Sitecore CDP powers the developers, marketers to take control on the data available. But what are the key pointers to keep in mind to resolve the customers who visit us from different channels.
Scenario: Visitor uses a mobile phone and visits your site and browses over some products and shows some interest, looks around and jumps out. The browser on the phone is stopped.
Resolution: No action, a lot of data related with visitor interaction is collected, but nothing conclusive. Once the visitor jumps out (kills the browser) session ends, the data could be used for other analytical purpose may be.
Scenario: Visitor shows interest in a session and provides email address to subscribe for a newsletter.
Resolution: If the Organization setup has the email as a filed to be used for Identity Resolution then the CDP logic behind will create a Customer
Setup Choices
When you setup your Organization in CDP you determine which files should be used for the Identity Resolution purposes, and those are the only fields used to match Visitors from different sources of data and merge
- Example: An Email Address or a Loyalty number can be a good candidate too. Sometimes First Name and Last Name…
- Sensitive data is not stored in CDP
- CDP will be using the field as set to Merge Profiles, if there are more than one but only the “Exact Match” method is used not Probabilistic matching
- Hierarchical fields can be configured too, this provides more powerful Identity Resolutions
- CDP assigns an ID to every visitor session
- CDP looks for a matching key resolution field to merge multiple sessions data
- Batch imported data will also trigger an Identity Resolution activity
- First Party Cookie are set and a Browser ID is assigned by CDP
Conclusion
With great power, comes great Identity Resolution
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