Profile Merge Rule Relationship to a Segment Rule

[josejr19]

Hello, I am having a hard time wrapping my head around what the relationship of a profile merge rule is to a segment rule. Few questions below hoping someone can help me with.

Here is an example;

I have three profile merge rule

1. First is called "authenticated user" and it is using current authenticated profile plus the device profile. Under the authenticated profile I am using the data source where I upload CRM data to, let's call this data source "CRMDATA".

2. Second is called "semi authenticated user" and it is using current authenticated profile plus the device profile. Under the authenticated profile I am using the data source where I upload other CRM data to, let's call this data source "OTHERCRMDATA".

3. Third is called "no authenticated", and it's not using an authenticated profile plus device profile.

Now lets say I have three segments;

1. This trait is "age=45" based on data uploaded to "CRMDATA" and I create a segment using this trait, this segment is using "authenticated user" profile merge rule.

2. This trait is "age=45" based on data uploaded to "CRMDATA" and I create a segment using this trait, this segment is using "semi authenticated user" profile merge rule. At this point technically the profile merge rule is referencing "OTHERCRMDATA" data source but in reality "age" is a signal sent to "CRMDATA" data source.

3. This trait is "age=45" based on data uploaded to "CRMDATA" and I create a segment using this trait, this segment is using "no authenticated" profile merge rule.

Here are my questions now;

1. What exactly is the profile merge rule doing here for the segments?
2. In segment rule #2 above, as I pointed out the segment points to "CRMDATA" data source, and profile merge rule "semi authenticated user" which is configured to use "OTHERCRMDATA" data source. What happens here? Do I not qualify for the segment?

Any feedback is greatly appreciated!

Thanks!

[Ankita_Sodhi · Accepted solution]

Hello There,

Thank you for reaching out to us!

Profile Merge Rules (PMR) help during the segmentation i.e. when users appear online and qualify for the segment. Depending upon the authenticated option and device options in PMR, users/devices are added to or removed from a segment. Effect of PMR is evident in real-time segment population. For more details around PMR and its option, please follow this link.

Now coming to scenario#2: User is qualified for trait (age==45) via CRMDATA and PMR is using Authenticated Profile as "OTHERCRMDATA".

During segmentation following things will be verified:

1. User appears online
2. Offline trait qualification
3. An active ID sync with "OTHERCRMDATA" which means, if user has an ID sync with OTHERCRMDATA datasource then this user will be considered for segmentation else not.

With above three facts, a user gets added to the segment and if any of the above fails then segment will not be added to user profile.

I hope this helps, please let me know for any additional question on the given matter.