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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.
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.
