Contact-Based Data Model in Salesforce Marketing Cloud | Peoplewoo Skills

02.10.25 07:24 AM - By Jeetendra

The Contact-Based Data Model is at the heart of Salesforce Marketing Cloud (SFMC). It allows marketers to manage, target, and personalize communications to individuals across multiple channels using a unique Contact Key.

This blog will guide you through how the Contact-Based Data Model works, how data is stored, and how it enables real-time, personalized communication across email, SMS, mobile, and web.

What is a Contact in Salesforce Marketing Cloud?

A Contact is a unique individual in Marketing Cloud. Each contact is assigned a unique identifier called a Contact Key, which helps unify interactions across channels such as Email Studio, Mobile Studio, and Journey Builder.

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Core Components of the Contact-Based Data Model

Contact-Based Data Model Diagram
ComponentDescription
Contact KeyA unique ID for each contact, used across all channels.
Email AddressThe primary address for sending emails, linked to the Contact Key.
Attribute GroupsLogical groupings of data extensions related to a contact (e.g., Demographics, Purchase History).
Data ExtensionsTables that hold data about contacts (e.g., preferences, transactions, behavior).
All ContactsThe master contact database used for all SFMC studios and builders.

Why the Contact Key is Important

The Contact Key ensures that multiple entries for the same person (e.g., different email addresses, SMS numbers) are tied together. This is critical for tracking preferences, opt-outs, and ensuring consistent communication.

How the Data Model Works in Real-Time Journeys

When a contact enters a Journey:

  • SFMC looks up the contact's data in attribute groups linked to that contact.
  • Personalization strings (e.g., %%FirstName%%) are populated from the data extensions.
  • Tracking is applied to the Contact Key across all messages and actions.

Contact-Based vs Subscriber-Based Model

Earlier models in SFMC used a Subscriber-based model, primarily for email only. Today, the Contact-Based Model supports omni-channel engagement and unified profile views.

FeatureSubscriber ModelContact Model
Used InEmail StudioAll Studios (Email, Mobile, Journey Builder)
Key FieldSubscriber KeyContact Key
Channel SupportEmail OnlyOmni-channel
Real-Time JourneysLimitedFull Support

Best Practices for Using Contact-Based Models

  • Always use a unique, consistent Contact Key across all channels
  • Organize related data extensions under Attribute Groups
  • Regularly clean and deduplicate contacts in Contact Builder
  • Use Data Designer to visually map and link relationships
  • Test Journeys with different segments and personalization attributes

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Frequently Asked Questions (FAQ)

1. Can Contact Key and Subscriber Key be different?
Yes, but it's best practice to keep them the same for consistency and identity management across channels.
2. What happens if I import a contact without a Contact Key?
Marketing Cloud will not create or update the contact. Contact Key is mandatory for tracking and personalization.
3. Is All Contacts the same as All Subscribers?
No. “All Contacts” includes records across all channels. “All Subscribers” is limited to email channel data.
4. How does Contact Builder relate to Journey Builder?
Contact Builder defines the data structure (Attribute Groups) that Journey Builder uses for decision splits and personalization.
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Jeetendra

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