Using the Interaction Studio Identity System, you can configure the identifiers that determine a unique known individual within Interaction Studio. You can configure Interaction Studio to support multiple identifiers for lookup and user merge. The provided identifiers determine how events are applied to visitor profiles whether originating from a web event, a feed import, or another channel.
After you Configure Identity Types and Attributes, if you plan to leverage the identity system to look-up and merge user profiles when processing web events, you will need to select the default identity attribute that will be leveraged by the web SDK.
This article details the process for configuring the identity system for the web SDK and includes examples of how the identity system merge logic works to resolve identities in common scenarios.
Configure the Identity System for the Web SDK
If you plan to leverage the identity system to look-up and merge user profiles when processing web events, you will need to select the default identity attribute that will be leveraged in the web SDK. For instance, if you have both an email address and a loyalty ID available on the web, you can select the loyalty ID as the default web identity attribute.
Merge Logic: Anonymous Visitors, First-Party Cookies, and the Interaction Studio Identity System
The Interaction Studio Web SDK supports both anonymous and named profiles and leverages a first-party cookie to track behavior on your website. A profile can transition from being anonymous to named based on the setup of your identity attributes. Let's look at a few examples of how this process works.
Example 1: Anonymous Profile
The web SDK generates an anonymous ID for all events. However, Interaction Studio will only consider the event anonymous and use the anonymous ID as the user’s identity if there are no identity attributes present in the event. For an anonymous event, Interaction Studio will use the anonymous ID to to determine if the event matches the anonymous ID of an existing Interaction Studio profile or if the event was generated by a new user. Let’s look at a few examples of lookup and merge for anonymous users on the web.
Example 2: Named Profile
If one or more identity attributes are present in a web event, that event is considered a named event. Interaction Studio leverages the identity attributes that are present in the event to either assign that event to an existing profile or create a new profile. That means that an anonymous profile can become a named profile through this lookup and merge process. Let’s look at a few examples of lookup and merge for named users on the web.
Example 3: Merging Behavior Across Devices
Interaction Studio can resolve users that are using different devices. Consider a user that visits your website both from a desktop computer and from a mobile device. This user will have 2 different anonymous IDs and will be tracked with two separate profiles. Interaction Studio merges these profiles when a named event such as a login or a purchase occurs on each device. If those profile are updated to named and have a matching identity, they will be merged and their behavioral histories combined.