During the onboarding process, Insider One assists you in configuring the Identity Resolution Management settings based on your existing data source and specific use cases. If you need to make changes to these configured settings after the onboarding phase, Insider One provides the necessary assistance to ensure seamless adjustments to your evolving needs.
Insider One supports multiple identifiers, such as Email, Phone number, or UUID, as default ones and/or any custom identifiers you want to use.
Depending on your existing database and how you identify your data on your end, it will affect Insider One’s SMS product. Here are the effects of not using a Phone Number as an identifier for an SMS Product:
Effects of not using a phone number for SMS events
If you do not prefer to use the phone number as an identifier, you may encounter scenarios where users possess the same phone number attribute but different user IDs in the Unified Customer Database (UCD). Since the UCD assigns distinct userIDs for each phone number, the unification process does not consolidate phone numbers into a single unique userID. Consequently, there's a possibility of receiving duplicate messages due to this unification approach.
In addition, when an SMS message is delivered to any phone number, the delivered and click events will be assigned to only one user, which means the events below will not be attributed to the identified phone numbers. These events below can be affected due to this identification & unification process:
SMS Delivered
SMS Undelivered
SMS Dropped
SMS Click
SMS Unsubscribe
SMS Subscribe
SMS Reply
Example Case 1
Suppose you launched a campaign on Monday and sent it out. On Tuesday, you plan to send another campaign exclusively to users who did not receive the previous message.
In cases where phone numbers have duplicates in the Unified Customer Database (UCD) and have already received a message from the prior campaign, the second campaign's message will be delivered to those users. This is because delivered events are assigned to one user among the duplicates. On the other hand, users who share the same phone number but have no SMS delivery event from the Monday campaign will receive the message in the second campaign.
Example Case 2
Imagine you launched a campaign on Monday and sent it out. On Tuesday, you aim to send another campaign specifically to users who did not click on the link in the previous message. For phone numbers with duplicates in the Unified Customer Database (UCD) and those who clicked the link in the earlier message, the second message will be delivered. This is because click events are assigned to a single user across the duplicates in the UCD. Conversely, users who share the same phone number but have no SMS click event from the Monday campaign will receive the message in the second campaign.
Effects of not using the phone number for SMS Analytics
As there will be no Identification based on a phone number, unsubscriptions will not be attributed to specific campaigns. However, Insider One will still process the unsubscriptions, but they won't be reflected in the campaign analytics for the specific campaign.
Effects of not using the phone number for SMS features
As there will be no Identification based on a phone number, the SMS Resubscribe feature, which allows users to reply with START or YES to opt back in with a keyword, will not work correctly.
To prevent these malfunctions, Insider One highly recommends using the phone number as an identifier when using the SMS product.