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Data Designer in Salesforce Marketing Cloud

Data Designer in Marketing Cloud contact builder

How does Marketing Cloud know how to link all the data together? That’s something you can manage with Data Designer. Data Designer is a powerful tool within Salesforce Marketing Cloud that links data together by using relationships between the data sets.

What are Attribute Groups in Contact Builder?

Attribute groups collect several data extensions into a single entity for use in organizing and interacting with contact information. Each attribute group can contain multiple data extensions, and each data extension can include multiple attributes. You can link data extensions to the contact record or different data extensions, including data extensions from other attribute groups.

You can easily add your own Attribute Groups. You can for example link product feed data to transactions, include demographic data to contacts or import BI insights and relate them certain groups or contacts. It’s also possible to query and link the system data views, but when using our Segment Designer this is not necessary, since we have integrated the system data views in our interface.

Want to see Activation Studio in action?

Activation Studio is directly integrated with the Data Designer.
This makes it possible to use any data within the Attribute Groups to create segments. 

What is the Marketing Cloud Contact Builder?

Contact Builder allows you to view the information stored in your account regarding a person as a single contact record. That record stores information related only to that contact. This information includes attributes such as the first and last names of the contact, a mobile number, or an email address. It’s also possible to create your own Attribute Groups relating any data extension to the data model.

What is the Data Designer?

The Data Designer tool in Contact Builder defines, organizes, and relates information to contacts within your Marketing Cloud instance. All contact information resides on subscriber lists and data extensions contained in Marketing Cloud account. Data Designer enables you to manage how data extensions store that information and how those data extensions relate to each other. For example, based on one-to-many or many-to-one relationships.

Audience Builder, Contact Builder and Data Designer?

Salesforce Data Designer, Contact Builder, and Audience Builder are integral components of Salesforce Marketing Cloud that enable marketers to manage and optimize customer data effectively. Data Designer provides a user-friendly interface for creating and defining data relationships, making it easier to organize and visualize complex data structures. Contact Builder, on the other hand, serves as a comprehensive tool to manage and enrich customer profiles, ensuring that marketers have a 360-degree view of their audience. Meanwhile, Audience Builder empowers marketers to segment their audience based on demographics, behaviors, and other criteria, ultimately facilitating targeted and personalized marketing campaigns. Together, these tools form a powerful suite that enhances customer engagement and drives marketing success.

How does this work with Activation Studio?

Activation Studio uses the Data Designer and all relationships to visualize the Attribute groups when creating a segment or scoring rule. This way users can use the same relationships when filtering data within a Journey in Journey Builder and when designing a segment. Newly added Attribute Groups will automatically added to Activation Studio.


Download our white paper about the Power of the Data Designer