Data isn't just part of the business equation—it's the central component which is reshaping the world. Unlike old data solutions like your Data Warehouse or Data lakes, Data Cloud is deeply integrated with the Salesforce platform. This means all your external data can be surfaced as native objects and fields in Salesforce, enabling business users to work with that data in a familiar format directly inside the applications they use every single day. This reduces complexity and allows you to leverage the architecture you’ve already built. These all unified data leveraged extensively to Calculate Insights to create scores and affinity with products, so that they could use them in segmentation - automatically.

Segmentation is the process of selecting profiles that share common criteria. The data we bring into Data Cloud helps to define and enrich our profiles. We can use that data to organize our profiles into groupings called segments.

Marketers use Segments to help target profiles for customer journeys and more personalized experiences
Sales teams use Segments to help focus their efforts on prospects by propensity or stage, making them more efficient
Service teams use Segments to better focus on customer needs, resource allocation, and retention
Analysts use Segments to better understand customer behavior, trends, and identify opportunities for both growth and risk

Activation is the process of delivering a payload of segment members
and their supporting attributes to a connected Activation Target.

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