What is the personalization graph base?

Unified Individual is the primary DMO.

What is the required graph fields?

Individual ID, Email Address and Telephone Number.

What is the 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.

What is the segment activation?

Campaign flows can use a published segment without a separate activation.

What is Rapid Publish?

Configurable lookback up to the org maximum from June 2026; refresh every one or four hours.

What is the batch DMO activation?

Engagement DMO payloads include only the last 90 days.

What is the link object's role?

Unified Link Individual connects unified and source individual IDs.

Data Modeling, Identity Resolution & Segmentation25% of the exam

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.

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.

~6 min read · 9 practice questions · updated Nov 6, 2026

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 (opens in a new tab)
Required graph fields	Individual ID, Email Address and Telephone Number.	Set Up Personalization Features (opens in a new tab)
Merge field types	Text and Date.	Set Up Personalization Features (opens in a new tab)
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 (opens in a new tab)Business-unit campaigns (opens in a new tab)
Segment activation	Campaign flows can use a published segment without a separate activation.	Understanding Segmentation (opens in a new tab)
Rapid Publish	Configurable lookback up to the org maximum from June 2026; refresh every one or four hours.	Summer 26 lookback change (opens in a new tab)Understanding Segmentation (opens in a new tab)
Batch DMO activation	Engagement DMO payloads include only the last 90 days.	Activation for Data 360 DMOs (opens in a new tab)
Link object's role	Unified Link Individual connects unified and source individual IDs.	Unified Link Objects (opens in a new tab)

Personalization graph base

Detail: Unified Individual is the primary DMO.
Source: Set Up Personalization Features (opens in a new tab)

Required graph fields

Detail: Individual ID, Email Address and Telephone Number.
Source: Set Up Personalization Features (opens in a new tab)

Merge field types

Detail: Text and Date.
Source: Set Up Personalization Features (opens in a new tab)

Campaign segment base

Detail: Unified Individual in the default data space for the baseline setup; configured business-unit campaigns use their unit's mapped data space.
Source: Understanding Segmentation (opens in a new tab)Business-unit campaigns (opens in a new tab)

Segment activation

Detail: Campaign flows can use a published segment without a separate activation.
Source: Understanding Segmentation (opens in a new tab)

Rapid Publish

Detail: Configurable lookback up to the org maximum from June 2026; refresh every one or four hours.
Source: Summer 26 lookback change (opens in a new tab)Understanding Segmentation (opens in a new tab)

Batch DMO activation

Detail: Engagement DMO payloads include only the last 90 days.
Source: Activation for Data 360 DMOs (opens in a new tab)

Link object's role

Detail: Unified Link Individual connects unified and source individual IDs.
Source: Unified Link Objects (opens in a new tab)

Sources for this section (6)

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?

The questions are free to read. Answers with their sources and self-grading are included with the pack.

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What the exam expects

Key facts

Check yourself

Keep reading with the Marketing Cloud Next Consultant pack

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