Data Cloud: The Importance of Having a Unified Profile for Effective Customer Engagement
April 8, 2024
This article was written by Sean Byrne, Data Specialist
The Challenge of Disparate Data
Nonprofits today have access to a vast array of data, from email engagement metrics and online/offline donor information to operational data from various CRMs. However, this data is often scattered across different systems, making it challenging to gain a unified view of donors. This fragmentation not only impedes effective decision-making, but also introduces risks such as duplicate records and inaccurate data.
The Solution: Salesforce Data Cloud
Salesforce Data Cloud offers a comprehensive solution to this challenge. With a range of out-of-the-box connectors for popular platforms like Marketing Cloud, Amazon S3, and Google Cloud Storage, nonprofits can easily ingest data from multiple sources. Additionally, use the Mulesoft Anypoint for connectors to hundreds of other systems, and the Ingestion API for custom integrations. Data Cloud provides the flexibility to declaratively build a unified Data Model that meets your organization’s needs. As Salesforce likes to say, it’s all “Clicks, Not Code”!
Unified Data and the Salesforce Customer 360 Data Model
Using Data Cloud, nonprofits can unify engagement data from Marketing Cloud, day-to-day data from Nonprofit Cloud, and website data to create a holistic view of donors. Data Cloud uses the canonical Salesforce Customer 360 Data Model for harmonization, ensuring that data is standardized and consistent across systems. For handling duplicate data across multiple systems ingested, Data Cloud utilizes a concept called “identity resolution”. This allows users to define matching and merging criteria, creating a unified profile.
Benefits of Unified Profiles
A unified profile is a comprehensive view of an individual (or organization) that combines data from various sources to create a single, cohesive record. Unified profiles enable nonprofits to segment individuals for targeted marketing campaigns and activate these insights in external systems like Marketing Cloud. Using unified and harmonized data, organizations can confidently use BI tools to craft reports and visualizations. Furthermore, with strong integration into the Salesforce Einstein AI platform, Data Cloud enables nonprofits to implement predictive analytics and leverage AI-driven insights for informed decision-making.
Taking Action with Unified Data
With Data Cloud, nonprofits can trigger automations in their CRM based on changes to unified data. For example, updates to leads and contacts can be automatically applied, and emails or other actions can be triggered through Salesforce Flow.
Salesforce Data Cloud offers nonprofits a powerful tool to unify and harmonize their data, providing a clear, accurate, and actionable view of donors. By leveraging Data Cloud, nonprofits can enhance their fundraising efforts, improve donor engagement, and drive greater impact in their communities.
Discover the power of Salesforce Data Cloud and revolutionize your organization's approach to donor management. Unlock the potential of unified data and drive greater impact for your nonprofit by connecting with one of our experts!
About the Organization
Belmar Consulting is an award-winning Salesforce implementation partner, who works with various organizations and enables them to succeed in their digital transformation journey. We combine our intimate knowledge of the public sector and the nonprofit industry with Salesforce to create and implement innovative solutions for our clients. Belmar’s dedication to delivering successful client projects means our clients are more effective in their role to fulfill their organizational missions.
