Salesforce Marketing Cloud - Customer 360 Audiences
A week before the new Salesforce Marketing Cloud release goes live, we're looking at a new product on Feature Friday that represents an important step towards an even more consistent customer experience: Customer 360 Audiences.
This new product is part of the Customer 360 platform, which focuses on gaining a holistic view of the database and thus communication that is even more tailored to the needs of the customer. Customer 360 Audiences acts as Salesforce's own Customer Data Platform (CDP), in which marketers can collect, merge, segment and make customer data available for marketing campaigns.
First, data from Marketing Cloud, Sales & Service Cloud or from third-party systems is synchronized into the Customer 360 Audiences platform and mapped in a graphical interface with their initial data model. The data from the various data sources is brought together in a uniform customer profile and is then available for audience segmentation.
In order to be able to use these segments as a starting point for marketing cloud journeys, for example, the created segments are finally activated, i.e. they are made available to external systems. This makes it possible for the first time to create journeys based on segments that contain first, second and third party data!
The Customer 360 platform is still in an initial phase. We are looking forward to the developments there and to the first testimonials about Customer 360 Audiences.
