Use case 3 - Paid Media Retargeting and Suppression
Retargeting Segment
Adobe's Segment engine lets you create complex segments which follow a sequence of events, ie. customer did this... then that. This capability is referred to as Sequential Segmentation.
In this exercise we're going to create a Sequential Segment to identify individuals who have had a home visit at least 2 weeks ago, but have not yet completed a purchase. These customers will be considered high priority for retargeting.
- Click on + Create Audience, then select build rule.
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 customers behaviour.
3. Search for Home. You should see a list of Event Types which include the word Home in them.
4. Drag the Home Visit event type onto the canvas
5. Next let's ensure that the visit happened at least 2 weeks ago. SElect the event and use the menu selector to Apply a time rule.
6. Set the time condition to Before 2 weeks ago.
7. Next we want to make sure the customer has not since made a purchase. Search for purchase. Drag the Purchases event onto the canvas and set the event rules to Exclude the customer if this event has occured.
8. We don't want to keep retargeting these customers forever, so let's set a 1 month limit. Change the overarching time period Anytime to In Last.. 1 month.
9. Lastly we want to 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.
You have successfully created a Sequential Segment.
Activate to Meta
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.
Tiktok supports the activation of identities:
- GAID - Google Advertising ID
- IDFA - Apple ID for Advertisers
- phone_sha256 - Phone numbers hashed with SHA256 algorithm
- email_lc_sha256 - Email addresses hashed with SHA256 algorithm
- externalId - An external customer defined id
Export Type = Segment Export
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.
- There are a few destinations already configured for this HOL. Click on browse on the top menu to see the list. Click on the 3 dots and select to Activate audiences
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.
Your segment is now activated to Meta
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.
The integration between Adobe Experience Platform and Meta supports historical audience backfills. All historical segment qualifications get sent to Meta when you activate the segments to the destination.
Activate to Google
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 Customer Match supports the activation of identities:
- GAID - Google Advertising ID
- IDFA - Apple ID for Advertisers
- phone_sha256 - Phone numbers hashed with SHA256 algorithm
- email_lc_sha256 - Email addresses hashed with SHA256 algorithm
- extern_id - Custom user IDs
Export Type = Segment Export
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.
- There are a few destinations already configured for this HOL. click on browse on the top menu to see the list
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.
Your segment is now activated to Google
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.
The integration between Adobe Experience Platform and Google supports historical audience backfills. All historical segment qualifications get sent to Google when you activate the segments to the destination.