New integration will give marketers access to purchase insights on more than 95 million U.S. consumers directly within Salesforce
Affinity Solutions is collaborating with Salesforce to bring its Consumer Purchase Insights natively into Salesforce through Salesforce’s Data 360 Clean Room solution. The integration will allow marketers to connect their first-party customer data with Affinity Solutions’ Consumer Purchase Insights for a more complete view of how and where their customers spend beyond their own brand.
For marketers, getting that broader view of the consumer often means moving between disparate platforms and datasets. Each additional step slows the path from insight to action and reduces a campaign’s potential reach. By making Affinity Solutions’ Consumer Purchase Insights accessible within Salesforce, marketers will be able to bring first-party customer data and real-world purchase behavior together in one workflow.
What marketers will be able to do
- Share of wallet. Measure how much of a customer’s category spend you capture and where the rest goes, by segment and by quarter.
- Competitive behavior. See which of your customers, including your best customers, are buying from named competitors, and how that shifted after a launch, a price change, or a campaign.
- High-value segments. Find your highest-value customers based on their total category spend, not just how they spend with you, then build segments in Data 360 for activation in Marketing Cloud.
“Marketers shouldn’t have to connect multiple platforms to understand their customers. Bringing Affinity Solutions’ Consumer Purchase Insights into Salesforce gives brands a broader picture of their customers, what they buy from them and how they spend everywhere else. The goal is to shorten the distance between an insight and what a marketer can do with it,” said Ken Barbieri, SVP, Business Development at Affinity Solutions.
A shorter path from insight to action
The initial integration will focus on Consumer Purchase Insights, with access to purchase insights from more than 95 million U.S. consumers, representing 86 billion verified transactions and $4 trillion in spend. Following the initial rollout, Affinity Solutions plans to expand the offering to include its activation, attribution, and campaign incrementality measurement capabilities.
That expansion is designed to create a more connected workflow: marketers can gain a deeper understanding of their customers through a broader view of their purchase behavior, identify high-value segments, target these audiences across select platforms, and ultimately measure campaign impact.
Today, those steps can require marketers to move between multiple systems. Affinity Solutions’ planned Salesforce integration will enable brands to match Affinity data directly to their first-party data in Salesforce and, ultimately, distribute audiences to select platforms for activation, reducing handoffs.
“Understanding real-world customer spend used to mean exporting data into yet another tool. With Affinity Solutions’ Consumer Purchase Insights available in Data 360 Clean Rooms, marketers can securely analyze their first-party data alongside verified purchase transactions from roughly 95 million consumers, helping them turn share of wallet, competitive switching, and high-value segments into activation-ready audiences while unlocking the value of shared insights without exposing raw customer data or compromising customer trust,” said Bradley Wright, VP, Product Management, Salesforce.
Bringing purchase insights into marketers’ existing workflows
Making Consumer Purchase Insights native to Salesforce also means bringing Affinity Solutions’ capabilities to marketers where many already manage their customer data.
Rather than asking teams to adopt another standalone workflow, the partnership is designed to make purchase insights part of the tools and data marketers already use. That means less time moving between platforms and a more direct connection between understanding consumer behavior and putting those insights to work.
Affinity Solutions’ Consumer Purchase Insights within Salesforce is expected to become available in early 2027.
