Salesforce’s cardinal announcement astatine this year’s Dreamforce was a caller information level solution, Genie.

Genie is the latest signifier successful Salesforce’s multi-year lawsuit information journey. It launched a CDP, to beryllium known arsenic 360 Audiences successful 2020. In aboriginal 2021, the sanction was withdrawn successful favour of the elemental Salesforce CDP. Now Salesforce is dreaming of Genie.

Getting clearer connected Genie. When we reported this quality past month, we did say:

In presumption of what is announced here, the favoritism betwixt Salesforce CDP and Genie is not instantly clear, though Genie is implied to beryllium larger successful standard and faster.

Since past we’ve learnt much astir the offering, successful portion done a speech with Rahul Auradkar, EVP and GM, Unified Data Services and Einstein astatine Salesforce.

One happening Auradkar made wide is that Genie is neither abstracted from nor a elemental summation to Salesforce CDP. It is, rather, a rethinking of the CDP and its capabilities.

Back successful 2020, Chris O’Hara, past Salesforce’s VP of merchandise marketing, spoke of integrating Salesforce CDP with the income and work clouds arsenic good arsenic the selling cloud. It present seems this ne'er truly happened; the purpose is that Genie volition yet bring this about.

Structural change. What Genie represents mightiness beryllium described arsenic a structural alteration to the mode lawsuit information is handled wrong Salesforce. As is good known, the Salesforce level was constructed successful ample portion done acquisitions, starring to lawsuit information being siloed successful assorted applications. Genie present constitutes an progressive communal furniture supporting (at least) the main applications — CRM, selling and work — and making accordant lawsuit information disposable to each of them (at large standard and speed, Salesforce says).

In elemental terms, Genie supports engagement and acquisition astatine the app level by providing:

• Real-time decisioning.
• Event processing.
• Machine learning.
• Analytics.

(This according to a objection by Auradkar.) Through individuality resolution, a azygous presumption of the customer, crossed applications, volition beryllium disposable for decisioning, processing, ML and analytics.

Why we care. The CDP contention betwixt Adobe’s Real-Time CDP, Oracle Unity and Salesforce’s offering nether assorted names and guises, is not over. It’s important to get arsenic wide arsenic imaginable connected what these large CX platforms are offering erstwhile it comes to wrangling lawsuit information consistently crossed what person been fundamentally disparate systems.

It’s adjacent much important arsenic we ticker the CDP abstraction itself turn much disparate, present encompassing autarkic endeavor CDPs, CDPs that execute connected information held extracurricular the CDP (e.g. successful a information lake), and CDPs that are packaged with broader e-commerce, CMS and integer acquisition offerings. And each shades successful between.