Microsoft Dynamics 365

The Microsoft Dynamics 365 Common Data Model(CDM) is a standardized framework designed to facilitate data integration, interoperability, and management across various business applications. This model provides a unified data schema that allows different applications to share and understand data consistently, thereby enhancing operational efficiency and decision-making.

Overview of the Common Data Model

The Common Data Model serves as a foundational structure for Microsoft Dynamics 365 and its associated applications, such as Power Apps and Power BI.

It includes a collection of predefined data schemas, known as entities, which represent common business concepts and processes.

Key entities include Account, Contact, Lead, and Task, among others. Each entity consists of attributes (fields) that define the data it holds, such as customer names, email addresses, and transaction details.

The Account entity in the Common Data Model (CDM):

  • accountId
  • accountCategoryCode
  • accountName
  • accountNumber
  • stateCode
  • primaryContactId
  • ownerId
  • createdOn
  • modifiedOn
  • description

The attributes of the Contact entity in the Common Data Model (CDM):

  • contactId
  • firstName
  • lastName
  • fullName
  • emailAddress1
  • telephone1
  • address1_line1
  • address1_city
  • address1_stateOrProvince
  • address1_postalCode
  • address1_country
  • stateCode
  • ownerId
  • createdOn
  • modifiedOn

Key Components

  1. Entities: These are essentially tables that store information about specific business objects. For example, an entity for customers would include attributes like name, email, and phone number.
  2. Attributes: Attributes are the individual pieces of data that describe an entity. They provide detailed information about the entity’s characteristics.
  3. Relationships: These define how different entities are connected to one another, allowing for complex data structures and associations that reflect real-world business scenarios.
  4. An Account usually represents an organization or a business entity. However, in some cases, it can also be used to represent a household or a group of consumers.
  5. For individual consumers, an Account might not always be necessary unless there is a need to group multiple Contacts under a single entity (e.g., a family account).

Considerations in using the Common Data Model

The adoption of the Common Data Model offers several advantages:

  • Streamlined Data Management: By providing a standardized schema, businesses can eliminate data silos and ensure that all applications within the organization can access and utilize the same data effectively.
  • Enhanced Interoperability: Applications can communicate more seamlessly with one another, reducing the complexity and cost associated with custom integrations.
  • Improved Analytics and Insights: With a unified data model, organizations can generate more accurate reports and dashboards, leading to better data-driven decision-making.
  • Scalability and Extensibility: The model is designed to be extensible, allowing businesses to create custom entities or modify existing ones to meet specific needs while maintaining compatibility with the standard schema.
  • Household Accounts: In scenarios where consumers are part of a household, an Account record can be useful to group multiple Contacts (individual family members) under one household account. This allows organizations to manage relationships and interactions at both the individual and household levels.
  • Customer Management: If a business wants to track purchases, preferences, or interactions that are associated with a household or family unit, having an Account record helps in managing that relationship effectively.
  • Single Consumer: If you are only dealing with individual consumers (e.g., a person buying a product), you may only need a Contact record. An Account record might not be necessary.
  • Multiple Consumers: If you have multiple consumers linked to a single entity (like a family or household), then an Account record can help organize and manage those Contacts effectively.

Implementation in Dynamics 365

The Common Data Model is integrated into the Microsoft Dynamics 365 ecosystem, where it underpins various applications.

When organizations utilize Dynamics 365, they inherently leverage the benefits of the CDM, as it facilitates a common language for data across different business functions, such as sales, marketing, and customer service.

Visit Github to obtain the latest details on the CDM

Example Schemas