Data Cloud Glossary Flashcards
Activation
The process that publishes a segment to activation platforms (targets).
Activation Membership
The grouping of fields from different data model objects (DMOs) to include in an activation.
Activation Target
The location, including authentication and authorization information, where a segment’s data is being sent to during activation, for example, Marketing Cloud Engagement.
Allowlist
A list in Data Cloud that controls which IP addresses where users can access their Data Cloud instance.
Anonymous Data
The data that isn’t associated with a specific person or account, such as mobile ad ID, first-party cookies, and hashed email addresses. Sometimes referred to as unknown data. Profiles in Data Cloud can be anonymous or known.
Amazon S3 (Amazon Simple Storage Service)
A service offered by Amazon Web Services (AWS) that provides object storage through a web service interface. Also referred to as Cloud Storage or Cloud File Storage.
API Access
The ability to allow calls to or from your instance of Data Cloud outside of the user interface.
API Calls
Specific operations that client applications can invoke at runtime to perform certain tasks. For example, query data, obtain metadata, run utilities, trigger events, and pull or push data to a data center.
API Name
The specific, unique name that identifies a Data Cloud object, field, segment, or insight within an API call.
Attributes
The information or data found in data model objects (DMOs). For segmentation, Data Cloud offers two types of attributes: Direct (1:1) and Related (1:N). This evaluation originates from the object that was selected for Segment On.
Direct attributes (1:1)
Attributes that have only one value for a record in the Segment On object. For example, if Individual DMO is selected as Segment On, then Individual.First Name or Individual.Gender attributes are listed as direct attributes. Additionally, all attributes from other DMOs that are related to Individual with a relationship cardinality of 1:1 are direct attributes.
Related attributes (1:N)
Attributes that have one or more values for a record in the Segment On object. For example, if Individual DMO is selected as Segment On, then Contact Point Email.Is Active or Sales Order.Grand Total Amount attributes are listed as related attributes.
Audience
A marketing term that refers to the collection of individuals (and their data) that can be used for various purposes within an activation target, like Marketing Cloud Engagement. Similar to a segment.
Blocklist
A list of email addresses, IP addresses, or domains that are denied access.
Business Unit
A hierarchical administrative structure within Marketing Cloud Engagement that allows control over the access to, and the sharing of, information by defined user roles.
Parent Business Unit (EID)
A Marketing Cloud Engagement account identified by a unique identifier called an EID.
Child Business Unit (MID)
Business units in the same Marketing Cloud Engagement account. A MID is a unique identifier of a business unit.
Calculated Insight (CI)
A tool in Data Cloud that queries, transforms, and creates complex calculations based on stored data.
Calculated Insight Object (CIO)
A data model object created after a calculated insight is processed. CIOs can be viewed in Data Explorer.
Category
A data type grouping that is selected when importing data into Data Cloud.
::::Note:::: Categories can’t be edited after ingestion.
Profile
Consumer, business, account, or employee data.
Engagement
Time-based data.
Other
Data that doesn’t fit into either profile or engagement, for example, product data.
Chunk Data Model Object
A data model object that stores chunked fields.
Chunking
The process of breaking unstructured data into manageable, semantically meaningful chunks that can then be turned into vector embeddings. Chunking strategies vary depending on the context of the content being chunked.
Composite Key
A primary key made up of multiple fields from your source data. Composite keys are generated by adding a formula during data ingestion.
Consent Management
The process of capturing and managing consumer consent, including data accessibility, data usage, and deletion.
Contact Point
A field or set of fields that represent data points that can be used to contact or engage an individual, for example, email or phone.
Customer 360 Data Model
The standard, canonical data model used for Data Cloud to help with interoperability across systems. The model defines the standard subject areas, objects, fields, metadata, and relationships to ensure consistency across applications and business processes.
Customer Data Platform (CDP)
A platform or software that stores and manages data across systems to create a unified customer database.
Data Action
A process that triggers an action based on data received from a streaming insight. Data actions require data action targets.
Data Action Target
A record that stores authentication and authorization information for a given platform. Supported targets include webhooks and Salesforce CRM.
Data Architecture
A structure for organizing (or the standards that govern) how data is collected, arranged, integrated, and used in data systems.
Data Bundle
A collection of data streams that are automatically mapped to data model objects (DMO), for example, a Salesforce CRM bundle. Also called a starter data bundle in reference to Marketing Cloud Engagement.
Data Capture
The methodology by which an enterprise captures data from various systems, whether that is through pixel-based tagging, manual upload, or API.
Data Cloud Admin
A standard Data Cloud permission set that includes permissions to the Data Cloud Setup page where administrators configure data sources and create data kits.
Data Cloud Enrichment
An enrichment queries or copies the data stored in Data Cloud into an org. The two types of enrichments include copy fields and related lists.
Data Cloud for Marketing Data Aware Specialist
A standard Data Cloud permission set that includes permissions to ingest data, manage the data model, and create identity resolution rulesets for unified profiles.
Data Cloud for Marketing Manager
A standard Data Cloud permission set that includes permissions to most features, except for Data Cloud Setup.
Data Cloud for Marketing Specialist
A standard Data Cloud permission set that includes permissions to segments.
Data Collection
The ability to acquire data from many different systems and sources.
Data Connector
A specialized data stream that communicates with external sources to transmit data into Data Cloud.
Data Explorer
A tool in Data Cloud that allows users to view data from a data model object (DMO), data lake object (DLO), or in a calculated insights object (CIO).
Data Governance
The initiative a company takes to create and enforce a set of rules and policies regarding its data. These policies cover issues such as: Assigning accountability to employees responsible for data assets; granting or restricting access to data, as needed.
Data Graph
A grouping of data created by combining and transforming normalized table data from data model objects (DMOs) into new, materialized views. You can make fewer calls, and queries respond in near real-time, because the data is precalculated.
Data Kit
A portable and customized bundle of packageable metadata, created within Data Cloud to streamline the package creation and installation process. Data Cloud objects, such as metadata, relationships, and other components, can be wrapped together with a few easy clicks.
Data Lake
A repository of all types of enterprise data, including raw copies of source system data and transformed data used for tasks such as reporting, visualization, analytics, and machine learning.
Data Lake Object (DLO)
Storage containers within the data lake for the data ingested into all data streams within Data Cloud.
Data Mapping
The process of associating (mapping) data lake objects (DLOs) to data model objects (DMOs) after data has been ingested into Data Cloud. Only mapped fields and objects with relationships can be used for segmentation and activation.
Data Model
A way to organize and standardize data elements, and to add and edit data relationships. Data model is also a tab within Data Cloud where a user can create custom data model objects and view existing data model objects.
Data Model Objects (DMOs)
Data Model Objects (DMOs)
A grouping of data (made up of attributes) created from data streams, insights, and other sources. DMOs can be standard or can be custom, based on business need. Common standard DMOs include sales orders, account, party identification, email engagement, and so on. DMOs can be:
Virtual: A view into a data lake object.
Physical: An actual grouping of data found in Data Cloud.
Virtual DMO
A view into a data lake object.
Physical DMO
An actual grouping of data found in Data Cloud.
Data Share
A collection of data lake objects (DLOs), data model objects (DMOs), and calculated insight objects (CIOs) that lets you make queries without moving any data out of Data Cloud.
Data Space
A data space is a logical partition to organize your data for profile unification, insights, and marketing in Data Cloud.
Data Stream
A data source brought into Data Cloud. For example, a Marketing Cloud Engagement customer data extension. These data streams can be based on batched data or streaming data streams.
Data Transform
A feature that combines, shapes, cleans, and preps your data directly in Data Cloud.
Data Type
The type and format of source data ingested, specifically text, number, and datetime.
Device ID
The unique identifier used for electronic devices. DMPs and customer data platforms can use these identifiers to relate devices (TVs, connected devices, smartwatches, and others) to a “person-based” ID.
Dimension
A qualitative value used to categorize a measure. For example, if you want to see every customer’s total amount spent, the customer ID could be a dimension associated with the measure of the total amount spent.
Endpoint
Any final system where customer data is sent to, which is usually where that data is used for targeting. Common endpoints include Facebook and other social media platforms, Marketing Cloud Engagement, Demand Side Platforms, and so on.
Expression
A SQL expression or statement.
Extensibility
An engineering and system design principle that allows for future growth by allowing for the easy development and sharing of key capabilities and functionality.
External Activation Target
An activation target that publishes segments to an external activation platform account, including platforms installed from AppExchange, and Google Ads, Meta, or Amazon Ads platforms.
External Data Lake Object (DLO)
A storage container with metadata for the data federated from an external data source. An external DLO acts as a reference, pointing to the data physically stored in an external data source.
Field
A storage container for data. Used interchangeably with attribute. Associated terms that are used for field metadata include:
Field API name
Field description
Field type
Field properties
First-Party Data
Data that your company has collected directly from your audience, for example, a customer providing birthday or social media followers who entered a contest with your company.
Foreign Key
A field in a table that refers to the primary key of another table. The foreign key links these two data tables together based on a data point, for example, a customer ID.
Fully Qualified Key
A fully qualified key (FQK) is a composite key that contains a source key and a key qualifier. Use FQKs to avoid key conflicts when data from different sources is harmonized in the Data Cloud data model.
See also the definition for Key Qualifier Fields.
Google Cloud Storage
A RESTful online file storage web service for storing and accessing data on the Google Cloud Platform infrastructure.
Harmonization
The process of mapping ingested data into the Customer 360 Data Model.
Hashed Email (HEM)
A type of anonymous email that includes a unique key to anonymize email via a “SHA” or secure hash algorithm. There are various types of SHAs used for this purpose, including SHA-1 and SHA-256.
Hashed Phone
A type of anonymous phone number that includes a unique key to anonymize via a “SHA” or secure hash algorithm.
Identity Resolution
The process of identity management by means of matching and reconciling data about people into a comprehensive view called unified profiles. Identity resolution is powered by rulesets and creates unified and link objects.
Identity Resolution Rulesets
Rulesets are a combination of match and reconciliation rules used to combine source records to resolve identity and create unified profiles.
Ingestion
The process of importing data from multiple sources into Data Cloud.
Insights Builder
A tool that allows users to create insights with limited knowledge of SQL.
Installed Package
A managed or unmanaged package that has been uploaded into an org from another org or from AppExchange. A package is a collection of components and applications that are made available to other organizations through AppExchange or in another instance of Salesforce.
Instance
The cluster of software and hardware represented as a single logical server that hosts an organization’s data and runs its applications.
Interoperability
The ability of systems to easily connect and communicate with one another.
Java Database Connectivity (JDBC)
An application programming interface for the programming language Java, which defines how a client accesses a database.
JavaScript Object Notation (JSON)
JSON is a lightweight format for transferring data.
Key Qualifier Fields
Key qualifier fields are schema fields that are automatically added to DLOs and DMOs by Data Cloud. Key qualifier fields contain key qualifiers. Key qualifiers are values configured for key qualifier fields to identify the data source. Create and configure key qualifiers for each DLO field that contains either a primary key or a foreign key.
Journey Builder
A Marketing Cloud Engagement feature that helps marketers create, send, track, and optimize the effectiveness of cross-channel customer journey campaigns
Journey Builder
A Marketing Cloud Engagement feature that helps marketers create, send, track, and optimize the effectiveness of cross-channel customer journey campaigns
Known Data
Data that most companies have about their customers such as postal addresses, mobile numbers, or email addresses. Often related to profiles.
Marketing Cloud Intelligence
An AI-powered marketing intelligence engine formerly known as Datorama. Helps customers make smarter decisions by connecting and acting on all of their marketing data, investments, and KPIs. Acquired by Salesforce in 2018, part of the Marketing Cloud.
Marketing Cloud Personalization
A personalization and interaction management tool used to create relevant customer experiences. Formerly known as Interaction Studio and Evergage.
Match Rules
A set of rules used to link multiple records into a unified individual within identity resolution rulesets.
Measure
An aggregated value of attributes, like a customer’s total amount spent or an average order amount.
Metadata
Data that describes other data. Data Cloud metadata relates to the fields, configurations, and code that make up your environment. Metadata can be imported into other instances of Salesforce, modified in the product interface, or edited via the Salesforce Metadata API.
Mobile Advertising Identifier (MAID)
A unique ID provisioned by mobile platforms such as Apple and Google’s Android to assign a specific device ID to each device. Often used in external activation platforms, referring to a specific data field.
Next Best Action
A customer-focused marketing paradigm that considers the different actions that can be taken for a specific customer and then decides on the ‘best’ one. This next action could be an offer based on both the customer’s interests and the marketing organization’s business objectives.
Next Best Offer
A customized offer that delivers the merchandise, services, or information the customer wants, at the right time, at the right price, and by their preferred communication channel.
Node
A UI option found in Insights Builder after Selecting Objects.
Objects
A general term that references data found in a database. Within Data Cloud, used in relation to data model objects.
Object Manager
An admin tool for creating custom objects, using the schema builder, and viewing all objects stored in Data Cloud.
Org (Organization)
A deployment of Salesforce with a defined set of licensed users including a collection of data and metadata tied to a specific customer. It’s accessible by a defined set of Salesforce users. Each org is considered its own deployment of Salesforce.
Package Manager
A tool in Salesforce Setup that packages components. See also installed package.
Party
A term that can refer to a subject area or a field in Data Cloud. Party reflects a unique identifier, like a driver’s license number or a contact ID in Salesforce.
Party is linked to Individual ID
Permission
A setting that grants a user access to a specific tool, function, or area in Salesforce.
Permission Set
A collection of permissions and settings that gives users access to specific tools and functions.
Population Count
The number of records or contacts identified in a segment within Data Cloud.
Point-of-Sale (POS)
A system that manages transaction data at the point of purchase, such as a retail store or grocery.
Primary Key
An object’s unique identifier of a record, such as a customer email address or a product SKU. The relationship is made by matching the values of the foreign key in one table with the values of the primary key in another.
Profile Explorer
A tool within Data Cloud in which a user can view Unified Individual profiles.
Push Notifications, Mobile
Push notifications are alerts that apps render on mobile device home screens when users aren’t using the app. These alerts can consist of text, icons, and sounds, depending on the device type.
Query Editor
A tool to write and execute SQL queries in Data Cloud. You can build queries on data lake objects, data model objects, calculated insights objects, and data graphs.
Real Time Interaction Management (RTIM)
Enterprise marketing technology that delivers contextually relevant experiences, value, and utility at the appropriate moment in the customer via preferred customer touchpoints. Salesforce offers this functionality in Marketing Cloud Personalization.
Reconciliation Rules
User-defined rules that determine which source the system uses when creating unified individual profiles. Options include: last updated, most frequent, or source priority.
Relational Data
Data whose organization is based on the relational model of data. This model organizes data into one or more tables (or “relations”) of rows and columns, with a unique key for each row.
One-to-one (1:1) Relationship
A link between the information in two tables, where each record in each table only appears one time. For example, a one-to-one relationship between employees and the cars they drive. See direct attributes.
One-to-many (1:N) Relationship
A relationship between records in which one record in a table can be associated with one or more records in another table. For example, each customer can have many sales orders. See related attributes.
Ruleset
A user-selected combination of match and reconciliation rules used to combine source records to resolve identity and create unified profiles. See identity resolution rulesets.
Salesforce Advertising Studio
A product that helps you engage with your customers and prospects. It includes three applications: Advertising Audience, Journey Builder Advertising, and Lead Capture. You can use Advertising Studio to coordinate campaigns with social, mobile, sales, and customer service efforts.
Salesforce Data Pipelines
A product that can clean, transform, and enrich large volumes of data at scale.
Search Index Configuration
A process in Data Cloud that generates chunks and vector embeddings from unstructured data.
Second-Party Data
Data provided by a partner or as the result of a relationship.
Segment
A set of objects (for example individuals in B2C) that share some set of characteristics. Similar to an audience, you can learn more about their differences in this internal resource. Related to an audience and population count.
Segments
A tab in Data Cloud where marketers can create segments to send to activation targets.
Segment On
Within segmentation, segment on defines the target object used to build your segment.
Segmentation
The ability to query data and split it out into groups based on different attributes or characteristics. For example, customer’s who have bought shoes in the last 30 days.
Streaming Insights
Calculations and queries based on near real-time data. Streaming insights can be used to create data actions.
Subject Area
A term used to group similar DMOs to aid in data modeling. Data Cloud subject areas include party, engagement, loyalty, and so on.
How are Insights created in Data Cloud?
with SQL!
Tenant
An organization in our service. Our multi-tenant architecture means that we have multiple orgs residing on the same app servers.
Third-Party Data
Any information collected by a group that doesn’t have a direct relationship with a user’s data.
Tenant-Specific Endpoint (TSE)
A unique system-generated subdomain assigned to your tenant.
Unified Profile
A profile that contains customer data reconciled across multiple sources as a single record using identity resolution rulesets.
Unstructured Data
Data that doesn’t have a specific, consistent format and can’t be easily stored in a typical relational database. Common forms of unstructured data include chat transcripts, audio files, websites, legal documents, and other large texts, such as books.
Unstructured Data Lake Object (UDLO)
A data model object that references unstructured data stored in files within an external blob store, such as Amazon S3 or Google Cloud Storage.
Unstructured Data Model Object (UDMO)
A grouping of data (composed of attributes) created from unstructured data lake objects. Workloads in Data Cloud consume unstructured data through UDMOs
Vector Data Model Object (VDMO)
A data model object that stores generated vector embeddings.
Vector Embedding
A numerical representation of unstructured data that machines can read. Vector embeddings measure the semantic similarity of different pieces of text, enabling accurate and relevant results in generative AI prompts and searches.
Vector Search
Also known as Semantic Search, involves retrieving semantically similar documents (or document chunks) given a search query. This is done by searching for vector embeddings that are close to the vector belonging to the query.
Webhook
A type of API that allows web applications to communicate with each other based on events vs. requests. A webhook in web development is a method of augmenting or altering the behavior of a web page or web application with custom callbacks. Webhook can be used as data action targets.
