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A unified Customer 360 that activates the business.
Data Cloud turns scattered data into unified profiles and audiences you can activate in real time. We implement it from blueprint to rollout, connecting Marketing Cloud, Sales, Service, Commerce, WhatsApp, and paid media, with LGPD built in from day one.
Data Cloud is neither an analytical data warehouse nor a sending tool. It is the layer that unifies sources, resolves identity, and delivers complete profiles to the people who sell, serve, and communicate.
From the unified profile to every channel
Unified data only creates value when it leaves the shelf. We design the activation blueprint for each channel and implement the connectors.
How we run a Data Cloud project
The CDP treated as infrastructure: data discipline, governance, observability, and an activation roadmap.
Data model first
Workshops with marketing, IT, product, and compliance to extend the Salesforce canonical model into a lean, reusable model.
Ingestion from any source
CRM, e-commerce, app, ERP, WhatsApp, and customer service come in with a defined ingestion architecture and governance.
Measured activation
A blueprint per channel, connectors implemented, and uplift measured in A/B tests, with the activation cadence adjusted continuously.
LGPD with your DPO
A privacy blueprint designed with the client's DPO and controls implemented from the first ingestion.
From source to channel, in a single profile
Ingestion, harmonization into the canonical model, and identity resolution build the unified profile; insights and segments take that profile to every channel.
- CRMSales and Service Cloud
- E-commerce and appOrders and behavior
- ERP and WhatsAppRecords and conversations
- IngestionAny data source
- HarmonizationCanonical model (CIM)
- Unified profileIdentity resolution
- Insights and AILTV, churn, and propensity
- SegmentationNo-code segments
- Marketing CloudCampaigns and journeys
- Salesforce cloudsSales, Service, and Commerce
- Media and WhatsAppGoogle, Meta, and webhooks
Reference flow. Data Cloud also connects to Snowflake, BigQuery, and Redshift via Zero-Copy Data Sharing, without copying the data.
Data Cloud, Marketing Cloud, or a warehouse: when to use each
The three pieces coexist in the same stack, each with a different role.
| Piece | Use it to | Watch out |
|---|---|---|
| Data Cloud (CDP) | Unify sources, resolve identity, and activate audiences in near real time on any channel. | It doesn't send messages: it powers the tools that do. |
| Marketing Cloud | Orchestrate campaigns and journeys across email, push, SMS, and mobile. | Without a unified profile, each journey sees only part of the customer. |
| Data warehouse (Snowflake, BigQuery, or Redshift) | Historical analysis: it remains the primary analytical system. | Data Cloud doesn't replace it; the two connect via Zero-Copy Data Sharing. |
Three scenarios where Data Cloud makes a difference
Where the unified profile matters most, and how we design each one.
Omnichannel personalization
Unified profiles feed Marketing Cloud and the storefront for consistent journeys across email, push, site, app, and WhatsApp.
Churn prediction and retention
Calculated Insights and Einstein generate a continuous churn score, and segments trigger preventive campaigns automatically.
LGPD and consent
Consent capture, per-channel opt-out, and the right to be forgotten centralized in Data Cloud, with a full audit trail.
Identity resolution, done methodically
It is the feature that changes the customer experience the most, and also the most delicate. That's why we calibrate it in cycles until the team trusts the unified profile.
- Deterministic rules on identical email, CPF (Brazilian taxpayer ID), or phone number.
- Probabilistic rules on name, phone, and city to fill the gaps.
- A conservative starting point, with no risky profile merges.
- False positives and negatives measured on a controlled sample.
- Thresholds adjusted and coverage expanded gradually.
- Activation on sensitive channels, such as WhatsApp and customer service, only with a validated profile.
Frequently asked questions
What is Salesforce Data Cloud?
It is the Salesforce Customer Data Platform (CDP). It ingests data from multiple sources, harmonizes it into a canonical model, resolves customer identity, and activates audiences in real time for Marketing Cloud, Sales, Service, Commerce, and external channels.
What is the difference between Data Cloud and Marketing Cloud?
Marketing Cloud is the campaign orchestration platform (email, push, SMS, mobile). Data Cloud is the data layer that feeds Marketing Cloud, and the other clouds, with unified profiles, calculated segments, and real-time events. Data Cloud doesn't send messages; it powers the tools that do.
Does Data Cloud replace a data warehouse?
No, it complements it. Warehouses such as Snowflake, BigQuery, and Redshift remain the primary analytical system. Data Cloud integrates with them via Zero-Copy Data Sharing and focuses on the operational activation of customer data; the warehouse focuses on historical analysis.
How does data harmonization work?
Data Cloud applies the Salesforce canonical model, the CIM (Customer Information Model): sources are mapped to standardized objects such as Individual, Account, Contact Point, and Order. That way, data from different systems speaks the same language and can be combined in segmentation.
What is Identity Resolution?
It is the process of merging multiple records of the same person into a Unified Individual. Data Cloud uses deterministic rules (matching on email, CPF, or phone) and probabilistic rules (fuzzy matching) to consolidate profiles scattered across e-commerce, CRM, WhatsApp, app, and ERP.
Is Data Cloud LGPD-compliant?
Yes. It has native features for consent, per-channel opt-out, the right to be forgotten, data provenance tracking, and masking. CCX designs the LGPD blueprint together with the client's DPO and implements the controls from day one.
How soon will I see value from Data Cloud?
The first gains arrive in 60 to 90 days, with the first ingestion and the first segment activated in Marketing Cloud. Full value, with multiple sources, stable identity resolution, Calculated Insights, and omnichannel activation, comes in 6 to 9 months. CCX delivers in sprints, with monthly milestones.
Do I need other Salesforce clouds to use Data Cloud?
Ideally yes, because that's where it delivers the most value. But Data Cloud can also act as a standalone CDP, ingesting from any source and activating to external channels such as WhatsApp, Google Ads, Meta, and webhooks. The decision depends on the client's stack.
Activate your Customer 360.
Thirty minutes with a CCX engineer, at no cost, to map data sources, risks, and the first activation step in Data Cloud.