Redefining the CDP: 5 use cases that connect data across departments to drive measurable results.

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"> <span class=" header-text "> Data Activation Guide: Redefining the CDP </span> </h1> </div> <div class="headingComponent parbase section"> <h2 id="5-use-cases-that-connect-data-across-departments-to-power-ai-and-agents" class=" h3 text-stratus text-left salesforce-sans-bold margin-20-bottom-lg margin-0-bottom-sm " style="; "> <span class=" header-text "> 5 use cases that connect data across departments to power AI and agents </span> </h2> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="socialMediaSharingComponent section"> <div> <div class="share-icon-row margin-10-bottom-sm"> <div class="share-icon"> <a target="_blank" href="https://www.facebook.com/sharer/sharer.php?u=https://www.salesforce.com/resources/articles/cdp-data-activation-guide/" title="Facebook" alt="Facebook"> <img data-src="//www.salesforce.com/content/dam/web/global/svg-icons/facebook-day.svg?version=2024110" alt="Facebook" class="lazy text-salesforce-gray salesforce-social-icon " src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif"/> </a> </div> <div class="share-icon"> <a class="twitter" target="_blank" href="https://twitter.com/intent/tweet?url=https://www.salesforce.com/resources/articles/cdp-data-activation-guide/&text=&via=salesforce" title="Twitter" alt="Twitter" data-pagetitle="Redefining the CDP: 5 use cases that connect data across departments to drive measurable results."> <img data-src="//www.salesforce.com/content/dam/web/global/svg-icons/twitter-day.svg?version=2024110" alt="Twitter" class="lazy text-salesforce-gray salesforce-social-icon " src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif"/> </a> </div> <div class="share-icon"> <a target="_blank" href="https://www.linkedin.com/cws/share?url=https://www.salesforce.com/resources/articles/cdp-data-activation-guide/" title="LinkedIn" alt="LinkedIn"> <img data-src="//www.salesforce.com/content/dam/web/global/svg-icons/linkedin-day.svg?version=2024110" alt="LinkedIn" class="lazy text-salesforce-gray salesforce-social-icon " src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif"/> </a> </div> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="bodyCopyComponent parbase section"><div class="margin-30-top-lg margin-60-right-lg margin-0-right-md margin-20-bottom-lg text-size-default line-height-32 "> <p>All marketers know they should be using data to inform decisions, power AI and agents, and personalize interactions, but precious few know how to actually do it. The ones who do end up on top. Where does that leave everyone else?</p> <p>The most successful companies are data-driven, because data allows them to get a complete picture of their customers – proving to them that they know, understand, and value them. It also lets marketers personalize experiences to make sure the right message reaches the right person on the right channel at the right time, and to be more efficient with AI and agents. However, harnessing all this information can be tricky. To do it, companies must contend with a few issues: having too much data, data and technology siloes, siloed workstreams, and ongoing privacy changes that complicate data governance, usage and management.</p> <p>Plus, while many companies have made the first steps toward centralizing their data via Customer Data Platforms (CDP) and Data Lakes or Data Warehouses, they still struggle to use those tools to power AI and agents, decrease cost of customer acquisition, improve conversion rates, and increase lifetime value.</p> </div> </div> <div class="headingComponent parbase section"><h2 class="avantgarde-medium text-cumulus text-left avant-garde-demi margin-60-right-lg margin-20-bottom-lg" id="thats-because-centralizing-data-is-not-enough-it-might-still-be-trapped-in-isolated-systems-belonging-to-one-department-or-another-and-disconnected-from-the-applications-you-use-to-connect-with-customers-plus-the-data-required-to-train-large-language-models-llms-needs-to-be-current-and-properly-governed-data-silos-are-the-greatest-impediment-to-leveraging-ai-effectively"> <a name="thats-because-centralizing-data-is-not-enough-it-might-still-be-trapped-in-isolated-systems-belonging-to-one-department-or-another-and-disconnected-from-the-applications-you-use-to-connect-with-customers-plus-the-data-required-to-train-large-language-models-llms-needs-to-be-current-and-properly-governed-data-silos-are-the-greatest-impediment-to-leveraging-ai-effectively"></a> That’s because centralizing data is not enough. It might still be trapped in isolated systems belonging to one department or another, and disconnected from the applications you use to connect with customers. Plus, the data required to train large language models (LLMs) needs to be current, and properly governed. Data silos are the greatest impediment to leveraging AI effectively. </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-60-right-lg margin-0-right-md margin-20-bottom-lg text-size-default line-height-32 "> Obviously this is a big deal for marketers, but it’s also important for any frontline team across the business that could benefit from having more complete data, AI insights, and an agent to augment their work. This includes sales reps, service reps, and merchandisers. The traditional customer data platform (CDP) – which unified data across channels into customer profiles – was a great tool for marketing teams. However, it didn’t give other lines of business the ability to access or take action on those customer profiles. </div> </div> <div class="headingComponent parbase section"><h2 class="avantgarde-medium text-cumulus text-left avant-garde-demi margin-60-right-lg margin-20-bottom-lg" id="this-is-why-we-need-to-redefine-the-cdp"> <a name="this-is-why-we-need-to-redefine-the-cdp"></a> This is why we need to redefine the CDP. </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-60-right-lg margin-0-right-md margin-20-bottom-lg text-size-default line-height-32 "> <p>What we need in today’s world are company data platforms that make it easy for marketing, sales, service, commerce teams, and agents to work together off the same data to better personalize interactions with customers.</p> <p>This will also ensure context and consistency across all those interactions. For example, marketers will know the customer already purchased the product they're running a campaign about, so they can exclude them from seeing those ads. The sales person knows the customer is a loyalty member, so they will thank them for their membership in their conversation. And the service rep knows what the customer discussed with the AI agent and which articles were sent earlier, so they can help in other ways. It’s all about providing a comprehensive and smooth end-to-end experience for both your customers and your teams.</p> <p>This is what we're doing with Salesforce Data Cloud. Data Cloud is a company data platform that unlocks data from any source to enable marketers, AI agents, and others across the business, to get a complete view of customers and activate that data to deliver exactly what customers want.</p> <p>In this guide you’ll learn how centralized data that’s accessible and actionable across the entire business can power success across the customer lifecycle, from awareness to retention. The use cases below demonstrate how Data Cloud takes the traditional CDP model and expands its functionality so your whole organization (including AI agents) can seamlessly work together. </p> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500" data-content-zone-id="rc-right-rail"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="headingComponent parbase section"> <div id="related-content" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-30-top-xs margin-20-bottom-lg margin-10-bottom-xs " style="; "> <span class=" header-text "> Related Content </span> </div> </div> <div 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id="blog" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-top-lg margin-10-top-md margin-10-top-sm margin-10-top-xs margin-10-bottom-lg " style="; "> <span class=" header-text "> Blog </span> </div> </div> <div class="headingComponent parbase section"> <h4 id="8-ways-marketing-agents-can-help-you-build-launch-and-track-campaigns-like-never-before" class=" h4 text-cirrus text-left salesforce-sans-regular margin-40-bottom-lg " style="; "> <span class=" header-text "> 8 Ways Marketing Agents Can Help You Build, Launch, and Track Campaigns Like Never Before. </span> </h4> </div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="https://www.salesforce.com/blog/marketing-agents/"></a> </div> </div> </div> </div> <div class="cardComponent parbase section"> <div class="thumbnail bg-snow "> <div class="thumbnail-content thumbnail-linked" data-href="https://www.salesforce.com/blog/customer-driven-relationships/?d=cta-right-rail-2" 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text-cirrus text-left salesforce-sans-regular margin-20-bottom-lg sales-head-1" style="; " data-equalize="sales-head-1"> <span class=" header-text "> Customer-Driven Relationships: Why They’re Important and How to Build Them </span> </h4> </div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="https://www.salesforce.com/blog/customer-driven-relationships/"></a> </div> </div> </div> </div> <div class="cardComponent parbase section"> <div class="thumbnail bg-snow "> <div class="thumbnail-content thumbnail-linked" data-href="https://www.salesforce.com/blog/zero-copy/?d=cta-right-rail-3" data-new-window="true"> <a href="https://www.salesforce.com/blog/zero-copy/?d=cta-right-rail-3" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs" target="_blank"></a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-lg margin-0-bottom-lg " alt="Blog" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/marketingcloud/res-card-3.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <div id="blog" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-top-lg margin-10-right-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> Blog </span> </div> </div> <div class="headingComponent parbase section"> <h4 id="moving-customer-data-isnt-cheap-how-zero-copy-can-help" class=" h4 text-cirrus text-left salesforce-sans-regular margin-40-bottom-lg " style="; "> <span class=" header-text "> Moving Customer Data Isn’t Cheap: How Zero Copy Can Help. </span> </h4> </div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="https://www.salesforce.com/blog/zero-copy/"></a> </div> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper column-container-component"> <div class="bg-rain bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style="min-height: 400px; 500"> <div class="col text-left col-xs-12 col-sm-1 col-md-1 col-lg-1"> </div> <div class="col text-left col-xs-12 col-sm-11 col-md-11 col-lg-11"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-30-top-lg margin-30-top-sm margin-10-top-xs margin-10-bottom-lg margin-0-bottom-xs margin-10-left-lg margin-0-left-md margin-0-left-sm column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-6 col-md-6 col-lg-6"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-top-sm margin-10-top-xs margin-0-bottom-lg margin-0-bottom-xs margin-0-left-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style="min-height: 100px; 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="headingComponent parbase section"> <h3 id="5-use-cases-of-a-redefined-cdp" class=" avantgarde-m text-stratus text-left avant-garde-demi col-xs-10 col-sm-11 col-lg-11 margin-20-top-lg margin-0-top-sm margin-20-bottom-lg margin-10-bottom-xs margin-10-left-lg margin-0-left-md margin-0-left-sm margin-20-left-xs " style="; "> <span class=" header-text "> 5 Use Cases of a Redefined CDP </span> </h3> </div> <div class="headingComponent parbase section"> <h4 id="in-the-rest-of-this-guide-youll-learn-how-centralized-data-thats-accessible-and-actionable-by-marketing-commerce-sales-and-service-teams-can-build-a-solid-foundation-for-ai-and-agents-and-enable-5-use-cases-that-help-you" class=" avantgarde-medium text-stratus text-left avant-garde-demi col-xs-10 col-sm-11 col-lg-11 margin-0-top-sm margin-20-bottom-lg margin-10-bottom-xs margin-10-left-lg margin-0-left-md margin-0-left-sm margin-20-left-xs " style="; "> <span class=" header-text "> In the rest of this guide you’ll learn how centralized data that’s accessible and actionable by marketing, commerce, sales, and service teams can build a solid foundation for AI and agents and enable 5 use cases that help you: </span> </h4> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-sm margin-20-bottom-lg margin-10-left-lg text-size-default line-height-default col-lg-12 "> <ol> <li>Decrease cost per acquisition through targeted advertising</li> <li>Increase conversion through personalized journeys</li> <li> Close deals faster by empowering sales reps</li> <li>Increase adoption with onboarding journeys</li> <li>Increase retention by delivering proactive service</li> </ol> <p> </p> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" removeGutters columns-wrapper container-fluid margin-0-left-md margin-0-left-sm margin-0-left-xs column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-6 col-sm-12 col-md-12 col-lg-12"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy 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" target="_blank">Read the 2024 Gartner® Magic Quadrant™ for Customer Data Platforms. </a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive " alt="" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/marketingcloud/gartner-report-resource-card-og.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <div id="analyst-report" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-top-lg margin-10-top-md margin-10-top-sm margin-10-top-xs margin-10-bottom-lg " style="; "> <span class=" header-text "> Analyst Report </span> </div> </div> <div class="headingComponent parbase section"> <h4 id="gartner-named-salesforce-a-leader-in-customer-data-platforms-see-why" class=" h3 text-cirrus text-left salesforce-sans-regular margin-10-bottom-lg sales-head-1" style="; " data-equalize="sales-head-1"> <span class=" header-text "> Gartner® named Salesforce a Leader in Customer Data Platforms. See why. </span> </h4> </div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="/form/marketing/gartner-cdp-magic-quadrant/">Read the 2024 Gartner® Magic Quadrant™ for Customer Data Platforms. </a> </div> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="cardComponent parbase section"> <div class="thumbnail margin-0-top-lg margin-60-bottom-lg bg-snow "> <div class="thumbnail-content thumbnail-linked" data-href="/form/marketing/marketing-data-demo/?d=cta-bottom-row-2" data-new-window="true"> <a href="/form/marketing/marketing-data-demo/?d=cta-bottom-row-2" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs" title="Marketing Cloud and Data Cloud Demo" target="_blank">Marketing Cloud and Data Cloud Demo</a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-lg margin-0-bottom-lg " alt="" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/marketingcloud/form-page-og-image-1200x675.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <div id="demo" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-top-lg margin-10-top-md margin-10-top-sm margin-10-top-xs margin-10-bottom-lg " style="; 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Redefining the CDP: 5 use cases that connect data across departments to drive measurable results. - Salesforce.com