Exercise 2 - Onsite Personalisation

Now the advertising campaign has launched, interested prospects will start to land on your website. In this exercise you will learn how Adobe Real-time CDP works with Adobe Target to personalise website experiences in real time.

You will experience as a future student:

You will learn as a marketer:

We won't cover how to create the experience in Target since this is assumed knowledge.

On the website homepage, and any other page, you can get access to the REAL TIME CUSTOMER PROFILE VIEWER.

Let's behave as a typical customer now. Click on Degree Finder.

Click to browse for undergraduate degrees.

Click into Bachelor of Business.

Every interaction on the site is being tracked you can see these events as they're recorded through the profile viewer widget:

You will see the interactions you have had with the demo web site.

While the behaviour is anonymous, we’re able to track every click and store it in Adobe Experience Platform and we can use that information to personalise the experience.

We've used Adobe Target to personalise the experience and promote the upcoming open day if we've determined you're interested in future study.

In Adobe Experience Platform, all profile data is shown alongside event data, as well as existing audience memberships. The data shown can come from anywhere, from Adobe applications and external solutions. This is the most powerful view in Adobe Experience Platform, the true experience system of record.

Every identity that is ingested into Adobe's CDP is linked to a namespace. For the moment the only identity we have for your profile is Adobe's cookie Id or ECID. This is what we refer to as a pseudonymous profile - we can track your behaviour online but we don't yet know who you are.

To view a pseudonymous profile from the UI:

You'll notice there is not much known about your customer yet, but you can see the event history and the audience memberships.

Keep this tab open in your browser we will come back and refresh the profile view as we got through the use cases to see how your profile changes over time.

Edge audiences are designed for real-time personalisation use cases occuring on your website or app. The open day banner appearing on the home page was controlled by an Audience evaluated on the Edge. This exercise will show you how to create one.



Select to build a rule based audience:

Browse to the Audiences page in the left hand navigation and click to Create Audience.

In the audience builder you have access to all of the profile attributes and events.

Add a timeframe for your qualification to In last 1 day.

Now let's give your audience a Name - add a prefix, something unique to distinguish your audience from everyone else's like your last name Eg. [last name] - Prospect future student

Add a description to help others quickly understand your audience logic.

Now set the Evaluation method to Edge. This specifies that the audience can be calculated on the edge for qualification within milliseconds.

Click Publish. To save your audience and enable it for further use.

Now that we have a real-time audience defined, we need to activate it to Adobe Target so we can use it to personalise the experience on site.