How does Data Cloud unify B2B contact and account data across multiple touchpoints?

Data Cloud's core value proposition for B2B is building a Unified Individual (contact) and Unified Account profile from fragmented data across touchpoints:

Data Ingestion: Data Streams pull data from Salesforce CRM (Contact, Account, Opportunity, Activity), Marketing Cloud (email engagement, journey data), Account Engagement (Pardot prospects, form fills), external sources (website analytics, intent data, event attendance) via API or file upload.

Identity Resolution: Matching rules identify records that likely represent the same real-world person or company across data sources. Match on: email address, phone number, company domain, name + company combination. Resolution Rules define how to merge matched records into a Unified Individual (contact) and Unified Account. Reconciliation Rules determine which source wins for each field (most recent, most frequent, preferred source).

Calculated Insights: Run aggregate computations over the unified data (e.g., total email engagement score, total opportunity value, days since last activity) as stored metrics on the Unified Profile.

Activation: Activate unified profiles and segments to Marketing Cloud (personalised campaigns), Sales Cloud (update Account scores), and Agentforce (ground agent responses with unified account context).

Vector Database: Store unstructured account data (call transcripts, email text) as vector embeddings in Data Cloud Vector Database for semantic search and RAG in Agentforce.