• by Ray Schultz , May 14, 2021

Salesforce has introduced an enhanced customer data platform (CDP) as people look to return to normal routines.

The improvements could help email marketers trying to reach that highly motivated audience.

The company surveyed 501 consumers, and found that 46% expect to spend on travel as the pandemic restrictions are eased. In addition, 33% will spend in restaurants and bars, 25% on entertainment and 21% on home furnishings and décor. Another 17% will invest in new clothing. 

And while 51% of purchases were online during the pandemic (versus 30% before), now consumers expect it will now be 40%. 

The “new” Salesforce CDP includes these features: 

• MuleSoft — An integration and API platform that enables marketers to securely connect to external apps and data sources.
• Enhanced Segmentation — Users can query data and build smarter audience segments. The improved segment builder uses type-ahead functionality to suggest new attributes.
• Tableau — An analytics platform that helps marketers understand who is engaging, and in what channels. And they can dive down to levels such as campaign, channel, content, offer, product and customer dimensions, the company says.  
• Calculated Insights — This feature now enriches unified profiles with metrics such as customer lifetime value and engagement scores. 
• Open Access — Salesforce CDP enable customers to activate their segment data via AppExchange apps from participating ISV partners. Using this, they can create personalized experiences in web, mobile and connected TV ads.