The Individual Data Model Object (DMO) lies at the core of Salesforce Data Cloud's ability to manage personalized customer experiences. It enables brands to create a unified, real-time profile record for each individual across all platforms using a unique Customer Key.
In this blog, we'll explore what an Individual DMO is, how it's structured in Data Cloud, and how it powers personalized customer engagements at scale.
What is an Individual DMO?
An Individual DMO represents a single customer's record within Salesforce Data Cloud. It consolidates data from multiple sources—CRM, website interactions, IoT, and more—into a unified profile identified by a Customer Key.
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Core Components of the Individual DO
| Component | Description |
|---|---|
| Customer Key | A unique identifier for each individual in Data Cloud. |
| Profile Attributes | Key fields such as name, age, email linked to the customer. |
| Behavioral Data | Logs of interactions like clicks, purchases, site visits. |
| Profile Extensions | Custom objects linked to individual profiles (e.g., preferences). |
| Identity Resolution | Merging profiles across channels through matching strategies. |
Why the Customer Key Matters
The Customer Key ensures a single, holistic profile across all data sources, enabling accurate personalization, unified opt-in preferences, and precise measurement.
How Individual DMO Powers Real-Time Actions
In real-time use cases:
- Data Cloud ingests new events and maps them to each customer’s DMO.
- Segmentation rules trigger updates to customer attributes or extensions.
- Connected studios (e.g., Marketing Cloud, Web) use updated profiles for dynamic content and targeting.
DMO vs. Traditional Contact Models
Earlier systems treated channels separately. With Individual DMO in Data Cloud, every data point feeds into a unified customer profile.
| 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, CDP |
Best Practices for Implementing Individual DMO
- Define a consistent Customer Key across all integrations
- Map essential attributes and events in Data Cloud schema
- Use identity resolution rules to merge known and anonymous records
- Activate updated profiles in real-time for personalization
- Monitor data quality and resolve mismatches regularly
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Frequently Asked Questions (FAQ)
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