The power of data cannot be denied. From personalizing information to suit a user’s specific interests to cross-selling products/services based on their recent purchases, data has completely revolutionized industries across genres. However, collecting appropriate data seems like a tough nut to crack. And even if you manage to do so, streamlining all your data sources to one for a single view of a customer is utmost essential. But what if we tell you there is a tool that can store real-time data across channels, systems and streams at a massive scale and extend it right into your internal and external product portfolio? Well, this is what Salesforce Genie (formerly known as Marketing Cloud Customer Data Platform or Salesforce CDP) does.
Said to be the biggest innovation amongst all Salesforce products, Salesforce Genie unifies user information across applications into one, marries it right into its array of Salesforce Customer 360 platform products, and helps organizations deliver seamless customer experiences across channels.
Here we explore the brimming potential of Salesforce CDP (aka Genie) and why organizations must leverage it to achieve hyperscale personalization. We also discuss the nested potential of tools like Salesforce Einstein for AI, Flow for Automation, Mulesoft for seamless third-party integrations, and Tableau for deeper customer insights.
What is Salesforce Customer Data Platform (CDP)?
While Salesforce Genie has achieved massive likes by Salesforce implementation partners and enterprises alike, it is important to note that this platform evolved from the very famous Salesforce product, Salesforce Customer Data Platform. So before you dive into Genie, it is important to understand the foundation on which its predecessor, Salesforce CDP was built.
Please Note: Salesforce Marketing Cloud Customer Data Platform (aka Salesforce CDP) has not retired. It is still alive and kicking. And so is Salesforce Genie. Also, both these platforms are very different from each other and we will be covering that in our further segments.