AEP Identity Graph — quick tips

A few things that trip people up when working with the AEP identity graph.

Who are you marketing to?

There is always going to be a trade-off of accuracy vs reach. The accuracy must be in proportion to the how the audience or profile will be activated. A special offer for {{First Name}}, this requires the highest level of accuracy but is it effective? that's another question. If profiles are collapsing, is this desirable or will it cause issues for 1 to 1 activations? the identities selected must take of this into consideration.

Primary Key ≠ AEP Identity

A primary key in a database table is not always an Identity Namespace field in AEP. This is a common trap where customers have have a dozen identities that do not add any value to assembling the profile and can even cause unintended profile collapsing. The name of the game is to have the least Identity Namespaces but achieve the use cases, here are some reasons:

• Every AEP Profile has a limit of 50 Identities, so if you have 10 unnesssary identities bloating each profile thats 20% less space for device and other stitching.
• Most RTCDP Destinations and RTCDP Collaboration support the use of profile attributes in addition to Identities.