How does Data Cloud determine what data to use?

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Businesses collect a lot of information—customer names, emails, phone numbers, and purchase history. But when this data is stored in different places, it can get messy or outdated.

Which email is correct?

Which phone number should be used?

That’s where Salesforce Data Cloud helps. It gathers data from different sources, removes duplicates, and picks the most accurate details to create one clean customer profile.

Let’s see how it works.

How Data Cloud Matches Customer Information

Imagine a customer named Sarah Johnson. She might appear in different company systems like this:

• Sarah Johnson (CRM) – with her work email.
• S. Johnson (Support System) – listed with her phone number.
• Sarah J. (Marketing List) – registered with her personal email.

If these records stay separate, your AI assistant won’t know they belong to the same person.

Data Cloud fixes this problem using Identity Resolution.

“Identity Resolution helps Data Cloud combine matching records, so businesses have one complete profile for each customer.”?– Joseph Espiritu, SOLVD Consultant?

Here’s how it works:

1. It looks for shared details like emails, phone numbers, or names to find records that belong to the same person.
2. It applies smart matching rules to connect similar records, even if they look slightly different.
3. It creates a single customer profile with the most up-to-date and correct information.

How Data Cloud Picks the Right Data

What happens when different data sources show different details? How does Data Cloud decide what to keep?

It follows Reconciliation Rules, which help pick the best data based on:

• Most Frequent Data – If three out of four sources list the same email, Data Cloud chooses that one.
• Most Recently Updated Data – The newest version is used.
• Trusted Sources – Businesses can set which system (like CRM or Marketing) should be trusted first.

“With these rules, businesses control which data is used and how records are cleaned up.”?

Why Businesses Use Data Cloud for Better Data

• Removes duplicate records – No more clutter.
• Creates one complete customer profile – Helps teams see the full picture.
• Makes AI and automation work better – Clean data means smarter AI tools like Agentforce.

“Good AI needs good data. Data Cloud makes sure businesses have the right information to work with.”?– Joseph Espiritu, SOLVD Consultant?

Want to Fix Your Data?

At SOLVD, we help businesses clean up and organize their data with Salesforce Data Cloud.

?? Call us today to get started!

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