January 2024

Data Cloud Bootcamp: Day 1

Salesforce Data Cloud

Overview
Salesforce Marketer Group (Phoenix)
@MCLearningCamp
 Vladimir Silak Minendra Bhattarai
Director, Partner Product Solution Architect, CSG
Success, Data Cloud
Thank You
Plan For Today

● Introduction & Overview of Salesforce Data Cloud

● Platform Demo

● Recommended Skills & Learning Options

● Q&A
Forward Looking Statements
This presentation contains forward-looking statements about, among other things, trend analyses and future events, future financial performance, anticipated growth, industry prospects, environmental,
social and governance goals, and the anticipated benefits of acquired companies. The achievement or success of the matters covered by such forward-looking statements involves risks, uncertainties and
assumptions. If any such risks or uncertainties materialize or if any of the assumptions prove incorrect, Salesforce’s results could differ materially from the results expressed or implied by these
forward-looking statements. The risks and uncertainties referred to above include those factors discussed in Salesforce’s reports filed from time to time with the Securities and Exchange Commission,
including, but not limited to: impact of, and actions we may take in response to, the COVID-19 pandemic, related public health measures and resulting economic downturn and market volatility; our
ability to maintain security levels and service performance meeting the expectations of our customers, and the resources and costs required to avoid unanticipated downtime and prevent, detect and
remediate performance degradation and security breaches; the expenses associated with our data centers and third-party infrastructure providers; our ability to secure additional data center capacity;
our reliance on third-party hardware, software and platform providers; the effect of evolving domestic and foreign government regulations, including those related to the provision of services on the
Internet, those related to accessing the Internet, and those addressing data privacy, cross-border data transfers and import and export controls; current and potential litigation involving us or our
industry, including litigation involving acquired entities such as Tableau Software, Inc. and Slack Technologies, Inc., and the resolution or settlement thereof; regulatory developments and regulatory
investigations involving us or affecting our industry; our ability to successfully introduce new services and product features, including any efforts to expand our services; the success of our strategy of
acquiring or making investments in complementary businesses, joint ventures, services, technologies and intellectual property rights; our ability to complete, on a timely basis or at all, announced
transactions; our ability to realize the benefits from acquisitions, strategic partnerships, joint ventures and investments, including our July 2021 acquisition of Slack Technologies, Inc., and successfully
integrate acquired businesses and technologies; our ability to compete in the markets in which we participate; the success of our business strategy and our plan to build our business, including our
strategy to be a leading provider of enterprise cloud computing applications and platforms; our ability to execute our business plans; our ability to continue to grow unearned revenue and remaining
performance obligation; the pace of change and innovation in enterprise cloud computing services; the seasonal nature of our sales cycles; our ability to limit customer attrition and costs related to
those efforts; the success of our international expansion strategy; the demands on our personnel and infrastructure resulting from significant growth in our customer base and operations, including as a
result of acquisitions; our ability to preserve our workplace culture, including as a result of our decisions regarding our current and future office environments or work-from-home policies; our
dependency on the development and maintenance of the infrastructure of the Internet; our real estate and office facilities strategy and related costs and uncertainties; fluctuations in, and our ability to
predict, our operating results and cash flows; the variability in our results arising from the accounting for term license revenue products; the performance and fair value of our investments in
complementary businesses through our strategic investment portfolio; the impact of future gains or losses from our strategic investment portfolio, including gains or losses from overall market
conditions that may affect the publicly traded companies within our strategic investment portfolio; our ability to protect our intellectual property rights; our ability to develop our brands; the impact of
foreign currency exchange rate and interest rate fluctuations on our results; the valuation of our deferred tax assets and the release of related valuation allowances; the potential availability of additional
tax assets in the future; the impact of new accounting pronouncements and tax laws; uncertainties affecting our ability to estimate our tax rate; uncertainties regarding our tax obligations in connection
with potential jurisdictional transfers of intellectual property, including the tax rate, the timing of the transfer and the value of such transferred intellectual property; uncertainties regarding the effect of
general economic and market conditions; the impact of geopolitical events; uncertainties regarding the impact of expensing stock options and other equity awards; the sufficiency of our capital
resources; the ability to execute our Share Repurchase Program; our ability to comply with our debt covenants and lease obligations; the impact of climate change, natural disasters and actual or
threatened public health emergencies; and our ability to achieve our aspirations, goals and projections related to our environmental, social and governance initiatives.

Updated: September 28, 2022

The AI revolution is a

data
revolution
Data-Driven Companies Outperform the Rest

20x 3x 170%
increase in ROI for fan growth turned into increase in known site
marketing campaigns lasting loyalty users year over year

Improve Return on Convert Engagement into Unlock Insights with a

Investments Revenue Single Source of Truth
 Modern Enterprise Data Management Requirements

Velocity Variety Veracity Volume Value

The ability to ingest data The ability to take data in The capability to use The need for a highly The ability to connect
at various speeds, multiple models, with a direct and advanced scaled, cloud-based that data to systems --
whether in batch mode large variety of different matching to de-duplicate infrastructure that can including an open
or in streaming format field names, and easily various IDs and contacts store massive amounts of ecosystem of developers
from disparate systems map them into a single and provision a unified fast-moving customer -- to power
to consolidate your entire information model to profile data for big data enterprise-wide digital
first-party data asset unify your data processing transformation
But Connecting All Your Data Isn’t Easy

Web and Mobile Advertising

ML Platforms Data Lakes & Warehouses

The average
ERP 1,06
company has Financial Management

Point of Sale

Order Management
1
different
applications
Analytics

Human Resources

Source: MuleSoft Connectivity Benchmark 2023

Islands of disconnected data
of company applications
71% are disconnected

Source: 2023 MuleSoft Connectivity Benchmark Report.

 SofiaAlmaSt
rawleyLloyd

Most Brands Struggle to Create a Single Source of

Truth
~78%
Duplicates Guest Orders Legacy Loyalty Data
Unintentional Gold member
Service Profiles
00800 753 3333
Samantha Smith Guest Checkout
Samantha Smith,
Samantha Smith [email protected],
[email protected] +44 800-753-2333

Different phone numbers Commerce Profile

Sam Smith
[email protected]
In-Store POS Data (0) 800-753-2333
SKU 8wr7013 Multiple Emails

Marketing Profiles
[email protected] Community Profile
StylishSam
[email protected] Known & Social Handle
~75% Unknown Data BI Tools/Data Science Only
No Name High LTV
Salesforce Data Cloud
A hyperscale data engine built into Salesforce
Know your customers
Connect, federate, and harmonize data from any product
and system into a complete view of every customer

Act on AI in the flow of work

Empower teams to engage customers, at every touchpoint,
with relevant data and insights on the #1 AI CRM

Enrich your data with open access

Integrate any system seamlessly with Data Cloud, an open
and extensible data platform

Data Cloud Enrichments GA | Winter ‘24

Data Cloud Triggered Flows GA | Winter ‘24

BYOL with Snowflake Data Shares GA | Now 350B+

customer profiles
BYOL with Google BigQuery Pilot | Winter ‘24 activated
per month
BYOL with AWS and Databricks Coming Soon
Source: Salesforce Data Cloud Records
Data Cloud is Open & Extensible

Bring Your Own Lake First-Party Advertising

Bring Your Own Model AppExchange

Data Cloud

50+
partner apps
and experts
The Foundation of
Customer 360
Cross-Sell & Upsell

Unified Health Scoring

Proactive Service

Personalized Finance
Automated
Engagement

Personalized
Merchandising

2T+
records
processed per
month

Source: Salesforce Data Cloud Records

Data Cloud
unlocks your data
Canvas
Tableau Heroku
(Quip)
SegmentStudio
Einstein Generation
Google Vertex AI
Amazon SageMaker

How Data Cloud Works

Data Systems Connect at Hyperscale Harmonize Activate

CRM
Calculated Insights
Out-of-the-Box Data Spaces
Connectors
Segmentation
Cloud Storage
Amazon S3 MuleSoft Anypoint Data Models
Platform
Google Cloud Automations

Microsoft Azure
Bring Your Own Data Mapping
Lake Analytics
Data Lakes & Warehouses
Open Access
Snowflake Bring Your Own Lake
Data Bundles Identity Resolution First-Party Advertising
Google BigQuery AppExchange
MuleSoft

Mobile & Web

Streaming & Batch Data Graphs Grounded AI
Data Ingestion
APIs & SDKs
Segment Generation
Legacy Systems Streaming & Batch
Data Transforms
Einstein Copilot Studio
Google Vertex AI
Amazon SageMaker
SegmentStudio
Einstein Generation
Google Vertex AI
Amazon SageMaker

How Data Cloud Works

Data Systems Connect at Hyperscale Harmonize Activate

CRM
Calculated Insights
Out-of-the-Box Data Spaces
Connectors
Segmentation
Cloud Storage
Amazon S3 MuleSoft Anypoint Data Models
Platform
Google Cloud Automations

Microsoft Azure
Bring Your Own Data Mapping
Lake Analytics
Data Lakes & Warehouses
Open Access
Snowflake Bring Your Own Lake
Data Bundles Identity Resolution First-Party Advertising
Google BigQuery AppExchange
MuleSoft

Mobile & Web

Streaming & Batch Data Graphs Grounded AI
Data Ingestion
APIs & SDKs
Segment Generation
Legacy Systems Streaming & Batch
Data Transforms
Einstein Copilot Studio
Google Vertex AI
Amazon SageMaker
SegmentStudio
Einstein Generation
Google Vertex AI
Amazon SageMaker

How Data Cloud Works

Data Systems Connect at Hyperscale Harmonize Activate

CRM
Calculated Insights
Out-of-the-Box Data Spaces
Connectors
Segmentation
Cloud Storage
Amazon S3 MuleSoft Anypoint Data Models
Platform
Google Cloud Automations

Microsoft Azure
Bring Your Own Data Mapping
Lake Analytics
Data Lakes & Warehouses
Open Access
Snowflake Bring Your Own Lake
Data Bundles Identity Resolution First-Party Advertising
Google BigQuery AppExchange
MuleSoft

Mobile & Web

Streaming & Batch Data Graphs Grounded AI
Data Ingestion
APIs & SDKs
Segment Generation
Legacy Systems Streaming & Batch
Data Transforms
Einstein Copilot Studio
Google Vertex AI
Amazon SageMaker
SegmentStudio
Einstein Generation
Google Vertex AI
Amazon SageMaker

How Data Cloud Works

Data Systems Connect at Hyperscale Harmonize Activate

CRM
Calculated Insights
Out-of-the-Box Data Spaces
Connectors
Segmentation
Cloud Storage
Amazon S3 MuleSoft Anypoint Data Models
Platform
Google Cloud Automations

Microsoft Azure
Bring Your Own Data Mapping
Lake Analytics
Data Lakes & Warehouses
Open Access
Snowflake Bring Your Own Lake
Data Bundles Identity Resolution First-Party Advertising
Google BigQuery AppExchange
MuleSoft

Mobile & Web

Streaming & Batch Data Graphs Grounded AI
Data Ingestion
APIs & SDKs
Segment Generation
Legacy Systems Streaming & Batch
Data Transforms
Einstein Copilot Studio
Google Vertex AI
Amazon SageMaker
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manually or work in
 Kia Connect Transforms Service Delivery to
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Connected Cars
place an image over this box
manually or work in Easily analyzes data points to create meaningful insights by collecting and unifying
car & customer data into one single source of truth

Builds personalized offers & promotions to push them into the car display, KIA
Connect App and all channels of preference

Informs of new products and services based on data modeling from customer
behavior before, during, and after drives

Billions 3 Month 500K

of events implementation electric vehicle
integrated & period to deliver first customers delivered
harmonized use-case in EMEA

MARKETING ANALYTICS SUCCESS MOBILE EXPERIENCES

Technical Capabilities
Few details to keep in mind
Data Cloud Capability Map
Simplistic
Architecture
View
Data Cloud Platform vs Core CRM Platform
Platform Storage Benefit
Data Cloud Platform CRM Platform
- Built for High volumes of data - User Interface
- Data Partitioning (Bucket/Date) - Search for records
allows for faster reads/writes and - View/Edit/Delete records
scales well with high volumes - Automation
- Large ingestion volume (ie. - Run on record creation/modification
refreshing all 60M contact records - Create/Merge/Delete
takes about an hour) - Apply permissions on object/record level
- Modeling - Built in service/loyalty application functionality
- Flexibility to map/unmap data powered by metadata
- Identity Resolution - Ideal for users who need to actively interact with
- Possibility of unifying non-member the data on a record basis
and member data

Data Cloud is a highway for data,

The Salesforce Core CRM is inherently
allowing for high throughput and
built with more permission, auditing,
volume. There may be some toll
and validation functionality with its
booths to check and validate data,
data. This requires more checkpoints for
but architecturally, it is designed to
data to move in, out, and within the
keep the main flow of data
system.
continually flowing
Data Residency

Refer to KB article for

currently available locations:
https://help.salesforce.com/s/articleView?id=000396455
Let's Explore the Platform

Is it Demo time yet?

Recommended Skills - Data Cloud Administrator

● Have foundational knowledge of Salesforce Platform, Salesforce Administrator certification

preferred
○ Know and able to configure user roles and object permissions
○ Be familiar with flows
○ Capable of configuring custom reports and dashboards

● Have foundational knowledge of other clouds (e.g. Marketing, Sales & Service, Commerce)
○ Know and able to configure user, access & permissions
○ Be familiar with data management in respective cloud environments
○ Know the data model, how people's profiles are expressed and other key data entities

● Be familiar with Cloud Storage services/providers

○ Be able to configure and manage cloud storage location(s)
○ Be able to troubleshoot and configure access permissions to file location
Recommended Skills - Data Cloud Developer

● Intermediate knowledge of Salesforce Platform, Platform Developer

certification preferred
● Advanced knowledge of ANSI SQL

● Proficient with REST APIs, Salesforce Platform APIs

Recommended Skills - Data Cloud Consultant

● Experienced in Data Strategy, Design & Modelling, Discovery

● Be able to design cross-platform identity strategy

● Be able to differentiate between Data Warehouse, MDM, Data Lakes

functions
Recommended Learning

● Getting Started with a Customer Data Platform (step-by-step guide)

https://www.salesforce.com/resources/guides/getting-started-with-a-customer-data-platform/

● Data Illustrated Series

https://www.youtube.com/watch?v=YQGNwpp86AA&list=PLpR3ykCk9iej8EHl7AR44AiT6zCYijwa9

● Prepare for your Salesforce Data Cloud Consultant Credential Trailmix

https://trailhead.salesforce.com/users/strailhead/trailmixes/prepare-for-your-data-cloud-consulta
nt-credential
Questions & Feedback?