Understanding the Data Available between CDP and Explore Module

In order to best serve your CDP a consistent and predictable source of net new accounts and contacts from the Explore Module, the integration uses a set of hard coded fields in both directions.

When sending accounts to Explore Module:

• Internal Account ID will always be populated - this is the system ID assigned to your record in the CDP (formerly known as the Atlas Account ID). It will appear as the "External ID" in the Explore Module.
• The DataVision Company UUID (DVID) will be populated if you acquired that account net new from the Explore Module and sent it to CDP. This field is used by Explore Module to dedupe and not add to your RUM.
• Firmographic DUNS is the DUNS provided by data cloud match in the CDP. This is the common key between CDP and Explore Module to ensure consistent population of firmographic attributes, intent signals and web visits.
• Campaign Name is used by the Explore Module to easily find the accounts sent in a specific launch. If you want to find the most recent, or only use the delta from a campaign launch, this field will support that use case.
• Segment Name is used by the Explore Module to recall all accounts that have ever been sent from a single segment. If you don't care about when data was added to Explore Module, this can be useful for reviewing all records from a single segment over all time.

When sending accounts to CDP:

• DUNS Number will always be populated. This is used to match to the data cloud to ensure firmographic data population when creating a new account. It will also be used to merge to existing accounts if the Internal Account Id or DVID of the record is not found in the CDP.
• DVID will always be populated. The Internal Account Id will be populated if the account has been previously launched form the CDP to Explore Module. These Ids are used by the CDP to track which records were created by the Explore Module. In future instances of the same DUNS being sent back to the CDP from a separate net-new exercise, DVID and the Internal Account ID will be the keys used to prevent duplication.
• Marketability Status for accounts. Marketability Status should be used in your CDP segments to ensure that all accounts (and related contacts) used for campaigns are opted in for marketing.

When sending contacts to Explore Module:

• When sending contacts to the Explore Module, an account match is also completed and the same data points for accounts are included in the contact file.
• Internal Account ID will always be populated - this is the system ID assigned to your record in the CDP. Explore Module uses this to track which records originated from your CDP.
• DVID will be populated if you acquired that account net new from the Explore Module and sent it to CDP. This field is used by Explore Module to dedupe and not add to your RUM.
• Firmographic DUNS is the DUNS provided by data cloud match in the CDP. This is the common key between CDP and Explore Module to ensure consistent population of firmographic attributes, intent signals and web visits.
• Campaign Name is used by the Explore Module to easily find the accounts sent in a specific launch. If you want to find the most recent, or only use the delta from a campaign launch, this field will support that use case.
• Segment Name is used by the Explore Module to recall all accounts that have ever been sent from a single segment. If you don't care about when data was added to Explore Module, this can be useful for reviewing all records from a single segment over all time.
• Internal Contact Id will always be populated - this is the system ID assigned to your record in the CDP. It will appear as the "Contact External ID" in the Explore Module. Explore Module uses this to track which records originated from your CDP. It will suppress launching contacts from the CDP back to the CDP in future launches.
• DataVision Contact UUID (DVCID) will be populated if you acquired that contact net new from the Explore Module. This field is used by Explore Module to dedupe and not add to your RUM.
• Email will be populated on all records sent from the CDP to Explore Module. Records without an email will be skipped when sending contacts to the Explore Module, as this field is required to match against contacts in Explore Module.
• First Name and Last Name are used to help ensure the contact record match in Explore Module.

When sending contacts to CDP:

• When sending contacts to the CDP, an account match is also completed and the same data points for accounts are included in the contact file.
• DUNS Number will always be populated. This is used to match to the data cloud to ensure firmographic data population when creating a new account.
• The Internal Account Id will be populated if the account has been previously launched form the CDP to Explore Module. These Ids are used by the CDP to track which records were created by the Explore Module. In future instances of the same DUNS being sent back to the CDP from a separate net-new exercise, DVID and the Internal Account ID will be the keys used to ensure your contacts are matched to the right accounts.
• Company Name and Country/Region are used to support DUNS matching.
• Address Line 1, Address Line 2, City, State or Province Name, Postal Code, US SIC 1987 Code, US SIC 1987 Description and URL are used to provide account insights on your contacts, and support personalization. CDP contacts are not enriched with data cloud attributes, so they must have these fields mapped directly from Explore Module to complete matching in ads platforms and support personalization for email and sales platforms.
• DataVision Contact UUID will always be populated. This is used by the CDP to track which records were created by the Explore Module. In future instances of the same DataVision Contact UUID being sent back to the CDP from a separate net-new exercise, DVID will be the key used to deduplicate these contacts.
• Email may not be populated when  the CDP from Explore Module. You can require that email presence be required in the Explore Module, but a valid contact in Explore Module may not have an email.
• First Name, Last Name, Direct Phone, Title, Level Name, Job Function, and Function Group Name will be sent when available from Explore Module. These should be used for segmentation in your CDP and personalization in your email and sales campaigns.
• Email Validation Score and Direct Marketing Status are metadata to help you better understand your contacts. Direct Marketing Status should be used in your CDP segments to ensure that all contacts used for campaigns are opted in for marketing.