Demandbase for Personalization

Personalization allows you to integrate Demandbase data for personalization.

Creating a custom event

  1. Sign in to your tag manager. If you are using Google Tag Manager, see the Overview page for more information.
  2. Go to the Trigger Configuration page of your tag manager.
  3. Create Custom Event Trigger type for Demandbase to finish loading. For example, the trigger can fire on a particular Event like Demandbase_Loaded.

You must configure Personalization as the tag to reference the preceding trigger.

Mapping Demandbase attributes to Personalization

For each Demandbase attribute you want to send to Personalization, you must configure a separate variable in the tag manager.


Ensure the data layer variable matches the attribute returned from Demandbase.

  1. Sign in to your tag manager.
  2. From the Variable Configuration page in your tag manager, create a Data Layer Variable type for your Demandbase audience and set as the Default Value.

You must configure Personalization as the tag to reference the preceding variable.

Configuring the Personalization script

You must configure the Personalization script in your tag manager to trigger from the Demandbase_loaded event created in Creating a custom event.

By configuring the Personalization script to trigger from the Demandbase event, you ensure you send all Demandbase data to your website before running Personalization.

Mapping Demandbase attributes to UDF fields in Personalization

Within your Personalization script, you can map the Demandbase attributes, created as variables, to UDF fields in Personalization.

UDF fields can be person, touch, or event fields. The person data field uses Demandbase data.

Configuring UDF fields in Personalization

To configure UDF fields in Personalization, use the following steps:

  1. Sign in to Personalization, and then click the Configure tab.
  2. From the left menu, click Column MetaData.
  3. Click the Add new column meta data link, and enter values in the fields. For more information about column meta data field values, see Adding a column name in Using column meta data.

After adding new column meta data, you’ll receive the data to be sent to Personalization from the preceding script you configured in Configuring the Personalization script.

If you want to use this data for segmentation, ensure you check the Segmentable box and enter corresponding values in the form fields as shown in the following screenshot:

Personalization Segmentable option

Your website can now pull Demandbase data into Personalization.