Customer Attributes vs AAM file upload difference?

[muthu1985]

Hi,

Can anyone highlight the pros and cons of customer attributes file upload(in Adobe Target) vs AAM file upload?

Thanks

Muthu

[Varun_Kalra · Accepted solution]

Hi Muthu,

The basic idea of uploading the file is same, that is to qualify a set of customer IDs for some traits offline.

However, the AAM file upload is broader in scope as you can upload customer ID, Experience Cloud ID, AAM ID and Mobile Device ID to AAM.

You can use the cross device data sources in AAM with profile merge rule for device graph and authenticated options, then use these profile merge rules in segments, which is not possible with customer attributes.

Let me know if you have any specific question.

Thanks,

Varun Kalra

[kchaitanya]

Hi Muthu, 

Few other differences:

• Customer attributes take a few minutes to a couple of hours (depends on your file size) to upload the records Vs AAM offline data takes about 48 hours to upload and be ready for activation. So for quicker activation customer attributes is the way.
• For cross device stitching use cases you will require Experience Cloud ID service deployment for AAM segments to work, in cases where you don't have Experience Cloud ID service deployed then customer attributes can still work with cross device stitching and mbox3rdPartyID value being passed in Target.
• Customer attributes have limits on how many profile attributes you can send (3 for standard, 200 for premium) but AAM onboarded data doesn't have such hard limits.
• With customer attributes data you are always overwriting the attribute values, with AAM onboarding you can pass incremental data OR overwrite the data.

Hope this helps.