This paper proposes to model and represent an object’s digital persona by means of a conceptual model that uses fragments of schemata that are termed data-DNA. The object may be a person, place or thing of interest; it may be either physical or virtual; and it supports interactions between and among objects. The goal is to provide a framework in which to represent an object’s context, capabilities, preferences and intent as it interacts with other objects in both the physical and virtual worlds it inhabits.