Design Data Model Objects for Analytics, Activation, and AI
- 1. Design Data Model Objects for Analytics, Activation and AI Aaron Winters, Western Governors University
- 2. Coffee on us. The first 800 Trailblazers to provide feedback on this event will receive a $5 Starbucks gift card.* 1 Download the Salesforce Events app. 2 Scan the QR code or navigate to My Event, then My Surveys. 3 Take (4) Session Surveys and the Event Survey (available on Thursday). 4 Redeem your gift card at Badge Pickup on Thursday. *Restrictions apply. See terms and conditions at sforce.co/survey-terms
- 3. Aaron Winters Enterprise Architect Western Governors University aaronwinters.com /aaronwinters
- 4. Business Logic in AI Layer Trending pattern of implementing business logic in AI layer. Data Cloud is a key enabler of Agentforce. Expanding Role of Data Cloud Marketing Cloud Growth The new Marketing Cloud is being built with Data Cloud as the backend. More clouds expected to follow. Data Cloud Capabilities New features related to data access and governance, as well as pre-built integrations with industry clouds, enabling new use cases.
- 6. Data lakehouses enable AI agents What is a Data Lakehouse? Source: Databricks
- 7. Common components and sample software Modern Data Platform Components Data Sources Data Ingestion Connectors Batch & Streaming Transformations Airbyte, dlt, Kafka, Camel Data Catalog Data Location Governance Polaris, Unity Catalog, DataHub, Gravitino Data Storage Table Formats: Iceberg, Delta Tables, Hudi File Types: Parquet, Avro, ORC Storage Providers: AWS S3, Azure Blob Storage, Google Cloud Storage Process & Query Compute: Spark Query: Presto, Trino Platform Management Orchestration | Observability | Compliance | Infrastructure Management Data Consumers
- 8. Data Cloud Capabilities Data Ingestion Data Stream Objects Connectors & Ingestion API Streaming Batch Virtualization Catalog & Access Data Model Objects Data Mappings Tagging & Classification (future) Access Policies (future) Process & Query Identity Resolution Calculated Insight Objects Data Actions (CRM, MC, Webhook) Data Storage Data Lake Objects & Data Spaces Table Format: Apache Iceberg File Type: Parquet Management Data Cloud App | APIs Central role of Data Model Objects Analytics & Data Sharing CRMA & Tableau Connectors JDBC, Python SDK, Java SDK Data Cloud APIs Apex Connect API, Flow Get Record Data Shares CRM Enrichment Copied Fields (via Data Graph) Standard & Custom Components Screen Flows Data Actions to Platform Events Marketing Segmentation & Automation Segmentation Activation (Marketing Cloud, S3, etc) Data Actions to Marketing Cloud Journeys Agents & Generative AI Semantic Search AI Agents & Agent Actions Prompt Templates Data Sources
- 9. Standard Data Model Objects
- 10. Standard Data Model Objects (DMOs)
- 11. Salesforce CRM Mappings for Standard DMOs: 88 Account, Agent Work, Agent Work Skill, Alert, Benefit, Benefit Type, Business Hours, Card, Case, Case Article, Case History 2, Category, Contact, Conversation, ConversationParticipant, ConversationReason, ConversationReasonExcerpt, ConversationReasonGroup, ConversationReasonReportDefinition, ConvReasonReportSegmentDefinition, Data Category, Email Message, Data Category Group, Financial Account, Financial Account Role, Financial Goal, Financial Goal Party, Financial Holding, Group, Group Member, Journal Subtype, Journal Type, Knowledge Article, Knowledge Article Engagement, Knowledge Article Version, Knowledge Data Category Selection, Linked Article, Lead, Loyalty Aggregated Point Expiration Ledger, Loyalty Ledger, Loyalty Member Currency, Loyalty Member Tier, Loyalty Partner Product, Loyalty Program, Loyalty Program Badge, Loyalty Program Currency, Loyalty Program Engagement Attribute, Loyalty Program Engagement Attribute Promotion, Loyalty Program Group Member Relationship, Loyalty Program Member, Loyalty Program Member Attribute Value, Loyalty Program Member Badge, Loyalty Program Member Case, Loyalty Program Member Promotion, Loyalty Program Partner, Loyalty Program Partner Promotion, Loyalty Tier, Loyalty Tier Benefit, Loyalty Tier Group, Member Benefit, Participant, Party Expense, Party Income, Person Life Event, Product, Promotion, Promotion Loyalty Partner Product, Promotion Market Segment, Securities, Segment, Service Presence Status, Skill, Survey, Survey Invitation, Survey Page, Survey Question, Survey Question Response, Survey Response, Survey Subject, Survey Version, Topic, Transaction Journal, Unit of Measure, User, User Role, User Service Presence, Voucher, Voucher Definition Standard DMOs and Starter Data Bundles In date as of February 2025
- 12. Standard DMOs and Starter Data Bundles In date as of February 2025 Marketing Cloud Account Engagement (Pardot) Mappings for Standard DMOs: 3 Email Activity Form Activity Landing Page and Web Page Activity Commerce (B2B) Mappings for Standard DMOs: 35 Account , Coupon , Fulfillment Order , Fulfillment Order Line Item, Fulfillment Order Item Adjustment, Fulfillment Order Item Tax, Location Group Product Exclusion Change , Location Group Product Inventory Change , Location , Location Product Inventory Change , Order Adjustment Group Summary , Order Delivery Method , Order Delivery Group Summary , Order Item Adjustment Line Summary , Order Item Summary , Order Item Summary Change , Order Item Tax Line Item Summary , Order Payment Summary , Order Summary , Payment Method , Process Exception , Product , Product Attribute , Product Catalog , Product Category , Product Category Product , Promotion , Return Order , Return Order Item Adjustment , Return Order Item Tax , Return Order Line Item , Sales Channel , Web Store , Web Store Catalog , Web Store Network
- 13. Standard DMOs and Starter Data Bundles In date as of February 2025 Marketing Cloud Engagement Mappings for Standard DMOs: 3 Campaigns and Journeys Mappings Contact Mappings Engagement Mappings B2C Commerce Mappings for Standard DMOs: 10 Bundles Product Customer Profile Goods Product Master Product Product Catalog Product Category Product Category Product Sales Order Sales Order Customer Sales Order Product
- 14. Custom Data Model Objects Workforce-to-Employment Example
- 15. Custom Data Model Objects Step 1: Identify Relevant Data Standards OSIDs / CampusAPI Common Education Data Standards Schema.org Open Badges Comprehensive Learner Record Credential Transparency Description Language JEDx Learner Employment Record - Resume Standard Ed-Fi Data Standard Academic College Transcript European Learning Model
- 16. Custom Data Model Objects Step 2: Compare Data Standards Standard 1 Standard 2 Entity Id Entity Name Property Description Ignore? DMO Alignment Entity Id Entity Name Property Description Ignore? DMO Alignment
- 17. Custom Data Model Objects Step 3: Define Data Entities and Attributes Design data model based on common data entities and attributes Alternatively leverage industry-specific data exchange standards/frameworks Reconcile with standard DMOs Source: Learner Information Framework
- 18. Required Standard DMOs Individual Attributes that represent a person, including first and last names, birthday, and data and privacy preferences. Party Identification Defines a way to identify a person or organization, depending on the channel or method used to highlight that information. Use this information to help identify people, typically customers using some type of ID. Contact Point Email Email address for an individual and additional information related to that address, including deliverability status, purpose, time zone, and preferences. Contact Point Phone Phone number for an individual and additional information related to that number, including, purpose, time zone, and whether it can receive SMS messages. Contact Point Address Physical mailing address for an individual and additional information related to that address, includes business or personal use, country, region, and preferences.
- 19. Custom Data Model Objects Step 4: Implement Data Model Objects Data Cloud (sandbox) Data Cloud Home Org (sandbox) Data Cloud App Data Ingestion Catalog & Access Process & Query Data Storage Data Sources Data Consumers Data Cloud (production) Data Cloud Home Org (production) Data Cloud App Data Ingestion Catalog & Access Process & Query Data Storage Data Sources Data Consumers Create sandbox Sandbox Org Created 1 2 Provision Data Cloud Tenant Reconfigure Connections to Sources 4 3 Build Data Cloud Configuration 5 Deploy Data Cloud Configuration 6 - Data Kits (packages & change sets) - Metadata API - Manual
- 22. Coffee on us. The first 800 Trailblazers to provide feedback on this event will receive a $5 Starbucks gift card.* 1 Download the Salesforce Events app. 2 Scan the QR code or navigate to My Event, then My Surveys. 3 Take (4) Session Surveys and the Event Survey (available on Thursday). 4 Redeem your gift card at Badge Pickup on Thursday. *Restrictions apply. See terms and conditions at sforce.co/survey-terms