PII Tokenized Sending

Overview

PII (Personally Identifiable Information) data can be classified as follows from a campaign standpoint:

  • Customer’s contact details like Email ID, Mobile number
  • Information that is used to personalize campaign content like the First Name, Last name, and so on.

The PII - Tokenized Sending feature is a set of configurations that ensure that your end customers remain completely anonymous in the MoEngage database. This feature aims to provide an option to engage customers without storing any personal or restricted data in MoEngage. Thus, you can continue segmenting, personalizing, and engaging (sending campaigns) your customers without storing the customer’s PII data in the MoEngage Databases.

MoEngage complies with GDPR regulations and data masking. For more information, refer to GDPR and PII Masking.

How is anonymization done?

The customer data will be tokenized and one of the user attributes will be used as a unique identifier to anonymously fetch the customer email id /phone number from your internal customer database in runtime using an API.

Contact details anonymization

This option allows you to customer data just before sending the campaign to a specific end-customer without MoEngage storing any PII data about that customer(including contact details).

You can configure APIs to fetch the Customer’s actual contact information (Email ID, Mobile Number) at the time campaigns is about to be sent. This way the contact information (Email ID, Mobile Number) is never stored in MoEngage.

Personalization information

Personalization information like name can be fetched from your database using “Content API”. The details are available here.

Configuration

You can configure the PII data of the customer to be fetched using APIs in MoEngage for the Email and SMS channels. 

For example, if the Mobile number is PII, you can go to the SMS settings and configure the API to fetch the mobile number. Similarly, if the Email ID is considered as PII, you can go to the Email settings and configure the API to fetch the details.

Email Settings

  1. Navigate to MoEngage Dashboard > Settings and select Email under the Channels Option.
  2. Click on the Data tab. There is the option to change the location where you would like to pick the Customer’s Email address. By default, this is set to pick up the email id from the MoEngage standard Email attribute: Email (Standard).
  3. You can change the option to “Customer’s email address are not stored in MoEngage DB (fetch via API)”. PII_EmailSettings.pngOnce this option is selected, the API settings can be entered in the UI as shown below.
  4. Provide the API details from where MoEngage should retrieve the customer’s email address during runtime (when sending this campaign to this end customer).PII_Tokjenized_Sending_API_Configuration.png
  5. API configuration
      1. API details
      2. Method: Select GET or POST method.
      3. Request URL: Type or paste the “Request URL” of the API.
      4. Parameters: Type or paste the relevant “URL parameters”, “Headers” &/or “Body” details for the API as the key-value pairs.
     

    NOTE

    • The API request parameters must contain the unique customer identifier as 'key' and the dynamic value for that attribute can be passed using “personalization”.
  6. Testing the API
    1.  Next, the chosen personalized parameter will be available for you to pass a test value and check the API response.
    2. Enter the test value.
    3. Press the “Test” button.
  7. Choosing the API response parameter which contains the email address
    1. Once the test is successful, the “response parameter” field will get enabled.   
    2. From the drop-down in the “Email Address field in API response” field, select the parameter which contains the customers’ email addresses.
  8. Save the configuration.

SMS Settings

  1. Navigate to MoEngage Dashboard > Settings and select SMS and Connectors under the Channels Option.
  2. Click on the Data tab. There is the option to change the location where you would like to pick the Customer’s mobile number. By default, this is set to pick up the mobile number from the MoEngage standard Email attribute: Mobile Number (Standard).
  3. You can change the option to “Customer’s mobile numbers are not stored in MoEngage DB (fetch via API)”.SMSConfiguration_PII.pngOnce this option is selected, the API settings can be entered in the UI as shown below.
  4. Provide the API details from where MoEngage should retrieve the customer’s mobile number during runtime (when sending this campaign to this end customer).PII_Tokjenized_Sending_SMSAPI_Configuration.png
  5. API configuration
      1. API details
      2. Method: Select GET or POST method.
      3. Request URL: Type or paste the “Request URL” of the API.
      4. Parameters: Type or paste the relevant “URL parameters”, “Headers” &/or “Body” details for the API as the key-value pairs.
     

    NOTE

    • The API request parameters must contain the unique customer identifier as 'key' and the dynamic value for that attribute can be passed using “personalization”.
  6. Testing the API
    1.  Next, the chosen personalized parameter will be available for you to pass a test value and check the API response.
    2. Enter the test value.
    3. Press the “Test” button.
  7. Choosing the API response parameter which contains the mobile number
    1. Once the test is successful, the “response parameter” field will get enabled.   
    2. From the drop-down in the “Mobile Number field in API response” field, select the parameter which contains the customers’ email addresses.
  8. Save the configuration.

Other areas where anonymization is supported

Here are the changes in the MoEngage platform that have been implemented to support customer anonymity.

Campaign Sending Logs

If Tokenized Sending has been configured for a specific channel, the logs for the campaign will stop storing email/mobile number data (depending on the channel for which PII Tokenized Sending is configured) from the next instance of the campaign run (post the configuration change).

Campaign Delivery data

The anonymized delivery data (mapped to the unique customer identifier/token) needs to be shared with MoEngage. Please check with your Customer Success Manager or write to support@moengage.com to get access to this API.

Segmentation

The 'show count' query will list the user count as part of both Segmentation from the Segment-> Create Segment navigations and Segmentation in campaigns. However, the reachable user count cannot be shown in both cases as MoEngage does not store the mobile number or email address.

Current campaigns (live campaigns)

If there are any live campaigns for that channel (point channel or flows) when the PII API settings are configured, sending will be done using the PII API to fetch the data from the next instance.

Personalized Preview 

The personalized preview feature will be disabled automatically after the PII-API is configured for a particular channel. However, it is to be noted that “personalized preview” is an independent feature and can be enabled for the channel based on explicit consent shared by you with your CSM(Customer Success Manager).

Campaign Testing (additional error)

While testing a campaign during campaign creation (with PII-API being turned for that channel), if the API fails, the API error will be shown in the UI.

Campaign Error due to API Failure

In the Campaign Info/Analytics section, the end users for whom the API failed to retrieve the customer sending id (email / mobile number) will not be shown in the campaign delivery stats funnel. This is because this funnel accounts for users with a valid sending ID.

Content Personalization when data is not available in MoEngage

Content API allows you to fetch any data (PII and/or other) directly from your database in real time when the campaign is about to be sent to the end customer. Click here for more information about Content APIs

Frequently Asked Questions

Can Content API and Sending-ID solutions work independently?

Yes. Both are independent features, a lot of our customers use Content API alone to personalize campaign content using Content API. Similarly, the Email/Mobile number tokenization can work without Content API configured or being used in a campaign.

What happens to active campaigns that are in progress if I change the settings now?

All the campaigns for the specific channel (for which you have just saved the settings) including the currently active campaigns will start being sent using the API configured as soon as the setting is saved successfully. If for a few end-customers the campaigns have already been triggered to the preferred ESP / SSP, they might continue to receive the campaign using the data stored in MoEngage.

What happens to draft / scheduled campaigns if they are activated after changing these settings?

The draft campaigns will also use the API as soon as they are published or triggered next.

What happens to data retrieved in real-time from my customer’s database?

It is shared with the Email / SMS service provider of your choice and deleted thereafter. 

Does the log contain the PII thus retrieved via API?

For the channel where you have saved the setting to retrieve data via API, MoEngage will stop storing the contact-id (email and/or mobile number) in the logs as well. The logs will have the tokenized identifier which is common across MoEngage and your database.

Are these settings applicable for Flows as well?

Yes. For example, if the email settings are configured to be fetched via API, both the individual email campaign and campaigns that are part of the flows will start using the API to fetch the email ID rather than relying on the email attribute in MoEngage DB.

Does MoEngage offer PII masking?

Yes, please refer to our PII masking solution here.

Was this article helpful?
0 out of 0 found this helpful