Segmentation and Activation: How It Works

Data Cloud shines by pulling diverse data into a single location. Marketing teams can then use the Segmentation feature to slice this unified data into targeted groups.

Once a segment is ready, it is Activated and sent to an external platform—such as Salesforce Marketing Cloud or Commerce Cloud. While an Activation Specialist can happily build these daily segments, an Activation Manager or Architect must first step in to establish the bridge (the Activation Target) to those external systems.

After the automated backend process finishes, head over to the AppLauncher (the nine-dot icon). Search for DataCloud and open it.

Thanks to your new permission set, the entire dashboard is now unlocked. You will see all configuration and menu items fully enabled, meaning you are officially ready to start connecting data streams and building out your Data 360 strategy!

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.