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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.
Required Editions
| Permissions Needed | |
|---|---|
| To create an identity type: | A role with Administrator permissions |
Before creating an identity type, make sure to review this information.
Important Set up the identity system during implementation, before collecting
any data in your production dataset.
- From the main navigation, select Settings | Identity Types.
- Click Add new record.
- Enter an ID. The ID is a unique identifier for the identity type by entering alphanumeric characters without spaces, such as “SecondaryEmail.”
- Enter a descriptive Label for the identity type, for example, Secondary Email Address.
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Select a Uniqueness value for the identity type.
Note When merging user profiles, the identity system only considers identity types with Identity Namespace uniqueness values.Value Description Identity Namespace The value can belong to only one user profile in the dataset, so Personalization can use it for identity lookup and user profile merging. For example, if you use Email Address as the identity type, all user profiles with a unique email address belong to the same individual, so Personalization can merge them. Not Unique The value can belong to multiple user profiles, so Personalization can’t use it for identity lookup or user profile merging. For example, multiple users can have the same home phone number or mailing address, so Personalization can’t use those identity types for identity lookup and user profile merging. Personalization can use this value for searching. -
Specify whether identifiers are Case-Sensitive.
Select True for a case-sensitive identifier or False for a case-insensitive identifier. For example, with a case-sensitive customer ID, “ABC123” and “abc123” are two separate IDs because they don’t match.
- To save the identity type, click the check mark icon.
- From the main navigation, select Settings | Attributes.
- On the User Attributes tab, click New Attribute.
- Select the identity type you created from the Identity Type dropdown.
- Enter a Name for the identity attribute. Ideally, match the name to the identity type’s ID.
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Enter a Label that describes the attribute.
The label appears in the Unified Customer Profile.
- Select String as the attribute Type.
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Select an option from the Classification Override
dropdown.
Option Description Sensitive The attribute displays only to admins or people with a role that includes User/Account Profile > View Sensitive permissions, and you can’t use the attribute in a campaign. People with lesser permissions see asterisks instead of sensitive values in the Unified Customer Profile and segment lists. Additionally, email address fields (with a name of "emailAddress") aren’t searchable. Personally Identifiable Anyone can view the attribute, but you can’t use the attribute in a campaign. Nonsensitive Anyone can view the attribute, and you can use the attribute in a campaign. - To save the identity type, click the checkmark icon.
- Create additional user attributes as necessary, up to a maximum number of 100 user attributes per dataset.
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