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Add Recommended Rules to Your Identity Resolution Ruleset
To get the most out of Identity Resolution, we recommend adding two custom rules to the Individual object ruleset. First, add a rule to match exact values when a lead converts to a contact. If you use web tracking on Marketing Cloud Next landing pages or a connected external site, add a rule that attributes activity to the correct unified individual.
Because Salesforce Personalization supports real-time identity resolution, you can also configure rules that best support your business needs and use cases. Consider these notes as you develop your strategy.
- Real-time identity resolution is supported on exact match and exact normalized matching for emails and phone numbers.
- Fuzzy matching conditions are batch processed at the data lake level.
- To make sure that real-time data is applied to identity resolutions, use the unified individual object for your profile data graph.
For more recommendations, see Real-Time Identity Resolution for Personalization.
- Go to the Identity Resolutions tab, and then open the ruleset that you created for the Individual object.
- Under Match Rules, click Edit, and then click Next.
- Click Add Match Rule.
- Click Custom Rule, and then click Next.
- Name your rule. For example, "Lead to Contact" or "Device Visitor Identification."
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Select the match criteria.
- For Data Model Object, select Identity Match.
- For Field, select Identity Match Type.
- For Match Method, select Exact.
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Under Advanced Settings, click Configure, and then enter the
Identity Match Type for the first custom rule.
- For lead to contact conversion, enter lead-to-contact.
- For web tracking attribution, enter device-to-known.
- Click Back To Basic Settings, and then click Next.
- To add the second rule, repeat steps 3 through 8 and use the remaining Identity Match Type.
- Save your work.
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