Maintain Your B2C Solution Architect Certification for Winter ‘22

Learning Objectives

After completing this unit, you’ll be able to:

  • Explain how Salesforce CDP facilitates multi-cloud implementations.
  • Describe technical considerations for deploying Salesforce CDP.
  • Identify which premade connectors help ingest data from sources.
  • Describe how ingested data is matched to create a unified individual profile.
  • Describe how audience segments from Salesforce CDP appear in Marketing Cloud.

Salesforce Certification

If you hold the Salesforce B2C Solution Architect credential, keep in mind you need to complete this module by the due date to maintain your certification. Another important part of maintaining your credential is ensuring your Trailhead and Webassessor accounts are linked

Interested in learning more about getting certified? Check out the Salesforce B2C Solution Architect credential.

Salesforce continually introduces new products and feature enhancements. Let’s take a look at one of the most important offerings you must know about to architect multi-cloud solutions: Salesforce Customer Data Platform (CDP).

Note: While anyone can earn this badge, this module is designed for those who hold the Salesforce B2C Solution Architect certification. 

Introducing Salesforce CDP

According to Salesforce’s research, 84% of customers say that being treated like a person, not a number, is a very important factor in winning their business. Meeting this expectation can be difficult in a world where disparate teams (and technologies) handle the many channels a customer might engage with. As a B2C Commerce solution architect, you help businesses bring together applications such as Marketing Cloud, Commerce Cloud, Service Cloud, and others to maintain a unified view of customers across all their interactions.

Integrating a multi-cloud solution is a daunting challenge. But the tools to do so have evolved to better meet that challenge. There was a time when you hoped all of your systems had well-documented APIs, but now you can count on them. More recently, industry leaders have developed the Cloud Information Model (CIM), a schema for standardizing communication between data sources with different data structures, helping to make integrations seamless and scalable.

And now there’s Salesforce CDP, our own Customer Data Platform product. Salesforce CDP unifies customer data across multiple sources to be the single source of truth that drives relevant, personalized experiences for each customer. In the following sections you learn some of the mechanics of Salesforce CDP, but for a quick overview take a moment to watch this video.

In the name of continual improvement, Salesforce CDP takes the place of Customer 360 Data Manager for high-scale data unification. There are many similarities between the two products, but moving forward Salesforce CDP is the way to connect multiple Salesforce clouds along with external data sources.

Salesforce CDP Org Considerations

Before implementing Salesforce CDP, there are a few technical requirements to consider. First, Salesforce CDP must be deployed into a new Salesforce org that ultimately connects to existing orgs. Second, if a business manages multiple brands that don’t share data and have access restrictions, consider implementing one CDP org per restricted brand. Third, each Salesforce CDP org is allowed one connection to a single Marketing Cloud Enterprise account (EID). This single connection encompases all business units (MID).

Ingest and Map Data from Sources

The first step in using Salesforce CDP to create a unified view of each customer is to collect, or ingest, data from all contributing sources. You bring in data sets without modification, but you can extend the data set with custom formula fields. This allows you to clean nomenclature or perform row-based calculations.

You retrieve data from sources by way of connectors, which facilitate connections to specific sources. Salesforce CDP offers a number of connectors.

  • Marketing Cloud Data Sources and Connector: Ingest known system tables such as email and mobile (including Einstein Engagement data). Also access custom data sets via Marketing Cloud Data Extensions.
  • B2C Commerce Connector (new to Winter ‘22): Ingest data streams from many entities.
    • Bundles Product Entity
    • Goods Product Entity
    • Master Product Entity
    • Product Catalog Entity
    • Product Category Entity
    • Product Category Product Entity
    • Sales Order Customer Entity
    • Sales Order Entity
    • Sales Order Product Entity
  • Salesforce CRM Connector: Ingest data streams from standard or custom objects from Sales Cloud and Service Cloud.
  • Cloud Storage Connector: Ingest data stored on an Amazon Web Services S3 location.
  • Interaction Studio Connector: Ingest user profiles and behavioural events. You can also use Interaction Studio as an activation target.
  • Web and Mobile Connector: Ingest data captured from websites and mobile apps.
  • Ingestion API: Ingest data using a RESTful API for streaming incremental updates or periodic bulk CSV syncs.
  • MuleSoft Connector: Ingest data using the power of MuleSoft and its ecosystem of data connectors.

Once data is ingested, the next step is to map and model data with the CIM schema. Many of the connectors come with premade data bundles that use known data source structures to quickly map data to CIM objects. For example, the B2C Commerce Connector has a data bundle for Orders that maps data streams from all of the entities listed above.

Salesforce CDP and its connectors make it easier to bring data from disparate systems into one location using clicks, not code. Learn more about ingesting and mapping data streams in the Salesforce CDP Data Ingestion and Modeling module.

Identity Resolution

Once all of your data is in one place, you need to go through the process of identity resolution in order to create a unified individual profile for each customer. This means matching records across systems. Salesforce CDP uses rulesets, which consist of match rules and reconciliation rules, to link multiple records into a unified individual record.

Match rules identify related records using three match methods.

  • Exact: Match records based on exact match (no typos or alternative formats).
  • Fuzzy: Match records based on a similar match for first name only. Slightly different spellings are OK.
  • Normalized: Match records based on the same info, regardless of formatting. Available for email, phone, and address.

Reconciliation rules determine which piece of data should be used in the unified individual record if two or more are found in different sources. There are three options.

  • Last Updated: Use the most recently updated value.
  • Most Occurring: Use the most frequently occurring value.
  • Source Sequence: Use a manually prioritized list, usually based on confidence in the source data.

Between match rules and reconciliation rules, Salesforce CDP establishes the most complete profile of an individual customer from all available data.

Salesforce CDP Segmentation

Marketers are understandably very concerned with getting their message to the correct audience, while respecting a customer’s privacy and choices such as their opt-in communication channels. Salesforce CDP allows marketers to create meaningful segments and manage where they get exported, for example to Marketing Cloud. Once a marketer activates a segment in Salesforce CDP, it appears in the Shared Data Extensions folder created automatically in Marketing Cloud. Exported segments can be used in Journey Builder too.

Salesforce CDP is a powerful tool that has many features and nuances, and plays a huge part in connecting multi-cloud solutions. For that reason, we recommend you learn as much as you can about Salesforce CDP. This module is just the tip of the iceberg. To learn more about Salesforce CDP, check out the Explore Salesforce CDP trail.

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