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.
Core Components of the Contact-Based Data Model
| Component | Description |
|---|---|
| Contact Key | A unique ID for each contact, used across all channels. |
| Email Address | The primary address for sending emails, linked to the Contact Key. |
| Attribute Groups | Logical groupings of data extensions related to a contact (e.g., Demographics, Purchase History). |
| Data Extensions | Tables that hold data about contacts (e.g., preferences, transactions, behavior). |
| All Contacts | The 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.
| Feature | Subscriber Model | Contact Model |
|---|---|---|
| Used In | Email Studio | All Studios (Email, Mobile, Journey Builder) |
| Key Field | Subscriber Key | Contact Key |
| Channel Support | Email Only | Omni-channel |
| Real-Time Journeys | Limited | Full 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)
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