Use case 3 - Retargeting post open day

Events will be ingested from multiple data sources, including offline. Whether your prospective students use a mobile app to check in to sessions on the day or if their attendance is collected manually and uploaded later, we will have one or more experience events recorded for each profile who attends the open day. We can use this event to target customers who attended open day but have not yet submitted an application form.

2. You will end up in the new segment builder. Change from Attributes tab to the Events tab as we'd like to create a segment based on the persons behaviour.

3. Search for Event. You should see a list of Event Types which include the word Event in them.

4. Drag the Event Check-in event type onto the canvas

5. Now we need to specify which event they attended, drag the adobedemoamericas275-> interactionDetails -> event -> eventName attribute onto your checkin event.



6. Set the event name to openday2024.

7. Now we want to exclude anyone who has already submitted an application form since attending the open day.

8. Set the event rules to Exclude the profile if this event has occured.

9. Lastly give your segment a name and a description. Make sure you add something unique to your segment name to distinguish it from others in the lab. Note that due to the complex nature of this segment your evaluation method will be Batch.

10. Select Save and Close.

Activate profiles to Meta for ad targeting, personalization, and suppression based on hashed email and phone number.

You can use this destination for audience targeting to reach and re-engage with your customers across Meta owned properties like Facebook and Instagram.

Meta requires that no personally identifiable information (PII) is sent in clear. Therefore, the audiences activated to these destinations can be keyed off hashed identifiers, such as email addresses or phone numbers.

Go to the Adobe Experience Platform.

2. In the list of available segments, select the segment you created in the previous exercise.

3. The mapping step only needs to be completed once, after that every segment will use the same set of mapping identifiers to match customers between Adobe Experience Platform and your destination. For Tiktok we use hashed email and phone number. Click Next to proceed to the next step.

4. Meta requires that you declare where the audience data has come from, on the audience schedule step, select that the audience data has come directly from Your Customers.

5. Finally, on the Review page, click Finish.

For Meta, a successful activation means that a Meta custom audience would be created programmatically. Segment membership in the audience would be added and removed as users are qualified or disqualified for the activated segments.

Activate profiles to Google Customer Match for ad targeting, personalization, and suppression based on hashed email and phone number.

You can use this destination for audience targeting to reach and re-engage with your customers across Google’s owned and operated properties, such as: Search, Shopping, Gmail, and YouTube.

Google and Facebook both require that no personally identifiable information (PII) is sent in clear. Therefore, the audiences activated to these destinations can be keyed off hashed identifiers, such as email addresses or phone numbers.

Go to the Adobe Experience Platform.

3. In the list of available segments, select the segment you created in the previous exercise.

4. You need to specify your mapping identifiers between Adobe Experience Platform and your destination. These will be used to match the profiles in your segments between platforms.For this lab, the mapping has already been defined, we use email and phone number.Click to the Next step.

5. On the Segment Schedule step, We don't have anything to do. click next again

6. Finally, on the Review page, click Finish.

For Google, a successful activation means that a Google custom audience would be created programmatically. Segment membership in the audience would be added and removed as users are qualified or disqualified for the activated segments.

Activate profiles to Tiktok for ad targeting, personalization, and suppression based on hashed email and phone number.

You can use this destination for audience targeting to reach and re-engage with your customers across Tiktok.

Tiktok both require that no personally identifiable information (PII) is sent in clear. Therefore, the audiences activated to these destinations can be keyed off hashed identifiers, such as email addresses or phone numbers.

Go to the Adobe Experience Platform.

2. In the list of available segments, select the segment you created in the previous exercise.

3. The mapping step only needs to be completed once, after that every segment will use the same set of mapping identifiers to match customers between Adobe Experience Platform and your destination. For Tiktok we use hashed email and phone number. Click Next to proceed to the next step.

4. Finally, on the Review page, click Finish.

For Tiktok, a successful activation means that a Tiktok custom audience would be created programmatically. Segment membership in the audience would be added and removed as users are qualified or disqualified for the activated segments.

Rule based audiences are great but have limits. Imagine if you want to limit the number of profiles that can exist within an audience at any time or if you want to enrich the audience with attributes that are stored in a separate dataset? This can be achieved using AEP's Audience Composition. For this exercise, we'll create an audience composition workflow to take the top 100 profiles with the highest propensity scores from your retargeting segment. These will be shared to the contact team to be prioritized for outbound calls.

2. Select the Audience activity that starts the composition. Click to Add Audience and select your retargeting segment.

3. Click on the plus after the audience activity and select to add a Rank activity.

4. Select the adobedemoamericas275 -> Customer AI -> propensity to convert -> score as the attribute to use for ranking

5. Change the Ranking order from Ascending to Descending - we want the profiles with the highest propensity. And add a limit of 100.

6. Give the output audience a name.

7. Lastly give your composition a name by clicking on the settings at the top left. Make the name unique so you can identify it easily.