What can be a consequence of having multiple identities stitched together in a merge policy?

The existence of multiple identities stitched together in a merge policy can result in customers qualifying for multiple segments because the merge policy integrates various sources of data associated with the same individual. This means that when different identifiers are consolidated, all the behaviors, preferences, and characteristics related to those identifiers are also combined. As a result, a single customer profile may possess attributes that fit into various segmentation criteria, enabling tailored marketing strategies and communications that can address distinct needs or interests across different segments.

This integration allows organizations to leverage a more comprehensive understanding of their customers, enhancing the ability to target and personalize experiences effectively. By recognizing the potential for a single individual to belong to multiple audience segments, marketing efforts can be optimized to engage customers in ways that are most relevant to them based on their complete interaction history.