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Salesforce Marketing Cloud For Dummies by Mark Pollard, Chester Bullock

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Chapter 6

Establishing Your Data Model

IN THIS CHAPTER

check Choosing your data storage approach

check Setting up your account to hold your data

check Preparing your data for import and importing it

In Chapter 5, you searched far and wide for data you could consider using in your online marketing campaigns before mercilessly culling the data that didn't help you meet your marketing objectives. Now that you have a healthy, well-thought-out pool of data, you need to get it into a place where Salesforce Marketing Cloud can use it.

For a long time, Marketing Cloud had only one simple and effective approach to storing data. But new functionality demanded a more sophisticated — and more complex — model to store different kinds of data that you use in multimedia online marketing campaigns.

In this chapter, we discuss your data storage options and help you decide which one to use. Then we talk about how to set up your data model and how to import the data you already have into it.

Understanding Marketing Cloud Data Models

The two data models in Marketing Cloud are as follows:

  • Subscriber/list model: All data is stored in fields in a subscriber record and subscribers are grouped into lists for sending.
  • Relational ...

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