Persona Merging

overview aiq automatically merges customer personas to keep your data consistent across pos, ecommerce, loyalty signup, and other customer sources merging is based on matching personally identifiable information (pii) to ensure each customer has a unified “master profile ” this doc covers automatic merging logic, timing, examples, and how to view merge history how automatic merging works aiq merges personas when matching pii is detected the system uses a strict priority order to determine when profiles represent the same customer merge priority (highest → lowest) phone number email address first + last name + date of birth (if enabled in loyalty settings ) government id number medical id number if any of these match, the profiles will automatically merge examples example 1 shared phone number a customer signs up for loyalty with their friend’s phone number phone number has the highest priority → aiq merges both profiles under that phone number fix update the incorrect pii in the persona (see manual merging doc) the system will unmerge and correct itself within 24 hours why merges happen duplicate signups same phone number used with different names or emails shared pii family members or friends sharing phone/email partial updates pos, ecommerce, or signup form data updating only one field multiple systems syncing into aiq we unify all pii into the master persona important notes ⚠️ merges run overnight and can take up to 24 hours to process old emails remain visible in the merges tab, but only the most recent email or phone receives your marketing message pos updates may require the customer to make another purchase before syncing why merges do not happen aiq does not merge personas based on same first and last name only similar names typos or formatting differences incomplete pii recent transactions (merge may not have processed yet) if name + dob merging is enabled in loyalty settings, profiles will merge only when both match how to view merge history navigate to customers > personas open a persona go to the history tab click the merges subtab if the persona has zero merges, this tab will not appear what you’ll see aiq universal id list of merged personas , including platform source (pos/ecom/loyalty/etc ) aiq id date imported source id pii used for merging how to search for merged personas use the merge search operator merge \[phone] merge \[email] examples merge 3087726563 merge\ testing\@aiq com remove all dashes, spaces, and special characters tip this is the fastest way to find “missing” personas that were merged into another customer for correcting merges, see docid\ utlwp4snkcmfjzm3wnsoz