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 (emails, phone numbers, CRM IDs).
- Salesforce uses identity resolution rules to unify these into a single Individual.
- Additional attributes such as demographics and behaviors are linked to this golden record.
- This unified Individual record can then be used across 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 provides her phone number. On another occasion, she makes a purchase using her loyalty ID.
Without the Individual object, these might exist as three separate entries. But with Data Cloud:
- All identifiers (email, phone, loyalty ID) are linked using identity rules.
- They merge into one unified Individual profile: Priya Sharma.
- Now, your marketing, service, and commerce teams have a complete view of Priya’s journey.
Core Components of the Individual DMO
| Component | Description |
|---|---|
| Customer Key | A unique identifier for each individual in Data Cloud. |
| Profile Attributes | Key fields such as name, age, and email linked to the customer. |
| Behavioral Data | Logs of interactions like clicks, purchases, and site visits. |
| Profile Extensions | Custom objects linked to profiles (e.g., preferences, loyalty data). |
| Identity Resolution | Merging profiles across channels through matching strategies. |
Why the Customer Key Matters
The Customer Key ensures that every customer is represented by a single, unified profile across all data sources. This is essential for:
- Accurate personalization and targeting
- Unified opt-in and consent management
- Reliable analytics and engagement measurement
How Individual DMO Powers Real-Time Actions
- New data is ingested and mapped to each customer’s DMO.
- Segmentation rules dynamically update attributes and extensions.
- Connected systems like Marketing Cloud or Personalization Studio use these updates instantly for targeting and content delivery.
DMO vs Traditional Contact Models
| Feature | Traditional Models | Individual DMO |
|---|---|---|
| Profile Scope | Channel-specific (email, mobile, CRM) | Holistic, cross-channel |
| Data Updates | Batch-based | Real-time streaming |
| Identity Stitching | Manual or third-party | Built-in via identity resolution |
| Activation | Limited to specific systems | Available across Marketing Cloud, Personalization, and CDP |
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 (High, Medium, Low). |
Use Cases of the Individual Object
- 360-Degree Customer Profile: Get a complete view of each customer across all systems.
- Cross-Channel Activation: Deliver unified campaigns across Salesforce Clouds.
- Consent Management: Track preferences and compliance at the individual level.
- Data Cleansing: Avoid duplicates and maintain high-quality data integrity.
Best Practices
- Ensure source systems send accurate, identity-rich data.
- Define identity resolution rules carefully to avoid over-merging.
- Regularly review Individual merge logs for anomalies.
- Connect related DMOs like Contact Point, Consent, and Interaction for deeper insights.
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Frequently Asked Questions (FAQ)
Conclusion
The Individual Data Model Object is the foundation of a customer’s 360° identity in Salesforce Data Cloud. It enables businesses to unify, understand, and activate customer data across every touchpoint in real time. Mastering it will not only make you a better Data Cloud consultant — it will also help your organization deliver smarter, more connected customer experiences.
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