Unlocking a true 360-degree view of your customer requires pulling data from various platforms into one centralized hub. In Salesforce Data Cloud, this architectural journey follows a seamless path from raw source data to a unified profile.

Here is a quick, easy guide to understanding how your data moves through the cloud.

Every source system contains native assets known as DataSourceObjects(DSOs)—think of standard objects like Leads, Contacts, or Accounts. To bring this data into Data Cloud, you must establish a DataStream.

• Starter Bundles: Salesforce provides pre-built bundles for Sales and Service Cloud, allowing you to install and connect standard objects instantly.

• Custom Objects: For unique data sitting outside of standard bundles, you can manually ingest them by selecting the "All Objects" option.

2. Categorizing Your Data

When data streams are configured, the data must be classified into one of three categories. These categories are vital for setting up rules around how data is handled later:

• Profile: Contains Personal Identifiable Information (PII) like names, phone numbers, and addresses.

• Engagement: Tracks real-time or batch behavioral data, such as email opens, link clicks, or website visits.

• Other: Reserved for auxiliary data that does not fit into profile or engagement definitions.

3. From Data Lake Objects (DLO) to Data Model Objects (DMO)

Creating a data stream automatically generates a Data Lake Object (DLO). Think of a DLO as the physical container that holds your raw data.

To make this raw data usable, you must map the DLO to a Data Model Object (DMO) within the standard Customer 360 model. While starter bundles map fields like Contact Point Phone or Contact Point Email automatically, custom data requires manual mapping to organize it correctly.

4. Unifying Profiles with the Individual Object

A single customer might exist as a Lead in one Salesforce org, a Contact in another, and a subscriber in Marketing Cloud. To prevent duplicate profiles, Data Cloud maps all profile data to a core standard DMO called the IndividualObject.

By linking various system IDs to a single Individual ID, Data Cloud resolves identities across multiple connected orgs, creating a singular, unified source of truth for your entire enterprise.

A Subscriber is an individual who has actively opted in to receive communications from your company via a specific channel.

• EmailStudio: Opting into emails makes someone an Email Subscriber, adding them to the "All Subscribers" list.
• MobileStudio: Opting into SMS or push notifications makes them a Push/SMS Subscriber.

Subscribers are inherently siloed by the specific channel they use to interact with your brand.

What is a Contact?

Businesses need a single, holistic view of a customer's entire footprint. That’s where Contacts come in.

Inside ContactBuilder, the AllContacts section acts as your master database. Marketing Cloud treats an individual as a single contact, regardless of how many channels they use. Whether you receive an email, an SMS, or a push notification, SFMC ties all of these channel addresses and activities back to one unique Contact.

TheGoldenRule: A contact can exist without being an email subscriber. For instance, if someone only signs up for mobile push notifications, they will exist in All Contacts (with their App ID) but will be completely absent from Email Studio's All Subscribers list.

Key Differences at a Glance

How is Contact Data Created?

Contacts enter your "All Contacts" database through several primary methods:

• DirectImports: Loading data straight into Contact Builder.
• MarketingSends: Sending a communication to a new List or Data Extension automatically registers them.
• SalesforceDataSync: Syncing data seamlessly from Sales or Service Cloud.
• APIs: Creating contacts programmatically from external systems.

By understanding this distinction, you can better manage your cross-channel journeys and ensure your audience gets a unified experience, no matter the channel.