Salesforce plays its final hand in ongoing CDP rivalry – Adweek
In order not to be educated by Cannes Lions, the major marketing cloud providers are trying to gather each other with a series of announcements in the rapidly growing customer data platform.
Salesforce Connections officially launches today in Chicago, where the CRM specialist is set to formally uncover the latest iteration of its CDP (customer database), Customer 360, one day after competing software vendor vendor, offered an updated glimpse of its Adobe Experience Platform.
The two companies have been regularly counteracting each other's supplier-host conferences with a smooth-timed product update of their own in recent years. This week, Oracle was involved in announcing its relationship with Accenture and Capgemini in the growing CDP space.
Per Salesforce, Customer 360 updates will enable businesses to unite different customer data points throughout their organization before they are used to formulate a "single customer view" that can then be used to customize any interaction with them.
The extended features of Customer 360 will also include allowing companies to better distinguish between third-party cookies and first-party IDs, as well as helping them more easily get customers' consent to use the above mentioned data for marketing purposes, for example email marketing and advertising.
In addition, Salesforce is also promising in real-time real-time segmentation, as well as the ability to use its AI capabilities to help brands analyze certain data signals and then determine the time and type of customer interaction needed to run a conversion.
For example, as a customer click ks on an ad, buying a product and opening an email, their customer name is constantly updated in real time. With updated customer listings, brands can interact with their customers in the most relevant way.
"We bring the CDP idea to the world's number one CRM platform," said Martin Kihn, Product Manager, Salesforce. "I think the CDP category is just a development of CRM itself … most CDPs deal with known data such as name, email address, etc., but we have a DMP so we can't just capture the world of programmatic advertising. , but we can capture some behavioral storage on your app or site. "
The latest version of Customer 360 will be available in pilot fall 201[ads1]9 and will be discussed in the next two days at Salesforce Connections, where the company will also discuss how It plans to build on $ 15.7 billion the acquisition of Tableau it announced last week.
