Data Mappings in Salesforce Data 360

sfmcstories
Dec 14
2 min read

Customer data rarely comes in neat, standardized packages. Different systems record information in different ways — one calls it Email_Address, another PrimaryEmail, and yet another UserID. Without alignment, these fragments remain siloed. That’s where data mappings in Salesforce Customer 360 Data Cloud step in, ensuring every piece of information finds its rightful place in the unified data model.

What Are Data Mappings?

At its core, data mapping is the process of connecting fields from external sources to Salesforce’s standardized Data Model Objects (DMOs).

It’s the bridge between raw ingestion and usable insights.
It ensures consistency across CRM, marketing, commerce, and service systems.
It lays the foundation for identity resolution and the creation of a Golden Record.

How Data Mapping Works

The process unfolds in a few clear steps:

Identify source fields: Pinpoint the unique identifiers in each system (email, phone, customer ID).
Map to target DMOs: Align those fields with standardized objects like Party or Individual.
Apply transformations: Normalize formats — phone numbers, addresses, dates — so they match across systems.
Establish relationships: Use Unified Links to connect fragmented records.
Validate mappings: Test in sandbox environments to confirm records resolve correctly into Unified Individuals.

Example: Loyalty Program Integration

Imagine a retailer with a loyalty program database:

Source field: Loyalty_ID
Mapped to: Party object in Data Cloud
Linked via: Email address to CRM record
Unified outcome: A single Unified Individual profile showing both loyalty points and purchase history

This mapping transforms scattered data into a complete customer story.

Best Practices for Data Mapping

Plan upfront: Collaborate with stakeholders to understand all data sources.
Start simple: Begin with core identifiers before expanding to secondary attributes.
Document thoroughly: Maintain clear mapping specs for onboarding and governance.
Test safely: Validate mappings in sandbox before production rollout.
Respect compliance: Always align mappings with consent and privacy requirements.

Closing Thoughts

Data mapping in Customer 360 isn’t just a technical exercise — it’s the art of turning fragmented records into a single, trusted customer profile. By carefully aligning source fields to Salesforce’s data model, businesses unlock personalization, efficiency, and compliance at scale.