Get Your Key Right: Why a Unique Identifier Matters

When you’re setting up a new database, one of the most important decisions you’ll make is choosing a unique identifier. It might seem like a small step, but it’s critical. If you don’t get it right, you risk ending up with duplicate records, bad data, and a messy customer experience.

Here’s why it matters — and how to get it right from the start.

A Single View of Your Customer

At the heart of good customer data is the ability to clearly identify each person. That means one record per person - not several scattered across your database.

To make that happen, UbiQuity relies on a unique identifier: a piece of information that tells us, without any doubt, “this is the same person.”

Often that key is an email address. But if your customers don’t always have one — or share addresses - you might use a customer ID from another system. What matters is that it’s:

• Unique – no two people can have the same value

• Stable – it doesn’t change over time

• Available early – you can collect it when they first engage

What Goes Wrong Without It

If your unique identifier isn’t well-chosen, things can fall apart fast:

Duplicate Records

Someone fills out a form twice, or their email changes — and now they exist in your database twice. That means duplicated messages, skewed reporting, and a disjointed experience.

Broken Automation

Your journeys and triggers rely on clean data. If the same person has multiple records, you risk sending mixed messages — or none at all.

Messy Reporting

You can’t make good decisions with bad data. If your database is full of duplicates or conflicting information, your reports won’t reflect reality.

Get It Right Up Front

It’s worth taking the time at the start to choose the right unique identifier. Talk with your team. Think about how your data flows, what systems it comes from, and what’s going to stay consistent over time.

Ask yourself:

• What’s the one thing that makes each person in this database unique?

• Can I collect it reliably at the start?

• Will it stay the same, even if other details change?

If you’re not sure, just reach out. We’re here to help.

The Bottom Line

Choosing the right unique identifier isn’t a technical detail — it’s the foundation for everything else. Get it right, and you’ll have a clean, reliable, and useful database.

No duplicate records. No confusion. Just clear insight and better customer experiences.