Molequle's data model is designed to be highly customisable, making it easy for your organisation to tailor it to your specific needs and processes. There are two types of entities in Molequle: native entities, which form the foundation of the data model, and custom entities, which can be created and linked together using relationships.

Each entity in Molequle has a specific set of attributes that can be fully customised to match your business requirements. This means that you can configure Molequle to work the way your organisation does, rather than having to change your processes to fit Molequle's data model.

Molequle comes with a set of native entities that provide a starting point for your data model.

A person represents your customers or other individuals you interact with. Each person can have a unique set of attributes that you define, and can be linked to other entities such as accounts and activities.

An account represents a business or organisation and serves as a foundational entity in the data model. Like people, accounts have a customisable set of attributes that can be tailored to match the specific needs of your organisation. For example, you might use accounts to track information such as industry, location, size, and revenue. By linking accounts to other entities in Molequle, such as people, opportunities, and campaigns, you can create a comprehensive view of your interactions with each business.

A campaigns represents a marketing initiative and always has a specific type, such as a webinar, trade-show or web content, which are fully customisable. Campaigns can be linked to people in a many-to-many relationship, with the membership acting as the junction object between the two entities. This allows you to describe the relationship between a person and a campaign, such as the person's status—or any other custom attribute—within the campaign.

An opportunity represents a sales-accepted lead that has been qualified as being in need of your product or service. Opportunities have customisable stages, which can be used to track progress and determine outcomes. An opportunity is linked to accounts in a one-to-many relationship, and to people using a many-to-many relationship via an opportunity role entity. This allows you to describe a person's role within the opportunity, such as decision maker or stakeholder, as well as any other information relevant to the opportunity.

Activities serve as a powerful tool for capturing and tracking interactions with people, accounts, and campaigns. Activities are time-series data that are linked to other entities in Molequle in a one-to-many relationship, meaning that a single activity can be associated with multiple people, accounts, or campaigns.

Each activity in Molequle has a specific type that corresponds to its source, such as a phone call, email, or form submission. By tracking the type of each activity, you can gain insights into how interactions with people, accounts, and campaigns are happening.

Also, activities can also be grouped together for easy filtering and analysis. This gives your organisation an easy way to digest many activities at once without having to go through them individually.

Molequle provides the flexibility to extend the data model beyond the native entities by creating custom entities and linking them to other entities. This allows you to model your business processes in a way that precisely matches your organisation's requirements. , as it enables you to tailor the data model to your specific needs. For example, you might create a custom entity to track project milestones, or to manage support tickets. By creating a custom entity, you can capture the information that is important to your business, and link it to other entities to provide a complete view of your data.

You can define the entity's attributes and set up relationships to other entities. Once created, the custom entity can be linked to native entities such as Person, Account, Campaign, Opportunity, and Activities, or to other custom entities that you have created.