Profile Management & Merging

When does a profile merge? List the most expected event or scenario for profile merging.

Acqueon Data Cloud automatically merges customer data into unified profiles when it identifies that multiple records from different sources belong to the same individual. This helps eliminate duplicates and maintain a clean, enriched customer profile. Here’s the most common scenario where profile merging occurs:

Matching Identifiers Across Existing Profiles

Let’s consider the following example when two different profiles already exist in Acqueon Data Cloud.

Profile A has the phone number +1-626-222-2333

Profile B has the email [email protected]

Now, a new record arrives through ingestion (through a file upload or CRM sync) with both of these identifiers:

Email: [email protected]

Phone: +1-626-222-2333

Data Cloud recognizes the overlap and merges Profile B into Profile A based on matching identifiers. In this process:

a) The oldest profile (Profile A) is retained.

b) Fields from the new profile (Profile B) are copied into the retained profile. If both profiles have the same fields, the value from the retained profile (oldest ID) is preserved.

c) The newer profile (Profile B) is merged, and its data is added to the retained profile.

d) Profile B is then deleted.  

Note:

If both profiles have the same fields, the old profile ID is retained, and the fields from the new profile are copied to the retained profile

Merging is triggered by shared identifiers such as phone numbers, email addresses, external CRM IDs, and other unique identifiers configured in the system.

Can a profile have more than one unique identifier in Acqueon Data Cloud?

Yes, multiple unique identifiers can be configured for a profile. Acqueon Data Cloud uses an OR-based matching logic across these identifiers to unify profiles. If any one of the configured identifiers matches, the profiles are considered the same. For custom objects, however, you can configure only one unique identifier per Entity.

Why do duplicate profiles sometimes appear in Acqueon Data Cloud, and how are they managed?

Duplicate profiles may appear when the same contact information (like phone number) is included multiple times in a short span. For example, in the same file or back-to-back uploads. This is because Acqueon Data Cloud processes data in parallel for speed and scale; it may not immediately detect those duplicates. However, Acqueon Data Cloud includes smart merge logic to handle this:

If identical records come in quickly, multiple profiles may be temporarily created. As soon as one of those contacts has an Interaction (like a call or message), the system automatically merges duplicates using unique identifiers. This ensures data consistency over time while maintaining high performance during ingestion.