# Data 360 terminology, data model and value

*Data 360 Consultant Study Guide · Solution Positioning · Last updated October 16, 2026 · https://www.certifyforce.com/study-guide/data-360-consultant/solution-positioning/data-360-terminology-data-model-and-value*

The core Data 360 vocabulary from data stream to activation, the Customer 360 Data Model terms (subject area, DMO, attribute, primary and foreign key), and how a consultant proves value with use-case KPIs, ROI math and consumption-based credit pricing.

- Certification: Salesforce Data 360 Consultant
- Exam section: Solution Positioning
- Study guide: https://www.certifyforce.com/study-guide/data-360-consultant

**Official exam objective:**

> Describe Data 360's key terminology and business value.

## What the exam expects

- Name the Data 360 component that does a given job, from data stream to activation.
- Explain why sources are mapped to the standard Customer 360 Data Model, and use its terms (subject area, DMO, attribute, primary key, foreign key) correctly.
- Map a stakeholder pain point to the capability that solves it.
- Pick the KPI that fits a use case and calculate win rate, case resolution time and segmentation ROI the recommended way.
- Explain consumption-based (credit) pricing and what to do about it before implementation.

Key terms: **data stream** connects a source and ingests its data; **data lake object (DLO)** holds ingested data; **data model object (DMO)** is the harmonized object a DLO maps to; **unified profile** is identity resolution's key ring of source records; **credits** are Data 360's prepaid consumption units.

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Data stream | The connection and associated data ingested into Data 360 | [Data Streams in Data 360](https://help.salesforce.com/s/articleView?id=sf.c360_a_data_streams.htm&language=en_US&type=5) |
| Required DMOs | Individual, Party Identification, Contact Point Email, Phone and Address | [Get to Know Data Model Objects](https://trailhead.salesforce.com/content/learn/modules/customer-360-data-model-for-customer-data-platform/get-to-know-data-model-objects) |
| Primary vs foreign key | Primary: one instance per data set; foreign: common link like customer ID | [Get to Know Data Model Objects](https://trailhead.salesforce.com/content/learn/modules/customer-360-data-model-for-customer-data-platform/get-to-know-data-model-objects) |
| Unified profile | A key ring of source records; identity resolution picks no winning values | [About Identity Resolution](https://help.salesforce.com/s/articleView?id=data.c360_a_identity_resolution.htm&language=en_US&type=5) |
| Win rate | Won / (won + lost) x 100; open deals excluded | [Justify Your Investment in Data 360](https://trailhead.salesforce.com/content/learn/modules/data-cloud-discover-the-value/justify-your-investment-in-data-cloud) |
| Automation ROI | (Time saved x hourly rate x cycles) - setup cost | [Justify Your Investment in Data 360](https://trailhead.salesforce.com/content/learn/modules/data-cloud-discover-the-value/justify-your-investment-in-data-cloud) |
| Pricing model | Prepaid credits tied to volume, speed, features and storage; tracked in Digital Wallet | [Justify Your Investment in Data 360](https://trailhead.salesforce.com/content/learn/modules/data-cloud-discover-the-value/justify-your-investment-in-data-cloud) |
| Segmentation metrics | Email open rates, return on advertising spend, marketing lead revenue, engagement | [Measure the Value of Data 360](https://trailhead.salesforce.com/content/learn/modules/data-cloud-discover-the-value/measure-the-value-of-data-cloud) |
| Data spaces and residency | Control what users access, not where data is stored | [Govern and Secure Your Data](https://trailhead.salesforce.com/content/learn/modules/data-cloud-govern-and-secure/govern-and-secure-your-data) |

## Check yourself

- Which component connects an external database to Data 360?
- Why does a consultant map every source to standard DMOs instead of keeping native schemas?
- When should KPIs for a Data 360 use case be defined?
- Why is a unified profile not a golden record?

## Sources

- [Measure the Value of Data 360](https://trailhead.salesforce.com/content/learn/modules/data-cloud-discover-the-value/measure-the-value-of-data-cloud)
- [Justify Your Investment in Data 360](https://trailhead.salesforce.com/content/learn/modules/data-cloud-discover-the-value/justify-your-investment-in-data-cloud)
- [Get to Know Data Model Objects](https://trailhead.salesforce.com/content/learn/modules/customer-360-data-model-for-customer-data-platform/get-to-know-data-model-objects)
- [Data Objects in Data 360](https://help.salesforce.com/s/articleView?id=data.c360_a_data_lake_objects.htm&language=en_US&type=5)
- [Data Streams in Data 360](https://help.salesforce.com/s/articleView?id=sf.c360_a_data_streams.htm&language=en_US&type=5)
- [About Identity Resolution](https://help.salesforce.com/s/articleView?id=data.c360_a_identity_resolution.htm&language=en_US&type=5)
- [Enhance Data with Insights](https://help.salesforce.com/s/articleView?id=data.c360_a_calculated_insights.htm&language=en_US&type=5)
- [Create a Standard Segment in Data 360](https://help.salesforce.com/s/articleView?id=data.c360_a_create_a_segment.htm&language=en_US&type=5)
- [Activation and Activation Targets](https://help.salesforce.com/s/articleView?id=data.c360_a_activation.htm&language=en_US&type=5)
- [Govern and Secure Your Data](https://trailhead.salesforce.com/content/learn/modules/data-cloud-govern-and-secure/govern-and-secure-your-data)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 13 linked practice questions, and unlimited timed mock exams are included with the Data 360 Consultant pack (USD $19): https://www.certifyforce.com/practice-exams