Now that you are familiar with the Data Model of SAP Marketing Cloud, let’s see what logic is applied to build a customer’s best record.
To better understand the merge logic in SAP Marketing Cloud, it is important to become familiar with the definition of one per contact, for identification, and priority.
One per contact: A contact can have only one SAP ERP Customer number, but more than one email address or phone number.
Priority is a value between 1 (high) and 99 (low) that is used to indicate that data from one source has more or less importance than data from another source.
For identification: Typical examples of such IDs are IDs that cannot be shared by other contacts, such as a contact’s system ID or mobile phone numbers which are typically owned by one contact only. In contrast, email addresses or landline numbers might be shared by family members. This indicator plays an important role for the contact match and merge process and is used for both source system IDs and additional IDs. IDs flagged as relevant for identification can be used to uniquely identify contacts that can be merged.
The configuration of these three indicators can be done in the Configure Your Solution - Origins of Contact IDs, which can be found in the Manage Your Solution app. You should always keep in mind that the settings you make influence the match and merge process.