A Unique Identifier is used to guarantee a Profile is unique. A Profile can have several identifying values. Different Profiles can have the same identifying value - however, never within the same Unique Identifier.

Example of Unique Identifiers:

A Unique Identifier is a Keyspace. Profile Keys are string values that identify a Profile. A Profile can have Keys in different Keyspaces, and several Keys in the same Keyspace. A Profile is identified by a Keyspace combined with a Key.

Every combination of Keyspace and Key points to either 0 or 1 Profile. Read more about Keys and Keyspaces.

Depending on the nature of your business, data structure and business goals you can choose to use either one.

efficy Marketing is by default set to use email as Unique Identifier. In many cases the email address of a Profile is used as the unique identifier since it’s usually unique to a person. Using the email is a good choice but be aware that Profiles will only be able to have one email as the Unique Identifier.

A Profile can have many emails as Attributes, but only one email as Unique Identifier.

The principle from email also applies to using Mobile as a Unique Identifier.

Using Email or Mobile Number as Unique Identifier means that in order to be identified, Profiles were limited to only one email address or phone number.

A Profile with a CRM ID as their Unique Identifier can contain a shared email address or phone number. Whereas Profiles using the same email address or phone number would usually be merged, these Profiles imported from the CRM would contain both email addresses or phone numbers, allowing Profiles to receive personalized communications via a shared address.

Additionally, any CTAs or links that the email recipient clicks in a shared device will register in their individual Profile only and will not be shared across other Profiles with the same email address or phone number.

Let's imagine that two of your subscribers, a happily married couple, share the same email address.

Using this email address to consent to your communications and sign-up to your Subscription, they both create Profiles in your CRM.

Now there are two Profiles in your CRM and APSIS One Audience that share the same email address.

In your next email marketing campaign, create a personalized email with Data Tags to display the recipients name, or add Row Segmentation.

Both Profiles will receive a personalised email addressed to them, containing content they consented to receive.

One email address, two recipients, two different emails!

Unique identifiers like email address and phone number can no longer be used to search for Profiles that have been imported from a CRM integration.

To search for Profiles imported from the CRM integration, use the CRM ID belonging to the Profile you wish to search for.

Profiles consist of a Key Space and a Profile Key. Any given Profile can have multiple Profile Keys, however each of them must belong to a different key space. This feature allows to remove one of the current Profile Keys from an existing Profile and replace it with another new Profile Key within a different Key Space.

Changes in Profile Unique Identifier will not impact any marketing activities in the platform. For example, it will not effect Profiles entering or proceeding in the Marketing Automation flow.

Example:

James has an email that identifies him. Now, you realise that it would better to identify him by CRM ID, from a data structure point of view.

Switching Unique Identifier means James will no longer be identified by his email. However, it’s vital to keep all his historical event data such has consents, website interactions and response data.

Watch this video to learn how to Change the Unique Identifier for a single Profile with API.

Segmentation