Identity Merge

Identity Graph links the permitted identifiers from connected sources into canonical users. The key of each canonical user is vuid. Open Data → Data Preferences → Identity Graph.

Identity runs before other models that use the User entity. Thus mapping changes can affect profiles, metrics, audiences and downstream exports.

Identification Rule

Select the signals that make a resolved profile identified. A profile that matches an enabled signal is identified. A profile that matches no enabled signal is anonymous in supported dashboards and audiences.

This classification is separate from graph linking. A record can be part of the graph and not meet the identified-user rule of the workspace.

Source Mappings

For each contributing app:

1. Select the source table.
2. Map source fields to built-in or custom identifier types.
3. Save the mappings.
4. Verify the mappings with sample records.

Vendo sets the normalization of each value from its identifier type. For example, phone values use E.164.

The built-in types are Email, Phone, Device ID, Cookie ID, Customer ID, User ID, Click ID, Name and OneSignal ID. Use a custom type only when its domain meaning and normalization are documented.

Trust and Priority

The source priority controls which source wins when overlapping data conflicts. Identifier priority in Advanced settings controls the golden-record preference for email, phone, name and platform ID.

Changing either setting can change resolved outputs. Record the reason and test known conflicts before you save a production change.

Safety Limit

Max identifiers per profile prevents unusually large connected components from entering the golden record. Vendo excludes a profile that is over the limit. It does not merge the profile silently. Before you raise the limit, investigate the mapping that caused the expansion.

Safe Change Procedure

1. Capture the current coverage and a set of known profile examples.
2. Change one mapping, source priority or identifier priority rule.
3. Run identity processing, or wait for it to run.
4. Compare merges, splits, unidentified profiles and oversized profiles.
5. Verify Customer 360 and one downstream consumer.
6. If the examples no longer match the source of truth, revert or correct the rule.

Never map two columns of the same shape together until you prove that they represent the same real-world identifier.

Related

• Customer 360
• Audiences
• Data Model
• Data Quality