The Individual Data Model Object (DMO) in Salesforce Data Cloud is the backbone of identity resolution and customer profile management. It represents a real-world person — a unified, golden record that brings together data from various systems and interactions.
This blog will explore what the Individual DMO is, how it functions, and how it supports 360° customer views, personalization, and journey orchestration — all with real-life examples and a video walkthrough.
What is the Individual DMO?
The Individual object is a standard data model object in Data Cloud that represents a deduplicated customer profile. It consolidates identity fragments (from CRM, website, mobile apps, etc.) into a single person view using rules and identity resolution techniques.
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How It Works
- Data streams bring in identity-related data from multiple sources (e.g., emails, phone numbers, CRM IDs).
- Salesforce uses identity resolution rules to unify these into a single Individual.
- Additional attributes (demographics, behaviors, etc.) are linked to this golden record.
- This Individual record can then be used in segmentation, activation, and personalization tools.
Real-Life Example
Scenario: A customer named Priya signs up on your website using her email. Later, she calls customer service and gives her phone number. On a separate occasion, she makes a purchase using a loyalty ID.
Without the Individual object, these might be stored as 3 separate entries. But with Data Cloud:
- All identifiers (email, phone, loyalty ID) are linked using identity rules.
- They all merge into one Individual profile: Priya Sharma.
- Now, your marketing, service, and commerce teams have a unified view of Priya's journey.
Key Fields in the Individual Object
| Field Name | Description |
|---|---|
| Individual ID | Unique system-generated ID for the individual record. |
| First Name / Last Name | Optional fields populated from source records. |
| Email / Phone | Used for identity resolution and personalization. |
| Source System IDs | CRM ID, Loyalty ID, or Web ID used in matching rules. |
| Merge Confidence | Indicates the strength of identity match (e.g., High, Medium). |
Use Cases of the Individual Object
- 360-Degree Customer Profile: Get a complete view of each customer across platforms.
- Cross-Channel Activation: Deliver unified campaigns in Marketing Cloud, Commerce Cloud, etc.
- Consent Management: Track preferences and compliance at the individual level.
- Data Cleansing: Avoid duplicate records, outdated emails, and inconsistent profiles.
Best Practices
- Ensure your source systems send accurate, identity-rich data.
- Define identity resolution rules carefully to avoid over-merging.
- Periodically review Individual merge logs for anomalies.
- Connect related DMOs like Contact Point, Consent, and Interaction for a richer profile.
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