A Data 360 consultant designs and implements the unified customer profile layer that combines first-party CRM data, behavioral data, marketing data, support data, and external sources into one identity-resolved view of the customer. Salesforce Data Cloud is one product in this space. Adobe Real-Time CDP, Tealium AudienceStream, and warehouse-native CDPs (Snowflake Cortex, Databricks Lakehouse) are others.
The labels overlap. Customer 360 is the Salesforce brand for the unified profile. Data 360 is the broader practice that covers Salesforce Data Cloud AND warehouse-native CDP architectures AND identity resolution work that does not live inside any single vendor. Thinklytics works on the practice, not just one product.
Three: (1) the same customer under multiple keys across CRM, billing, support, and marketing automation; (2) marketing teams unable to segment on real-time behavior because the data lives in 6 disconnected systems; (3) AI projects that fail because the identity foundation underneath is broken.
A CDP-only build buys a vendor product and accepts its identity model. A Data 360 build starts with the identity architecture, picks the right tooling per use case (sometimes a CDP, sometimes warehouse-native, sometimes both), and treats the unified profile as a long-lived data product.
Banks, credit unions, and wealth managers. Household-level identity across deposit, lending, and wealth lines of business; KYC-aware activation for compliance-safe personalization.
Provider systems and health plans. Patient and member identity across EHR, claims, and engagement systems with HIPAA-aware activation rules.
B2B SaaS and platform companies. Account-level + user-level identity, product-usage signals into Salesforce, attribution that survives multi-touch journeys.
Streamers, publishers, and gaming. Subscriber identity across owned and operated, ad-supported, and AVOD experiences; first-party data foundation for advertising-as-business.
We map every source system, every identity key, and every resolution rule. Output is a documented identity model that every downstream system reads from, not negotiates with.
Salesforce Data Cloud, Adobe Real-Time CDP, Tealium, Snowflake Cortex, Databricks. We help you decide which (or combination) fits your actual use cases at your scale.
Where the unified profile feeds: Marketing Cloud, Agentforce, paid media destinations, sales prospecting tools, support routing. Each activation is scoped by ROI, not by vendor marketing.
Named owner for each entity in the profile. Change-management process for identity rule updates. Lineage from source to activation, queryable.
Most AI projects on top of customer data fail because the identity layer underneath is unstable. We make the profile AI-ready before the AI investment starts.
We do not take Salesforce, Adobe, or Tealium commissions. The recommendation is based on your use cases, not our pipeline.
Snowflake, Databricks, BigQuery, Microsoft Fabric. The warehouse-native CDP pattern is often cheaper and more flexible than a packaged CDP for analytics-led companies.
We have shipped identity resolution in healthcare, financial services, retail, and SaaS. The rules are 80% of the work that nobody scopes properly.
Data 360 fails when teams treat it as a marketing project. We treat it as a data foundation project that marketing activates against.
The Salesforce-specific Data 360 implementation when activation into Salesforce clouds is the priority.
Identity rules, ownership, and lineage for the unified customer profile.
Data 360 consulting is the engagement-based work of designing and implementing a unified customer profile that combines first-party CRM, behavioral, marketing, support, and external data into a single identity-resolved view. The practice covers Salesforce Data Cloud, Adobe Real-Time CDP, Tealium, warehouse-native CDPs, and the identity work that does not live in any one vendor.
A marketing-only project. The data foundation is the hard part.
The work concentrates in identity resolution and reconciliation. These are the factors that move the effort.
Each system contributing to the 360 view adds integration and identity-resolution work.
Matching records to one entity across systems is harder where keys are inconsistent.
Duplicates and conflicts take more to reconcile into a single trustworthy view.
Feeding the unified view into reporting, AI, and downstream tools adds work beyond building it.
Personalization, AI, or analytics keep failing on fragmented data.
You mainly need the warehouse and pipelines built: see Data Foundation.
The numbers disagree by definition: see Semantic Layer Engineering.
You need governance and ownership formalized: see Data Governance.
Most Customer 360 builds fail because the team buys a CDP before they design the identity architecture. We start with the identity, pick the right tooling per use case (sometimes Salesforce Data Cloud, sometimes warehouse-native, sometimes both), and ship a unified profile that lasts.
Data 360 consulting designs and builds a unified customer profile that resolves CRM, behavioral, marketing, support, and external data into one identity. Most Customer 360 builds fail because the team buys a CDP before designing the identity architecture. Thinklytics starts with the identity, picks the right tooling per use case, and ships a profile that lasts.
Identity work has the highest ROI in industries where the same customer shows up under multiple keys across acquisition, transaction, and service systems, and where personalization or compliance depends on resolving them.
Start with a 30-day Truth Audit. We map your identity model, the vendor landscape, and the unified-profile use cases that pencil out.