Customer Data Platforms (CDPs) allow marketing organizations to have a single and complete source of truth around their customer data.  Salesforce CDP Released to address this need.

Salesforce CDP Released

In May 2021, Salesforce launched their own Customer Data Platform (CDP), an enhancement of the product formerly known as Customer Audience 360 (CA360).

The customer data platform (CDP) is one of the fastest-growing categories of marketing technology today.

Customer Data Platform, formerly Salesforce CDP, helps you connect and unify customer data. Across systems, power the connected and personalized marketing experiences that your customers expect, and analyze cross-channel engagement behavior. Activate loyalty, transaction, engagement attributes, and more from Customer Data Platform. Marketers can send additional customer profile information to marketing platforms, like Marketing Cloud Engagement, to enhance personalized communications. As a developer, you can use the CDP Python connector to leverage the power of Query API to extract data from Customer Data Platform into your environment.

What is the difference between Salesforce CRM and CDP?

Ultimately the difference between a CDP and CRM comes down to who primarily uses these tools and how each collects data. In short, CRMs organize and manage customer-facing interactions with your team while CDPs collect data from across your tech stack to understand customer behavior and traits more broadly.

Is Salesforce Genie the same as CDP?

Although Salesforce CDP and Genie are both beneficial tools for organizations, they have different functions. Salesforce CDP is certainly a superior option if you’re trying to increase your marketing and sales activities.

Salesforce CDP Is Now Customer Data Platform

The name change doesn’t change the functionality of Customer Data Platform.

Is Salesforce CDP now data cloud?

Salesforce Data Cloud is not a replacement for formerly Salesforce CDP – you will still be able to purchase, and use, Salesforce CDP. No doubt that there’s plenty on the horizon for Data Cloud, arguably Salesforce’s hottest product.

Salesforce’s CDP offering was has been renamed a few times: Customer 360 Audiences → Salesforce CDP → Marketing Cloud Customer Data Platform → Salesforce Data Cloud.

Content updated November 2023.

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