Data Cloud, More than a CDP by Matt Robison

May 2, 20240 likes717 views

Copy of the slides presented by Matt Robison to the SFWelly Salesforce user group community on May 2 2024. The audience was truly international with attendees from at least 4 different countries joining online. Matt is an expert in data cloud and this was a brilliant session.

Who am I?
Founder of Lightbox Logic
- Marketing Cloud Connect Toolbox
19 Years in Enterprise Software Development
Senior Salesforce Architect
- Australian Securities Exchange (ASX)
- Commonwealth Bank
- Xero
16x Salesforce Certifications
System & Application Architect
Platform Developer 2
Mulesoft Certified
Matt Robison

Marketing Cloud Connect Toolbox
Slight promotion for our AppExchange product - here
● Marketing Cloud Email / SMS Activity in Salesforce
○ No Salesforce data storage used (no Individual Email Results)
○ Store and view real personalised emails and sms sent
○ Account level summary of all contacts for B2B customers
● Lead and Contacts Email Health
○ Sync All Subscriber Status: Active, Held, Bounced
○ Real time email address validation (via SFMC List Detective)
● Surface what Journeys your Lead and Contacts belong to
● Sync Lead and Contact email address changes back to Marketing Cloud
● Surface insights like Hot Engaging Leads for Sales teams

What is a CDP?
Deﬁnition:
A customer data platform (CDP) is packaged software that creates a comprehensive
customer database accessible by other systems to analyze, track, and manage customer
interactions.

CDP Data Model (B2C)
Individual
Events
Page visit
Order
Account?
Opportunity? Product?

Salesforce Data Model (B2B)
Account
Contact
Opportunity
Opportunity
Lines
Product
Events
Page visit

Data Stream
Data Source
What does this look like?
Salesforce
Marketing Cloud
S3 (.csv)
Accounts
Emails Sent
Orders.csv
Data Lake Object
(DLO)
Accounts
Emails Sent
Orders
Data Model
Object
(DMO)
Accounts
Emails Sent
Orders
Contacts
Contacts Contacts
Order Lines
Calculated
Insights/Data Actions
Total Orders
Opp - High Value
Case - Churn
Data View

What is a Data Lake? Eg. Snowﬂake
● BIG Database
● Large data volume storage
● Fast complex query/compute
● Not relational, 1 object related to another

What is Bring Your Own Lake (BYOL) / Zero Copy?
Data Stream
Data Source
Salesforce
Marketing Cloud
S3 (.csv)
Accounts
Emails Sent
Orders.csv
Data Lake
Synced Data
Accounts
Emails Sent
Orders
Data Model
Object
(DMO)
Accounts
Emails Sent
Orders
Contacts
Contacts Contacts
Order Lines
Calculated
Insights/Data Actions
Total Orders
Opp - High Value
Case - Churn

What is Bring Your Own Lake (BYOL) / Zero Copy?
Data Stream
(DLO)
Data Source
(BYOL)
Snowﬂake External Users
Data Model
Object
(DMO)
External Users
Calculated
Insights/Data Actions
Opp - High Value
Data Lake Object
(DLO)
Live Query
(Data Federation)

Data Share - Zero Copy
Data Share
Data Source
Snowﬂake Contacts
Data Model
Object
(DMO)
Contacts
Live Query

Data Cloud, More than a CDP by Matt Robison

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1. Data Cloud, More than a Marketing CDP

2. Who am I? Founder of Lightbox Logic - Marketing Cloud Connect Toolbox 19 Years in Enterprise Software Development Senior Salesforce Architect - Australian Securities Exchange (ASX) - Commonwealth Bank - Xero 16x Salesforce Certifications System & Application Architect Platform Developer 2 Mulesoft Certified Matt Robison

3. Marketing Cloud Connect Toolbox Slight promotion for our AppExchange product - here ● Marketing Cloud Email / SMS Activity in Salesforce ○ No Salesforce data storage used (no Individual Email Results) ○ Store and view real personalised emails and sms sent ○ Account level summary of all contacts for B2B customers ● Lead and Contacts Email Health ○ Sync All Subscriber Status: Active, Held, Bounced ○ Real time email address validation (via SFMC List Detective) ● Surface what Journeys your Lead and Contacts belong to ● Sync Lead and Contact email address changes back to Marketing Cloud ● Surface insights like Hot Engaging Leads for Sales teams

4. What is a CDP? Deﬁnition: A customer data platform (CDP) is packaged software that creates a comprehensive customer database accessible by other systems to analyze, track, and manage customer interactions.

5. What is a CDP? Deﬁnition: A customer data platform (CDP) is packaged software that creates a comprehensive customer database accessible by other systems to analyze, track, and manage customer interactions.

6. What is a CDP?

7. CDP Data Model (B2C) Individual Events Page visit Order Account? Opportunity? Product?

8. Salesforce Data Model (B2B) Account Contact Opportunity Opportunity Lines Product Events Page visit

9. What is a Data Cloud? More than a CDP

10. Data Stream Data Source What does this look like? Salesforce Marketing Cloud S3 (.csv) Accounts Emails Sent Orders.csv Data Lake Object (DLO) Accounts Emails Sent Orders Data Model Object (DMO) Accounts Emails Sent Orders Contacts Contacts Contacts Order Lines Calculated Insights/Data Actions Total Orders Opp - High Value Case - Churn Data View

11. What is a Data Lake? Eg. Snowﬂake ● BIG Database ● Large data volume storage ● Fast complex query/compute ● Not relational, 1 object related to another

12. What is Bring Your Own Lake (BYOL) / Zero Copy? Data Stream Data Source Salesforce Marketing Cloud S3 (.csv) Accounts Emails Sent Orders.csv Data Lake Synced Data Accounts Emails Sent Orders Data Model Object (DMO) Accounts Emails Sent Orders Contacts Contacts Contacts Order Lines Calculated Insights/Data Actions Total Orders Opp - High Value Case - Churn

13. What is Bring Your Own Lake (BYOL) / Zero Copy? Data Stream (DLO) Data Source (BYOL) Snowﬂake External Users Data Model Object (DMO) External Users Calculated Insights/Data Actions Opp - High Value Data Lake Object (DLO) Live Query (Data Federation)

14. Data Share - Zero Copy Data Share Data Source Snowﬂake Contacts Data Model Object (DMO) Contacts Live Query

15. DEMO

16. Q & A

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