Compare CDPs

Amperity vs. Salesforce Data Cloud: Which CDP is Right for You?

Q: Is Salesforce Data Cloud the same as Customer 360?

Yes. Salesforce rebranded its CDP (Audiences) as Data Cloud/Customer 360, tightly integrated with the Salesforce stack.

Q: Why not just use Salesforce Data Cloud if I already have Salesforce?

It’s fine for basic campaign personalization in SFMC, but it struggles with data ingestion, scale (50M record cap), and identity resolution.

Q: Can Amperity integrate with Salesforce?

Yes. Many joint customers use Amperity as the foundation for identity and 360, then feed Salesforce Marketing Cloud for orchestration.

Amperity enables stronger personalization, lower total cost of ownership, and a future-ready data architecture — without Salesforce lock-in.

When evaluating Amperity vs. Salesforce Data Cloud (formerly Customer 360), it’s important to recognize that while Salesforce markets a broad full-stack marketing vision, its CDP capabilities are still immature and often fail to deliver a unified customer view.

Salesforce Data Cloud appeals to organizations already heavily invested in Salesforce products, with native connectors to Sales Cloud, Service Cloud, and Marketing Cloud. However, the platform is costly, inflexible, and weak in identity resolution.

Amperity, by contrast, is purpose-built to solve the hardest data challenge first: creating a trusted, AI-powered, enterprise-grade foundation for customer data — proven at scale across the world’s largest brands.

Pros and Cons of Salesforce Data Cloud

Salesforce Data Cloud is the umbrella name for Salesforce’s CDP capabilities, bundled with Marketing Cloud and other Salesforce products.

Strengths

Deep Salesforce integrations: Works seamlessly with Marketing Cloud, Commerce Cloud, Ad Studio, Evergage
Einstein AI: Predictive capabilities embedded in Marketing Cloud
Commercial leverage: Salesforce can heavily discount Data Cloud to make its other products stickier
Account penetration: Trusted brand relationships give Salesforce wide organizational access

Limitations:

Weak identity resolution: Rules-based, manual maintenance; legacy Krux DMP lineage; privacy concerns
Rigid ingestion: CSV-only file ingest, fixed schema mapping; heavy reliance on MuleSoft ETL (3 FTEs, ~3 months)
Scalability caps: Limited to ~50M records
High costs & lock-in: Expensive to implement; ongoing dependency on Salesforce stack
Immature CDP maturity: Analysts and customers cite Salesforce 360 as barely 1.0; still a work-in-progress

Why Amperity

Amperity is the most comprehensive AI-powered enterprise CDP, designed to unify, govern, and activate customer data at scale. Unlike Salesforce Data Cloud, Amperity works across the entire ecosystem, not just a walled garden.

Key strengths:

Patented identity resolution (AmpID): Probabilistic + deterministic AI/ML stitching creates an an identity keychain across billions of records
Complete Customer 360 (Amp360): Prebuilt and predictive attributes; hundreds of audience and insight templates
Schema-free ingestion: Accepts raw data from any source (CSV, JSON, XML, APIs, streaming) without heavy ETL
Enterprise-scale performance: Handles 100M–1.2B+ records daily for global brands
Cross-stack activation: 100s of integrations beyond Salesforce, including Braze, The Trade Desk, Snowflake, Azure
Proven ROI: Forrester TEI shows 505% ROI and 4x higher NPV vs. peers

Compare Amperity vs. Salesforce Data Cloud

Capability	Amperity	Salesforce Data Cloud
Identity Resolution	AI/ML-powered; stable IDs, transparent confidence scores	Rules-based; Krux-lineage DMP; unstable, manual
Customer 360	Complete, flexible, multi-team	Limited; siloed to Salesforce stack
Data Ingestion	Schema-free; supports raw ingest from any source	CSV-only ingest, rigid schema mapping; MuleSoft ETL
Activation	Works across 100s of destinations, including SFMC	Strongest with Salesforce-native tools
Ease of Use	Cross-team: IT, analytics, marketing	Marketer-centric, limited IT/analytics support
Scale	Petabyte-scale; 15B+ daily syncs	Capped at 50M records
Implementation	90-day pilot model, Amperity- or partner-led	Heavy SI dependency, costly, lengthy onboarding
Cost of Ownership	Transparent, ROI-proven (505% TEI)	High, with lock-in and hidden SI costs

When to Choose Amperity vs. Salesforce Data Cloud

Choose Salesforce Data Cloud if:

You are fully committed to Salesforce stack and only need to unify Salesforce-native data
You are primarily focused on basic campaign personalization within Marketing Cloud

Choose Amperity if you need to:

Unify fragmented customer data across all sources (online, offline, Salesforce, and beyond)
Resolve identities accurately and transparently at enterprise scale
Deliver a trusted Customer 360 for IT, analytics, marketing, CX, and finance
Avoid vendor lock-in with a best-of-breed stack strategy
Achieve faster ROI and lower TCO vs. Salesforce implementations

Want to learn more about Amperity?

Awards & Achievements

The list keeps growing

As our growth continues to accelerate, as does our recognition across the business for outstanding leadership, culture-building, and technology innovation.

Frequently Asked Questions

Is Salesforce Data Cloud the same as Customer 360?

Why not just use Salesforce Data Cloud if I already have Salesforce?

Can Amperity integrate with Salesforce?

Should I buy Salesforce Data cloud or Amperity?

Salesforce Data Cloud is marketed as the foundation for “connected experiences”, but in practice it is immature, rigid, costly, and overly tied to Salesforce’s walled garden.

Amperity is the proven, AI-powered, enterprise alternative — delivering the most accurate identity foundation, a transparent and complete Customer 360, and superior ROI across industries.

If you want basic Salesforce-native activation, Data Cloud may suffice.
If you want a trusted, enterprise-grade data foundation that scales across your full ecosystem, Amperity is the clear choice.