When ingesting a Salesforce lead into Data 360, the initial steps are straightforward. You create a data stream, generate a Data Lake Object (DLO), and map it to the standard Lead DataModel Object (DMO). Because a lead belongs to the profile category, you also map it to the Individual DMO to prepare it for identity resolution.

But a profile isn’t just a name; it’s a web of connection points. To truly unlock the power of Data 360, you must also map your lead’s touch points.

What Are Touch Points?

Touch points are the specific channels you use to reach a lead. A single lead profile typically contains multiple touch points, such as:

• Digital: Email addresses and social media handles (X, Instagram, Facebook).

• Traditional: Phone numbers and physical mailing addresses (city, country, postal code).

In Data 360, every touch point has a dedicated, matching Contact PointDMO. For example, emails map to Contact Point Email, phone numbers to Contact Point Phone, physical locations to Contact Point Address, and social handles to Contact Point Social.

Why Must You Map These Touch Points?

Mapping these touch points isn't just about good organization—it is the fuel that powers Data 360’s Identity Resolution engine. Here is why it is critical:

• Accurate Reconciliation: During identity resolution, the system evaluates all available data to merge duplicate records. Well-organized contact points ensure the reconciliation process is flawless.

• Smarter Unified Profiles: The system analyzes your mapped contact points to pick the most reliable, frequent, and trusted touch point, tying it directly to a single Unified Individual ID.

• Simplified Data Architecture: Keeping these data models distributed yet linked allows the system to easily predict relationships and deliver a perfect, 360-degree view of your customer.