Prerequisites
Before getting started, ensure you have:
Required Permissions:
The personas page is available to users with the following permissions:
Staff
Manager
Analyst
Marketing
Marketing Analyst
Operator
Owner
How Automatic Merging Works
AIQ merges personas when matching PII is detected. The system uses a strict priority order to determine when profiles represent the same customer.
Merge Priority (Highest → Lowest)
Phone number
Email address
First + Last Name + Date of Birth (if enabled in Loyalty Settings)
Government ID number
Medical ID number
If any of these match, the profiles will automatically merge.
Examples
Example 1: Shared Phone Number
A customer signs up for loyalty with their friend’s phone number. Phone number has the highest priority → AIQ merges both profiles under that phone number.
Fix: Update the incorrect PII in the persona (see Manual Merging doc). The system will unmerge and correct itself within 24 hours.
Why Merges Happen
Duplicate Signups: Same phone number used with different names or emails
Shared PII: Family members or friends sharing phone/email
Partial Updates: POS, Ecommerce, or signup form data updating only one field
Multiple systems syncing into AIQ: We unify all PII into the master persona
Important Notes
⚠️ Merges run overnight and can take up to 24 hours to process
Old emails remain visible in the Merges tab, but only the most recent email or phone receives your marketing message
POS updates may require the customer to make another purchase before syncing
Why Merges Do Not Happen
AIQ does not merge personas based on:
Same first and last name only
Similar names
Typos or formatting differences
Incomplete PII
Recent transactions (merge may not have processed yet)
If Name + DOB merging is enabled in Loyalty Settings, profiles will merge only when both match.
How to View Merge History
Navigate to Customers > Personas
Open a persona
Go to the History tab
Click the Merges tab
If the persona has zero merges, the merges tab will not appear
What You’ll See in the Merges tab
AIQ Universal ID
List of merged personas, including:
Platform source (POS/Ecom/Loyalty/etc.)
AIQ ID
Date Imported
Source ID
PII used for merging
How to Search for Merged Personas
Use the merge search operator:
merge:[phone] merge:[email]
Examples:
merge:3087726563
merge:[email protected]
Remove all dashes, spaces, and special characters.
Tip: This is the fastest way to find “missing” personas that were merged into another customer.
For correcting merges, see: Manual Persona Merging.