The IDs should also help Salesforce partner in areas where it is not directly involved, such as media buying and attribution.
Once Customer 360 has eliminated duplicates and strengthened the data attached to profiles, it can send those IDs to buying platforms or measurement partners such as Google, which announced an attribution partnership with Salesforce in June that marked the first time Google Analytics data was allowed to leave Google-owned systems.
Customer 360 is launching with products for a few common use cases, including linking data from its marketing and commerce clouds to connect, say, abandoned ecommerce shopping carts to online ad audiences or enabling live service agents to access a customer’s case history and lifetime value data, Stokes said.
“But where I see this growing,” he said, “is into something like an app store for integrations.”
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