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Session 3 of 8
Data Modeling (aka Harmonization)
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Forward Looking Statements
This presentation contains forward-looking statements about, among other things, trend analyses and statements regarding future events, future financial performance, anticipated growth, industry prospects,
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corporate responsibility regulations.

September 8, 2023
Agenda

Process Overview

Customer 360 Data Model

Behind the Scenes

Study Tips & Next Steps

Q&A
Your Salesforce Team

Deepthi Kamath Durgesh Dhoot Gaj Sisodia Zafar Mohammad

Partner Practice Partner Practice Partner Product Partner Practice
Development Development Success Development
Recap of Homework - Trailhead

✅
Verify access to below links
1
● Data Cloud Consultant Certification: http://sfdc.co/DCCert
● Data Cloud Consultant Exam Guide: http://sfdc.co/DCCertGuide
Start with Prepare for your Salesforce Data Cloud Consultant Credential

✅ 2
● Salesforce Data Cloud Consultant Credential Trailmix

Complete
✅ 3 ● Data Cloud: Ingestion
● Data Cloud : CRM Data Ingestion Bookmark -> Program Guide

sfdc.co/DCAcademyGuide
Recap Homework - Partner Learning Camp

➔ Register for Free S3 Trial Account

✅ - Trial Account

➔ Complete
● Activity: Set Up Your Instance

✅
● Activity: Prepare Your Data
● Activity: Configure Data Ingestion
● Activity: Configure Batch Transforms

➔ Extra Credit
Watch the last Marketing Cloud Moments featuring
Data Cloud & Bundles
https://mcmoments.hubs.vidyard.com/
Ingestion
Exam Tips & Recap
 Salesforce Certified Data Cloud Consultant
Allotted Passing
Total Question
Time Score
Data Cloud
Consultant
60 105 min 62 %

Exam Outline

Solution Overview | 18%

Activation | 18% Setup & Administration | 12%

Segmentation and Insights | 18% Data Ingestion & Modeling | 20%

Identity Resolution | 14%

Test takers are strongly advised to complete the Data Cloud Partner Learning Camp Curriculum before
attempting the exam
 Salesforce Certified Data Cloud Consultant
Allotted Passing
Total Question
Time Score
Data Cloud
Consultant
60 105 min 62 %

Study Tips for Ingestion

Things that require special attention - study these concepts!

● Key Terminology: Especially DSO, DLO, DMO
● Data Spaces: This is a new feature launched since the PLC was last revised
● Native Connectors: Understand what’s available & review hard limits
● Cloud Storage: Understand how to ingest data from Cloud Storage & how S3 differs from
Azure, GCS
● Bundles: Understand bundle offerings & objects ingested - watch this video on SFMC bundles
● Schedules & Modes: Understand ingestion timings & differences between a full refresh and a
upsert
● Data Categories: Understand the three types & benefits
● Formulas & Transformations: Understand when & how they’re applied & limitations
● Field Types: Understand what’s available (esp. difference b/t Date & DateTime)

Salesforce recommends a combination of hands-on experience, training courses in Partner Learning

Camp, and self-study in the areas listed in the Exam Outline section of this exam guide
 Salesforce Certified Data Cloud Consultant
Allotted Passing
Total Question
Time Score
Data Cloud
Consultant
60 105 min 62 %

Study Tips for Ingestion

Ingestion Consideration - remember these concepts!

● Incorrect policy settings are the most
common issue when facing errors with S3 ● Understand what field types are available
ingestion. and particularly the difference between Date
& DateTime.
● Understand bundle offerings & objects
ingested
● Understand ingestion timings & differences
between a full refresh and a upsert.
● Carefully select the data category (profile,
engagement, or other). You cannot change
after saving the data stream.
● Understand when & how formulas and
transformations are applied and their
● Make sure to assign all new DLOs to the
limitations.
correct data space (default must be
assigned if only one).
Salesforce recommends a combination of hands-on experience, training courses in Partner Learning
Camp, and self-study in the areas listed in the Exam Outline section of this exam guide
Poll Time

1. Are you aware of our one stop Academy guide

- Data Cloud Academy Guide for Salesforce Partners
Process Overview
Implementation Themes and
Stages of Data Modelling

- Gaj Sisodia
The Big Picture: Implementation Themes
Related to the components of Data Cloud

Provisioning Insights & Analytics

Provision and set up Data Cloud instance, Derive insights from your mapped data,
users and permissions, configure explore and visualize it in the analytical and

Data Consumption
integrations to source/target systems, etc. business intelligence tools.

Data Preparation
Data Ingestion Segmentation
Set up data streams bringing data into Data Turn mapped data into useful audiences or
Cloud from various supported sources and segments, to understand, target or analyze
applying necessary transformations customers at the unified level.

Data Mapping (Harmonization) Activation

Map ingested data into the Customer 360 Materialize created segments and publish
data model, making it available for to relevant activation/engagement
unification, segmentation and activation platforms. Trigger relevant business
processes based on data points identified
within Data Cloud. Consume and expose
Identity Resolution (Unification) data in relevant user experiences within
Configure rules for individual matching other systems .
across sources of data, establish preference
for unified attributes reconciliation rules
How Data Cloud Works

Data Sources Connect Harmonize Unify Analyze & Predict Act

CRM Data

1P Data Batch and Analytics and Apps and

Streaming Insights Actions
3P Cloud Storage Ingestion

Any Device

Scale Data Business Flows

APIs & SDKs Data Models
Intelligence
MuleSoft

Customer Graph

AI Predictions Activations
Quick Demo!
Data Cloud

Data Mapping
Map disparate data source structures to a common model
Disparate Schemas Data Map Canonical
(Normalized)
Data Model
Contact
Data Cloud
FirstName
LastName
MailingStreet
Phone Individual

firstName
Subscriber lastName
middleName
Email preferredName
Suburb militaryServiceId
birthDateDay
birthDateMonth
birthDateYear
Guest
birthDate
firstName contactPointEmailId
lastName
email mailingAddressId
mobilePhone mobilePhoneId
leadSource
…
Customer Invoices
First_Name
Surname
Address_1
Adddress_2

Data Lake Object Data Model Objects

Data Ingestion & Data Mapping are Distinct Steps
Subtitle placeholder

Different Data Sources Data Cloud

& Unique Data Models Standard Did you know?
Data Model Source data varies greatly.

Data Cloud harmonizes

S3 Object Mapping
them into a Standard Data
(DLO) Identity Model
Data Cloud DMO Segments
Resolution
Marketing
Cloud DE Other DMOs Insights Activation
(DLO)

CRM Objects Harmonization is the

(DLO) transformation of
different data models
into a common one.

Data Cloud Data Resulting Data Cloud

Streams Value
Data Modeling
Design vs Implementation Activities

2. Inspect Field-Level 4. Configure

1. Inventory Data 3. Configure Mapping
Data Relationships

For each data stream Review default

Create a data object inspect field-level If needed extend data relationships between
dictionary/inventory for data and determine its model with custom mapped data model
each source system accuracy. Choose which object(s)/attribute(s). objects. Update and
that is ingested into standard/custom Complete and save define additional
Data Cloud. object(s) and field(s) it required mappings. relationships as
should be mapped to. needed.

Design Phase Build Phase

Data Modeling
End-to-End Sequence
Modeling Walkthrough
Example
Harmonizing Details
Developing a complete view of profile and engagement data across systems
Salesforce Marketing Cloud

Basic Profile
Name, DOB, Title Jen Smith Jennifer Smith
Attributes

Phone, email, [email protected], [email protected],

Contact Points
address, app [email protected] 801-555-1234
Other
Systems
Profile DL Number, Loyalty
(Individual or Identifiers number, SSN, DUNS, MDM Id = 123456
Business) MDM ID

Cases, Email, SMS,

Cases, Program
Engagement Data shipments, orders, Email, SMS Sends
Enrollments
transactions

Communication Communication
Privacy Consent and
Subs. Consent, Subs. Consent,
Authorizations
Channel Consent Channel Consent
Two Physical Objects, One Semantic Object
Your Source: Web Orders
Your Object: Web_Sales_Order_Header

Your Source: Offline Sales

Your Object: Offline_Sales_Order_Header
Harmonize Data Source Objects into Data Model Object
The web sales order data set and the offline sales order data set both align well with the sales order data model object.
● In some cases both data sets have fields that map to the same data model attribute
● In other cases only a single data set maps to a data model attribute.

Data Source Object Fields Data Model Object Fields

Web_Sales_Order_Header.OrderID SalesOrder.Id
Offline_Sales_Order_Header.Order_Number

Web_Sales_Order_Header.CustomerID SalesOrder.SoldtoCustomer
Offline_Sales_Order.Customer

Web_Sales_Order_Header.Purchase_Date SalesOrder.PurchaseOrderDate
Offline_Sales_OrderHeader.Date_of_Purchase

Web_Sales_Order.Store_ID SalesOrder.SalesStore

Web_Sales_Order_Header.Total_Amount SalesOrder.GrandTotalAmount
Offline_Sales_OrderHeader.Total
Harmonize Data Source Objects into Data Model Object
The web sales order details data set aligns well with the sales order product data model object.

Data Source Object Fields Data Model Object Fields

Web_Sales_Order_Details.OrderID_SKU SalesOrderProduct.SalesOrderProduct

Web_Sales_Order_Details.OrderID SalesOrderProduct.SalesOrder

Web_Sales_Order_Details.SKU SalesOrderProduct.Product

Web_Sales_Order.Subtotal SalesOrderProduct.TotalLineAmount

Web_Sales_Order_Header.Number_of_Items SalesOrderProduct.OrderedQuantity
Explore Raw Data to Determine Object Relationships
● OrderID is the common thread, or foreign key, between the two data sets
○ Looking at Web_Sales_Order_Header, we see the list of OrderIDs is unique (no repeats)
● Looking at Web_Sales_Order_Details, we see the list of OrderIDs is not unique.
○ Multiple instances of 36061 and 36062
○ More than one SKU in the order
● We can conclude that Web_Sales_Order_Details is Many:1 with Web_Sales_Order_Header

Web_Sales_Order_Header

Web_Sales_Order_Details
Assign Object Relationships in the Data Model
Understand the relationships between objects in the raw data
● Set these relationships accordingly in the data model layer
● Relationships are defined in the UI based on Data Model fields
● Allows multiple data sources power the same data model object

Relationship definition at the Data Source Level

Web_Sales_Order_ Web_Sales_Order
Details
OrderID OrderID
_Header

Relationship when applied to Data Model Object

Sales_Order_Product SalesOrder N:1 SalesOrder Id
Assign Object Relationships in the Data Model
Understand the relationships between objects in the raw data
● Set these relationships accordingly in the data model layer
● Relationships are defined in the UI based on Data Model fields
● Allows multiple data sources power the same data model object

Relationship definition at the Data Source Level

Web_Sales_Order_ Web_Sales_Order
Details
OrderID OrderID
_Header

Relationship when applied to Data Model Object

Sales_Order_Product SalesOrder N:1 SalesOrder Id
Customer 360 Data Model
Required Mappings and Standard Entities
 The Salesforce Customer 360 Data Model is
used to harmonize disparate data sources and
Why use a Standard draw insights from the harmonized data.
Data Model? • Default mappings included for data from
Salesforce clouds
• Extend the standard data model for
unification, segmentation, and activation

Did You Know A custom data model can also be used to

Harmonization is the harmonize data.
transformation of
different data models into • Thoughtfully planned out data model objects
a common one. are necessary to fuel harmonization.

REMEMBER:
You can extend the standard data model with custom
objects, fields and relationships for a hybrid approach.
Data Cloud is not BYO Data Model
Transform Business Domain Models into the Customer 360 Data Model
Before Mapping Your Data
Align Your Data with the Customer 360 Data Model
rt
Take Your Time with this pain
ttons
Do not rush into pushing bu
Data Cloud
● Data Cloud Data Model is normalized
○ Data needs to be normalized before it can be mapped

● Assess & establish

○ How to transform & map source data to the standard
data model
○ Leverage Data Model Subject Areas (Party, Case,
Engagement etc) Normalized
Denormalized Data
Data
● Determine Type of Data per Source System Object
○ Profile vs Engagement vs Other
○ “Map” Source and Destination Objects and Fields in a
spreadsheet
■ Propose Extensions or Substitutions to Standard
Data Model as needed (fields or objects)
What standard DMOs must
you be familiar with for any
implementation?
Required Mappings
These Objects Enable Unification and Activation Processes

Party Identification Individual Contact Point Address

Party Identification Id (PK) Individual Id (PK) Contact Point Address Id (PK)

Party Identification Type First Name Address Line 1

Identification Name Last Name City

Identification Number Postal Code

Party State Province

Party

Contact Point Social Contact Point App Contact Point Email Contact Point Phone
Contact Point Social Id (PK) Contact Point App Id (PK) Contact Point Email Id (PK) Contact Point Phone Id (PK)

Party Party Email Address Formatted E164 Phone Number

Party Party
Common Entities To Know
Not a comprehensive list, rather some of the commonly used entities

Engagement Subject Area Sales Order Subject Area Product Subject Area
Device Application Engagement Sales Order Brand
Email Engagement Sales Order Product Goods Product
Engagement Topic Sales Store Product Catalog
Product Browse Engagement Order Delivery Method Product Category
Product Order Engagement
Shopping Cart Engagement
SMS Engagement
Website Engagement

Privacy Subject Area Loyalty Subject Area

Party Consent Loyalty Program
Contact Point Consent Loyalty Program Member
Communication Subscription Consent Loyalty Tier
Engagement Channel Type Consent Promotion
Voucher

Look for Customer 360 Data Model references on

https://architect.salesforce.com/diagrams#template-gallery
 Data Model (Consent)
There are four different levels where consent is managed in the data model:
Global Consent (1), Engagement Channel Consent (2), Contact Point Consent (3), and Data Use Purpose (4).
In addition to these core consent objects, Brand (5) is also a critical component to enable distinction of consent preferences by
different Brands.

GLOBAL CONSENT ENGAGEMENT CHANNEL CONSENT CONTACT POINT CONSENT DATA USE PURPOSE
(Object: Individual, Party Consent) (Object: Contact Point Type Consent) (Object: Contact Point Consent) (Object: Data Use Purpose)

You can email me on my work You can email me on my work

You can contact me You can email me,
email address, but not my email but only for new product
(all or nothing) but you can’t call me
personal email address updates
Solution Overview

You can submit Data Deletion requests for Individual profiles in Data Cloud. All requests
must be submitted using the Consent API.
A Data Deletion request deletes the specified Individual entity and any entities where a
relationship has been defined between that entity's identifying attribute and the Individual ID
attribute.

WARNING If an individual has data stored in a Data Stream that isn’t mapped to the Individual entity,
the Consent API doesn’t remove that data.

Data Deletion requests are reprocessed at 30, 60, and 90 days to ensure a full deletion. You
must submit any data deletion requests in all connected systems and Salesforce clouds.

Requesting Data Deletion or Right to Be Forgotten

Behind the Scenes
Object Types and Data Categories
 Data Transformations
Lakehouse Data progresses from bronze -> silver -> gold Data Transformations

Data is logically organized as 4 parts

Data Source Objects - the original data

sources. This is the customer’s original file
format (e.g. CSV) or transient data storage
in case of built-in connectors. (e.g.
Data Source Data Model Marketing cloud)
Data Lake
Object (DSO) Objects (DLO) Object (DMO)
Data Lake Objects - the data that is
transformed and actually stored in the lake
This is generally stored as Parquet files.

● Multi Format (Json, csv, ● Schema enforced ● Semantic Mapping establishes Data Spaces - Once your data has been
parquet, orc) ● Parquet formatted Iceberg Tables DLO to DMO ingested, it is assigned to a Data Space that
● ●
Multi Sourced - Cloud Storage, Hydrated by transformations ● Can be optionally materialized acts as a partition, allowing you greater
Mulesoft, Kafka ● Typed (Profile Vs Engagement) ● Insights, Unified Profiles are control over how your data is organized
● Schema Preserving ● Materialized Tables DMOs
● Salesforce Data come direct into ● Simplified Curated Data to Data Model Objects - These are either
● Virtual BYOL Tables
Lake Objects Powers Business Applications materialized or views on top of the Data
Lake Objects. These can be Customer 360
DMO or materialized ones such as Unified
Individual, Computed Insights,
transformations etc.
DMO Does Not Have Category Preassigned

DMO inherits category from the

first mapping and once mapped
PROFILE
will only allow for mapping of
the same category DLOs.

Individual object is an ENGAGEMENT

exception and is typed to the
Profile category by default.

OTHER
Data Model "Interlocking"

When used in Identity Resolution,

Insights, Segmentation or Activation
the DMO will enforce at least one
DLO mapping to remain active.
Meaning if you want to delete records
via removing the data stream you'll
need to handle that dependency.

Implementation tip
One way to "trick" the system is to mock a data
stream that will serve as a temporary "last
mapped stream"
One DLO to One DMO Mapping
How can you map same source data multiple times?

Customer Profile Contact Point Email

Contact ID * Contact Point Email Id

First Name Email Address

Primary Email Party

Secondary Email
One DLO to One DMO Mapping
Bundle Enforcement - Inability to Change Default Mapping

Users_MCP Party Identification

SFMC Contact Key Identification Name

SFMC Party Identification Type Identification Number

SFMC Party Identification Name Party

Profile ID * Party Identification Id

Salesforce Contact ID Party Identification Type

External User ID
Behind the Scenes
Understanding primary keys
Follow Along
Simplified use case to visualize the concept

On the following slides we will present

you an example of the source data and
certain configuration for the data stream.
How many records will be
created in the DMO (Data Take a note of how the records will be
Model Object) as a result processed in the system post ingestion
and how the resulting data will be
of the provided data presented in the Data Model Object.
stream configuration?
Primary Key

CSV File
Name: Customer Profile
Source: S3 Commerce
ID First Name
ID 🔑 First Name
1 Homer

2 Marge

1 Homer
?
Data Extension Name: MC Customer
Source: SFMC1401234
ID First Name ID 🔑 First Name
1 Bart

2 Marge
?
Primary Key
PK DMO != PK DLO/DSO

CSV File
Name: Customer Profile
Source: S3 Commerce
ID First Name Individual DMO
ID 🔑 First Name
1 Homer
1 Homer Individual Id First Name Data Source
2 Marge
2 Marge
1 Homer

Data Extension Name: MC Customer ?

Source: SFMC1401234
ID First Name ID 🔑 First Name
1 Bart 1 Bart
2 Marge 2 Marge
Primary Key
PK DMO != PK DLO/DSO

CSV File
Name: Customer Profile
Source: S3 Commerce
ID First Name Individual DMO
ID 🔑 First Name
1 Homer
1 Homer Individual Id First Name Data Source
2 Marge
2 Marge 1 Homer S3 Commerce
1 Homer
2 Marge S3 Commerce
Data Extension Name: MC Customer 1 Bart SFMC1401234
Source: SFMC1401234
2 Marge SFMC1401234
ID First Name ID 🔑 First Name
1 Bart 1 Bart
2 Marge 2 Marge
Getting Exam Ready
Real time data from CRM link

Formula Field Refresh link

List of Connectors link

Full Refresh link

Data Deletion link

Next Steps
Your Homework for Next Time
Goal (Homework) post this call -
Trailhead
Navigate to the Trailmix
1
● Salesforce Data Cloud Consultant Credential Trailmix

2 Complete
● Module : Ingestion and Data Modelling in Data Cloud
● Data Cloud : Data Modelling
● Module : Customer 360 Data Model for Data Cloud
● Streaming Data Transforms in Data Cloud: Quick Look
● Batch Data Transforms in Data Cloud: Quick Look

Bookmark -> Program Guide

For Non-Partners (additional)
3 Project : Create a Data Stream in Data Cloud sfdc.co/DCAcademyGuide
Goal (Homework) post this call -
Partner Learning Camp

➔ Complete
● Activity: Set Up Your Instance
● Activity: Prepare Your Data
● Activity: Configure Data Ingestion
● Activity: Configure Batch Transforms
● Activity: Configure Data Model

Do not forget to check your understanding

via Knowledge Check module
Q&A
We will try to answer most of queries here in this sheet:
http://sfdc.co/DCAcademyQnA

Bookmark -> Program Guide

sfdc.co/DCAcademyGuide
Thank you
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