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Customers

This topic describes customers and how to identify them in Optimizely Data Platform (ODP).

Customers are at the core of Optimizely Data Platform (ODP). Customers are composed of fields that are typically grouped into one of two groups: attributes or identifiers.

Attributes

Display Name

Field Name

Description

First Name

first_name

Last Name

last_name

Gender

gender

Stored as M, F

Time Zone

timezone

Timezone in IANA format (for example, America/New_York)

Image URL

image_url

Phone Number

phone

Phone number in E.164 format (for example, +15552108050)

Primary Line

street1

Secondary Line

street2

City

city

State

state

ZIP/Postal Code

zip

Country

country

Country in ISO-3166-1 format

Identifiers

ODP utilizes Customer Identifiers (for example, emails, vuids, push_tokens) to merge users together and determine which event is associated with which customer.

Including one or more of these identifiers on an event identifies the user who performed the event and allows ODP to merge users together when enough information becomes available.

Standard Identifiers

Display Name

Field Name

Description

Zaius ID

zaius_id

A unique, ODP-generated identifier, that represents a customer

Last Seen Email

email

The last seen email associated with this customer

Last Seen Cookie ID

vuid

ODP's unique Cookie/Device ID, used on web and mobile to identify anonymous customers

App Identifiers (Examples)

Many apps/integrations (like Shopify or Magento) create identifiers that map to an external system (like Shopify ID) to allow for improved user resolution, troubleshooting, and transparency. Some examples:

Display Name

Description

Last Seen Shopify ID (mystore)

shopify_mystore_id

Last Seen Zendesk ID (mysupporteam)

zendesk_mysupportteam_id

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Note

Every identifier is also stored as an array in the plural form (with a max of 25 for each identifier type).

For example, all the known emails for a customer are stored in a field called Emails (emails) and Cookie ID are stored as vuids.

Custom Identifiers

If you have an external database, data lake, or system (for example, a point-of-sale system) that uses a unique identifier to track customers, ODP supports the creation of Custom Identifiers to ensure that all known information about your customers is tracked and you are able to reconcile information within ODP with the external data source.

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Note

Custom Identifiers are considered when merging customers together.

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Important

At this time, Custom Identifiers must be created by a member of the ODP Customer Success team. Contact your CSM or Support via email or chat to learn more.

Resolution & Stitching

ODP utilizes Customer Identifiers (for example, emails, vuids, push_tokens) to merge users together and determine which event is associated with which customer.

Including one or more of these identifiers on an event identifies the user who performed the event and allows ODP to merge users together when enough information becomes available.

Identifiers are categorized into levels of confidence:

  • High Confidence: Identifiers that when seen, are unlikely to be shared across customers and devices (for example, Email, Phone Number, Shopify ID)
    • I have high confidence that I can use this identifier to merge customers together
  • Low Confidence: Identifiers that are likely to be shared across devices and cannot be confidently associated with one person when a conflict is detected (for example, Cookie ID, Browser Push Token)
    • I have low confidence that I can use this identifier to merge customers together

Example 1 (Shared Device)

Your customer's object looks like the following:

Zaius ID (zaius_id)

Emails (emails)

Cookie IDs (vuids)

1

[email protected], [email protected]

A

2

[email protected]

B

You receive an event:

Event Type

Email (email)

Cookie ID (vuid)

pageview

[email protected]

A

This event seems to indicate that Jane is using a browser formerly associated with John. Because Cookie ID is a Low Confidence identifier, instead of merging these customer's together, we will move the Cookie to now associate it with Jane:

Zaius ID (zaius_id)

Emails (emails)

Cookie IDs (vuids)

1

[email protected], [email protected]

2

[email protected]

A, B

If ODP merged these customers together, then every single person that shared that computer would be merged into one. So as a safety measure, the Cookie ID was moved.

Example 2 (Integration/App)

Your customers object looks like the following:

Zaius ID (zaius_id)

Emails (emails)

Shopify IDs (shopify_mystore_ids)

1

[email protected]

ABC

2

[email protected]

XYZ

You receive an event:

Event Type

Email (email)

Shopify IDs (shopify_mystore_ids)

pageview

[email protected]

ABC

This event seems to indicate that John's Shopify account has a secondary email. Because Shopify ID is a High Confidence identifier, ODP will merge the customer records together:

Zaius ID (zaius_id)

Emails (emails)

Shopify IDs (shopify_mystore_ids)

1

[email protected], [email protected]

ABC, XYZ


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