Discover Agentic and Cross-Functional Capabilities in Data 360
Learning Objectives
After completing this unit, you’ll be able to:
- Explain how Data 360 grounds agents using RAG.
- Explain how Data 360 works with Marketing Cloud Next.
- Explain how Data 360 works with Sales and Service.
- Explain how Data 360 works with Loyalty Management
Before You Start
This badge is part of the Data 360: Develop and Build Solutions trail. The trail explains how to expand your skills, develop and share functionality, and build end-to-end solutions using Salesforce Data 360, formerly Data Cloud. In this badge, you discover how Data 360 unlocks agentic and cross-functional solutions for your business.
The Agentic Enterprise
Your organization has a complex network of teams with their own unique goals. In the agentic enterprise, your organization collaborates seamlessly between teams, humans, and AI agents, all powered by trusted, unified data. To proactively achieve your goals and avoid data silos, you need to build cross-functional solutions with unified data from Data 360. This includes creating grounded agents with advanced RAG (retrieval-augmented generation),and integrating Data 360 with Marketing Cloud Next, Loyalty Management, Agentforce Sales, and Agentforce Service.
Grounded Agents with Data 360
When agents are grounded in data from Data 360, they access a vast knowledge base of up-to-date, unified customer data. Their responses are clearly based on real customer experiences. You can ground agents with structured data, such as data lake objects (DLOs) and data model objects (DMOs), or unstructured data, such as free-form text fields and files.
This trail focuses on RAG, which supports grounding with unstructured data. Configure an advanced RAG solution in Data 360 with a search index, retriever, and prompt template.
- Ingest clean unstructured data into Data 360.
- Create a search index to make your unstructured data searchable. Use a hybrid search index that can retrieve both semantically similar data and exact keywords. Only index long-form text fields.
- Create a retriever to fetch specific data chunks from the index.
- Build a prompt template that instructs the model to use retrieved data to generate a relevant response. Make sure to use explicit instructions and negative guardrails in your prompt template.
- Finally, create an agent that uses the prompt template.
With these tools, you can build grounded, effective agents that have fewer hallucinations and provide clear, explainable answers.
Data 360 and Marketing Cloud Next
Your marketers work in Marketing Cloud Next, building customized campaigns for customers. To ensure those campaigns reach the right audiences, you need to prepare your data in Data 360.
- Ingestion: Create data streams to ingest customer and activity data from various systems into one place, keeping marketing data current.
- Identity resolution: Define rules to link records from different sources, creating a single, consistent profile for each person.
- Data graphs: When an email needs related data—like connecting a customer profile to their recent order details—use data graphs to define those relationships efficiently.
- Segmentation: With your data prepared, build segments that contain your target audience for the campaign.
- Launch: Finally, craft and launch your campaign in Marketing Cloud Next.
With Data 360, you ensure that your Marketing Cloud Next campaigns target clearly defined audiences.
Data 360 and Agentforce Sales
Your sales team works in Agentforce Sales. They’re always looking for ways to optimize sales and increase revenue. As an example, let’s look at how the sales team uses Data 360 to qualify and prioritize leads.
- Real-time ingestion: Ingest real-time data about website behavior, downloads, and time spent on pricing pages with existing lead records.
- Identity resolution: Run an identity resolution ruleset to unify data with existing lead records.
- Predictive model in Einstein Studio: Create a predictive model in Einstein Studio to predict leads with high likelihood of converting. Apply the model to lead records and display the result on the record page.
- Targeted outreach: Sales reps can target these high-priority leads with sales campaigns and promotions to encourage them to convert.
Data 360 features such as real-time ingestion, identity resolution, and predictive models help sales teams proactively engage customers.
Data 360 and Agentforce Service
Your service team works in Agentforce Service. They spend their days resolving customer cases and upholding customer satisfaction. As an example, let’s look at how the service team uses Data 360 to intelligently route cases.
- Real-time ingestion: Ingest real-time interaction data from websites, marketing interactions, and other sources.
- Real-time identity resolution: Unify interactions with unified profiles. The service team quickly knows which profiles performed which interactions.
- Intelligent routing: When customers enter service channels, whether it’s through a call or workflow, the team can intelligently route the call to the correct expert based on the customer’s real-time journey.
With Data 360, service teams reduce handling time and increase customer satisfaction.
Data 360 and Loyalty Management
The Loyalty Management app helps your business deliver loyalty programs for customer recognition, reward, and retention. Let’s look at how loyalty managers use Data 360 to help them deliver personalized promotions.
- Ingestion: Create a data stream to ingest loyalty data into Data 360.
- Identity resolution: Link loyalty member data with unified profiles in Data 360. Discover what the loyalty member is involved in throughout your business, from purchases to cases. Now you have a richer, more complete view of the customer.
- Segmentation: Create dynamic segments that stay up-to-date with real-time data. For example, create a segment of customers who are young athletes, buy shoes regularly, and have a high customer lifetime value (CLV). You can target a promotion to this audience.
- Promotion: Finally, add the segment to a promotion in the Loyalty Management app.
With Data 360, you ensure that your loyalty promotions are targeted to specific customer groups.
The Agentic Enterprise Solution Center
The Agentic Enterprise Solution Center contains comprehensive resources about how to build and run solutions powered by your organization’s data. Browse Trailhead modules, developer guides, and demo videos. Explore use cases, discover solutions, and build your own agentic enterprise.
Next Up
In this badge, you learned the basics of cross-functional enterprise solutions using Data 360. Now you understand how Data 360 capabilities, such as identity resolution and search indexes, are vital to achieving goals across your business, from loyalty management to grounded agents.
Next, in Advanced RAG with Data 360 and Agentforce, learn about RAG concepts in depth. Build a RAG solution and service agent from scratch.