Link Core Activations to the Marketing Cloud Engagement Contact Model

Data specialists perform these steps in Marketing Cloud Engagement to establish the data foundation.

1. Create attribute groups in Contact Builder.

   Implementation Pattern	Example Attribute Groups
   Core Audience Model	SF CDP
   Collective Core Audience model	Identity & Consent Subscriptions & Preferences Demographics & Psychographics Ecommerce

2. In each attribute group, data specialists link the data extensions that marketers activated in Data 360.
   • Ensure that the data deletion feature is turned off for the commonly shared data extensions.
   • Relate the Individual data extensions with a 1:1 relationship to the root on ContactKey↔Individual ID.
   • Link the activated Unified Individual data extensions directly to the Individual data extension in a 1:1 relationship Individual ID↔Individual ID.

   Implementation Pattern	Example Attribute Groups	Example Data Extensions in the Attribute Groups
   Core Audience Model	SF CDP	MC Core All
   Collective Core Audience model	Identity & Consent Subscriptions & Preferences Demographics & Psychographics Ecommerce	MC Identity & Consent MC Subscriptions & Preferences MC Demographics & Psychographics MC ecommerce

3. In Marketing Cloud Engagement, create a Contact Model attribute group for ad hoc campaigns.
   

   Note To prevent data sprawl and performance impacts, turn on the data deletion feature only for the ad hoc data extensions so that their stored data is deleted after the journey is complete. It’s also best practice to routinely check and delete old data extensions from the Contact Model.