One common problem that comes up while using multiple channels is that the same contact can have multiple profiles, one for each channel, each containing different info. Let's consider an example to make this more clear. You go to your favorite store and provide your email address (email@example.com) to sign up for their rewards program. This step enters you into their marketing platform as a contact with the email firstname.lastname@example.org A few days later you hear a radio ad for the same store that says "Text 'deals' to ##### and get a 20% off coupon for your next order". You decide this is too good of a deal to pass up on, so you also subscribe to receive SMS/text messages for the store. This adds you to the store’s platform as an SMS subscriber with your mobile number (555-555-5555). So now the store has two different contact profiles for you one tied to your email address and one tied to your mobile number.
This might seem like a simple problem to solve, and for this example it isn't too complicated to see that you would just combine these two contact profiles. What happens though for use cases where you are trying to add a SMS number to an email contact but find out that another contact profile already has that SMS number along with lots of conflicting data. If you merge those two contacts, which data do you keep?
How to Resolve This?
Cordial has developed a powerful utility that allows you to combine two contacts together and choose what data you want to keep from each profile. Combining contacts is a delicate matter and really needs to be customized to your use cases. Cordial's utility can be as simple as making an API call all the way to analyzing a request and deciding what to do in our Data Automations.
Using the Contact Merge Utility
You can learn more about the ways to call Cordial's contact merge utility here:
As always, please reach out to your CSM with any questions or if you need additional help.