Golden Record Inside SFMC — Constrained Architecture
A pragmatic consolidation layer inside SFMC when enterprise CRM/MDM capabilities are unavailable.
Evidence tier describes my hands-on relationship with the content. Official sources describe platform contracts/documentation. Production observations should not automatically be treated as official limits.
Multiple brands/sources can create overlapping identities, inconsistent keys, permission ambiguity and duplicated customer records.
Define a canonical identity rule, source precedence, permission model, engagement facts and repeatable consolidation queries/DEs. Document that this is an application-level workaround, not enterprise MDM.
SFMC is not an MDM platform
Identity resolution logic becomes custom code/queries
Governance and lineage must be explicit