---
schema_version: "1"
id: a083efc522e21757195f6d45257378fe637d9bd0d5cf66d4fae06e5eb06720cb
title: Normalized and Denormalized Data
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/data/264-0-0/c360_a_normalized_and_denormalized_data.md
canonical_url: https://help.salesforce.com/s/articleView?id=data.c360_a_normalized_and_denormalized_data.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: 36c9ab6112328f079b4df3d97757a38a7d4715bd1ec0a6aba85293ec7410983d
description: Data originates from multiple sources and can be normalized or denormalized. The Data 360 standard data model is normalized, so incoming data must be normalized before it can be mapped to the data model. Because not all source systems provide normalized export options or normalize data, assess your field-level data to establish how to transform and map the source data to the standard data model.
products:
  - Data 360
release: "264"
---
# Normalized and Denormalized Data

Data originates from multiple sources and can be normalized or denormalized. The Data 360 standard data model is normalized, so incoming data must be normalized before it can be mapped to the data model. Because not all source systems provide normalized export options or normalize data, assess your field-level data to establish how to transform and map the source data to the standard data model.

Normalized data is divided into multiple tables with established relationships to reduce redundancy and inconsistency.

![Normalized data for individual, contact point email and contact point phone table records.](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-data-data_cloud-264-0-0-production-enus/f3569962-3c9b-4f83-9d0c-b6a574e785da/data_cloud/images/normalized_data.png)

Denormalized data is combined into a single table to make data retrieval faster. The rows contain relational data as column attributes. This format is commonly known as a spreadsheet view, and Marketing Cloud Engagement data extensions have the same format.

![Denormalized data showing multiple phone numbers for a single contact point.](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-data-data_cloud-264-0-0-production-enus/f3569962-3c9b-4f83-9d0c-b6a574e785da/data_cloud/images/denormalized_data.png)

#### See Also

- [_Salesforce Help_: Use Case Normalize Denormalized Data](https://help.salesforce.com/s/articleView?id=data.c360_a_uc_normalize_denormalized_data_from_marketing_cloud.htm&release=264.0.0&type=5 "In this use case, the data comes from a single Marketing Cloud Engagement data extension but must be normalized to map to the Data 360 data model objects (DMO).")