Does the Apply transformation option on destination activation normalize before hashing?
We recommend customers normalize data/IDs upstream in their implementation (For example: converting phone numbers into E.164 format before ingestion, or using Data Prep to do lowercasing/hashing upon ingestion) so data can be cleansed and used in all downstream use cases, including activation.
Description description
Environments
- Adobe Experience Platform (AEP)
- Real-time Customer Data Platform (RTCDP)
- Customer Journey Analytics (CJA)
Issue
AEP - Does the Apply transformation option on destination activation normalize (For example: lower case) before hashing?
Resolution resolution
As of early 2023, destinations in AEP don’t support general data normalization.
The apply transformation checkbox in destinations was built specifically for SHA256 hashed emails.
We recommend customers normalize data/IDs upstream in their implementation (For example: converting phone numbers into E.164 format before ingestion, or using Data Prep to do lowercasing/hashing upon ingestion) so data can be cleansed and used in all downstream use cases, including activation.
We expect customers to use Data Prep during ingestion for such data quality operations.