During an implementation project, a consultant completed ingestion of all data streams for their customer. Prior to segmenting and acting on that…

After data ingestion and mapping are complete, Identity Resolution is the mandatory next step before segmentation can be effective. Identity Resolution is the process that unifies disparate data points from various sources into a single, comprehensive profile for each individual. It matches and reconciles identity information based on configured rules. Without performing identity resolution, the data remains fragmented across different source profiles, making it impossible to create meaningful segments that reflect a complete view of the customer for activation.

A. Data Activation is the final step of sending a segment to a target system. It occurs after segmentation, not before.

B. Calculated Insights are used to create complex, pre-calculated metrics. While useful, they are not a required prerequisite for all segmentation.

C. Data Mapping is required for ingestion itself. The scenario states ingestion is complete, implying mapping to the Data Model Objects has already occurred.

1. Salesforce Help. (2024). Data Cloud: Identity Resolution. "After setting up your data streams and mapping your data, you can unify source profiles from different data sources with Identity Resolution." Section: Identity Resolution Process Overview.

2. Salesforce Trailhead. (2024). Data Cloud for Marketing: Identity Resolution in Data Cloud. "Identity resolution is the secret sauce that turns all that disparate data you’ve ingested into a single unified profile." Unit: Unify Customer Data.