Persona Merging and Data Integrity
AIQ syncs your customer and transaction data so you can use it for exciting targeted communication and loyalty programs. We rely on YOUR data to be correct in order to properly track your persona’s actions and identity.
This resource includes some helpful information and tips to help keep your data clean! 😁
- Phone number
- Email address
- First + Last name AND date of birth (if enabled)
- Customer Gov ID number
- Customer MED ID number
This is the order in which AIQ prioritizes persona PII when identification issues come up
Example: a new customer makes a transaction at your store using their personal information like name and email address. However, they used their friend’s phone number for some reason.
Their friend will be merged into the new persona, because the phone number is being used as the primary identifying trait.
To unmerge these personas, we would want to update the contact information for the new customer to be correct. Once corrected, the personas will unmerge within 24 hours.
- A customer signed up multiple times
- Customers are not coming to your store to input their data. They are there to purchase products or services. They may enter different PII each time they shop to avoid their email being associated with your product or to avoid marketing comms
- Example: a customer is entering different email addresses or names but the same phone number with each visit. AIQ will merge all of the incorrect information that was entered with that phone number
- Customers are sharing PII (email/phone) when making purchases
- If multiple personas are “sharing” a phone number (friend/family). They will end up merged under a single persona with that number as the primary identifying PII
- A customer’s contact info is only updated via 1 source (Ecom/POS, a new AIQ signup, website tracking, etc)
- In most cases, AIQ will merge that new user data into a “master profile” and sync it to their persona in AIQ
Merges are typically performed overnight and can take up to 24 hours to complete
- If an update was made to a customer directly in the POS, the persona may need to complete a transaction before AIQ is able to sync the new information
- If an update was made to a customer’s profile in AIQ, the changes would not be in effect until they are processed overnight