnership-enriches-the-customer-experience-with-data/" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="24" height="20" fill="none" viewBox="0 0 24 20"><path fill="#032D60" fill-rule="evenodd" d="M.7 11.025h16.6c.45 0 .65.55.35.85l-4.8 4.8c-.3.3-.3.75 0 1.05l1.1 1.1c.3.3.75.3 1.05 0l8.75-8.8c.3-.3.3-.75 0-1.05L15 .225c-.3-.3-.75-.3-1.05 0l-1.05 1.05c-.3.3-.3.75 0 1.05l4.8 4.8c.3.35.1.9-.35.9H.75c-.4 0-.75.3-.75.7v1.5c0 .4.3.8.7.8" clip-rule="evenodd" /></svg> </a> </div> </div> </figure></div></div> <div class="wp-block-group alignfull has-CL-1-gradient-background has-background is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-salesforce-blog-chapter-checklist"> <header class="wp-block-salesforce-blog-chapter-checklist__header"> <h2 class="wp-block-salesforce-blog-chapter-checklist__headline h3"> Sound data strategy starts with the right blueprint. </h2> </header> <div class="wp-block-salesforce-blog-chapter-checklist__content"> <ul> <li>Take our free <a href="https://www.tableau.com/blueprint-assessment" target="_blank" rel="noreferrer noopener">assessment</a>.</li> <li>Establish a baseline and understand your data maturity.</li> <li>Track progress, monitor growth, and identify areas for improvement.</li> <li>Get specific recommendations and accelerate your data transformation.</li> </ul> </div> </div> </div> <div class="alignfull wp-block-salesforce-blog-chapter-title"> <div id="chapter-2" class="wp-block-salesforce-blog-chapter-title__wrapper"> <div class="wp-block-salesforce-blog-chapter-title__content container"> <h2 class="wp-block-salesforce-blog-chapter-title__title">Chapter 2</h2> <h2 class="wp-block-salesforce-blog-chapter-title__subtitle">Align strategy and goals</h2> </div> </div> </div> <h4 class="wp-block-heading" id="h-bridge-the-gap-between-data-and-business-success"><strong>Bridge the gap between data and business success</strong>:</h4> <p>Aligning data strategies with business goals is easier said than done. <strong>In fact <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-data-analytics/" target="_blank" rel="noreferrer noopener">41% </a>of line-of-business leaders say their data strategy has only partial or no alignment with business objectives.</strong></p> <p>Here are five ways to bridge the gap and make data work for your business.</p> <p>1.<strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color"> <strong>Define your business goals</strong>.</mark></strong> Collaborate with a core team of business and IT stakeholders to identify and prioritise the objectives you’re trying to achieve with data. Prioritise goals that are foundational to your business success, such as revenue growth, customer satisfaction, cost reduction, and market expansion. Here are some ways that data can support these goals:</p> <figure class="wp-block-table is-style-header-highlight"><table><thead><tr><th>Business Goal</th><th>Data Use Case</th></tr></thead><tbody><tr><td>Revenue Growth</td><td>Use data analytics to identify and target high-value customer segments, leading to increased sales and revenue.</td></tr><tr><td>Customer Satisfaction</td><td>Use trusted customer data to personalise experiences and provide tailored recommendations, enhancing satisfaction and loyalty.</td></tr><tr><td>Cost Reduction</td><td>Analyse operational data to identify inefficiencies and streamline processes, resulting in cost savings and improved profitability.</td></tr><tr><td>Market Expansion</td><td>Examine market trends and customer preferences to identify new opportunities and strategies for expansion into new markets.</td></tr></tbody></table></figure> <p>2.<strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color"> <strong>Determine your key metrics</strong></mark>. </strong>The key performance indicators (KPIs) you choose should measure progress toward your business goals, as demonstrated in the examples below.</p> <figure class="wp-block-table is-style-header-highlight"><table><thead><tr><th>Business Goal</th><th>Data Use Case</th></tr></thead><tbody><tr><td>Revenue Growth</td><td><em><strong>Conversion Rate</strong></em>: Measure the percentage of potential customers who are converted into paying customers.</td></tr><tr><td>Customer Satisfaction</td><td><em><strong>Customer Retention Rate:</strong></em> Track the percentage of customers who continue to do business with the company over a specific period.</td></tr><tr><td>Cost Reduction</td><td><em><strong>Operational Efficiency Ratio:</strong></em> Compare the cost of operations to the revenue generated.</td></tr><tr><td>Market Expansion</td><td><em><strong>Customer Acquisition Rate:</strong></em> Track the rate at which new customers are acquired. </td></tr></tbody></table></figure> <p>3.<strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color"> Assess your resources and budget</mark>. </strong>Determine if you have the systems, tools, and budget in place to carry out your goals. For example, your goals may require you to invest in a more<a href="https://www.salesforce.com/ap/products/what-is-salesforce/" target="_blank" rel="noreferrer noopener"> advanced CRM</a> or <a href="https://www.salesforce.com/ap/products/analytics/" target="_blank" rel="noreferrer noopener">data analytics platform</a> to track specific KPIs. If you have goals around personalising customer experiences, you may determine that you need to invest in solutions like <a href="https://www.salesforce.com/ap/products/data/" target="_blank" rel="noreferrer noopener">Data Cloud</a> to unite all your customer data and use it to serve them better.<strong> </strong>This assessment will help you determine what’s realistic for your business.</p> <p>4. <strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Build a strong data culture.</mark></strong> Data is a team sport, and your teams will need the skills to understand and use data. This may require additional investments in training and <a href="https://trailhead.salesforce.com/content/learn/modules/drucker_org_change_leadership" target="_blank" rel="noreferrer noopener">change management initiatives</a> to get teams accustomed to a new way of working.</p> <h4 class="wp-block-heading" id="h-see-how-fisher-amp-paykel-is-building-a-data-culture-with-salesforce"><strong>See how Fisher & Paykel is building a data culture with Salesforce</strong>:</h4>  <script type="text/javascript" async src="https://play.vidyard.com/embed/v4.js"></script>  <img decoding="async" style="width: 100%; margin: auto; display: block;" class="vidyard-player-embed" src="https://play.vidyard.com/TbAQuLSUmNDDuKmHn7NUbK.jpg" data-uuid="TbAQuLSUmNDDuKmHn7NUbK" data-v="4" data-type="inline" /> <div class="wp-block-quote-article" style=""><div class="wp-block-quote-article-wrapper"><figure class="wp-block-quote-article-quote"> <blockquote class="wp-block-quote is-style-default is-layout-flow wp-block-quote-is-layout-flow"> <p>By connecting all our data we can better understand customers’ needs and then use automation to reach out to them in real-time with the information or products they most want.</p> <cite>Rudi Khoury</cite></blockquote> <span class="citation-role">Chief Digital Officer, Fisher & Paykel</span> <div class="wp-block-quote-article-card"> <div class="wp-block-quote-article-card__wrapper"> <figure class="wp-block-quote-article-card__image"> <span class="img-object-fit"><img decoding="async" src="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/web-story-logo-card-FisherPaykel.png?w=300" sizes="(min-width: 48em) 500px, 100vw" srcset="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/web-story-logo-card-FisherPaykel.png 720w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/web-story-logo-card-FisherPaykel.png?w=300&h=169 300w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/web-story-logo-card-FisherPaykel.png?w=150&h=84 150w" alt="" loading="lazy" /></span> </figure> <div class="wp-block-quote-article-card__text"> <p>Continue Reading</p> <p class="wp-block-quote-article-card__title h6">Fisher & Paykel drives productivity while delivering human-centric customer experiences.</p> </div> <a class="wp-block-quote-article-card__icon" href="https://www.salesforce.com/ap/blog/linked-content/continue-reading-fisher-paykel-drives-productivity-while-delivering-human-centric-customer-experiences/" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="24" height="20" fill="none" viewBox="0 0 24 20"><path fill="#032D60" fill-rule="evenodd" d="M.7 11.025h16.6c.45 0 .65.55.35.85l-4.8 4.8c-.3.3-.3.75 0 1.05l1.1 1.1c.3.3.75.3 1.05 0l8.75-8.8c.3-.3.3-.75 0-1.05L15 .225c-.3-.3-.75-.3-1.05 0l-1.05 1.05c-.3.3-.3.75 0 1.05l4.8 4.8c.3.35.1.9-.35.9H.75c-.4 0-.75.3-.75.7v1.5c0 .4.3.8.7.8" clip-rule="evenodd" /></svg> </a> </div> </div> </figure></div></div> <div class="wp-block-group alignfull has-CL-1-gradient-background has-background is-layout-constrained wp-block-group-is-layout-constrained"> <p></p> <div class="wp-block-salesforce-blog-chapter-checklist"> <header class="wp-block-salesforce-blog-chapter-checklist__header"> <h2 class="wp-block-salesforce-blog-chapter-checklist__headline h3"> Checklist for aligning teams in your organisation: </h2> </header> <div class="wp-block-salesforce-blog-chapter-checklist__content"> <ul> <li>Collaborate with business and IT stakeholders to identify and prioritise business objectives.</li> <li>Develop the organisation’s key data KPIs by working with a wide spectrum of internal teams.</li> <li>Survey team leaders to determine if you have the systems, tools, and budgets to achieve your goals.</li> <li>Invest in nurturing the skills and behaviours your teams need to understand and use data for business advantage.</li> <li>Consider joining a community like the <a href="https://www.tableau.com/community/newsletter/dlc-signup?_ga=2.63212911.1766420567.1712503805-14587552.1711739891&_gl=1*ok020y*_ga*MTQ1ODc1NTIuMTcxMTczOTg5MQ..*_ga_3VHBZ2DJWP*MTcxMjYwODEwMC4yMy4wLjE3MTI2MDgxMDAuMC4wLjA." target="_blank" rel="noreferrer noopener">Data Leadership Council (DLC)</a> to gain advice and best practices on ways to drive data cultures.</li> </ul> </div> </div> </div> <div class="alignfull wp-block-salesforce-blog-chapter-title"> <div id="chapter-3" class="wp-block-salesforce-blog-chapter-title__wrapper"> <div class="wp-block-salesforce-blog-chapter-title__content container"> <h2 class="wp-block-salesforce-blog-chapter-title__title">Chapter 3</h2> <h2 class="wp-block-salesforce-blog-chapter-title__subtitle">Prioritise data quality</h2> </div> </div> </div> <h4 class="wp-block-heading" id="h-prepare-your-data-governance-strategy">Prepare your data governance strategy.</h4> <p>Eighty-six percent of analytics and IT leaders agree that <a href="https://www.salesforce.com/au/resources/research-reports/state-of-data-analytics/" target="_blank" rel="noreferrer noopener">AI’s outputs are only as good as its data inputs</a>. They know that high data quality brings organisations closer to data maturity and AI success. So how can you improve the quality of your data? It starts with data governance.</p> <div class="wp-block-salesforce-blog-stats"> <div class="wp-block-salesforce-blog-stats__container"> <header class="wp-block-salesforce-blog-stats__stat"> <p class="wp-block-salesforce-blog-stats__number">92%</p> </header> <div class="wp-block-salesforce-blog-stats__content"> <p class="wp-block-salesforce-blog-stats__headline">of analytics and IT leaders agree there’s never been a greater need for trustworthy data.</p> <p class="wp-block-salesforce-blog-stats__description"><span style="text-decoration: underline">*The State of Data and Analytics Report, 2023</span></p> </div> </div> </div> <p>Data governance is the combination of controls, roles, and repeatable processes that create trust and confidence in your organisation’s data and analytics. Governance helps build a culture of trust around data. When your people know the data they’re using is reliable, they can be more confident about their decisions.</p> <p>Follow these six steps to lay the groundwork for a successful governance strategy:</p> <ol class="wp-block-createwithrani-superlist-block ol"> <li class="wp-block-createwithrani-superlist-item"> <p><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Meet with relevant stakeholders and learn what data they need to do their jobs</mark></strong>. Ensure that your governance policies cover every critical use case and workflow. Knowing how your teams are using data will inform every aspect of your strategy.</p> </li> <li class="wp-block-createwithrani-superlist-item"> <p><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Define what ‘data quality’ means in your organisation.</mark></strong> Consider these key criteria in your definition:</p> <ul> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Completeness</mark>:</strong> Do your records include all necessary data fields?</li> <li style="font-size:16px"><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color"><strong>Timeliness:</strong> </mark>Does the data represent the current state of the business and its strategic goals? Is the data updated regularly?</li> <li style="font-size:16px"><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color"><strong>Validity:</strong> </mark>Does the data follow governance rules, constraints and guidelines?</li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Usage</mark>:</strong> How often is this data used for reporting and in applications?</li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Accuracy</mark>:</strong> Are your data sets regularly updated from trusted sources? Does the data accurately reflect what it’s intended to represent?</li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Consistency:</mark></strong> Are data formatting standards required across all data sources or even within the same dataset?</li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Reliability</mark>:</strong> Has the data maintained its quality and consistency over long periods of time?</li> </ul> </li> <li class="wp-block-createwithrani-superlist-item"> <p><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Develop a comprehensive quality control process.</mark></strong> Standardised processes for data entry, cleansing, deduplication, merging, and archiving are part of effective data governance. Take advantage of AI-powered data-cleansing tools, like <a href="https://www.tableau.com/products/crm-analytics">Tableau CRM Analytics</a>, for built-in deduplication, validation, and enrichment data-profiling features.</p> </li> <li class="wp-block-createwithrani-superlist-item"> <p><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color"><strong>Plan for regular governance review and updates.</strong> </mark>Because your business is constantly evolving, it’s important to revisit your existing governance strategy. Make sure to schedule time for updates.</p> </li> <li class="wp-block-createwithrani-superlist-item"> <p><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Educate everyone in your organisation about data handling requirements.</mark></strong> Assign security and permissions to maintain confidentiality and ensure regulatory compliance. And create a way for employees to report and resolve data-related issues as they arise, such as a dedicated Slack channel.</p> </li> <li class="wp-block-createwithrani-superlist-item"> <p><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Establish success metrics.</mark></strong> Success metrics are the best way to identify areas of improvement and encourage data-driven decisions. For a deeper dive on data governance KPIs, see the section below.</p> </li> </ol> <p></p> <div class="layout-six wp-block-salesforce-blog-offer"> <div class="wp-block-offer__wrapper"> <div class="wp-block-offer__content"> <h2 class="wp-block-offer__title">Ease Data Management</h2> <p class="wp-block-offer__description">Deliver high-quality data more efficiently with data management tools built directly into your CRM and Tableau.</p> <div class="wp-block-button"> <a class="wp-block-button__link" target="_blank" href="https://www.salesforce.com/ap/analytics/data-management/">Discover Tableau</a> </div> </div> <div class="wp-block-offer__media"> <img decoding="async" width="271" height="152" src="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/05/data-management-blog.png" class="attachment-full size-full" alt="" srcset="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/05/data-management-blog.png 271w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/05/data-management-blog.png?w=150&h=84 150w" sizes="(max-width: 271px) 100vw, 271px" /> </div> </div> </div> <h4 class="wp-block-heading" id="h-focus-on-data-governance">Focus on data governance.</h4> <p>More than <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-data-analytics/" target="_blank" rel="noreferrer noopener">six in 10 analytics and IT leaders say</a> they’re in the dark about key metrics, including data quality, data utilisation and speed to insight, according to our State of Data and Analytics report. These metrics are critical as they help teams measure the effectiveness of their data initiatives.</p> <figure class="wp-block-image aligncenter size-full is-style-default"><img decoding="async" src="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2024/03/Chapter3-graph-alt-astro.png?strip=all&quality=95" alt="" class="wp-image-86200"/></figure> <p>Let’s take a closer look at the metrics to understand how each plays a role in your data strategy, and why they should be tracked:</p> <ul class="wp-block-list"> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Data usage metrics</mark></strong> determine how you are using data. And that usage is intertwined with your overall resources, including your people, platforms and processes.</li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Data quality metrics</mark></strong> evaluate the quality of your data against governance standards you’ve defined.</li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Time-to-insight metrics</mark> </strong>help you to pinpoint bottlenecks between insights and action and work on bridging any gaps.</li> </ul> <p>How do you translate those metrics into smart KPIs? Begin by establishing goals for each metric that can be measured and achieved within a specific timeframe. Then, brainstorm a way to track and report on these KPIs with your stakeholders that won’t add complexity to existing processes.</p> <p>The examples below illustrate how governance metrics can be shaped into smart and trackable KPIs.</p> <figure class="wp-block-table is-style-header-highlight"><table><thead><tr><th>Metric</th><th>Example of Smart KPI</th><th>How to Track</th></tr></thead><tbody><tr><td>Data quality</td><td>Achieve a 4% improvement in data quality by the end of each quarter.</td><td>Assign values to and routinely refresh frequency, usage, prep flow completion rate, error warning rate.</td></tr><tr><td>Data usage</td><td>Increase the use of customer data for decision-making by 30% within the next 12 months.</td><td>Determine relevant metrics to measure, such as employee access/log-in rates and a frequency for tracking and reporting this data.</td></tr><tr><td>Time to insight</td><td>Decrease the average time for <customer event> to be incorporated into field-service dashboards to 10 minutes by the end of the next quarter.</td><td>Track the average time to insights against industry benchmarks or past performance.</td></tr></tbody></table></figure> <div class="wp-block-quote-article" style=""><div class="wp-block-quote-article-wrapper"><figure class="wp-block-quote-article-quote"> <blockquote class="wp-block-quote is-style-default is-layout-flow wp-block-quote-is-layout-flow"> <p>Ascending along the maturity curve will bring many benefits such as higher efficiency, more successful initiatives that rely on quality data, and competitive advantage among your peers.</p> <cite>Funke Bishi</cite></blockquote> <span class="citation-role">Associate Director, Data and Business Analysis at RBC Capital Markets</span> <div class="wp-block-quote-article-card"> <div class="wp-block-quote-article-card__wrapper"> <div class="wp-block-quote-article-card__text"> <p>Continue Reading</p> <p class="wp-block-quote-article-card__title h6">6 Strategies to Assess and Advance Data Governance Maturity</p> </div> <a class="wp-block-quote-article-card__icon" href="https://www.salesforce.com/ap/blog/linked-content/6-strategies-to-assess-and-advance-data-governance-maturity/" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="24" height="20" fill="none" viewBox="0 0 24 20"><path fill="#032D60" fill-rule="evenodd" d="M.7 11.025h16.6c.45 0 .65.55.35.85l-4.8 4.8c-.3.3-.3.75 0 1.05l1.1 1.1c.3.3.75.3 1.05 0l8.75-8.8c.3-.3.3-.75 0-1.05L15 .225c-.3-.3-.75-.3-1.05 0l-1.05 1.05c-.3.3-.3.75 0 1.05l4.8 4.8c.3.35.1.9-.35.9H.75c-.4 0-.75.3-.75.7v1.5c0 .4.3.8.7.8" clip-rule="evenodd" /></svg> </a> </div> </div> </figure></div></div> <div class="wp-block-group alignfull has-CL-1-gradient-background has-background is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-salesforce-blog-chapter-checklist"> <header class="wp-block-salesforce-blog-chapter-checklist__header"> <h2 class="wp-block-salesforce-blog-chapter-checklist__headline h3"> Checklist for promoting data quality: </h2> </header> <div class="wp-block-salesforce-blog-chapter-checklist__content"> <ul> <li>Define what quality data means for your organisation.</li> <li>Meet with team stakeholders to understand what data they need to do their jobs.</li> <li>Use AI-powered data-cleansing tools, like <a href="https://www.tableau.com/products/prep" target="_blank" rel="noreferrer noopener">Tableau Data Prep</a>.</li> <li>Help key leaders understand the <a href="https://www.tableau.com/learn/articles/what-is-data-cleaning?_gl=1*1dn7o6s*_ga*MTM1MjI1MTI3NS4xNjgxNzc0Mzg2*_ga_3VHBZ2DJWP*MTcwNDQwMjI1OS4zNDUuMS4xNzA0NDA2MTQ2LjAuMC4w&_ga=2.259104393.2035401637.1704300159-1352251275.1681774386" target="_blank" rel="noreferrer noopener">fundamentals of data cleaning</a>.</li> </ul> </div> </div> </div> <div class="alignfull wp-block-salesforce-blog-chapter-title"> <div id="chapter-4" class="wp-block-salesforce-blog-chapter-title__wrapper"> <div class="wp-block-salesforce-blog-chapter-title__content container"> <h2 class="wp-block-salesforce-blog-chapter-title__title">Chapter 4</h2> <h2 class="wp-block-salesforce-blog-chapter-title__subtitle">Secure your data</h2> </div> </div> </div> <h4 class="wp-block-heading" id="h-rely-on-data-hygiene-as-a-key-security-tactic"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color"><strong>Rely on data hygiene as a key security tactic.</strong></mark></strong></h4> <p>Analytics, IT, and business leaders cite security threats as the top barrier to successful data management, according to our recent <a href="https://www.salesforce.com/ap/resources/research-reports/state-of-data-analytics/" target="_blank" rel="noreferrer noopener">State of Data and Analytics report</a>. But here’s the good news: Experts agree that human error accounts for <a href="https://hbr.org/2023/05/human-error-drives-most-cyber-incidents-could-ai-help" target="_blank" rel="noreferrer noopener">80% of all cybersecurity incidents</a> and that practicing basic hygiene can prevent most breaches.</p> <p>Likewise, global IT and information security leaders in our recent <a href="https://www.salesforce.com/ap/resources/research-reports/top-data-security-trends/" target="_blank" rel="noreferrer noopener">2023 Global Data Security Trends</a> report basic multi-factor authentication, identity and access management, and data encryption as the most effective security protections against cyberattacks.</p> <h4 class="wp-block-heading" id="h-understand-the-most-effective-ways-companies-defend-against-security-attacks">Understand the most effective ways companies defend against security attacks:</h4> <figure class="wp-block-image size-large"><img decoding="async" src="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2024/03/Ch-4-graph.png?w=2560" alt="" class="wp-image-85974"/></figure> <p style="font-size:16px">Let’s take a look at six security best practices, and how they can protect your most valuable strategic asset: your data.</p> <ol class="wp-block-list"> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Data encryption</mark></strong><br><a href="https://www.gartner.com/en/information-technology/glossary/database-encryption" target="_blank" rel="noreferrer noopener">Data encryption</a> keeps private information private by converting data into ciphertext that can only be decrypted by a decoder key. All types of data, from private messaging to financial transactions, rely on encryption to protect sensitive data. Look for encryption solutions for your data while it’s in transit and at rest.</li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Identity and access management</mark></strong><br>Ensure that your people have just enough access to the data and systems required to do their work — and nothing more (least privilege access). Sixty-six percent of <a href="https://www.salesforce.com/ap/resources/research-reports/top-data-security-trends/" target="_blank" rel="noreferrer noopener">leaders surveyed</a> in our security report say they trust identity and access management processes to help secure their data by controlling access, reading, and editing rights.</li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Multi-factor authentication</mark></strong><br>Multi-factor authentication (MFA) is a layered security approach that requires you to validate your identity with two or more credentials. MFA was reported to be most effective in defending against cyberattacks, with <a href="https://www.salesforce.com/ap/resources/research-reports/top-data-security-trends/" target="_blank" rel="noreferrer noopener"> 80% of surveyed IT </a>leaders stating that it is a key part of their security strategy. </li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Backup and recovery</mark></strong><br>Only 39% of IT and infosec leaders surveyed in our <a href="https://www.salesforce.com/ap/resources/research-reports/top-data-security-trends/" target="_blank" rel="noreferrer noopener">security report </a>view backup and recovery as a core component of their security strategy. Take the proactive step and invest in a solution that ensures all your data — CRM, cloud, and on-premise data — is backed up to prevent data loss.</li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Security awareness and training</mark></strong><br>Your team is your first line of defense against cyberattacks. Help them recognise security threats through continuous awareness training. <a href="https://www.salesforce.com/ap/resources/research-reports/top-data-security-trends/" target="_blank" rel="noreferrer noopener">Nearly two-thirds of IT and infosec leaders</a> say they are providing security training to employees more frequently to drive adoption of security measures.</li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Password management</mark></strong><br>Deploy a secure platform to support password generation and storage and urge your employees to use strong, unique passwords that are updated regularly. Here are some password best practices to keep in mind: <ul class="wp-block-list"> <li style="font-size:16px">Create a master password with 16-plus characters, including uppercase and lowercase letters, numbers, and symbols</li> <li style="font-size:16px">Consider using a passphrase with special characters in place of letters to optimise its security</li> <li style="font-size:16px">Ensure that signing into the password manager requires multi-factor authentication  </li> </ul> </li> </ol> <h4 class="wp-block-heading" id="h-see-how-general-mills-reaches-consumers-on-a-more-personal-level-while-maintaining-privacy">See how General Mills reaches consumers on a more personal level while maintaining privacy:</h4>  <script type="text/javascript" async src="https://play.vidyard.com/embed/v4.js"></script>  <img decoding="async" style="width: 100%; margin: auto; display: block;" class="vidyard-player-embed" src="https://play.vidyard.com/KNJnKW292bKdqiR5uJ3bSc.jpg" data-uuid="KNJnKW292bKdqiR5uJ3bSc" data-v="4" data-type="inline" /> <div class="wp-block-quote-article" style=""><div class="wp-block-quote-article-wrapper"><figure class="wp-block-quote-article-quote"> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"> <p>Trust is more important than ever because our consumers are counting on us to protect their data, protect their privacy. It’s about putting the customer at the centre of everything we do.</p> <cite>Heather Conneran</cite></blockquote> <span class="citation-role">Director, Brand Experience Platforms, General Mills</span> <div class="wp-block-quote-article-card"> <div class="wp-block-quote-article-card__wrapper"> <figure class="wp-block-quote-article-card__image"> <span class="img-object-fit"><img decoding="async" src="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/production-resource-card-general-mills.png?w=300" sizes="(min-width: 48em) 500px, 100vw" srcset="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/production-resource-card-general-mills.png 1200w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/production-resource-card-general-mills.png?w=300&h=169 300w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/production-resource-card-general-mills.png?w=768&h=432 768w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/production-resource-card-general-mills.png?w=1024&h=576 1024w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/production-resource-card-general-mills.png?w=150&h=84 150w" alt="" loading="lazy" /></span> </figure> <div class="wp-block-quote-article-card__text"> <p>Continue Reading</p> <p class="wp-block-quote-article-card__title h6">General Mills triples engagement with data and AI.</p> </div> <a class="wp-block-quote-article-card__icon" href="https://www.salesforce.com/ap/blog/linked-content/general-mills-triples-engagement-with-data-and-ai/" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="24" height="20" fill="none" viewBox="0 0 24 20"><path fill="#032D60" fill-rule="evenodd" d="M.7 11.025h16.6c.45 0 .65.55.35.85l-4.8 4.8c-.3.3-.3.75 0 1.05l1.1 1.1c.3.3.75.3 1.05 0l8.75-8.8c.3-.3.3-.75 0-1.05L15 .225c-.3-.3-.75-.3-1.05 0l-1.05 1.05c-.3.3-.3.75 0 1.05l4.8 4.8c.3.35.1.9-.35.9H.75c-.4 0-.75.3-.75.7v1.5c0 .4.3.8.7.8" clip-rule="evenodd" /></svg> </a> </div> </div> </figure></div></div> <div class="wp-block-group alignfull has-CL-1-gradient-background has-background is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-salesforce-blog-chapter-checklist"> <header class="wp-block-salesforce-blog-chapter-checklist__header"> <h2 class="wp-block-salesforce-blog-chapter-checklist__headline h3"> Checklist for simple security measures: </h2> </header> <div class="wp-block-salesforce-blog-chapter-checklist__content"> <ul> <li>Automate software and security updates to ensure devices are protected against the latest vulnerabilities.</li> <li><a href="https://www.gartner.com/en/information-technology/glossary/database-encryption" target="_blank" rel="noreferrer noopener">Encrypt data</a> during transmission and store it securely to prevent unauthorised access.</li> <li>Use a secure file-sharing platform with end-to-end encryption to send confidential or <a href="https://www.salesforce.com/blog/what-is-data-security/" target="_blank" rel="noreferrer noopener">sensitive data</a>.</li> <li>Give employees only enough access to the data and systems they need to do their jobs effectively.</li> <li>Maintain employee permissions only to the data and systems relevant to their roles.</li> </ul> </div> </div> </div> <div class="alignfull wp-block-salesforce-blog-chapter-title"> <div id="chapter-5" class="wp-block-salesforce-blog-chapter-title__wrapper"> <div class="wp-block-salesforce-blog-chapter-title__content container"> <h2 class="wp-block-salesforce-blog-chapter-title__title">Chapter 5</h2> <h2 class="wp-block-salesforce-blog-chapter-title__subtitle">Unify your data silos</h2> </div> </div> </div> <h4 class="wp-block-heading" id="h-see-why-connected-data-makes-customers-happy-nbsp"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color"><strong>See why connected data makes customers happy.</strong> </mark></strong></h4> <div class="wp-block-salesforce-blog-stats"> <div class="wp-block-salesforce-blog-stats__container"> <header class="wp-block-salesforce-blog-stats__stat"> <p class="wp-block-salesforce-blog-stats__number">65%</p> </header> <div class="wp-block-salesforce-blog-stats__content"> <p class="wp-block-salesforce-blog-stats__headline">Almost two-thirds of customers say they expect companies to adapt experiences to match their changing needs.*</p> <p class="wp-block-salesforce-blog-stats__description">*<span style="text-decoration: underline"><a href="https://www.salesforce.com/ap/resources/research-reports/state-of-data-analytics/" target="_blank" rel="noreferrer noopener">State of Data and Analytics Report</a></span>, 2023</p> </div> </div> </div> <p>Have you ever received a marketing message for a product that you just purchased? Or perhaps you’ve been asked to detail your purchase history before being routed to the right customer service rep?</p> <p>These examples of disconnected customer service experiences lead to frustrated customers and missed opportunities. And at the root of those disjointed experiences are disparate systems and data silos that make it hard to see the big picture.</p> <p>With an average enterprise using over <a href="https://www.salesforce.com/news/stories/connectivity-report-2023/" target="_blank" rel="noreferrer noopener">1,000 applications</a>, data ecosystems are incredibly complex.  And while many organisations may centralise their data in data lakes, warehouses or <a href="https://www.salesforce.com/blog/what-is-a-data-lakehouse/" target="_blank" rel="noreferrer noopener">lakehouses</a>,  it often winds up never getting fully realised.  In fact, Forrester reports <a href="https://www.forrester.com/blogs/hadoop-is-datas-darling-for-a-reason/" target="_blank" rel="noreferrer noopener">73% of enterprise data</a> goes unused for analytics.</p> <p>So, what happens to this data? It remains static and stuck in back-end solutions not designed to activate data within the everyday workflows and applications business teams use to engage with their customers.</p> <p>You can bridge data silos to make personalised customer experiences a key differentiator for your business. With the right data solutions, it’s possible to unify all of your customer data — from online reviews and customer service records to browsing behaviour and purchase history — to drive customer success. And most importantly,  you can go a step further by securely activating all your data across your CRM and using it to power AI and drive great customer experiences.</p> <h4 class="wp-block-heading" id="h-build-customer-loyalty-with-data-driven-insights">Build customer loyalty with data-driven insights.</h4> <p>With access to complete, unified customer profiles, every team in your organisation can tap into the power of data and deliver experiences that lead to long-term customer value. Imagine the possibilities:</p> <ul class="wp-block-list"> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Sales reps</mark></strong> can receive near-real time guidance during customer video and voice calls and suggest personalised offers to customers.</li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Service reps</mark></strong> can offer proactive service with near-real time alerts that identify issues, and empower agents to resolve the issue.</li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Marketers</mark></strong> can create personalised messages across channels, adapting to customer behaviour across various brand properties in near-real time.</li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">Retailers</mark></strong> can build custom experiences that adapt in near-real time to customer actions, including abandoned shopping carts or actions taken on a website or mobile app.</li> <li style="font-size:16px"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color">IT teams</mark></strong> can build apps based on near-real time data, to detect fraud or analyse economic data to determine benefits.</li> </ul> <h5 class="wp-block-heading" id="h-checkpoint-build-a-holistic-view-of-your-customer"><strong>Checkpoint: Build a holistic view of your customer</strong>.</h5> <p>Here are just some of the types of customer data that you can use to gain insight into your customer:</p> <div class="wp-block-columns alignwide is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> <div class="card-module-default wp-block-salesforce-blog-card-module"> <div class="wp-block-salesforce-blog-card-module__container"> <div class="wp-block-salesforce-blog-card-module__front-side" style=" background-color: #9ea9f1" > <div class="wp-block-salesforce-blog-card-module__image"> </div> <p class="wp-block-salesforce-blog-card-module__topic"> </p> <p class="wp-block-salesforce-blog-card-module__headline"> Basic data </p> <button type="button" class="wp-block-salesforce-blog-card-module__button card-module-flip" aria-labelledby="card-module-button-front"> <span id="card-module-button-front" hidden>Flip card</span> <svg xmlns="http://www.w3.org/2000/svg" width="49" height="48" fill="none" viewBox="0 0 49 48"><circle cx="24.5" cy="24" r="24" fill="#EAF5FE" /><path fill="#032D60" fill-rule="evenodd" d="M13.923 18.509v-.093c0-.369.277-.646.646-.646.185 0 .323.046.462.185 0 0 4.661 5.03 10.384 3.507v-5.077a.63.63 0 0 1 .647-.646c.138 0 .23.046.323.093l9.277 7.892c.138.138.23.323.23.508 0 .184-.092.369-.184.461l-9.277 7.523a.9.9 0 0 1-.37.093.63.63 0 0 1-.646-.647V26.91c-.046 0-9.184 1.384-11.492-8.4" clip-rule="evenodd" /></svg> </button> </div> <div class="wp-block-salesforce-blog-card-module__back-side" style="background-color: #321d71" > <div class="wp-block-salesforce-blog-card-module-list"> <ul class="wp-block-list"> <li>Demographic data, including age, gender, location, job title</li> <li>Email address</li> <li>IP address</li> </ul> </div> <button type="button" class="wp-block-salesforce-blog-card-module__button card-module-flip" aria-labelledby="card-module-button-back"> <span id="card-module-button-back" hidden>Flip card</span> <svg xmlns="http://www.w3.org/2000/svg" width="49" height="48" fill="none" viewBox="0 0 49 48"><circle cx="24.5" cy="24" r="24" fill="#EAF5FE" /><path fill="#032D60" fill-rule="evenodd" d="M13.923 18.509v-.093c0-.369.277-.646.646-.646.185 0 .323.046.462.185 0 0 4.661 5.03 10.384 3.507v-5.077a.63.63 0 0 1 .647-.646c.138 0 .23.046.323.093l9.277 7.892c.138.138.23.323.23.508 0 .184-.092.369-.184.461l-9.277 7.523a.9.9 0 0 1-.37.093.63.63 0 0 1-.646-.647V26.91c-.046 0-9.184 1.384-11.492-8.4" clip-rule="evenodd" /></svg> </button> </div> </div> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> <div class="card-module-default wp-block-salesforce-blog-card-module"> <div class="wp-block-salesforce-blog-card-module__container"> <div class="wp-block-salesforce-blog-card-module__front-side" style=" background-color: #9ea9f1" > <div class="wp-block-salesforce-blog-card-module__image"> </div> <p class="wp-block-salesforce-blog-card-module__topic"> </p> <p class="wp-block-salesforce-blog-card-module__headline"> Interaction data </p> <button type="button" class="wp-block-salesforce-blog-card-module__button card-module-flip" aria-labelledby="card-module-button-front"> <span id="card-module-button-front" hidden>Flip card</span> <svg xmlns="http://www.w3.org/2000/svg" width="49" height="48" fill="none" viewBox="0 0 49 48"><circle cx="24.5" cy="24" r="24" fill="#EAF5FE" /><path fill="#032D60" fill-rule="evenodd" d="M13.923 18.509v-.093c0-.369.277-.646.646-.646.185 0 .323.046.462.185 0 0 4.661 5.03 10.384 3.507v-5.077a.63.63 0 0 1 .647-.646c.138 0 .23.046.323.093l9.277 7.892c.138.138.23.323.23.508 0 .184-.092.369-.184.461l-9.277 7.523a.9.9 0 0 1-.37.093.63.63 0 0 1-.646-.647V26.91c-.046 0-9.184 1.384-11.492-8.4" clip-rule="evenodd" /></svg> </button> </div> <div class="wp-block-salesforce-blog-card-module__back-side" style="background-color: #321d71" > <div class="wp-block-salesforce-blog-card-module-list"> <ul class="wp-block-list"> <li>Emails opened</li> <li>Website visits</li> <li>Click-through rates (CTR)</li> <li>Chat transcripts</li> <li>Customer service calls</li> <li>Social media activity</li> </ul> </div> <button type="button" class="wp-block-salesforce-blog-card-module__button card-module-flip" aria-labelledby="card-module-button-back"> <span id="card-module-button-back" hidden>Flip card</span> <svg xmlns="http://www.w3.org/2000/svg" width="49" height="48" fill="none" viewBox="0 0 49 48"><circle cx="24.5" cy="24" r="24" fill="#EAF5FE" /><path fill="#032D60" fill-rule="evenodd" d="M13.923 18.509v-.093c0-.369.277-.646.646-.646.185 0 .323.046.462.185 0 0 4.661 5.03 10.384 3.507v-5.077a.63.63 0 0 1 .647-.646c.138 0 .23.046.323.093l9.277 7.892c.138.138.23.323.23.508 0 .184-.092.369-.184.461l-9.277 7.523a.9.9 0 0 1-.37.093.63.63 0 0 1-.646-.647V26.91c-.046 0-9.184 1.384-11.492-8.4" clip-rule="evenodd" /></svg> </button> </div> </div> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> <div class="card-module-default wp-block-salesforce-blog-card-module"> <div class="wp-block-salesforce-blog-card-module__container"> <div class="wp-block-salesforce-blog-card-module__front-side" style=" background-color: #9ea9f1" > <div class="wp-block-salesforce-blog-card-module__image"> </div> <p class="wp-block-salesforce-blog-card-module__topic"> </p> <p class="wp-block-salesforce-blog-card-module__headline"> Behavioural and Attitudinal Data </p> <button type="button" class="wp-block-salesforce-blog-card-module__button card-module-flip" aria-labelledby="card-module-button-front"> <span id="card-module-button-front" hidden>Flip card</span> <svg xmlns="http://www.w3.org/2000/svg" width="49" height="48" fill="none" viewBox="0 0 49 48"><circle cx="24.5" cy="24" r="24" fill="#EAF5FE" /><path fill="#032D60" fill-rule="evenodd" d="M13.923 18.509v-.093c0-.369.277-.646.646-.646.185 0 .323.046.462.185 0 0 4.661 5.03 10.384 3.507v-5.077a.63.63 0 0 1 .647-.646c.138 0 .23.046.323.093l9.277 7.892c.138.138.23.323.23.508 0 .184-.092.369-.184.461l-9.277 7.523a.9.9 0 0 1-.37.093.63.63 0 0 1-.646-.647V26.91c-.046 0-9.184 1.384-11.492-8.4" clip-rule="evenodd" /></svg> </button> </div> <div class="wp-block-salesforce-blog-card-module__back-side" style="background-color: #321d71" > <div class="wp-block-salesforce-blog-card-module-list"> <ul class="wp-block-list"> <li>Purchase history</li> <li>Average order value</li> <li>Newsletter sign-ups</li> <li>Online reviews</li> <li>Feedback forms</li> <li>Product satisfaction surveys</li> </ul> </div> <button type="button" class="wp-block-salesforce-blog-card-module__button card-module-flip" aria-labelledby="card-module-button-back"> <span id="card-module-button-back" hidden>Flip card</span> <svg xmlns="http://www.w3.org/2000/svg" width="49" height="48" fill="none" viewBox="0 0 49 48"><circle cx="24.5" cy="24" r="24" fill="#EAF5FE" /><path fill="#032D60" fill-rule="evenodd" d="M13.923 18.509v-.093c0-.369.277-.646.646-.646.185 0 .323.046.462.185 0 0 4.661 5.03 10.384 3.507v-5.077a.63.63 0 0 1 .647-.646c.138 0 .23.046.323.093l9.277 7.892c.138.138.23.323.23.508 0 .184-.092.369-.184.461l-9.277 7.523a.9.9 0 0 1-.37.093.63.63 0 0 1-.646-.647V26.91c-.046 0-9.184 1.384-11.492-8.4" clip-rule="evenodd" /></svg> </button> </div> </div> </div> </div> </div> <p>To go from raw data to actionable insights, you need a platform that can harmonise and secure all of your data — no matter where it resides — and transform it into a single and trusted source of truth. That platform is Data Cloud.</p> <figure class="wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper"> <iframe title="How to Unify, Understand, and Act on Customer Insights: Salesforce Data Cloud | Salesforce Explained" width="500" height="281" src="https://www.youtube.com/embed/89_srdV0pwo?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe> </div></figure> <div style="height:20px" aria-hidden="true" class="wp-block-spacer"></div> <h4 class="wp-block-heading" id="h-find-key-customer-insights-with-data-cloud">Find key customer insights with Data Cloud.</h4> <p><a href="https://www.salesforce.com/ap/products/data/" target="_blank" rel="noreferrer noopener">Data Cloud</a> puts all of your data to work for your customers. It is deeply embedded in the <a href="https://www.salesforce.com/ap/products/platform/" target="_blank" rel="noreferrer noopener">Einstein 1 Platform</a>, which means any external data lake or warehouse can now drive actions and workflows inside of your CRM. Data Cloud is about more than just bringing data together. It’s about bringing entire organisations together around the customer to improve experiences and drive growth. Data Cloud lets you:</p> <ul class="wp-block-list"> <li style="font-size:16px"><strong>Connect and unify all your data without building complex data pipelines</strong></li> <li style="font-size:16px"><strong>Activate your data with insights and automation across every customer touchpoint</strong></li> <li style="font-size:16px"><strong>Enable trusted AI grounded with all your enterprise data</strong></li> </ul> <h4 class="wp-block-heading" id="h-see-how-data-increases-formula-1-fan-engagement">See how data increases Formula 1 fan engagement:</h4>  <script type="text/javascript" async src="https://play.vidyard.com/embed/v4.js"></script>  <img decoding="async" style="width: 100%; margin: auto; display: block;" class="vidyard-player-embed" src="https://play.vidyard.com/TAC8S9E4YEighiooY1vKQv.jpg" data-uuid="TAC8S9E4YEighiooY1vKQv" data-v="4" data-type="inline" /> <div class="wp-block-quote-article" style=""><div class="wp-block-quote-article-wrapper"><figure class="wp-block-quote-article-quote"> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"> <p>With over 500 million fans worldwide, how do we understand who they are and continue to grow that audience? It’s those personalised journeys and always-on capabilities.</p> <cite>Matthew Kemp</cite></blockquote> <span class="citation-role">Senior CRM and Customer Operations Manager at F1</span> <div class="wp-block-quote-article-card"> <div class="wp-block-quote-article-card__wrapper"> <figure class="wp-block-quote-article-card__image"> <span class="img-object-fit"><img decoding="async" src="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/GettyImages-1239853061.webp?w=300" sizes="(min-width: 48em) 500px, 100vw" srcset="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/GettyImages-1239853061.webp 1500w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/GettyImages-1239853061.webp?w=300&h=169 300w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/GettyImages-1239853061.webp?w=768&h=432 768w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/GettyImages-1239853061.webp?w=1024&h=576 1024w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2024/08/GettyImages-1239853061.webp?w=150&h=84 150w" alt="" loading="lazy" /></span> </figure> <div class="wp-block-quote-article-card__text"> <p>Continue Reading</p> <p class="wp-block-quote-article-card__title h6">3 Ways to Use Data to Drive Loyalty — Just Like Formula 1</p> </div> <a class="wp-block-quote-article-card__icon" href="https://www.salesforce.com/ap/blog/linked-content/3-ways-to-use-data-to-drive-loyalty-just-like-formula-1/" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="24" height="20" fill="none" viewBox="0 0 24 20"><path fill="#032D60" fill-rule="evenodd" d="M.7 11.025h16.6c.45 0 .65.55.35.85l-4.8 4.8c-.3.3-.3.75 0 1.05l1.1 1.1c.3.3.75.3 1.05 0l8.75-8.8c.3-.3.3-.75 0-1.05L15 .225c-.3-.3-.75-.3-1.05 0l-1.05 1.05c-.3.3-.3.75 0 1.05l4.8 4.8c.3.35.1.9-.35.9H.75c-.4 0-.75.3-.75.7v1.5c0 .4.3.8.7.8" clip-rule="evenodd" /></svg> </a> </div> </div> </figure></div></div> <div class="wp-block-group alignfull has-CL-1-gradient-background has-background is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-salesforce-blog-chapter-checklist"> <header class="wp-block-salesforce-blog-chapter-checklist__header"> <h2 class="wp-block-salesforce-blog-chapter-checklist__headline h3"> Checklist for uniting your data: </h2> </header> <div class="wp-block-salesforce-blog-chapter-checklist__content"> <ul> <li><a href="https://www.salesforce.com/ap/data/what-is-data-cloud/" target="_blank" rel="noreferrer noopener">Make it easy</a> to store, manage, and analyse all of your customer data, from any data source.</li> <li>Think holistically about all your customer data, including behavioural, interaction, and attitudinal data.</li> <li><a href="https://trailhead.salesforce.com/content/learn/modules/customer-data-management-modern-marketers/understand-the-customer-data-platform" target="_blank" rel="noreferrer noopener">Use a platform</a> that can help your teams turn raw data into actionable insights.</li> <li>Audit your systems and software for data silos that may be causing disconnected customer experiences.</li> <li>Ensure that your data is accessible within the applications and workflows you use every day, through trusted solutions like <a href="https://www.salesforce.com/ap/data/" target="_blank" rel="noreferrer noopener">Data Cloud</a>.</li> </ul> </div> </div> </div> <div style="height:100px" aria-hidden="true" class="wp-block-spacer"></div> <div class="alignfull wp-block-salesforce-blog-chapter-title"> <div id="take-the-next-step" class="wp-block-salesforce-blog-chapter-title__wrapper"> <div class="wp-block-salesforce-blog-chapter-title__content container"> <h2 class="wp-block-salesforce-blog-chapter-title__title">Take the Next Step</h2> <h2 class="wp-block-salesforce-blog-chapter-title__subtitle">Great AI starts with great data</h2> </div> </div> </div> <h4 class="wp-block-heading" id="h-put-data-at-the-centre-of-everything-you-do-nbsp"><strong><mark style="background-color:rgba(0, 0, 0, 0);color:#032d60" class="has-inline-color"><strong>Put data at the centre of everything you do.</strong> </mark></strong></h4> <p>In the age of AI, strong data has moved from “nice to have” to “red alert, we need this <em>now</em>.” A robust data foundation is critical for the accurate and meaningful responses that AI needs to revolutionise business operations. With this foundation, you can pave the way for transformational AI use cases, while helping your team make faster, more informed decisions in their day-to-day work.</p> <p><strong>Named as a Leader in the inaugural Gartner Magic Quadrant for Customer Data Platforms, Salesforce’s</strong> <a href="https://www.salesforce.com/ap/products/data/" target="_blank" rel="noreferrer noopener">Data Cloud</a> helps you realise the true potential of your data and prepare for AI. Bringing all your data silos together and activating them ensures that AI results are grounded, accurate, and effective. Plus, Data Cloud makes data easily accessible within the applications and workflows businesses use every day, enabling teams to make faster, more informed decisions in service of your customers.</p> <h5 class="wp-block-heading has-text-align-left" id="h-watch-the-demo">Watch the demo:</h5>  <script type="text/javascript" async src="https://play.vidyard.com/embed/v4.js"></script>  <img decoding="async" style="width: 100%; margin: auto; display: block;" class="vidyard-player-embed" src="https://play.vidyard.com/hPJ5HsyFPFrA7FKAtQm1vH.jpg" data-uuid="hPJ5HsyFPFrA7FKAtQm1vH" data-v="4" data-type="inline" /> <div style="height:30px" aria-hidden="true" class="wp-block-spacer"></div> <div class="wp-block-group alignwide is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-salesforce-blog-newsletter-signup prevent-bottombar-overlap layout layout-general" > <h2 class="wp-block-salesforce-blog-newsletter-signup__title"> Get articles selected just for you, in your 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