Data unification overview


On September 1, 2023, we merged and renamed Dynamics 365 Marketing and Dynamics 365 Customer Insights. Dynamics 365 Marketing is now called Dynamics 365 Customer Insights - Journeys. Dynamics 365 Customer Insights is now called Dynamics 365 Customer Insights - Data. For more information, see Dynamics 365 Customer Insights FAQs.

After setting up the data sources, you can unify the data. Data unification lets you unify once-disparate data sources into a single master dataset that provides a unified view of your customers.

Data can be unified on a single table or multiple tables. Tables were previously called entities.

Data unification process

The unification process maps customer data from your data sources, removes duplicates, matches the data across tables, and creates a unified profile. Unification is performed in the following order:

  1. Source fields (previously called Map): In the source fields step, select tables and fields to include in the unify process. Map fields to a common type that describes the purpose of the field.

  2. Duplicate records (previously part of Match): In the duplicate records step, optionally define rules to remove duplicate customer records from within each table.

  3. Matching conditions (previously called Match): In the matching conditions step, define rules that match customer records between tables. When a customer is found in two or more tables, a single consolidated record is created with all columns and data from each table.

  4. Unified customer fields (previously called Merge): In the unified customer fields step, determine which source fields should be included, excluded, or merged into a unified customer profile.

  5. Review and create the unified profile.

Next steps

After completing data unification, you can optionally: