The process of merging profiles based on multiple unique identifiers is at the center of how BlueConic creates a single source of truth for each customer.

When a profile property value in a profile changes, and that profile property is being used for profile merging, BlueConic determines whether there are other profiles among your profiles that match this new value.

To ensure that profile merges happen accurately, in real time, and at scale, BlueConic has some guardrails in place, which are:

Profiles merge based on configured merge rules for profile properties. BlueConic can have many of these rules, and profile properties can have multiple values.

BlueConic imposes a limit of 24 look-ups to check if a profile must merge with another existing profile. This is best explained in a few examples:

BlueConic imposes a limit of 1,000 merges for a single profile.

If a matching profile if found based on a merge rule and that profile has already been merged 1,000 times, no merge will happen.

Any profile property value that is used in a merge rule will only be considered for merging if it is at least 4 characters long. For example:

BlueConic will try to find matching profiles for a merge rule. A merge will only take place if there are up to 20 matching profiles for the merge rule.

If there are 21 or more matching profiles, a merge will not take place.