Harmonization
Automatic mapping of sources to the Customer Information Model (CIM). Heterogeneous data becomes comparable and combinable.
Salesforce Data Cloud
A unified Customer 360 that truly activates the business
Data Cloud turns scattered data into unified profiles and real-time activatable audiences. CCX Company delivers from blueprint to roll-out, connecting Marketing Cloud, Sales, Service, Commerce, WhatsApp and paid media — with LGPD compliance built in.
- Ingestion from any source (CRM, ecommerce, app, ERP)
- Deterministic and probabilistic Identity Resolution
- Near real-time Calculated Insights
- Omnichannel activation (Marketing, Ads, WhatsApp)
- Native integration with Einstein AI
- LGPD-ready from day one
CDP
Customer Data Platform
360°
Customer view
Real-time
Activation
LGPD
Native compliance
What is Data Cloud
Native CDP from Salesforce
Data Cloud is the data layer that unifies sources, resolves identity and activates audiences. It's not an analytical data warehouse nor a delivery tool: it's what feeds Marketing Cloud, Sales, Service, Commerce and external channels with complete, real-time profiles.
Ingestion
Unification
Activation
Core capabilities
Six pillars that activate Data Cloud
Identity Resolution
Deterministic (email, tax ID) and probabilistic rules to unify duplicate records into a Unified Individual per customer.
Calculated Insights
Calculated metrics (LTV, recency, frequency, churn score) continuously updated and available in segmentations.
Segmentation
No-code creation of complex segments with hundreds of attributes and events. Near real-time updates.
Activation
Segment activation in Marketing Cloud, Sales/Service, Commerce, Google Ads, Meta, WhatsApp and webhooks.
Einstein AI
AI models (propensity, recommendation, LLMs) applied over unified profiles — predictions ready for activation.
Use cases
Three scenarios where Data Cloud shines
Omnichannel personalization
Unified profiles feed Marketing Cloud and storefront for consistent journeys across email, push, site, app and WhatsApp.
Churn prediction & retention
Calculated Insights + Einstein generate a continuous churn score. Segments automatically trigger preventive campaigns.
LGPD & consent
Consent capture, per-channel opt-out and right-to-be-forgotten centralized in Data Cloud, with full audit trail.
Native integrations
Ready-made connectors for the ecosystem
Data Cloud connects out-of-the-box with the entire Salesforce family and with the market's leading data warehouses via Zero-Copy Data Sharing.
Marketing Cloud
Sales Cloud
Service Cloud
Commerce Cloud
Tableau CRM
Snowflake
BigQuery
Amazon Redshift
Deep dive
Why CDP became critical infrastructure
In the last decade, the number of customer data sources has exploded: site, app, CRM, WhatsApp, chat, email, ads, physical stores, surveys, customer service. Each system holds part of the truth and none has the complete customer. The CDP was born to solve this, unifying profiles and making data activatable in real time. Data Cloud is Salesforce's answer, integrated with Customer 360 and enabling every digital agent — Marketing, Sales, Service, Commerce — to make decisions based on the same customer profile. CCX Company treats CDP as infrastructure: data discipline, ingestion architecture, governance, observability and an activation roadmap.
How to design the data model
The success of Data Cloud depends on a solid canonical model. Salesforce offers the CIM (Customer Information Model) as a starting point, but every operation needs to extend it to reflect its specifics: product types, owned channels, business segmentations, regulatory attributes. CCX runs data modeling workshops with marketing, IT, product and compliance teams to arrive at a lean, reusable model ready to scale. A well-built model avoids rework in nearly 100% of future activation projects.
Identity Resolution in practice
Identity Resolution is the feature that most transforms the customer experience, and also the most delicate. Deterministic rules (match by identical email or tax ID) are reliable but cover only part of the cases. Probabilistic rules (fuzzy match by name + phone + city) cover the gaps, but require careful calibration. CCX applies an iteration framework: starts with conservative rules, measures false positives and negatives in a controlled sample, adjusts thresholds and expands gradually. The result is a Unified Profile the team trusts — a necessary condition to activate on sensitive channels like WhatsApp and support.
Activation: taking data off the shelf
Unified data only generates value when it leaves the shelf. Data Cloud activates segments in Marketing Cloud (campaigns, journeys), Sales (lead prioritization), Service (full context in support), Commerce (catalog personalization), Google/Meta Ads (custom audiences), WhatsApp (segmented broadcasts) and webhooks for any custom channel. CCX designs the activation blueprint per channel, implements the connectors, measures uplift in A/B tests and continuously tunes the activation cadence. Without activation, CDP is too expensive; with well-executed activation, it's the highest-ROI investment in marketing and CX.
FAQ
Frequently asked questions
O que é Salesforce Data Cloud?
Salesforce Data Cloud é a plataforma de Customer Data Platform (CDP) da Salesforce. Ingere dados de múltiplas fontes, harmoniza em um modelo canônico, resolve identidade de cliente e ativa audiências em tempo real para Marketing Cloud, Sales, Service, Commerce e canais externos.
Qual a diferença entre Data Cloud e Marketing Cloud?
Marketing Cloud é a plataforma de orquestração de campanhas (email, push, SMS, mobile). Data Cloud é a camada de dados que alimenta Marketing Cloud (e outras clouds) com perfis unificados, segmentos calculados e eventos em tempo real. Data Cloud não envia mensagens; potencializa quem envia.
Data Cloud substitui um data warehouse?
Não. Data Cloud é complementar. Warehouses (Snowflake, BigQuery, Redshift) continuam sendo o sistema analítico principal. Data Cloud integra com eles via Zero-Copy Data Sharing e foca em ativação operacional de dados de cliente — o warehouse foca em análise histórica.
Como funciona a harmonização de dados?
Data Cloud aplica o modelo canônico da Salesforce (CIM — Customer Information Model): as fontes são mapeadas para objetos padronizados (Individual, Account, Contact Point, Order). Isso permite que dados de sistemas diferentes falem a mesma língua e possam ser combinados em segmentações.
O que é Identity Resolution?
É o processo de juntar múltiplos registros de uma mesma pessoa em um Unified Individual. Data Cloud usa regras determinísticas (match por email, CPF, telefone) e probabilísticas (match fuzzy) para consolidar perfis espalhados em ecommerce, CRM, WhatsApp, app e ERP.
Data Cloud atende LGPD?
Sim. Tem recursos nativos para consentimento, opt-out por canal, right-to-be-forgotten, rastreio de proveniência de dados e mascaramento. A CCX desenha o blueprint LGPD junto com o DPO do cliente e implementa controles desde o primeiro dia.
Em quanto tempo vejo valor com Data Cloud?
Quick wins em 60-90 dias (primeira ingestão, primeira segmentação ativada em Marketing Cloud). Valor pleno (múltiplas fontes, identity resolution estável, Calculated Insights, ativação omnichannel) em 6-9 meses. A CCX entrega em sprints com marcos mensais.
Preciso ter outras Salesforce clouds para usar Data Cloud?
Idealmente sim, porque é onde ele mais entrega valor. Mas Data Cloud também pode atuar como CDP independente, ingerindo de qualquer fonte e ativando para canais externos (WhatsApp, Google Ads, Meta, webhooks). A decisão depende do stack do cliente.
Let's talk
Ready to activate your Customer 360?
In two sessions we deliver source discovery, initial blueprint and activation roadmap for your operation on Data Cloud.
+55 (11) 2427-6839 • [email protected]