Salesforce Integrates with ThunderheadONE Customer Data Platform

Customer data-related announcements from Salesforce Marketing Cloud yesterday included integration with Google Analytics 360 for cross-channel customer tracking, bidirectional integration of first party data between the Salesforce DMP and its email engine, and integration with ThunderheadONE for real time interactions and next best action recommendations. The Thunderhead announcement got little airtime but could be most important of all: Thunderhead is a full-blown Customer Data Platform and might give Salesforce customers a proper CDP option, which Google Analytics and Salesforce DMP will not. Whether that actually happens depends on how much emphasis Salesforce’s own sales people put into selling Thunderhead.