# Personalized experiences with Data 360 and Personalization

*B2C Solution Architect Study Guide · Architecture Design · Last updated November 13, 2026 · https://www.certifyforce.com/study-guide/b2c-solution-architect/architecture-design/personalized-experiences-with-data-360-and-personalization*

How Marketing Cloud Personalization and Data 360 divide personalization work: which data loads where, what the connector exports and imports, server-side campaigns, ETL feeds and attribute precedence, the native CRM integration and the Journey Builder Personalization Activity.

- Certification: Salesforce B2C Solution Architect
- Exam section: Architecture Design
- Study guide: https://www.certifyforce.com/study-guide/b2c-solution-architect

**Official exam objective:**

> Given a use case, recommend a multi-product strategy and implementation approach to create custom personalized experiences that utilize the power of the Customer Data Platform.

## What the exam expects

- Decide which identity, attribute, transaction and engagement data loads into Personalization, Data 360 or both.
- Predict what the Personalization connector exports to Data 360 and what a Data 360 activation imports into Personalization.
- Split responsibilities for a server-side campaign.
- Plan ETL feeds, test uploads and attribute precedence.
- Configure the native CRM integration and the Journey Builder Personalization Activity.

Key terms:
- **Marketing Cloud Personalization (formerly Interaction Studio):** real-time web and mobile personalization built on a Unified Customer Profile.
- **Data 360 (formerly Data Cloud):** the Customer Data Platform the exam guide names.
- **Profile ID:** the identifier Personalization generates for every new anonymous or named profile.
- **ETL data feed:** a CSV bulk-ingest pathway into Personalization.
- **ItemAction:** an event's catalog, cart or order action, as opposed to a plain Action.

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Common identifier | Personalization profile ID, generated for anonymous and named profiles | [Integration Considerations](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_cdp_considerations.htm&type=5&language=en_US) |
| Attribute limit | 100 per Personalization dataset; none in Data 360 | [Integration Considerations](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_cdp_considerations.htm&type=5&language=en_US) |
| Profile export timing | Latest profile on cache expiry; events immediately | [Data Shared with Data 360](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_cdp_shared_data.htm&type=5&language=en_US) |
| Catalog | Full catalog isn't shared; use ItemID or upload and map | [Data Shared with Data 360](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_cdp_shared_data.htm&type=5&language=en_US) |
| Default export scope | Known users only | [Exporting Personalization Data](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_cdp_export_about.htm&type=5&language=en_US) |
| Activation import cadence | 12- or 24-hour intervals | [Import Data from Data 360](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_cdp_import.htm&type=5&language=en_US) |
| SFTP retention | Files purged after 60 days | [About ETL Data Feeds](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_etl_integration_about.htm&type=5&language=en_US) |
| ETL versus web | ETL value kept even when a web update is newer | [Attribute Update Logic](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_profile_attribute_update.htm&type=5&language=en_US) |
| CRM sharing schedule | Nightly; leads optional | [Plan Data Sharing](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_crm_data_synchronization.htm&type=5&language=en_US) |
| Journey integration | Real-time API, to and from Journey Builder | [Journey Builder Integration](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_marketing_cloud_journey_builder_about.htm&type=5&language=en_US) |

## Check yourself

- What must every Data 360 activation sent to Personalization include?
- When does Personalization share data with Salesforce CRM once automated sharing is set up?
- Why does the CRM integration's OAuth user need ModifyAllData?

## Sources

- [Integrate Marketing Cloud Personalization with Data 360](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_cdp.htm&type=5&language=en_US)
- [Personalization Data Integration Considerations](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_cdp_considerations.htm&type=5&language=en_US)
- [Personalization Data Shared with Data 360](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_cdp_shared_data.htm&type=5&language=en_US)
- [About Exporting Personalization Data to Data 360](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_cdp_export_about.htm&type=5&language=en_US)
- [Configure Anonymous Data Export to Data 360](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_cdp_anonymous_data_export.htm&type=5&language=en_US)
- [Import Data from Data 360 Into Personalization](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_cdp_import.htm&type=5&language=en_US)
- [About Server-Side Campaigns](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_server_side_campaign_about.htm&type=5&language=en_US)
- [Attribute Update Logic](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_profile_attribute_update.htm&type=5&language=en_US)
- [About ETL Data Feeds](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_etl_integration_about.htm&type=5&language=en_US)
- [Upload an ETL File Manually](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_etl_file_upload.htm&type=5&language=en_US)
- [Prerequisites and Considerations for Salesforce CRM Integration](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_crm_prereqs.htm&type=5&language=en_US)
- [Plan Data Sharing Between Personalization and Salesforce CRM](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_crm_data_synchronization.htm&type=5&language=en_US)
- [Set Up Automated Data Sharing Between Personalization and Salesforce CRM](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_crm_data_synchronization_initialize.htm&type=5&language=en_US)
- [About Integrating Personalization with Journey Builder](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_salesforce_marketing_cloud_journey_builder_about.htm&type=5&language=en_US)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 17 linked practice questions, and unlimited timed mock exams are included with the B2C Solution Architect pack (USD $19): https://www.certifyforce.com/practice-exams