Create Your Core Activations in Data 360

Let’s review the steps for creating your core activations in Data 360.

Required Editions

Available in: All Editions supported by Data 360. See Data 360 edition availability.

Create a segment in Data 360 at the Individual level that represents your full audience as active segment members. Then create a Unified Individual segment.

Implementation Pattern	Data 360 Segments
Core Audience Model	Full Individual audience Full Unified Individual audience
Collective Core Audience model	Full Individual audience Full Unified Individual audience

Depending on your data strategy, a marketer creates one or more Data 360 activations to Marketing Cloud Engagement based on each full audience segment.

Implementation Pattern	Data 360 Segments	Example Data 360 Activations
Core Audience Model	Full Individual audience Full Unified Individual audience	MC Core All Individuals MC Core All Unified Individuals
Collective Core Audience model	Full Individual audience Full Unified Individual audience	MC Individuals Identity & Consent MC Individuals Subscriptions & Preferences MC Individuals Demographics & Psychographics MC Individuals ecommerce Data MC Unified Individuals Demographics & Psychographics MC Unified Individuals ecommerce

Select channels and contact points for your activations.

Implementation Pattern	Data 360 Segments	Example Data 360 Activations	Channels Activated in Data 360
Core Audience Model	Full Individual audience Full Unified Individual audience	MC Core All Individuals MC Core All Unified Individuals	Email & SMS Email & SMS
Collective Core Audience model	Full Individual audience Full Unified Individual audience	MC Individuals Identity & Consent MC Individuals Subscriptions & Preferences MC Individuals Demographics & Psychographics MC Individuals ecommerce Data MC Unified Individuals Demographics & Psychographics MC Unified Individuals ecommerce	Email & SMS Email & SMS Email & SMS Email & SMS Email & SMS Email & SMS

For each activation, the marketer organizes and includes the commonly used attributes that the team has chosen.

Implementation Pattern	Data 360 Segments	Example Data 360 Activations	Channels Activated in Data 360	Example Attributes Activated in Data 360
Core Audience Model	Full Individual audience Full Unified Individual audience	MC Core All Individuals MC Core All Unified Individuals	Email & SMS Email & SMS	First name, email opt-in, lifetime value Employment status, lifetime value, date last purchased
Collective Core Audience model	Full Individual audience Full Unified Individual audience	MC Individuals Identity & Consent MC Individuals Subscriptions & Preferences MC Individuals Demographics & Psychographics MC Individuals ecommerce Data MC Unified Individuals Demographics & Psychographics MC Unified Individuals ecommerce	Email & SMS Email & SMS Email & SMS Email & SMS Email & SMS Email & SMS	First name, email opt-in, SMS opt-in Account alerts, promotional messages Country, gender, lifestyle Lifetime value, rewards point Employment status, lifestyle type Lifetime value, date last purchased