Determining Best Available Attributes
When creating a resolution process, you can select the Determine best available attributes based on LiveRamp Graph option. When you select this option, the resolution process creates a BigQuery table named <workflow_ID>.kb_besting_data to store all records at the Enterprise ID level. Each besting record includes the following:
The record ID
The touchpoint ID or AbiliTec link
The rank for each available PII or AbiliTec link
Each time the resolution process runs, Identity Engine will rank the best attributes. The following logic is used to rank results to find 1 best output for each touchpoint type (address, email, name, phone). A rank of 1 is best.
Address Ranking Logic
The following logic is used to rank addresses:
Rank | Logic | Description |
|---|---|---|
1 | Best AddressLink | Determine if the specified address returns the best AddressLink available for the Enterprise ID. For information about AddressLinks, see "AbiliTec Link Types". |
2 | Best postal touchpoint | Determine if the specified address is the best touchpoint (the LiveRamp Known Identity Graph can have multiple best postal touchpoints). |
3 | Minimum match confidence | Determine if the address matched to the Enterprise ID using the best available match confidence. For more information about match confidence, see "Match Metadata" and "Match Cascade". |
4 | Distinct match | Determine if the match to the LiveRamp Known Identity Graph provided one distinct ConsumerLink. For information about ConsumerLinks, see "AbiliTec Link Types". |
5 | Frequency of records | Determine how often this address shows up in CustomerIDs associated with the resulting Enterprise ID and rank the more frequent name higher. |
6 | Least shared across Enterprise IDs | Determine if the address is shared across multiple Enterprise IDs and rank it lower than one that is unique to an Enterprise ID. |
7 | Alphabetically order on touchpoint ID | Avoid conflicts in ranking. |
Email Ranking Logic
Identity Engine filters out email addresses where isFake=true or isValid=false, based on the LiveRamp Known Identity Graph, or where the email value is null.
The following logic is used to rank email addresses:
Rank | Logic | Description |
|---|---|---|
1 | Best ConsumerLink | Determine if the specified email address returns the best ConsumerLink available for the Enterprise ID. For information about ConsumerLink, see "AbiliTec Link Types". |
2 | Best email touchpoint | Determine if the specified email address is the best touchpoint for the ConsumerLink (the LiveRamp Known Identity Graph can have multiple best email touchpoints). |
3 | Verified email click at latest date | Based on the LiveRamp Known Identity Graph network, determine if the email click was verified and when it occurred. |
4 | Minimum match confidence → name+email → match confidence=2 or email → match confidence=6 | Determine if the email address matched the Enterprise ID using the best available match confidence. |
5 | Distinct match | Determine if the match to the LiveRamp Known Identity Graph yielded only 1 distinct ConsumerLink. |
6 | Frequency of records | Determine how often the specified email address appears in CustomerIDs associated with the resulting Enterprise ID and then rank more frequent email addresses higher. |
7 | Least shared across Enterprise IDs | Determine if the specified email address is shared across multiple Enterprise IDs and then will rank lower than one that is unique to the Enterprise ID. |
8 | Alphabetically order on touchpoint ID | Avoid conflicts in ranking. |
Name Ranking Logic
The following logic is used to rank peoples' names:
Rank | Logic | Description |
|---|---|---|
1 | Best ConsumerLink | Determine if the specified name return the best ConsumerLink available for the Enterprise ID. For information about ConsumerLink, see "AbiliTec Link Types". |
2 | Minimum match confidence | Determine if the name matched to the Enterprise ID using the best available match confidence. For more information about match confidence, see "Match Metadata" and "Match Cascade". |
3 | Name match integrity | Indicates whether part of all of the major name components were used to obtain the match to the ConsumerLink. |
4 | Distinct match | Determine if the match to the LiveRamp Known Identity Graph yielded only 1 distinct ConsumerLink. |
5 | Frequency of records | Determine how often the name appears in CustomerIDs associated with the resulting Enterprise ID and then rank more frequent name higher. |
6 | Least shared across Enterprise IDs | If a name is shared across multiple Enterprise IDs it will rank lower than one that is unique to the Enterprise ID. |
7 | Alphabetically order on touchpoint ID | Avoid conflicts in ranking. |
Phone Ranking Logic
The following logic is used to rank phone numbers:
Rank | Logic | Description |
|---|---|---|
1 | Best ConsumerLink | Determine if the specified phone number returned the best ConsumerLink available for the Enterprise ID. For information about ConsumerLink, see "AbiliTec Link Types". |
2 | Mobile number | Determine whether the phone number is for a mobile phone number or a landline. |
3 | Best phone touchpoint | Determine if the phone number is the best touchpoint for the ConsumerLink (there can be multiple bests in the LiveRamp Known Identity Graph). |
4 | Minimum match confidence | Determine if the phone number matched to the Enterprise ID using the best available match confidence. For more information about match confidence, see "Match Metadata" and "Match Cascade". |
5 | Distinct match | Determine if the match to the LiveRamp Known Identity Graph yielded only 1 distinct ConsumerLink. |
6 | Frequency of records | Determine how often the phone number appears in CustomerIDs associated with the resulting Enterprise ID and then rank more frequent phones higher. |
7 | Least shared across Enterprise IDs | If a phone is shared across multiple Enterprise IDs it will rank lower than one that is unique to the Enterprise ID. |
8 | Alphabetically order on touchpoint ID | Avoid conflicts in ranking. |