Unified Data Model for Salesforce Marketing Cloud

Executive Summary

• Proposing a unified data model to streamline marketing operations across channels
• Focus on scalability, integration, and real-time capabilities
• Supporting lead generation, transactional messaging, and SMS campaigns

Current Challenges

• Siloed data across marketing channels
• Inconsistent customer records
• Delayed campaign activation
• Limited cross-channel coordination
• Complex reporting structure

Unified Data Model Overview

Core Entities

1. Contact Master

• Unique identifier (ContactKey)
• Basic demographics
• Preference center data
• Channel consent flags
• Contact status
• Last interaction timestamp

2. Lead Profile

• Lead source
• Lead score
• Industry
• Company size
• Budget range
• Timeline to purchase
• Engagement history

3. Transaction Records

• Order history
• Product preferences
• Purchase patterns
• Cart abandonment data
• Service interactions

4. Channel Engagement

• Email interaction metrics
• SMS response data
• Web behavior
• Campaign participation
• Channel preferences

Implementation Architecture

Data Flow Design

1. Data Collection Layer
   
   • Web forms
   • API integrations
   • Import activities
   • Real-time events
2. Processing Layer
   
   • Data validation
   • Deduplication
   • Enrichment
   • Scoring
3. Storage Layer
   
   • Data Extensions
   • Synchronized Data Extensions
   • Journey Data
   • Analytics Data

Use Case Implementation

Lead Generation

• Progressive profiling
• Behavior scoring
• Automated lead routing
• Nurture journey triggers
• Real-time qualification

Transactional Messaging

• Order confirmations
• Shipping updates
• Account notifications
• Service alerts
• Appointment reminders

SMS Integration

• Short code management
• Opt-in/out handling
• Two-way messaging
• Campaign keywords
• Response tracking

Technical Specifications

Data Extensions Structure

Primary Contact DE

Lead Details DE

Transaction DE

Integration Points

External Systems

• CRM platforms
• E-commerce systems
• Customer service tools
• Social media platforms
• Analytics tools

API Connections

• REST APIs
• SOAP APIs
• Webhook endpoints
• FTP transfers
• Real-time events

Implementation Timeline

Phase 1: Foundation (Months 1-2)

• Data model design
• Core DE setup
• Basic integrations
• Testing environment

Phase 2: Channel Integration (Months 3-4)

• Email implementation
• SMS setup
• Journey building
• QA testing

Phase 3: Advanced Features (Months 5-6)

• Automation setup
• Advanced scoring
• Report building
• User training

Success Metrics

Key Performance Indicators

• Data accuracy rate
• Campaign activation time
• Cross-channel conversion
• Response rates
• ROI by channel

Next Steps

1. Stakeholder Review
2. Technical Assessment
3. Resource Allocation
4. Implementation Schedule
5. Training Plan