Greenfield Target implementation with Data Collection , is IdentityMap required ?

[Michael_Soprano]

Customer bought AT without without AEP. However data would be tracked with Data Collection. Is IdentityMap required?

[Gokul_Agiwal]

Hi @Michael_Soprano - It depends really on the use case. However identity map not required but it can be helpful if we add.

for ex - if you're using Adobe Target only for A/B test or capturing behavior ( e.g. clicked, pageviews etc. )

The web sdk still send data to AT and target will mange the profile based on cookies like ECID. 

However in below cases its really useful to have identityMap 

1) identify the users across devices and session

2) if you're integrating other adobe experience cloud products like ( Analytics, Audience manager) - this will persist the Identity across solutions. 

3) importantly if you're doing personalization based on user attributes, like CRM ID then identityMap will help you. 

hope this helps. 

[GigiCotruta]

Hi, @Michael_Soprano,

Short answer - identityMap is not requiered, but, as @Gokul_Agiwal mentioned, it is likely going to help. 

You will probably want a way to sticth your ECID with another primary profile identifier, like CRM ID, loyalty etc., thus identityMap is very helpful. In this case, you will be able to identify the same user in different platforms, web and app for example.

For online data collection, I would always use identityMap tbh.

[RiteshY18]

@Michael_Soprano  like other mentioned IdentityMap is not required. However, it is going to be useful only when you are going to consume by CDP platforms like AEP - keeping IdentityMap is not useful if you are not planning to use it downstream