Build An Operational Customer Profile - Data Cloud Double Click | Salesforce

Welcome to Data Cloud doubleclick where we demo live product to show you exactly how Salesforce helps customers solve their top use cases across the customer lifecycle. We'll use a fictional outdoor retail brand NTO as our example company. In this video, we're going to go behind the scenes to show you how to create an operational customer profile that everyone in the business can quickly access and easily action on to power their business use cases. We'll break it down into three simple steps. 1 connecting all of your first party data, 2 harmonizing it by mapping incoming data to the data model and three Unifying that data with identity resolution. Let's dive in. Connecting all your customer data starts with defining a dataspace strategy. Data spaces allow NTO to separate their data by lines of business, brand or region so only teams that need the data can access it. Today, NTO plans to bring in new CRM data that will only be used by teams in North America. Now that NTO knows where they want their data to live, they need to get it into Data Cloud by creating a new data stream using native connectivity to Salesforce CRM, they can import data with just a few clicks. And if their data lives outside of Salesforce, no worries. We have zero ETL data access with partners like Snowflake and Google Bigquery as well as Mulesoft. As they bring data into the platform, NTO can perform different transformations to ensure that the data is clean and prepped for use. Data Cloud supports these types of data transformations using a visual builder. Next, we'll show you how to harmonize your data. Data Cloud allows NTO to define relationships between incoming data and a standardized data model using a drag and drop interface to map fields to their related objects. Finally, we'll show you how to unify your data so it's ready to activate. Identity Resolution takes all the information NTO has gathered around their customers and stitches it together to produce an operational customer profile. This process starts with defining match and reconciliation rules. Match rules link individual source profile records together based on different identifiers from different systems like email, phone number or device id. Here, NTO adds another rule to indicate that profile unification should occur if two normalized addresses were are found to be an exact match. Reconciliation rules determine which attributes are used for the unified operational customer profile. For example, if a customer's primary language equals Spanish in the data source, but several other data sources say English as their primary language, the system will choose English. Once these steps are complete, NTO can build an operational profile view that has everything they know about a given customer and their interactions with the brand. So to quickly recap, you just saw how you connect, harmonize and unify all your data to create an operational customer profile that anyone in the business, from marketing to commerce, sales and service can quickly access and easily action on to power their business use cases. And that's our double click into Data Cloud.