Data Modeling

Data modeling in Marketing Cloud Personalization involves the configuration of the platform to represent the key business information for your company. Data in Personalization represents three primary areas of key information: user behaviors, tracked at the user, account, business, or household level; shadow catalog information, representing key business objects; and statistical tracking of key performance indicators, such as purchase revenue.

The configuration of these features is accomplished in the Personalization platform by administrators during initial setup.

  • User
    • Identity
    • Attributes
    • Segments
    • Visits
    • Behaviors
    • Campaign Interactions
    • Orders & Goal Completions
  • Accounts / Households
    • Identity
    • Attributes
    • Segments
    • Aggregate behaviors
  • Shadow Catalog
    • Items (For example, Products.)