In the previous article, Introduction to Identity Resolution in Salesforce Data 360 , we established why identity resolution is essential in a world where customer data is scattered across systems. We discussed the challenge of fragmented identities and the need for a unified customer view.( Previous article: https://sfmcstories.wixsite.com/storiesspot/post/introduction-to-identity-resolution-in-salesforce-data-360 ) In this follow-up, we move one step further — from what ide

Why Identity Is the Real Foundation of Customer 360 In today’s enterprise landscape, data is abundant—but clarity is scarce . Organizations collect customer data from CRM systems, marketing platforms, commerce engines, service tools, mobile apps, websites, and third-party providers. Each system captures a partial truth  about the customer. Names differ. Emails change. Phone numbers go missing. IDs are duplicated. Devices multiply. The result is not a lack of data—but fragment

Data mapping in Salesforce Data Cloud is often underestimated because it happens early, quietly, and mostly out of sight. Yet it is precisely this early phase that determines whether identity resolution behaves predictably, whether unified profiles can be trusted, and whether downstream activation delivers value or confusion. This blog takes a deliberately deep , examining data mapping as a design discipline rather than a configuration task. Best practices for Data Mapping in