Unify and Model Customer Data
Learning Objectives
After completing this unit, you’ll be able to:
- Configure an identity resolution ruleset in Data 360 to unify customer records.
- Create a data graph for branching and personalization.
Generate an Identity Resolution Ruleset
Identity resolution is how Data 360 connects the loyalty records to the right customer profiles. Using rules you define, such as matching on email address, Data 360 links incoming data to unified customer profiles. When two records share the same matching value, Data 360 recognizes they belong to the same person.
- Select
, and enter and select Marketing.
- Select the Identity Resolutions tab. If you don’t see this as a menu option, it may be listed in the More dropdown.
- Select New, then Create New Ruleset, and Next.
- Select Individual in the Primary Data Model Object dropdown list.
- For Ruleset ID, enter
MKTand select Next.
- For Ruleset Name, enter
Marketingand select Save. It can take a few minutes for the ruleset to save.
- Under Match Rules, select Configure. Review the instructions and select Next.
- Select Configure next to Match Rule 1, select Fuzzy Name and Normalized Email, select Next, then select Next again.
- Select Save. It may take a minute or so for the ruleset to publish.
If your Last Job Status field doesn’t say ‘In Progress’ after you’ve published the ruleset, select Run Ruleset.
When the job completes, the Last Job Status updates to Succeeded.
Identity resolution has now matched the incoming loyalty records to the correct Unified Individual profiles in Data 360. The data is unified, but it still lives inside Data 360. The final step is connecting it to Marketing Cloud Next so the marketing team can actually use it. That's what the data graph does.
Configure a Data Graph
The data graph is the bridge between Data 360 and the rest of Marketing Cloud Next. It defines which data objects exist, how they relate to each other, and how they tie back to the core customer profile. When a field lives in the data graph, every Marketing Cloud Next feature can use it. That includes segments filtered by loyalty tier, emails personalized with a points balance, flows that branch based on members’ tiers, and forms that prefill member details.
Think of it as the wiring behind the wall. It isn't visible, but it's what makes the lights turn on.
If your org already has a data graph, you can edit it to include missing DMOs or fields. To learn more, refer to Edit a Data Graph.
- Select
, and enter and select Data Graphs.
- Select New.
- Select Start from Scratch.
- Click Next.
- Select Standard Data Graph.
- Select Next.
- Specify these details.
- Data Graph Name:
Marketing Data Graph - Primary Data Model Object: Unified Individual MKT
- Click Next.
- Data Graph Name:
Now select which fields to include. Only include fields you'll actually use to keep the data graph efficient.
- From the list of Unified Individual fields, select the following. (The custom fields appear under Unified Individual because of the mapping you completed earlier in the unit.)
-
First Name
-
Last Name
-
Loyalty Tier
-
Points Balance
-
First Name
- In the Search data model object search field, enter and select Contact Point Email.
- In the Select a Path for the Contact Point Email Object window, select Unified Individual MKT > Unified Indv Contact Point Email MKT > Unified Link Contact Point Email MKT > Contact Point Email, and Select to continue.
- From the list of Contact Point Email fields, select Email Address.
- Click Save and Build.
- Select a Weekly refresh interval. For a training org with static CSV data, weekly is sufficient. Real-world production orgs may choose a more frequent interval.
- Select Save and Build.
Set the Default Data Graph
To use the data graph for personalization, set it as the default.
- Select
, and select Setup.
- In the Quick Find box, search for and select Customer Engagement.
- In the Configure Basic Personalization section, select Marketing Data Graph, and Update.
The Cloud Kicks loyalty data is now live in Marketing Cloud Next.
Review What You've Done So Far
In this unit, you completed the final two stages of the Data 360 activation process. You set up an identity resolution ruleset that matches incoming loyalty records to the right Unified Individual profiles. You built a data graph that connects those profiles, and the loyalty fields attached to them, to the rest of Marketing Cloud Next. The Cloud Kicks loyalty data is now fully activated. In the next unit, you learn exactly what the marketing team can do with it.