CDP uses a default feature to group all records that do not have a valid Source Customer Number (SCN) associated with the Transaction entity. This group is identified by a Master Customer ID (MCID) of -1, which represents unidentified customers.

You can choose to filter out these unidentified customers from various modules within CDP to focus the analysis and campaigns on identified customers.

Capabilities

MasterCustomer ID (MCID) enables the following features:

• Unify customer profiles: Automatically group and merge duplicate or fragmented identities into a single customer profile. For example, identities from different emails or devices.

• Provide a stable key for analytics and activation: Use MCID as the only identifier in Metrics, Audiences, and Campaigns to ensure that counts and performance metrics reflect real people and not partial records.

• Reduce Unidentified records: Apply identity resolution and standardization rules so that anonymous or partially known events are tied back to a known MCID wherever possible.

Filtering unidentified customers in metrics

• Sign in to your CDP user interface.
• Click Analytics > Metrics.
• Select the Customer Buyer Identification dimension.
• Add this dimension as a filter and select Identified to include only identified customers in your report.

The Buyer Identification dimension indicates if a customer is identified or unidentified. Transactions with a blank or null customer value are attributed to the generic Unidentified customer, which has a Buyer Identification value of -1. For more information, refer to Creating Looks.

Filtering unidentified customers in campaigns

• Sign in to your CDP user interface.
• Select Actions > Campaigns+.
• Add a filter for the Buyer Identification dimension and set it to not equal to Unidentified.

This excludes any unidentified customers from the audience and ensures campaigns and segments target only identified customers.

Master Customer ID