Since Marketing Cloud is a platform where you have several possibilities to contact a user, it is essential to have traceability if you send an email, an SMS or a push, not to mention if you use Social Studio and more media that will be added in the future. In this article we will see what is the contact model in Salesforce Marketing Cloud.
Having at your disposal these multiple ways of communicating and the tools that Marketing Cloud unifies, the question is how to gather all this information and how. The answer is simple, Marketing Cloud has a "brain" that centralizes user information. That wonderful tool is called Contact Builder.
Contact Builder is a data management center, where you can both manage and design your entity model in relation to your data. If it is always advisable in automation systems to think and analyze before acting, imagine if it is in an area where you will be allowed to exploit the data to the maximum. If it is not well designed, you will be underutilizing the possibilities of a tool like Marketing Cloud.
In this tool you can design your data model, manage and update it, import it or link data sources and Marketing Cloud applications.
The most advanced feature of Marketing Cloud in this area is that you can create a relational data system to exploit your contact information to the maximum, make very precise segmentations or hyper-personalized targeting processes through Journey Builder.
Here is a list of the tools included in the Contact Builder area of Marketing Cloud: