As discussed in collecting emails isn’t enough, email address is most likely the best way to merge your customer data from disparate systems. Although mobile phone number is a close second.
But there are challenges. Most people have more than one email address, and most companies collect email addresses in lots of different ways — some better than others.
How do you rationalize that? If you’re going to merge your records on email address, how do you deal with the many to one problem? What kinds of rules should you put in place to make sure you’re properly identifying your customers?
This video gives a brief introduction to the issue. I hope it helps. If you’d like to discuss this further, please contact me.
