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Unleashing Synergy: Why Salesforce Data Cloud is the Perfect Companion to Your Existing CDP

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Leveraging Your CDP

In today’s dynamic business landscape, harnessing the power of customer data is non-negotiable for success. Companies around the globe are increasingly turning to Customer Data Platforms (CDPs) to consolidate and manage their customer information effectively. While many organizations have already invested in a CDP, the addition of Salesforce Data Cloud can elevate their data strategy to new heights. In this blog post, we’ll explore the compelling reasons why incorporating Data Cloud alongside an existing CDP can be a game-changer for businesses.

‘AND’ not ‘OR’

Data Cloud is an ‘AND’, not an ‘OR’ when it comes to the CDP landscape. Just like we wouldn’t say that Data Cloud should replace your Enterprise Data Warehouse (EDW), we also say the same thing about an existing CDP that you have invested in. Data Cloud will allow for a more cost-effective and scalable solution to mix, extend, and leverage your CDP and CRM data wherever it may reside.

CDP AND Data Cloud

Comprehensive Data Enrichment

Data Cloud offers a vast repository of CRM and integrated back-end data, providing a valuable supplement to the first-party data typically managed by CDPs. By integrating Data Cloud, companies can enrich their customer profiles with additional insights, enhancing the depth and accuracy of their understanding. This synergy ensures a more holistic, 360-degree view of customers, enabling personalized and targeted engagements that go beyond the capabilities of a standalone CDP.

Real-time Connectivity

One of the key strengths of Data Cloud lies in its ability to facilitate real-time data connectivity. While traditional CDPs excel at consolidating historical customer data, Data Cloud specializes in delivering up-to-the-minute information. We can leverage your investment in your existing CDP with all of its data by making the integration with your CRM data easier with Data Cloud. This real-time connectivity is invaluable for businesses aiming to stay ahead in fast-paced industries, enabling them to respond promptly to changing customer behaviors and market trends.

Unparalleled Integration Capabilities

Data Cloud seamlessly integrates with the broader Salesforce ecosystem and a myriad of third-party applications. This integration prowess ensures a unified and cohesive data environment, allowing businesses to break down silos and streamline operations. By combining the strengths of Data Cloud with an existing CDP, companies can create a comprehensive data infrastructure that fosters collaboration across departments and maximizes the value derived from customer data.

AI-Driven Insights and Predictive Analytics

Data Cloud leverages advanced artificial intelligence (AI) capabilities to provide actionable insights and predictive analytics. By incorporating machine learning models, businesses can uncover patterns and trends within their data, empowering them to make informed decisions. This predictive analytics feature goes beyond the capabilities of a standard CDP, offering organizations a competitive edge in anticipating customer needs and optimizing marketing strategies.

Data Privacy and Compliance

Salesforce has a robust commitment to data privacy and compliance, helping organizations navigate the complex landscape of data regulations seamlessly. This focus on global data access and compliance complements the foundational role of a CDP in managing customer data responsibly.  The data model built around objects like Individual and Contact Point Email allows for a scalable and flexible system to be built for your specific data regulation needs. Salesforce’s Privacy Consent Management objects sync seamlessly between Sales Cloud and Data Cloud.

Enhanced Customer Engagement

By combining the strengths of a CDP and Data Cloud, companies can unlock new possibilities for customer engagement. The enriched data, real-time connectivity, and predictive analytics create a foundation for highly personalized and context-aware interactions. Whether through marketing campaigns, sales outreach, or customer support, the integrated approach enhances the overall customer experience, fostering loyalty and satisfaction.


In conclusion, while a CDP serves as the cornerstone for managing first-party customer data, the addition of Data Cloud can elevate an organization’s data strategy to new heights. The synergy between the two solutions results in comprehensive data enrichment, real-time connectivity, unparalleled integration capabilities, AI-driven insights, global data access, and enhanced customer engagement. Embracing  Data Cloud alongside an existing CDP isn’t just an investment; it’s a strategic move toward unlocking the full potential of customer data in today’s highly competitive business landscape.

Perficient + Salesforce

As a leading Salesforce consulting partner, we are on a mission to harness the power of Salesforce to solve complex business problems. With specialized knowledge in Data Cloud, Einstein AI, Marketing Cloud, and Experience Cloud, our team is dedicated to crafting innovative digital experiences that drive client success.

We aren’t just experts; we’re storytellers who understand the unique needs and challenges in the manufacturing, automotive, healthcare and life sciences, and financial services industries. We team up with our industry and solution experts to build complex enterprise ecosystems for our clients, and through our commitment to building authentic relationships with clients and partners, we foster collaboration and trust that lead to sustainable growth.

At the heart of our mission is our belief in lifting up people and communities. By leveraging our global team’s skills and resources, we strive to solve complex business problems and leave a meaningful impact on society.

Join us in our journey to revolutionize the way businesses connect, engage, and thrive in the digital era.

Learn more about Data Cloud and AI and how we see Data Cloud revolutionizing the healthcare industry.


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Terry Luschen, Delivery Director

Terry serves as a Delivery Director in Perficient's Salesforce practice. He comes from a Technical Architecture background and has 18+ Salesforce certifications and accreditations. Terry currently serves as Perficient's Salesforce Marketing Cloud and Data Cloud platform lead.

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