Identity Types and Attributes

Personalization’s identity system uses deterministic matching to create a Unified Customer Profile for each of your customers. Specific identifiers, called identity types, determine how to process web events, API events, and channel events to identify users from various sources. Personalization includes several built-in identity types, such as email address and customer ID. If the built-in identity types don’t meet the needs of your organization, you can create additional identity types.

• About Identity Types and Attributes
  Learn about identity types and attributes.
• Built-In Identity Types
  Identity types are specific identifiers that determine how Personalization processes web events, API events, and channel events to identify users from various sources. Personalization includes several built-in identity types, such as email address and customer ID. The built-in identity types don’t require configuration other than setting up event capture mechanisms, such as the sitemap or ETL jobs.
• Create an Identity Type
  Personalization includes several built-in identity types, such as email address and customer ID. However, if the built-in identity types don’t meet the needs of your organization, you can create three additional identity types. After you create an identity type, you can’t edit it or delete it.