Salesforce Personalization and Data 360

To generate and present unique, personalized content experiences, Salesforce Personalization in Marketing Cloud Next uses profile and item data graphs, calculated insights, segments, and real-time behavioral data from Data 360.

• User interaction data is ingested from the Data 360 Web SDK. Data is simultaneously ingested into the real-time layer for immediate processing and the standard data layer for regular processing along with other ingested data.
• Data 360 identity resolution performs real-time matching to identify a user profile. If the user is unknown, a profile is created.
• The known or anonymous profile in the real-time data graph is updated with ingested engagement and profile event data. 
• Real-time insights and segments are calculated. The real-time profile data graph is updated with metrics and segmentation results.
• When a personalization decision is required, Personalization calls the Data 360 profile API to obtain the updated individual profile from the real-time profile data graph.