Ultimate Salesforce Data Cloud for Customer Experience 9789388590990

Table of contents :
Cover Page
Title Page
Copyright Page
Dedication Page
About the Author
About the Technical Reviewer
Acknowledgements
Preface
Errata
Table of Contents
1. Introducing Salesforce Platform
Introduction
Structure
Introducing CRM Platform
Salesforce: One of the top CRM Applications
Salesforce Ecosystem of Applications
Core Salesforce Platform
Marketing Cloud
Basic concepts to understand the Salesforce Platform
Salesforce Technical Architecture
Salesforce Data Model
Salesforce Security Model
Organization-level security
Object-level Security
Record-level Security
Field-level Security
Salesforce Customer 360
Benefits of Customer 360
Salesforce Data Cloud
Conclusion
Questions
Further Readings
2. Introduction to Customer Data Platform
Introduction
Structure
Introducing the Customer Data Platform (CDP)
Challenges Faced by Companies due to the Lack of a Single Source of Truth
How a CDP solves Customer Data Problems for Companies
Data types handled by CDPs
Classification of Data based on how it is Collected
Classification of Data based on the Nature of the Data Collected
Identity Resolution
Types of CDP
The High-Level Workflow of a CDP Platform
Tracking Plan, Event Tracking, and Event Streaming
Challenges faced by CDP Platforms
Conclusion
Questions
Further Readings
3. Going beyond CDP: Salesforce Data Cloud
Introduction
Structure
Introducing Salesforce Data Cloud
Problems solved by Salesforce Data Cloud addition to the Salesforce Ecosystem
Business use cases for Salesforce Data Cloud
Key Benefits offered by Salesforce Data Cloud
Key Concepts for understanding how Salesforce Data Cloud works
A High-level view of how Salesforce Data Cloud works
Making Customer 360 Real-time through Salesforce Data Cloud
Conclusion
Points to Remember
Questions
Further Readings
4. Salesforce Data Cloud Architecture
Introduction
Structure
Salesforce Data Cloud Architecture
Storage
Big Data Processing
Data Transformation, Lighting-enabled Data Tables, and Model Mappings
CDP Processing
Activation Channels
Control and Management Plane
Data Connectors and Ingress
Data Visualization and Analysis
The Lightning-based App, Setup, and Metadata
Difference Between Salesforce Architecture and Salesforce Data Cloud Architecture
Key Technical Benefits Offered by the Salesforce Data Cloud Platform
Salesforce Applications Powered by Salesforce Data Cloud
Data Cloud for Sales
Data Cloud for Service
Data Cloud for Contact Center
Frontline Service
WhatsApp-First Business Messaging
Data Cloud for Marketing
Data Cloud for Commerce
Conclusion
Points to Remember
Questions
5. Implementing a Customer Data Platform
Introduction
Structure
Prepare for Implementing a CDP Solution
Discovery Phase
Formulate a Steering Team
Document Business Use Cases
Analyze the Current State
Evaluate and Select the CDP Vendor
Define and Design
Prioritize Business Use Cases
Creating a Customer Data Strategy
Define Implementation Roadmap and Timeline
Risk Assessment and Mitigation Strategy
Create a Business Requirement Document
Create a Tracking Plan
Build Phase
Implement the Tracking Plan
Connect Data Sources to the CDP
Store the Customer Data
Identity Resolution
Consent Management
Deployment
Customer Data Segmentation
Customer Data Activation
Conclusion
Points to Remember
Questions
6. Implementing Salesforce Customer Data Cloud
Introduction
Structure
Solution Overview
Setup and Administration
Connecting Data Sources
Data Ingestion and Modeling
Identity Resolution
Calculated Insights
Segmentation
Activation
Conclusion
References
7. Data Security and Privacy
Introduction
Structure
Data Security
Why is data security so crucial?
Risks to data security
Mitigating data security risks
Data privacy
Why data privacy is so crucial now?
Important Privacy Frameworks
General Data Protection Regulation (GDPR)
Key Principles of GDPR:
Key Rights of Data Subjects under GDPR:
GDPR and Extraterritorial Scope:
Challenges of obtaining consent
The distinction between data security and data privacy
Data security and privacy features in a CDP
Cookie-less tracking and its impact
Future of data security and privacy
Conclusion
8. Success Stories with Salesforce Data Cloud
Introduction
Structure
Importance of success stories
Success story 1: Ford
Success story 2: Formula 1
Success story 3: Casey’s
Success story 4: Banco Inter
Success story 5: School Specialty
Conclusion
9. The Way Forward for Creating Great Customer Experiences
Introduction
Structure
Emerging trend: Generative AI
Difference between Gen AI and GPT
Future Prospects of Gen AI
Risks associated with Gen AI
Einstein GPT and Einstein Studio
Einstein GPT
Einstein Studio
AI use cases in Data Cloud
Data Cloud: What to expect in the future releases
Conclusion
10. Preparation for the Salesforce Data Cloud Consultant Exam
Introduction
Structure
Starting your preparation
Understanding the exam guide
Preparing for each section of the exam
Important information to remember for the exam
Exam tips
Mock questions with solutions and explanations
Conclusion
Useful Links
Index