Demandbase and AAM integration

[rohitkhattar]

Hello Community,

I am looking for an approach to utilize Demandbase product with Adobe Audience Manager. For tracking, we need to use Google Analytics.

I am thinking of below 2 approaches & have below questions:

1.Integrate Demandbase with AAM directly , here GA will act as a 1st party data source to provide user tracking data to AAM & and Demandbase will be separately integrated with AAM , so that all B2B tracking can be sent to AAM and it will push the consolidated segments to Adobe Target so that regular users and B2B users can be targeted efficiently. I have read the AAM docs and we can integrate GA with AAM using AAM DIL APIs

Question 1: Is it possible to integrate Demandbase with AAM directly , if yes then what are the high level steps ?

2. Here no need to integrate Demandbase directly with AAM , you can directly push Demandbase tracking data from GA to AAM. So only GA will be integrated with AAM using DIL javascript libraries.   

Question 2: Is this possible and better approach than above one ?

Thanks

- Rohit

[Varun_Kalra]

Hi Rohit,

1. It is not possible at present, since there is no server to server integration between AAM and Demandbase. You can check with Demandbase and ask them to contact our Partner Integrations team : XC Partners

2. You can implement AAM to receive data from GA to AAM, so whatever you will collect from an app or web page from GA that will be sent to AAM at real time.
You can also set up a data source in AAM and upload Inbound data files in a format that AAM accepts (containing CRM ID and trait rule/signals) as batch data to your AAM ftp or s3. But that will be batch data also known as onboarded data and will take upto 24 hours to become actionable.

Thanks,

Varun

[rohitkhattar]

Thanks for your reply Varun.

I am clear on your response of my Question 1.

But not very clear on your response on my question 2

For point 2. - Actually I wanted to know is there any way I can utilize B2B tracking data (from Demandbase) and make this audience (segments) available to Audience Manager (& then to Adobe Target) or may be directly to Adobe Target so that we can apply personalisation for such segments.

I am trying to find out if my use case is feasible and valid.

Thanks

- Rohit

[Varun_Kalra · Accepted solution]

For Point 2, I suggested if there is a way by which you can get Demandbase data to GA at real time, then that real time GA data can be passed on to AAM.

If you have that B2B data available as offline, then you can create an inbound data source in AAM, and create onboarded traits and then ingest that offline data. Check this article on uploading inbound files : Technical Specifications for Inbound Batch Data Transfers

Ideally data providers are registered as Marketplace users and they share their data feeds to which others can subscribe from Marketplace, as of today Demandbase is not listed in AAM Marketplace.

Thanks,

Varun

[rohitkhattar]

Thanks for your response Varun,

I believe a POC will be needed to find out if there is a way to get Demandbase data to GA at real time, then that real time GA data can be passed on to AAM.

Batch data transfers seems to be a more complex integration than real time data transfer , let me have a detailed look at the documentation link you shared.

Thanks,

Rohit