Salesforce Data Cloud introduces a powerful data framework built around standardized Data Model Objects (DMOs). Understanding these DMO categories is critical for marketers aiming to unify customer data and activate meaningful engagements across Salesforce Marketing Cloud (SFMC).
What Are Data Model Object Categories?
DMOs are structured objects that store and unify customer-related data from multiple sources. Salesforce groups them into specific categories to simplify identity resolution, personalization, segmentation, and activation across clouds.
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Common DMO Categories in Salesforce Data Cloud
| Category | Description | Examples |
|---|---|---|
| Individual | Represents a unified customer identity after identity resolution. | Individual, Identity Result |
| Contact Point | Methods of contacting the individual. | Email, Phone, Mobile App ID |
| Profile | Descriptive and demographic information. | Name, Gender, Loyalty Tier |
| Event | Behavioral and transactional interactions. | Purchase, Cart Abandonment |
| Consent | Privacy preferences and consent data. | Opt-in, Terms Accepted |
| Other | Custom objects or product metadata. | Product, Campaign |
How DMOs Integrate with Marketing Cloud
Once data is ingested and structured into DMOs, Salesforce Marketing Cloud (SFMC) can activate it through the following ways:
- Real-Time Event Triggers: Event DMOs (like “Viewed Product”) can initiate Journey Builder flows.
- Audience Segmentation: Profile and Consent DMOs drive dynamic audience creation.
- Personalized Messaging: Contact Point and Profile DMOs enable personalization across channels (email, SMS, push, etc.).
- Activation Targets: Sync unified data from Data Cloud to SFMC for campaign execution.
Example Use Case
Scenario: A retail customer browses a product on the mobile app. This event is captured through an Event DMO. The Individual DMO links this behavior to the unified customer profile. Salesforce Marketing Cloud instantly receives this event and triggers a retargeting journey via the customer’s preferred Contact Point Email.
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Frequently Asked Questions (FAQ)
Conclusion
Understanding DMO categories in Salesforce Data Cloud is key to mastering data harmonization, real-time activation, and personalization. From Individuals to Events and Consents, these standardized structures ensure your data is unified and ready for intelligent engagement across Salesforce applications.
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