1. Overview

• Definition: Merge customer Profiles that share duplicate identifying information into one unified Profile.
• Value: Eliminates fragmented data, improving the accuracy of customer segments and analytics reports.
• Users: System Admin, Data Administrator.

2. Terminology & Configuration Parameters

• Match Accuracy:
  • Exact match — Data must match character by character (typically used for Phone number, Email, CIF, or Identifier Document).
  • Fuzzy match — Data can be phonetically or structurally similar (typically used for Full name or Address).
• Exclusion Conditions — Criteria that prevent a Profile from being merged.
• Master Record — The primary Profile retained after merging and typically determined by the trusted data source.

3. Prerequisites

• Permissions: Your Mobio account must have the MERGE_DUPLICATE RBAC permission: Settings > Workspace Settings > Merge Duplicate Data. View RBAC access permission instructions here.
• Access Path: Go to Settings → Data Management → Data Quality → Profile Unification.

4. Step-by-Step Instructions

4.1. Configure Deduplication Rules

Define the criteria Mobio uses to identify duplicate Profiles.

1. Click the Edit icon (pencil) next to Deduplication Rules.
2. In the configuration panel, click + Add new rule or Copy a rule.
3. Click + Add condition to select the fields to match (e.g., Phone number, Email, Full name).
4. Set the match accuracy to Exact or Fuzzy for each field.
5. Drag and drop rules to set their priority order. Mobio processes rules from top to bottom.
6. Click Save.

4.2. Add Exclusion Conditions

Protect important Profiles from being merged.

1. On the Deduplication Rules tab, scroll down to add the Exclusion Conditions.
2. Note Mobio’s 3 default exclusion scenarios:
   • Profiles in an active Journey.
   • Profiles with Loyalty Points.
   • Profiles with a Member Card.
3. To add more criteria, click + Add exclusion conditions and configure conditions such as:
   • Trusted data source: Exclude Profiles from a trusted source.
   • Conflicting identifier: Exclude if two Profiles have different Identifier Documents.
4. Click Continue.

4.3. Define Primary Record Conditions

Determine which source is retained after merging.

1. Under Primary Record Criteria, set a source as the Primary Record.
2. Click Finish to complete configuration.

4.4. Run a Dry Run and Activate

Verify your rules before applying them to live data.

1. Go to the Dry Run tab.
2. Click Run Dry Run.
   Note: Mobio displays a maximum of 100 merged Profiles for dry run purposes.
3. Review the results in the email report. If satisfied, click Apply the configuration.

5. Operational Rules

• Event merging: When Profiles are merged, the full interaction history from the secondary Profiles automatically transfers to the primary Profile.
• Processing schedule: Mobio runs the deduplication job overnight (12:00 AM – 4:00 AM) to avoid system overload. A results report is sent via email upon completion.
• Rule limits: Each configuration supports up to 20 rules. Conditions must not overlap or be redundant.

6. Frequently Asked Questions (FAQ)

• Q: Can I run a test while an official merge rule is active?
  • A: No. Mobio processes only one job at a time — either Test or Official.
• Q: Can I undo a merge after it has been applied as an official rule?
  • A: No. Merge operations cannot be undone. Thoroughly test your deduplication rules before activating them.

7. Next Steps