Hi, I was wondering if there's any recommended data model/flow to synchronize the customer preference between Marketing Cloud and Sales Cloud. The final goal is to store the customer preference in Sales Cloud (in terms of model of interest, topic, communication type, etc.) and personalize the journey based on the preference. Is there any recommended data model or data flow?
Lukas Lunow (NoA Ignite) 
Forum Ambassador
It depends on the complexity of your preferences. If it is only few fields, you can store them directly on the Contact record, and use UpdateSingleSalesforceRecord Ampscript function to update these from a landing page/preference center. A more solid way of storing communication type, consent, etc. will be using the native privacy data model
in SFDC. It can quickly become highly complex, with all the different objects, relationships, and using Individual ID for looking up consent.
You will need to query your synchronised data extensions and denormalize the data model into something you can easily segment (i.e. one Master data extension, having boolean fields for each preference) and preferably prevent opted out records from being synced to MC altogether.
