---
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title: About User Data Changes
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version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mc_pers_user_data_changes_about.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mc_pers_user_data_changes_about.htm&release=264.0.0&type=5
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content_type: documentation
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description: Learn about user data changes.
products:
  - Marketing
  - Salesforce Personalization
release: "264"
---
# About User Data Changes

Learn about user data changes.

Data about visitors, customers, and users is stored in a unified customer or account profile. Personalization uses the cross-channel information on each profile to power real-time, cross-channel decisions, including:

- Whether an individual qualifies for certain promotions
- Which product or content recommendations an individual sees
- What to show to someone who is added to a specific journey in Journey Builder

Individuals can request that you delete or change any or all of their data. You can delete data directly in the unified customer profile. Individuals can also request to view all data stored in Personalization. You can satisfy right of access requests with an API call. You can also use an API call to determine whether a user is identified in Personalization or to remove user data.