Identity Manager
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"Your identity is your most valuable possession. Protect it." - Elastigirl, The Incredibles
Identity resolution is a core component of CDP plus, as it will allow ZMP to combine disparate data into one cohesive view of a person. Identity Manager is the tool that allows a given user access to configure and maintain these processes within ZMP.
Navigate to Audiences > Identity Manager from the menu on the left.
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Configurations to Do
Identity Resolution or configuring of Identity will be handled in multiple phases:
Profile Creation
This section configures what identifiers are needed to define an individual within the client ecosystem.
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Example: Every time a record comes in, if it has an email, a profile is created. However, you may instead use a combination of email address & first name which would mean that a profile is only created if the record has a value for both of these. You may have multiple identifiers which create profiles and a given profile can have multiple identifiers, but must have at least one. |
Merging Rules
This section configures rules for merging two profiles on a field that otherwise would not be used as an identifier.
This section is optional if no merge rules are required.
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Example: Two records which both have a purchase confirmation number associated may be merged. |
Exclusions
This section defines scenarios in which profiles should either not be created or merged, by configuring exclusions to the existing rules.
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Example: You may want to prevent profiles from being created if they have email addresses which contain info@ or customer-service@ which would indicate that they do not belong to a real user. |
Review & Activate
This section will allow you to review your rules as configured before activating them. You can also download a pdf to share and review their rules outside of the platform.
Once activated, the first section (profile creation) can no longer be modified, so you should be certain before committing.
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Once activated, a configuration can take up to 3 business days before it is fully enabled.
When identity rules are running, a user can return to Identity Manager to make changes to the merge rules or exclusions or can view available stats on existing profiles and merges.