Representing a single view of the customer on the Salesforce Platform

A single view of the customer (sometimes called an SCV, but meaning exactly the same thing), represents a unified 360° view of each customer. As explained in Chapter 3, Master Data Management, an integration layer can be used to produce a golden record whereby it consolidates data from multiple sources (using an Identifier (ID) registry or IDs in Salesforce against a record). Additionally, data cleansing, deduplication, and enrichment can be included in the process of bringing customer data together.

As you may or may not know, not all Salesforce clouds are on the same underlying infrastructure, and therefore Salesforce produces various connectors and accelerators to overcome this. Examples include the following:

• The Marketing Cloud connector—connects Marketing Cloud and Sales Cloud
• The Pardot connector—connects Pardot and Sales Cloud
• MuleSoft accelerators and connectors for...