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.
Interaction Studio comes preloaded with several identity types including email address and Customer ID. These default identities work out-of-the-box without further configuration other than the set-up of event capture mechanisms like the site map or ETL.
This article details the process for configuring the identity system. For more information about leveraging the identity system in in the Web SDK and Open-Time Email, please reference the following documentation:
There are several identity types already available in your account which are configured for look-ups and merges. If you do not see these attributes pre-configured, please reach out to support. During implementation, if you decide to leverage any of these system values, use the corresponding built-in identity type.
If you do not plan to use one of identity attributes, you may unlink the attribute Identity Type value on the attribute screen, however once the value is unlinked you will be unable to relink the attribute to the attribute type. Alternatively, you can also choose to not capture data against the attribute and the result will be the same.
Email Address, Salesforce Marketing Cloud Contact Key, and Customer Id already have corresponding attributes configured. If you plan to use the Salesforce CRM Lead ID and Salesforce CRM Contact ID, follow the steps below to set up the associated attribute.
If the included identity types do not meet the needs of your business, you can add additional types. Once a new identity type is added and saved you will be unable to edit the record. Prior to saving you should validate your identity plan before proceeding. If you have been granted access to the account as a Salesforce employee, you will not be allowed to configure new identities in the account. Only the tenant administrators of the account have access to complete the following steps.
Interaction Studio supports merging user profiles based on shared identity attribute data. However if there isn't shared identity data across the profiles, Interaction Studio will not forcefully merges or split user profiles. For example, a request to rename or merge LoyaltyID 123 with LoyaltyID 567 would not be supported if there was nothing shared across the two profiles. Identity attributes should be carefully selected during implementation since there is no mechanism to split merged profiles.
When the identity system receives events with populated identity attributes, Interaction Studio determines whether the event is for a new or existing user. An event will be assigned to an existing user when that event has at least one identity attribute with a uniqueness of Identity Namespace and that attribute matches a value for that specific identity attribute already assigned to an existing user.
When Interaction Studio merges two records, all historic events, transactions, and interactions for both records are stored on the merged record based on the following logic:
Under the following circumstances a merge will not occur even if there is at least one matching identity attribute in the record:
Let’s explore several examples of event scenarios that would or would not match with an existing contact based on the configuration of the identity attributes.
In the following identity setup, a client has selected Email Address, Customer ID, Salesforce Marketing Cloud Contact Key, and Phone as identity attributes. Salesforce Marketing Cloud Contact Key, Email Address, and Customer ID are configured as unique (Type is Identity Namespace), meaning they are eligible for both lookup and merge. Phone is configured as non-unique, meaning that it is not eligible for lookup and merge.
The same phone number can exist on multiple customer profiles in Interaction Studio, therefore Phone is only used for searches. This setup is best leveraged when you have a 1 to 1 relationship between Email Address, Customer ID, and Salesforce Marketing Cloud Contact Key. Interaction Studio only stores the most recent email address if there are multiple email addresses that can be tied to a single Customer ID.
An event can also result in Interaction Studio merging two existing users into a single user. A merge occurs when Interaction Studio receives an event with multiple identity attributes and it matches multiple existing users. Let’s explore several scenarios where two existing users would merge into a single user after Interaction Studio receives an event.
An event can also result in two existing users merging into a single user. A merge occurs when Interaction Studio receives an event with multiple identity attributes and it matches multiple existing users.
Let’s explore several scenarios where two existing users would merge into a single user after Interaction Studio receives an event.
In the following identity setup the client has chosen to use Customer Id and Salesforce Marketing Cloud Contact Key as identity attributes. Both identity attributes are configured to result in a lookup and merge since they have a uniqueness of Identity Namespace. This setup is best leveraged if you have an internal customer key that is available on the web and offline channels. If there is not a 1 to 1 relationship with salesforce marketing key and Customer Id Interaction Studio will retain the most recent Salesforce Marketing Cloud Contact Key.