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​Meliora Insights, LLC

​Data Cloud | CRM Analytics  (TCRM / Einstein Analytics) Consulting
​meliora - 'for the pursuit of the better'


A blog series distilling quantitative concepts /use-cases in CRM Analytics  (Einstein Analytics).

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Data Cloud Bug

1/29/2025

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A collegue of mine posted this ..

A "bug" about Data Cloud identity resolution/ data reconciliation...
 
1- Email is the SubscriberKey in SFMC and is mapped to Individual Id in DMO.
2- Identity Resolution is set based on the rule Email Address Exact Normalized matching. Which should ignore the case of the Email to match.
3- Subscriber preferences mapped to Contact Point Email where SubscriberKey is mapped to Party field. SubscriberKey(EmailAddress) has a different case(Capital first letter or all Caps) than step 1 Profile Data Stream.
4- When the Identity Resolution is run, it matches the Profiles... and also moves/reconciles the data from Contact Point Email to Contact Point Email Identity Link DMO... works fine... no issues due to case difference. But it also moves the data from Contact Point Email Identity Link DMO to Unified Contact Point Email DMO (which actually has relationship to Unified Individual DMO and is used in the Segmentation etc) doesn't get the data if the case is different.
 
The workaround is make sure that the SubscriberKey in Step 3 has the exact same case as in the Profile Data Stream in Step 1.
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