Unified Customer Profiles

The problem: one customer, many records

In a typical marketing stack, a single customer named Alice exists as:

• 1 CRM contact (by email)
• 1 Email tool subscriber (by email)
• 1-3 anonymous CDP sessions (before she signed up)
• 1 identified CDP profile (after signup)
• 1 support ticket (by email, separate system)

That's 5-7 records for 1 real human. Each system has partial data. Cross-referencing is manual.

What Monfri does

Monfri maintains one profile per real person across all 4 services (CRM, Push, CDP, Automation). Every action — CRM note, email open, web event, push click — attaches to the same underlying profile.

Identity resolution — how merging works

1. Deterministic merge (strongest, 99%+ confidence)

Same email = same person. Same user_id = same person. These are explicit identifiers the user has provided.

2. Anonymous-to-identified linking

When a user signs up, we look at their anonymous session ID (tracked via persistent cookie) and merge all pre-signup activity into their new authenticated profile. Zero data loss.

3. Cross-device linking for authenticated users

Alice signs in on laptop AND phone. Both device activities roll into one profile via the user_id.

4. Confidence-scored probabilistic merge

For anonymous users across devices, we assess confidence based on: device fingerprint correlation, session timing, geolocation proximity, referral path. Merges execute at confidence > 85%. You can configure threshold or disable probabilistic merging entirely.

5. Manual merge UI

For edge cases (typo in email, user has two genuinely separate accounts they want combined), admins can merge profiles manually. Full audit trail.

Identifier types we handle

• Email address (primary + aliases)
• User ID (from your auth system)
• Anonymous ID (cookie-based)
• Device fingerprint (browser + device combination, hashed)
• Phone number (hashed)
• External ID (your internal identifier from other systems)
• Push subscription endpoint

All identifiers are stored as SHA256 hashes. We never persist raw phone/email beyond active operations.

What a unified profile unlocks

Cross-channel segmentation

Build audiences like "visited pricing page AND opened last email AND has open deal AND hasn't logged in for 14 days" — one query, real-time.

Accurate attribution

Every touchpoint is on one timeline. You can answer "which campaigns drove this deal" with confidence.

Suppression logic that works

"Don't send abandoned cart email if they already bought" — works because the purchase event is on the same profile.

Personalization across channels

Email says "Hi Alice, continue your setup" with context from her last product session. Push notification says the same. No stale data.

Merge history and audit

Every profile merge is logged with:

• Source profile IDs (what got merged)
• Surviving profile ID (what remains)
• Merge signals (what triggered the merge)
• Timestamp and admin (if manual)

Merges are reversible for 30 days. If our confidence scoring was wrong, you can unmerge via admin UI.