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Why we don't on-board CRM data using file transfer

HughBE

04-10-2018

I just wanted to share with the Audience Manager community why our organization doesn't use file transfer when on-boarding CRM data.  We do recognize that it offers more flexibility in some respects than using the DCS API (for instance to disqualify a user from a trait).

  1. Our Enterprise Architects push for API based integration and can delay or veto projects that don't comply.
  2. Our Enterprise Architects push for (near) real-time interactions wherever possible and AAM file transfer doesn't deliver that.
  3. Our Security Governance staff blocked the use of file transfer towards AAM because it passes through Amazon S3 storage and while we have a Non-Disclosure Agreement with Adobe, we do not have one with Amazon.
  4. Our Legal department insists that we follow GDPR privacy rules, including opt-in/-out for web advertising and they want changes in customer consent to be applied as quickly as possible (we handle this through segment exclusions).
  5. Our Marketing department wants to remove users from a segment very quickly once they have purchased a product or rejected an offer (to change the advert).

Because of these reasons, we have chosen the DCS API as the way to on-board our 1st party CRM data.  We look forward to the day when that API (or perhaps a new one that supports mutual authentication - another annoyance for our Security Governance staff) will be capable of delivering the same features for trait and segment assignment as today's file transfer mechanism.  Fingers crossed for 2019.    - Sincerely, Hugh