Destinations

A Destination is any third-party platform or tool where you want to send or activate your customer data after collecting and processing it within Data Cloud.

Reverse ETL

Reverse ETL (Extract Transform Load) means taking processed and enriched data from Data Cloud and pushing it back into operational systems like CRMs (for example, Salesforce) and other marketing platforms. This makes your data actionable for customer engagement, reporting, and decision-making, enabling personalized interactions, campaign execution, and sales activities.

How it Works

Here is an example. John Doe is a customer whose data is stored across three different Salesforce objects - Contacts, Leads, and Accounts. Each of these objects contains pieces of John's data, such as the name, email, and phone number.  However, due to the nature of how data is collected and managed, some details might be duplicated or missing across these objects. For example, John's age might be recorded in the Lead object but not in the Contact object. With Data Cloud’s Destination mapping feature, seamlessly merge the age data into John Doe’s profile. This enriched data is then seamlessly activated to Acqueon Campaigns for Outreach. Additionally, once the profiles are enriched with Interaction data from campaigns, these interaction data can be activated to the CRM destination for the Source to keep track of all customer data, ensuring completeness and accuracy.