Salesforce Data Cloud and Plauti

Yves Sinkgraven
Written by Yves Sinkgraven in Blog
October 06, 2023
Reading time: less than a minute

Are you ready for the upcoming changes in the digital marketing landscape? Google's announcement of phasing out third-party cookies by early 2024 has sent ripples across the industry. As the era of third-party tracking comes to a close, the reliance on first-party (customer 360) data is set to become more critical than ever. So, the question is: How can you make the most of your first-party data in this evolving landscape?

Data Cloud customer 360

Google phasing out cookies in early 2024

Since Google announced its plan to phase out the use of third-party cookies, the reliance on first-party (customer 360) data will become stronger. You should prepare to get the most out of your first-party (customer 360) data now.

First-party (customer 360) data first

First-party (customer 360) data is the most valuable data entering your organization via your own channels. This is the best data for understanding your customer personally. First-party data refers to the information collected directly from users who interact with a company's own website, app, or other digital properties. This data is typically considered more reliable and accurate because it comes directly from user interactions and is under the control of the company itself.

With the phasing out of third-party cookies, which are often used for tracking users across different websites, marketers will have to find alternative ways to gather information about user behavior and preferences. First-party (customer 360) data becomes more valuable in this context because it allows companies to understand their own audience and tailor their marketing efforts accordingly.

Marketing teams will increasingly rely more on first-party (customer 360) data for:


First-party (customer 360) data can be used to personalize user experiences on a company's website or app. By analyzing user behavior and preferences, marketers can deliver more relevant content and recommendations.

Targeted Advertising

Companies can use their first-party (customer 360) data to create targeted advertising campaigns within their own digital properties. This might involve segmenting users based on their interactions and preferences.

Customer Insights

First-party (customer 360) data provides insights into customer behavior, preferences, and trends. This information can help companies refine their marketing strategies and develop products or services that better align with customer needs.

Email Marketing

First-party (customer 360) data can be used to send targeted email marketing campaigns. By understanding user preferences and behavior, companies can send more relevant and engaging emails.

First-party (customer 360) data for AI Cloud

First-party data is crucial for Salesforce's use with Data Cloud because it forms the foundation for creating effective AI-driven insights, customer engagement, and overall business performance.

Think of first-party data as the "crude oil" of a business and Salesforce's Data cloud as the ‘’engine’’. To get the best performance from the engine, you need to send your data to a "refinery" that transforms this crude oil into clean petroleum. That’s where Plauti Data Management (PDM) comes in. PDM is the data refinery that cleans your data so that when it’s used by Salesforce AI Cloud, it’s the best data possible. Putting poor data into Salesforce AI Cloud is like putting the wrong petrol into a race car.

Data Cloud flow

Marketing angle and focus:

  • First-party (customer 360) data first. It’s the data that matters most. When cookies are phased out by Google, your first-party (customer 360) data will become increasingly valuable.
  • 3rd party data will become harder to acquire as we shift to a world with more privacy controls
  • First-party (customer 360) data is the new crude oil. PDM is the refinery that gets that oil ready for the AI engine (Salesforce AI Cloud).
  • You wouldn’t put cheap petrol into a Lamborghini, so why would you put cheap data into Salesforce AI Cloud

Unleashing the Power of Customer 360 Data in a Cookieless World

In conclusion, the impending phase-out of third-party cookies by Google signals a significant shift in the digital marketing landscape. As marketers, we must adapt and thrive in this changing environment. One key takeaway is the paramount importance of customer 360 data.

Your customer 360 data, gathered directly from your own digital channels, is not just data; it's a treasure trove of insights into your customers' preferences, behaviors, and needs. With the demise of third-party tracking, this data becomes more valuable than ever, serving as the cornerstone of personalized marketing, targeted advertising, customer insights, and effective email campaigns.

Furthermore, in the world of Salesforce's Data Cloud and AI-driven solutions, customer 360 data is the raw material that powers the engine of innovation and customer engagement. Just as a high-performance racecar requires top-quality fuel, Salesforce AI Cloud demands the finest data to deliver optimal results. That's where Plauti Data Management steps in as the essential refinery, ensuring your data is in prime condition for the AI journey ahead.

As we navigate toward a future with tighter privacy controls and scarce third-party data, remember the marketing focus:

  • Prioritize your customer 360 data.
  • Prepare for a world where third-party data is harder to come by.
  • Understand that customer 360 data is your new crude oil.
  • Trust in PDM to refine your data for Salesforce AI Cloud.

Embrace these principles, and you'll not only weather the changes in the marketing landscape but also position your organization for success in the era of data-driven, AI-powered marketing. The time to invest in the quality and potential of your data is now, and the rewards will be boundless as you unlock the power of customer 360 insights.

About the Author
Yves Sinkgraven
Yves Sinkgraven Content Marketer
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