# Data graphs, segment publishing and DMO activation

*Marketing Cloud Next Consultant Study Guide · Data Modeling, Identity Resolution & Segmentation · Last updated November 6, 2026 · https://www.certifyforce.com/study-guide/marketing-cloud-next-consultant/data-modeling-identity-resolution-and-segmentation/data-graphs-segment-publishing-and-dmo-activation*

Connect mapped Data Model Objects through identity resolution, prepare selected attributes for Marketing Cloud Next personalization, and choose between campaign segments and DMO activation.

- Certification: Salesforce Marketing Cloud Next Consultant
- Exam section: Data Modeling, Identity Resolution & Segmentation
- Study guide: https://www.certifyforce.com/study-guide/marketing-cloud-next-consultant

**Official exam objective:**

> Describe data object concepts in Data 360 and how they are used to connect, harmonize, unify, and activate customer data for audience segmentation and content personalization.

## What the exam expects

- Explain how mapped source data becomes DMOs, how identity resolution links source profiles, and how unified objects differ from link objects.
- Configure a Data 360 graph for Marketing Cloud Next personalization, including the required related-object path and graph selection.
- Choose campaign segment data space, object and publishing behavior; distinguish segment readiness from external activation.
- Select batch or streaming DMO activation to match the destination and timing need.

**Key terms.** *DMO* is a harmonized data model object used to organize source data. *Unified Individual* is an identity-resolution output that brings related source profiles together. *Unified Link Individual* links the unified record to its source individuals. *Data graph* is a selected, read-only combination of DMO fields prepared for fast retrieval.

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Personalization graph base | Unified Individual is the primary DMO. | [Set Up Personalization Features](https://help.salesforce.com/s/articleView?id=mktg.mktg_data_graph_setup.htm&type=5&language=en_US) |
| Required graph fields | Individual ID, Email Address and Telephone Number. | [Set Up Personalization Features](https://help.salesforce.com/s/articleView?id=mktg.mktg_data_graph_setup.htm&type=5&language=en_US) |
| Merge field types | Text and Date. | [Set Up Personalization Features](https://help.salesforce.com/s/articleView?id=mktg.mktg_data_graph_setup.htm&type=5&language=en_US) |
| Campaign segment base | Unified Individual in the default data space for the baseline setup; configured business-unit campaigns use their unit's mapped data space. | [Understanding Segmentation](https://help.salesforce.com/s/articleView?id=mktg.mktg_audiences_segmentation.htm&type=5&language=en_US); [Business-unit campaigns](https://help.salesforce.com/s/articleView?id=mktg.working_with_campaigns_in_business_units.htm&type=5&language=en_US) |
| Segment activation | Campaign flows can use a published segment without a separate activation. | [Understanding Segmentation](https://help.salesforce.com/s/articleView?id=mktg.mktg_audiences_segmentation.htm&type=5&language=en_US) |
| Rapid Publish | Configurable lookback up to the org maximum from June 2026; refresh every one or four hours. | [Summer 26 lookback change](https://help.salesforce.com/s/articleView?id=release-notes.rn_cdp_2026_summer_rapid_publish_configurable_lookback.htm&release=262&type=5&language=en_US); [Understanding Segmentation](https://help.salesforce.com/s/articleView?id=mktg.mktg_audiences_segmentation.htm&type=5&language=en_US) |
| Batch DMO activation | Engagement DMO payloads include only the last 90 days. | [Activation for Data 360 DMOs](https://help.salesforce.com/s/articleView?id=data.c360_a_dmo_activation.htm&type=5&language=en_US) |
| Link object's role | Unified Link Individual connects unified and source individual IDs. | [Unified Link Objects](https://help.salesforce.com/s/articleView?id=data.c360_a_identity_resolution_data_modeling_unified_and_link_objects.htm&type=5&language=en_US) |

## Check yourself

- Why isn't a new activation necessary just to extend an existing activation's end date?
- When can a standard streaming event reduce attribute setup work?
- Which object categories should be checked before a batch DMO export?

## Sources

- [Set Up Personalization Features in Marketing Cloud Next](https://help.salesforce.com/s/articleView?id=mktg.mktg_data_graph_setup.htm&type=5&language=en_US)
- [Data Graphs](https://help.salesforce.com/s/articleView?id=data.c360_a_data_graphs.htm&type=5&language=en_US)
- [Understanding Segmentation in Marketing Cloud Next](https://help.salesforce.com/s/articleView?id=mktg.mktg_audiences_segmentation.htm&type=5&language=en_US)
- [Activation for Data 360 Data Model Objects](https://help.salesforce.com/s/articleView?id=data.c360_a_dmo_activation.htm&type=5&language=en_US)
- [Unified Link Objects and Relationships to Unified Objects](https://help.salesforce.com/s/articleView?id=data.c360_a_identity_resolution_data_modeling_unified_and_link_objects.htm&type=5&language=en_US)
- [Configure a Lookback Window When Using Rapid Publish (Summer 26)](https://help.salesforce.com/s/articleView?id=release-notes.rn_cdp_2026_summer_rapid_publish_configurable_lookback.htm&release=262&type=5&language=en_US)
- [Filter Streaming DMO Activations with Data Graph Attributes (Summer 26)](https://help.salesforce.com/s/articleView?id=release-notes.rn_cdp_2026_summer_streaming-dmo-activations-using-data-graphs-attributes.htm&release=262&type=5&language=en_US)
- [Data Graph Statuses](https://help.salesforce.com/s/articleView?id=data.c360_a_data_graph_status.htm&type=5&language=en_US)
- [Working with Campaigns in Business Units](https://help.salesforce.com/s/articleView?id=mktg.working_with_campaigns_in_business_units.htm&type=5&language=en_US)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 9 linked practice questions, and unlimited timed mock exams are included with the Marketing Cloud Next Consultant pack (USD $19): https://www.certifyforce.com/practice-exams