IJBTT

Customer Data Platform (CDP) in Salesforce: Architecture and Identity Resolution
	© 2025 by IJCTT Journal
	Volume-73 Issue-5
	Year of Publication : 2025
	Authors : Karthi Gopalaswamy
	DOI :  10.14445/22312803/IJCTT-V73I5P120

How to Cite?

Karthi Gopalaswamy, "Customer Data Platform (CDP) in Salesforce: Architecture and Identity Resolution," International Journal of Computer Trends and Technology, vol. 73, no. 5, pp. 162-165, 2025. Crossref, https://doi.org/10.14445/22312803/IJCTT-V73I5P120

Abstract
This article explores the architecture and identity resolution capabilities of the Salesforce Customer Data Platform (CDP), a cornerstone of the Salesforce Data Cloud suite, designed to unify fragmented customer data from diverse sources into a cohesive, actionable, and singular customer profile. It meticulously details the technical framework of Salesforce CDP, encompassing critical components such as data ingestion, storage, processing, harmonization, segmentation, and activation, collectively enabling seamless data integration and utilization. Central to the study is an analysis of the identity resolution mechanism, which leverages deterministic and probabilistic matching rules to ensure precise customer identification and consolidation across multiple touchpoints, including online and offline interactions. Through comprehensive architectural walkthroughs and practical insights, the paper elucidates how Salesforce CDP empowers businesses to achieve real-time personalization, foster omnichannel engagement, and derive actionable customer insights. It addresses key challenges such as ensuring data privacy, adhering to regulatory standards, and maintaining scalability to accommodate growing data volumes. The findings underscore the transformative potential of Salesforce CDP for organizations seeking to harness data-driven decision-making, offering a robust framework for enhancing customer experiences, optimizing marketing strategies, and driving operational efficiency in an increasingly complex digital landscape.

Keywords
CDP, Customer identity, Data unification, Personalization, Salesforce data cloud, Segmentation.

Reference

[1] Salesforce, Customer 360 Identity Resolution Technical Guide, 2025. [Online]. Available: https://www.salesforce.com
[2] European Union, General Data Protection Regulation Article 17, 2018. [Online]. Available: https://eur-lex.europa.eu/eli/reg/2016/679/oj
[3] Market Guide for Customer Data Platforms, Gartner, 2024. [Online]. Available: https://www.gartner.com/en/documents/3983209