Copy of the slides presented by Matt Robison to the SFWelly Salesforce user group community on May 2 2024. The audience was truly international with attendees from at least 4 different countries joining online. Matt is an expert in data cloud and this was a brilliant session.

1. Data Cloud,
More than a Marketing CDP

2. Who am I?
Founder of Lightbox Logic
- Marketing Cloud Connect Toolbox
19 Years in Enterprise Software Development
Senior Salesforce Architect
- Australian Securities Exchange (ASX)
- Commonwealth Bank
- Xero
16x Salesforce Certifications
System & Application Architect
Platform Developer 2
Mulesoft Certified
Matt Robison

3. Marketing Cloud Connect Toolbox
Slight promotion for our AppExchange product - here
● Marketing Cloud Email / SMS Activity in Salesforce
○ No Salesforce data storage used (no Individual Email Results)
○ Store and view real personalised emails and sms sent
○ Account level summary of all contacts for B2B customers
● Lead and Contacts Email Health
○ Sync All Subscriber Status: Active, Held, Bounced
○ Real time email address validation (via SFMC List Detective)
● Surface what Journeys your Lead and Contacts belong to
● Sync Lead and Contact email address changes back to Marketing Cloud
● Surface insights like Hot Engaging Leads for Sales teams

4. What is a CDP?
Definition:
A customer data platform (CDP) is packaged software that creates a comprehensive
customer database accessible by other systems to analyze, track, and manage customer
interactions.

5. What is a CDP?
Definition:
A customer data platform (CDP) is packaged software that creates a comprehensive
customer database accessible by other systems to analyze, track, and manage customer
interactions.

6. What is a CDP?

7. CDP Data Model (B2C)
Individual
Events
Page visit
Order
Account?
Opportunity? Product?

8. Salesforce Data Model (B2B)
Account
Contact
Opportunity
Opportunity
Lines
Product
Events
Page visit

9. What is a Data Cloud? More than a CDP

10. Data Stream
Data Source
What does this look like?
Salesforce
Marketing Cloud
S3 (.csv)
Accounts
Emails Sent
Orders.csv
Data Lake Object
(DLO)
Accounts
Emails Sent
Orders
Data Model
Object
(DMO)
Accounts
Emails Sent
Orders
Contacts
Contacts Contacts
Order Lines
Calculated
Insights/Data Actions
Total Orders
Opp - High Value
Case - Churn
Data View

11. What is a Data Lake? Eg. Snowflake
● BIG Database
● Large data volume storage
● Fast complex query/compute
● Not relational, 1 object related to another

12. What is Bring Your Own Lake (BYOL) / Zero Copy?
Data Stream
Data Source
Salesforce
Marketing Cloud
S3 (.csv)
Accounts
Emails Sent
Orders.csv
Data Lake
Synced Data
Accounts
Emails Sent
Orders
Data Model
Object
(DMO)
Accounts
Emails Sent
Orders
Contacts
Contacts Contacts
Order Lines
Calculated
Insights/Data Actions
Total Orders
Opp - High Value
Case - Churn

13. What is Bring Your Own Lake (BYOL) / Zero Copy?
Data Stream
(DLO)
Data Source
(BYOL)
Snowflake External Users
Data Model
Object
(DMO)
External Users
Calculated
Insights/Data Actions
Opp - High Value
Data Lake Object
(DLO)
Live Query
(Data Federation)

14. Data Share - Zero Copy
Data Share
Data Source
Snowflake Contacts
Data Model
Object
(DMO)
Contacts
Live Query

15. DEMO

16. Q & A