A data model, visualized by entity relationship diagrams (ERDs), illustrates important relationships between objects. There are different types of objects used within Venturelytic, the two most important ones being standard objects and customer objects. Standard objects are objects that are included with Salesforce, such as Account, Contact, and Task objects. Custom objects are objects that Venturelytic created on top of the standard Salesforce objects containing features specifically relevant to investors, such as the Investment Opportunity, Share Activity, and Key Metric objects.

A simplified version of the Venturelytic data model is shown in the figure below. It consists of an overview of the most important objects, and the accompanying hierarchy. Access to records on these objects are defined by the right structure discussed in Chapter 4.

Default data model