Salesforce · Data 360
Data 360 Unify customer data for segmentation, activation, and AI grounding
Data 360 is Salesforce’s customer data platform capability for ingesting, harmonizing, and activating customer profiles across Salesforce and connected sources. Teams use it to build trusted segments for marketing, service personalization, analytics, and AI grounding without copying sensitive data into unmanaged silos. Ingestion connectors, identity rules, and activation destinations depend on your Data 360 licensing and connected clouds.
Salesforce consultingData 360
Key capabilities
What Data 360 supports
Capabilities vary by edition and add-ons. We scope implementation to the features your org is licensed to use.
Data ingestion & mapping
Bring batch and streaming data from CRM, warehouses, and partner systems into a governed model with documented field mappings.
Identity resolution
Match and unify profiles using rules you define so one customer view powers segments and downstream activations.
Segmentation & calculated insights
Build audiences from unified attributes and behaviors for campaigns, service prioritization, or analytics exports.
Activation to Salesforce & channels
Push segments and attributes back to Sales Cloud, Service Cloud, Marketing Cloud, or Agentforce when activation paths are licensed.
Data governance & consent
Apply policies for retention, consent flags, and access so unified profiles respect privacy and regional requirements.
Business challenges
Problems we address with practical design
Marketing and sales use different definitions of the same customer.
We align identity keys and golden profile attributes with stakeholders, then implement resolution rules tested against known duplicate scenarios.
Warehouse data never reaches the CRM in time for service interactions.
We design refresh cadence and activation fields so agents see recent signals without overloading Salesforce storage or API limits.
Segments are rebuilt manually before every campaign.
We publish reusable segment definitions in Data 360 with documented logic so marketers activate consistent audiences across channels.
Compliance teams cannot trace where personal data is used.
We document lineage, consent fields, and suppression propagation so audits show how data enters, merges, and exits the platform.
Data 360 Benefits
Unified customer profiles
Teams work from harmonized attributes and behaviors instead of conflicting list exports.
Benefit 1 of 4: Unified customer profiles
Considerations When Implementing Data 360
Salesforce products are licensed separately. Scope and features depend on your editions and contracts—not every capability applies to every org.
Source systems and priority order
Identify CRM, warehouse, commerce, and third-party feeds to onboard first based on business impact.
Identity rules and match keys
Define how profiles merge on email, account ID, or custom keys with test cases for known duplicates.
Consent and suppression propagation
Ensure opt-out and regional flags flow from sources through segments to activations.
Connector licensing and limits
Confirm Data 360 connectors and throughput match expected volumes and refresh windows.
Activation destinations
Plan which fields sync to Sales Cloud, Marketing Cloud, Service Cloud, or external tools.
Data stewardship roles
Assign owners for attribute definitions, merge exceptions, and segment approval.
Security and access to unified profiles
Restrict sensitive attributes to roles that require them for activation or analytics.
Best Practices for Data 360
Onboard high-value sources before long-tail feeds
Prove identity and segment value with core CRM and one external source before expanding ingestion.
Publish a customer attribute glossary
Document calculated insights and segment logic so activations do not reinterpret fields differently.
Test merge scenarios in sandbox
Validate household, B2B hierarchy, and duplicate person cases before production unification.
Monitor activation job failures
Alert stewards when sync jobs fail so campaigns and service rules do not run on stale segments.
Align retention with policy
Apply deletion and archival rules consistently across ingested and derived data.
Delivery
Our Approach to Data 360 Delivery
Axyvora implements Data 360 with data stewards and campaign or service owners engaged from the start—so unified profiles power activations teams trust.
1.Discovery and Roadmap
Discovery on sources, identity challenges, consent model, activation use cases, and licensed connectors.
2.Solution Design
Data model and identity resolution design with mapping documents and segment prototypes.
3.Configuration, Development, and Integration
Ingestion configuration, harmonization rules, calculated insights, and sandbox validation on sample populations.
4.Testing and User Acceptance
Activation setup to target clouds or exports with acceptance on segment counts and field values.
5.Training and Go-Live
Training for stewards and marketers on segment maintenance, job monitoring, and glossary updates.
6.Support and Continuous Improvement
Production cutover with monitoring on ingestion lag and activation errors; roadmap for additional sources.
FAQ
Common questions about Data 360
Answers reflect typical implementation planning. Editions, limits, and pricing are defined by your Salesforce agreements.
How does Data 360 relate to Marketing Cloud audiences?
Unified profiles can feed Marketing Cloud segments and journeys when activation is configured. We map which attributes must sync and how often for campaign accuracy.
Do we need a clean CRM before starting Data 360?
Some CRM hygiene helps, but Data 360 programs often run parallel cleanup. We prioritize high-impact sources and identity rules first, then expand ingestion as quality improves.
Can Data 360 support AI and analytics use cases?
Yes. Harmonized profiles support Agentforce grounding, Einstein features where licensed, and exports to analytics tools—within the connectors and policies your contract includes.
Salesforce Solutions
Activate Trusted Customer Data with Data 360
Axyvora helps you stand up Data 360 so segments and profiles reflect governed sources—not one-off spreadsheets—before you scale marketing, service, and AI use cases.
- Documented identity and attribute rules tested on real duplicate scenarios
- Segments and activations owned by named stewards with monitoring in place
- Consent and suppression behavior verified across downstream channels