Discover What Powers Customer 360 Data Manager
After completing this unit, you’ll be able to:
- Describe how Customer 360 Data Manager is designed using hub-and-spoke architecture.
- Explain what the Cloud Information Model is and how it is used by Customer 360 Data Manager.
Customers expect easy, seamless experiences and transactions. With Customer 360 Data Manager, you can connect all of your customer data across your business—including multiple Salesforce orgs, Commerce Cloud B2C instances, and even data sources outside Salesforce. In this module, you learn about this powerful customer resolution engine and how you can apply Customer 360 Data Manager to your business needs.
Before we dive in, consider this: Today’s customers expect unified digital experiences, personalized engagement, and informed interactions. But delivering that is a challenge when you have legacy on-premise infrastructure. It’s even more difficult when your siloed databases force your customers to use multiple logins to access their information, and when your data is fragmented across your systems. On top of that, privacy laws and regulations, such as GDPR and CCPA, add more challenges if you need to delete your customer’s data.
Customer 360 Data Manager helps you navigate through these challenges by providing:
- Central hub: Connect all of your data sources in one place to match and manage customer data.
- Single customer view: Compare and evaluate customer data to create a global profile for each unique customer that is shared across connected data sources.
- Data validation dashboards: Prebuilt Einstein Analytics dashboards are included to help you quickly evaluate your source data, global profiles, and adjust profile match rules as needed.
- Data stewardship: View, edit, and delete source record data matched to a global profile in the central hub so you can edit and fix errors and adhere to regulatory requests for individual profiles.
- Integrated experiences: Map data with a common schema, the Cloud Information Model, to produce a singular representation of the data that you can view in connected data sources.
Take a look at this video for a quick demo of Customer 360 Data Manager.
Now let’s talk about the unique design of Customer 360 Data Manager.
As you know, customers often have multiple profiles, records, and contact points across systems. Many organizations spend countless hours and copious amounts of money trying to unify customer data through point-to-point integrations—that is, by building and maintaining integrations between each unique system. This almost inevitably results in a confusing web of disjointed data that is difficult to analyze, update, or combine.
Customer 360 Data Manager is designed differently. It uses a hub-and-spoke design: You maintain one integration between each system (the spokes) and Customer 360 Data Manager (the hub at the center). Through this integration, you have one place to connect your systems, manage global profiles, and control how data is shared. This vastly simplifies complex integrations and the quality of data shared between your clouds and systems. No more confusing web of integrations.
Using the hub-and-spoke integration with Customer 360 Data Manager, you create a singular, comprehensive view of each customer by mapping and transforming the data using the Cloud Information Model.
Cloud Information Model
How can data from so many different sources be seamlessly compared, assessed, and streamlined into a single view of the customer? Customer 360 Data Manager utilizes an open-source common standard, called the Cloud Information Model, or CIM to power the customer resolution engine and unify all of your data.
CIM is an application-agnostic data model produced by an open consortium that delivers a standards-based solution for connecting enterprise products. With CIM, you can create seamless, customized experiences across cloud-native applications.
CIM is organized into components including subject areas, entity groups, entities, and attributes.
- Subject area: A major business concept identified by the CIM consortium, such as Party. Each subject area contains one or more entity groups.
- Entity group: A logical grouping of related entities within a subject area, such as Account. Each entity group contains one or more entities.
- Entity: A unique object that an organization collects information about, such as an Account Contact. An entity is analogous to a standard database table.
- Attribute: A unique characteristic of an entity, such as Account Id or Contact Email. An attribute is analogous to a standard database field within a table.
Why is it important to understand CIM? After you connect a data source with Customer 360 Data Manager, you map the data from that source to the CIM. Each time you create a set of object and field mappings between the CIM and a data source (we call this a mapping set in Customer 360 Data Manager), you expand your 360-degree view of your customer.
Ready to review what you’ve learned? The knowledge check below isn’t scored—it’s just an easy way to quiz yourself. To get started, drag the function in the left column to the matching category on the right. When you finish matching all the items, click Submit to check your work. If you’d like to start over, click Restart.
Great job! Now that you understand how Customer 360 Data Manager uses a hub-and-spoke design with the Cloud Information Model at the center, let’s discuss how Customer 360 Data Manager processes your data to identify unique customers.