Redpoint + Salesforce Marketing Cloud

Architecture summary

This document presents a reference solution architecture for integrating Redpoint Global's Customer Data Platform (CDP) with a variety of data warehousing platforms along with Salesforce Marketing Cloud (SFMC). The goal of this integration is to leverage the strengths of each platform, facilitating a seamless movement of unified customer data from Redpoint CDP using your data warehouse of choice and connecting Salesforce Marketing Cloud for personalized and timely customer messages via email.

This document provides a detailed examination of the technical and strategic factors enabling our internal users, partners, and clients to integrate customer data successfully, derive meaningful insights, and execute decisions based on data with exceptional precision and quickness. The designed architecture strives to boost data usage among platforms, bolster data governance and protection, and serve as a reliable foundation for customer information.

The flexibility to use a variety of data warehousing technologies allows organizations to choose their own technology to support storing data and making it actionable for insights and tailored customer experiences. Configuring Redpoint CDP with your data warehouse of choice allows you to start with a solution that aligns with your current needs and corporate standards or requirements while allowing you to adapt to changes in technology stack as well as corporate strategy as the business evolves. The ability to use SFMC with Redpoint CDP without a dependency on the database technology allows businesses to change the foundation of the CDP, the database, without changing the way that users of SFMC within the business use that platform.

Example use cases

• Unified customer view for personalized campaigns across multiple channels

• Advanced customer segmentation for targeted outreach

• Real-time customer insights for immediate action

• Predictive analytics to forecast customer behavior

• Simplified data governance and compliance management

• Enhanced data security and privacy controls

• Scalable data storage for growing customer data volumes

• Personalized customer journeys

• Real-time triggered campaigns

• Experience optimization

• Customer lifecycle management

Logical diagram

Key components and roles

• Redpoint CDP

  • Unified profile of individuals

  • Identity resolution with key persistence

  • API-accessible single customer views

  • Audience definition / segmentation

• Data Warehouse

  • Data warehouse and storage

  • Secure data sharing

  • Data governance

  • Data modeling

  • Scalable point of data integration

• Salesforce Marketing Cloud

  • Orchestration

  • Personalized email messaging

  • Real-time engagement - triggered message sends

Data flows

Why does this architecture/solution make sense?

This architecture integrates Redpoint CDP as the core platform for collecting, unifying, and enriching customer data. Redpoint CDP serves as the single source of truth for customer data, both ingesting data from and storing data in the data warehouse of your choice. SFMC acts as both a source and a destination for the CDP, enabling campaign execution through SFMC.

Redpoint CDP gathers and refines customer information from multiple sources, using robust data matching and quality control to create reliable and comprehensive customer profiles. When integrated with any compatible databases, it offers versatile and scalable data storage and activation, adjusting seamlessly to evolving business requirements and ensuring your customer profiles are always accessible.

By integrating disparate data, Redpoint CDP eliminates silos, offers a holistic customer perspective, and supports informed decision-making. Redpoint CDP also delivers an effective customer data management and analytics tool, enabling personalized customer interactions, improving marketing approaches, and promoting growth in the modern, data-centric business environment.

Salesforce Marketing Cloud streamlines external messaging with consistent marketing campaigns, tailored customer experiences, and integrated communications to boost customer engagement. It also collects vital marketing data from these interactions, sending it to Redpoint CDP to enrich the Customer Data Platform with comprehensive customer activity insights, aiding in the refinement of engagement tactics. Together, Redpoint CDP and Salesforce Marketing Cloud form an efficient, data-oriented system that caters to contemporary marketing needs.

Business benefits

1. 360-Degree Customer View: By integrating Redpoint CDP and Salesforce Marketing Cloud, organizations can achieve a comprehensive, unified view of their customers, enabling them to deliver highly personalized experiences, improve customer satisfaction, and increase customer lifetime value.

2. Enhanced Data-Driven Decision Making: Leveraging the combination of Redpoint CDP's data unification and enrichment capabilities along with Salesforce Marketing Cloud’s outbound channel execution and disposition data feedback empowers businesses to make informed, data-driven decisions that drive growth, optimize marketing strategies, and improve operational efficiency.

3. Scalability and Performance: Redpoint CDP's robust data management capabilities allow organizations to efficiently store, process, and analyze massive volumes of customer data, ensuring optimal performance and the ability to grow with the business. Integrating Salesforce Marketing Cloud for outbound delivery further increases the resources of the platform and by proxy extends the scalability and performance.

Technical benefits

1. Unified and Enriched Customer Data: Redpoint CDP's advanced data unification and enrichment capabilities consolidate customer data from various sources, creating a single, comprehensive view of each customer and enhancing data quality for accurate analysis and targeting.

2. Scalable and High-Performance Data Warehousing: Each database platform supports various scalability options to enable organizations to store, manage, and process large volumes of customer data efficiently, ensuring optimal performance and the ability to handle growing data needs.

3. Real-Time Data Processing and Analytics: Redpoint CDP's data streaming features allow organizations to analyze customer data and derive actionable insights in real-time, enabling faster decision-making and more responsive customer engagement.

4. Seamless Data Integration and Connectivity: The integration between Redpoint CDP and Salesforce Marketing Cloud’s APIs and webhooks further extend seamless data integrations. This simplifies the process of connecting the platforms and reduces the complexity of managing data pipelines, saving both time and resources.

Overall architectural considerations

Given the various database options and out-of-the-box connectors for SFMC, there are a few considerations to review when determining your deployment architecture.

Salesforce Marketing Cloud considerations

Customers can choose from different options for the creative and journey aspect of messaging. The decision depends on their personal taste and what suits them best:

• With an out-of-the-box connector provided by Redpoint, segmented lists created in Redpoint can be transferred directly into the Salesforce Marketing Cloud tools, where the creative and journey creation can then take place.

• Alternatively, Redpoint can directly build and manage creative and customer journeys within the Redpoint tool set, and Salesforce Marketing Cloud can then deliver these ready-made messages through another out-of-the-box connector Redpoint provides for this approach.

Data warehouse considerations

Customers can choose from a variety of database options. Given that, below are a few of the considerations when selecting a database technology.

• Corporate Guidelines: What are your corporation's guidelines for databases? Some companies have mandates on what technology should be used when there is an option. It may reflect around a specific cloud-based alignment or it may be based on some other reasoning, but it is good to start here when considering database options so that you don’t select one that is not within the guidelines. If you do select one that is out of alignment, it would be helpful to have the reason why you would choose that solution over an approved option.

• Cost: Cost is clearly an important consideration. You may want the most expensive options for all of the bells and whistles that it offers, but you need to weigh that with the actual business requirements to ensure that you align your needs with your wants and make the correct technology investment.

• Performance and Scalability: Both of these options usually come with a tradeoff of cost, so this flexibility should be considered for growth and expansion while keeping costs in mind.

There are various database technologies that Redpoint supports. The following are popular selections:

• Snowflake

• Azure SQL

• Google BigQuery

• Redshift

• PostgreSQL

Refer to the following for a full list of supported databases:

• Redpoint Data Management (RPDM) Supported Databases

• Redpoint Interactions (RPI) Supported Databases