Inside CDM: Data delivery & Monitoring

Inside CDM

In a new video content series, we discuss and dissect topics within customer data management (CDM). In our first episode we go through some basics in data delivery and touch base on customer data monitoring. Enjoy!


Push & Pull

Data delivery in customer data management, especially in cases of monitoring data, is commonly performed in two different ways. You can either pull the information from a specific area (like an sftp area) where you know that the data will be placed if changes to your data have occurred, or receive the data as a push or notification when changes occur. In the case of pulling the data, you will be forced to regularly check the area where the data is placed, in order not to miss any updates, whereas in the case of a push you will receive information about the change as soon as it is registered.

Pulling data in large, bulk data through files, is the way things have been done for years when it comes to customer data management. Often this requires a few of things;

  1. Your customer registry has to be shared with a third party and kept up to date by yourself.
  2. You need to initiate the communication of data, meaning you have to check for updates yourself by polling.
  3. You need to sort through the bulk data you receive to collect and use only what you actually need.

Pushing data means you can react to changes instead, providing more comfort in your data quality, since updates can be collected and used as soon as they occur. This can be done in multiple ways, for example via pub-sub patterns or sending streaming data. However, in customer data management, webhook solutions are on the rise. Webhooks basically means that you can use normal http communication, to send data straight to a client-held endpoint.

This enables data to be received in separate events instead of bulk, and then you decide if you want to handle it or not. Another benefit of this method of data delivery is not having to hand over your customer registry to a third party. This is beneficial for a number of reasons, but especially from a GDPR standpoint.


"Basic description of push and pull differences"


Common misconceptions

Two very common misconceptions in customer data management that we encounter on a regular basis are;

  1. Pulling data in bulk file deliveries is the only way of handling customer data delivery.
  2. Handing over your customer data to a third party is required in order to keep track of your customers.

As described previously, push is a method that sends data automatically, streamlining the process of monitoring your customer data. With a webhook solution for example, non of the above statements are accurate.


"Example of classic pull data request and delivery"




  1. There are two main ways of delivering and receiving data; push and pull. Pulling means you poll for information from a sftp area for example, and once it's there, the supplier sends it your way. When a push method is used, data is sent your way as soon as it is added or changed.
  2. One of two misconceptions among companies we speak to, is that a data delivery has to be done in a certain way. More specifically so through a pull method, where data is delivered in bulk files. With modern technology, this is not a preferred way of doing things anymore from different perspectives.
  3. The second misconception in CDM is that a customer registry or list has to be handed over to a third party, in order to keep track of changes in your customer data. Again, this is not an issue with the introduction of webhook solutions for example, meaning your data is better off from a legal standpoint.