Salesforce announced at Dreamforce 2023 that customers can use Data Cloud for free (for up to 10,000 unified profiles), which has led to many organizations wanting to take advantage of their freemium allowance. If you’ve enabled Data Cloud, what’s next?
In our first steps guide, we left the “connecting data sources” step as somewhat of a cliffhanger. We emphasized not only who can use Data Cloud but also why you should use it, aiming to keep expectations in line and stamp out misconceptions. In this article, we will outline some specific use cases to help streamline your future implementations and how they will benefit your org in the long run.
Defining Use Cases Before Implementing Data Cloud
An essential step before starting a Data Cloud project is to outline your use cases – in other words, define why you need a Customer Data Platform (CDP). This goes beyond integrating disconnected data sources or improving segmentation accuracy.
Incorrectly defined use cases lead to longer implementation times and ultimately to disappointment with CDPs as a whole. So how can you avoid this pitfall?
With the myriad scenarios Data Cloud enables, it’s easy to get lost. At Connections ‘24, Data Cloud was a spotlight feature, becoming the cornerstone of marketing automation. To realize these dream scenarios, you must understand how Data Cloud can benefit your team.
Importance of Identifying Use Cases
Defining use cases is crucial for several reasons:
- Focus: They provide a clear direction, serving as your ‘North Star’ during technical discovery and decision-making.
- Efficiency: Solving for specific, ROI-producing scenarios simplifies the process and prevents you from being overwhelmed by every potential segment, campaign, channel, or departmental need.
- Scalability: Starting with well-defined use cases allows you to add more over time, ensuring continuous value from your Data Cloud investment.
How Many Use Cases Are Enough?
Begin by outlining two or three use cases that can accelerate and improve your KPIs. Different teams, such as IT or Marketing, may drive the need for a Customer Data Platform (CDP), so define use cases that cater to varied needs. In some instances, like TD Bank, creating extensive use cases (over 70) and refining them regularly is necessary.
Starting With Use Cases
- Identify the Source of the Need: Understand where the need for a CDP originates in your organization – data team, marketing, or IT department. Remember, CDP implementation is a team effort that requires input from various stakeholders.
- Workshop Sessions: Organize workshops with your team and stakeholders to map out scenarios where a CDP can be beneficial. This helps in connecting the dots and clarifying team objectives, aiding future implementation.
Key Impact Areas
Some of the most impactful use cases involve:
- Growing sales
- Increasing engagement
- Boosting lead generation
- Driving up-sell opportunities
- Improving customer retention
- Decreasing costs
- Enhancing internal workflows
- Improving analytics and insights
Don’t overlook the potential impact of Data Cloud on your team’s workflow. One of the goals of modern marketing is breaking down silos and encouraging collaboration between departments like Sales, Marketing, and IT.
When creating use cases for Data Cloud, interview potential end-users to understand how it will impact them and ensure the change is positive rather than an extra layer of work.
Final Thoughts
I believe that involvement and collaboration are the pillars of successful implementations; how can you expect a 360-degree customer view when your teams aren’t working together?
Data Cloud offers myriad opportunities for engaging and retaining customers, as well as organizing data more sustainably. Before jumping on the CDP bandwagon, start with internal discussions and workshops to define use cases. This ensures that Data Cloud not only helps your team but also enables the entire organization to scale and excel.
Hopefully, this guide encourages you to organize a meeting with your co-workers to discuss how you can work more efficiently together using Data Cloud.