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Mapping individuals to paid destinations with CRM attributes

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Updated on October 28, 2021

Facebook Ads, Google Ads and LinkedIn Ads destinations enable you to target individuals based on their personally identifiable information (PII). To do so, map destination API properties to Pega Customer Decision Hub properties. For example, you can map Email (EMAIL) to .pyEmail1.

Pega Customer Decision Hub Implementation Guide

While creating a paid destination, in the Field mapping section, map the API parameters to Pega Customer Decision Hub properties. At least one mapping is required. You can map email, phone number, and device ID API parameters to multiple Pega Customer Decision Hub properties. In this way, you can specify multiple emails or phone numbers for each individual. Mapping multiple emails or phone numbers makes it possible to generate higher match rates and reach more individuals.

You can use the following parameters to target individuals:

ParameterEncoding for Facebook AdsEncoding for Google AdsAdditional notes
Email address
  • Leading and trailing spaces removed
  • Converted to lower case
  • Hashed with the SHA256 algorithm
  • Leading and trailing spaces removed
  • Converted to lower case
  • Hashed with the SHA256 algorithm
Must be in lower case.
Phone number
  • If the Country property is filled out, the phone number is converted to the E164 format. If the Country property is empty, it is assumed that the country code is included in the phone number
  • All characters except for +, alphabetical characters, and numbers removed
  • Leading zeroes and non-numeric characters removed
  • Leading and trailing spaces removed
  • Converted to lower case
  • Hashed with the SHA256 algorithm
  • If the Country property is filled out, the phone number is converted to the E164 format. If the Country property is empty, it is assumed that the country code is included in the phone number
  • All characters except for +, alphabetical characters, and numbers removed
  • + added as a prefix if not already present
  • Leading and trailing spaces removed
  • Hashed with the SHA256 algorithm
Must be in E164 format.
First name
  • Converted to lower case
  • Numbers and punctuation removed
  • Special characters converted to UTF-8
  • Leading and trailing spaces removed
  • Hashed with the SHA256 algorithm
  • Converted to lower case
  • All characters other than alphabetical characters and accents removed
  • Hashed with the SHA256 algorithm
Must not include prefixes, such as Dr.
Last name
  • Converted to lower case
  • Numbers and punctuation removed
  • Special characters converted to UTF-8
  • Leading and trailing spaces removed
  • Hashed with the SHA256 algorithm
  • Leading and trailing spaces removed
  • Converted to lower case
  • All characters other than alphabetical characters and accents removed
  • Hashed with the SHA256 algorithm
Must not include suffixes, such as Jr.
Country
  • Converted to upper case
  • If the input is a valid country name, it is converted to a two-letter country code in ISO 3166-1 alpha-2 format. If the input is already a two-letter ISO 3166-1 alpha-2 code, it is left unchanged. If it is not a valid country name, it is also left unchanged
  • Leading and trailing spaces removed
  • Converted to lower case
  • Hashed with the SHA256 algorithm
  • Converted to upper case
  • If the input is a valid country name, it is converted to a two-letter country code in ISO 3166-1 alpha-2 format. If the input is already a two-letter ISO 3166-1 alpha-2 code, it is left unchanged. If it is not a valid country name, it is also left unchanged
  • Leading and trailing spaces removed
Must be a valid full country name or two-letter country code in ISO 3166-1 alpha-2 format, for example, United Kingdom or GB
ZIP code
  • White spaces removed
  • If the Country property is set to United States, the first five characters of the code are stored, and the others removed. For other countries, the full code is stored
  • Converted to lower case
  • Leading and trailing spaces removed
  • Hashed with the SHA256 algorithm
  • Leading and trailing spaces removed
  • All characters other than alphabetical characters and spaces removed
  • Converted to upper case
Must be a valid and verified postal code. For United States, use five digits followed by a four-digit extension, for example, 94303-5300. For the United Kingdom, use the Area/District/Sector format.
Mobile device idNot applicableNo formatting appliedNot applicable
Gender
  • If the input is female or F, it is converted to f
  • If the input is male or M, it is converted to m
  • Leading and trailing spaces removed
  • Converted to lower case
  • Hashed with the SHA256 algorithm
Not applicableNot applicable
Date of birth
  • Parsed using the format dd/MM/yyyy, then split by the / character to extract day, month, and year
  • Leading and trailing spaces removed
  • Converted to lower case
  • Hashed with the SHA256 algorithm
  • Hashed day, month, and year sent to Facebook
Not applicableMust have the DDMMYYYY (for example, 20201231) or DDMMYYYYTHHmmSS (for example, 20201231T101010) format
First name initial
  • If the field is filled out:
    • Leading and trailing spaces removed
    • Converted to lower case
    • Numbers and punctuation removed
    • Special characters converted to UTF-8 format
    • Hashed with the SHA256 algorithm
  • If the field is blank:
    • The First name property is used instead
    • Converted to lower case
    • Numbers and punctuation removed
    • First character of the name taken and converted into lower case
    • Hashed with the SHA256 algorithm
Not applicableNot applicable
State
  • For United States, the two-character ANSI code is used instead of the state name. For other countries, the full name is stored
  • Converted to lower case
  • Non-alphabetical characters removed
  • Leading and trailing spaces removed
  • Hashed with the SHA256 algorithm
  • Leading and trailing spaces removed
  • Converted to lower case
  • Non-alphabetical characters removed
Not applicable
City
  • Converted to lower case
  • Non-alphabetical characters removed
  • Leading and trailing spaces removed
  • Hashed with the SHA256 algorithm
  • Leading and trailing spaces removed
  • Converted to lower case
  • All characters except for alphabetical characters, spaces, and accents removed
Not applicable
Mobile advertiser ID (MADID)
  • Leading and trailing spaces removed
  • Converted to lower case
Not applicableNot applicable

After the connection is established, a one-way hashed PII is sent directly from Pega Customer Decision Hub to the ad platforms through a secure connection. If the one-way hashed PII matches what the ad platform knows about the individual, the information about the individual is updated, for example, by adding the individual to a new audience, or communicating a conversion outcome. The hashed PII values are then discarded. The one-way hash cannot be reversed to expose PII values to the paid destination. In this way, the individuals' PII is not exposed and the one-way hash is only used to update the audience membership on the paid destination.

After an anonymous link is established, Paid Media Manager can add and remove individuals based on the actions that have been assigned to them by Next Best Action in near real-time. It can also use the same mechanism to communicate data about customer conversions to the destination platform. Because people-based updates do not rely on website cookies, they can be triggered by scheduled runs, real-time container calls, or action responses.

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