Data Models in SFMC

 SFMC supports two types of data models.

1. List based Data Model

2. Contact based Data Model.

List based data model is a single table model which means it does not relate to another table and stands out as a independent storage entity.

Whereas contact based data model allows you to create multiple tables and you can relate them with each other to represent a relational model as you would do in any RDBMS system. 

Just to recall, in SFMC we will call each table as a DE in contact based data model. While a list is simply identified as LIST. So we have LIST or DE which we can create in SFMC.

When you have data of a Subscriber who can also be a consumer, we would need to store two types of data.

- Behavioural Data 

- Profile Data.

Behavioural data can be a transaction data, an interaction in a website like 'Forgot password' etc.

Profile data is the personal information of a Subscriber which is also known as PII. PII stands for 'Personally Identifiable Information'.

List based data model is used to store Customer profile (who can also be a Subscriber when opted in).

Lists are non-relational which means you cannot relate two lists based on a common field as you do in RDBMS. Lists are stand-alone objects which can store upto 5 Lakh records (0.5 million records maximum)

Datatype supported in a LIST:

  • Text
  • Numeric
  • Date


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