Merge entities

The merge phase is the last phase in the data unification process. Its purpose is reconciling conflicting data. Examples of conflicting data could include a customer name found in two of your datasets but that shows up a little differently in each ("Grant Marshall" versus "Grant Marshal"), or a phone number that differs in format (617-803-091X versus 617803091X). Merging those conflicting data points is done on an attribute-by-attribute basis.

After completing the match phase, you start the merge phase by selecting the Merge tile on the Unify page.

Review system recommendations

On the Merge page, you choose and exclude attributes to merge within your unified customer profile entity (the result of the configuration process). Some attributes are automatically merged by the system.

View merged attributes

To view the attributes that are included in one of your automatically merged attributes, select that merged attribute. The two attributes that compose that merged attribute display in two new rows beneath the merged attribute.

Select merged attribute

Separate merged attributes

To separate or unmerge any of the automatically merged attributes, find the attribute in the Profile attributes table.

  1. Select the ellipsis (...) button.

  2. In the dropdown list, select Separate fields.

Remove merged attributes

To exclude an attribute from the final customer profile entity, find it in the Profile attributes table.

  1. Select the ellipsis (...) button.

  2. In the dropdown list, select Don't merge.

    The attribute is moved to the Removed from customer record section.

Manually add a merged attribute

To add a merged attribute, go to the Merge page.

  1. Select Add merged attribute.

  2. Provide a Name to identify it on the Merge page later.

  3. Optionally, provide a Display name to appear in the unified Customer Profile entity.

  4. Configure Select duplicate attributes to select the attributes that you want to merge from the matched entities. You can also search for attributes.

  5. Set the Rank by importance to prioritize one attribute above the others. For example, if the WebAccountCSV entity includes the most accurate data about the Full Names attribute, you could prioritize this entity over ContactCSV by selecting WebAccountCSV. As a result, WebAccountCSV moves to first priority, while ContactCSV moves to second priority when pulling values for the Full Name attribute.

Run your merge

Whether you manually merge attributes or let the system merge them, you can always run your merge. Select Run on the Merge page to start the process.

Data merge Save and Run

To make additional changes and rerun the step, you can cancel an in-progress merge. Select Refreshing ... and select Cancel job in the side pane that appears.

After the Refreshing ... text changes to Successful, merge has completed and resolved contradictions in your data according to the policies you defined. Merged and unmerged attributes are included in the unified profile entity. Excluded attributes aren't included in the unified profile entity.

If it wasn't the first time you ran a merge successfully, all downstream processes, including enrichment, segmentation, and measures will rerun automatically. After all downstream processes have been rerun, the customer profiles reflect any changes you made.


There are six types of status for tasks/processes. Additionally, most processes depend on other downstream processes. You can select the status of a process to see details on the progress of the entire job. After selecting See details for one of the job's tasks, you find additional information: processing time, the last processing date, and all errors and warnings associated with the task.

Next Step

Configure activities, enrichment, or relationships to gain more insights about your customers.

If you already configured activities, enrichment, or relationships, or if you defined segments, they'll be processed automatically to use the latest customer data.