Retargeting on Social
Until the customer completes the quote and finally purchases the policy, we want to ensure that we retarget them with advertising across social and paid media to try and influence their decision.
It's equally important to ensure that we suppress advertising and save on media spend once the policy has been purchased.
For this purpose we will use Adobe's sequential segmentation capability. This allows us to create a complex audience which follows a sequence of events. ie. Customer did this.. then did that. Or in our case, they started an insurance quote then did NOT complete it.
We will then share this audience with Facebook and Google to be used for targeted advertising. Once customers complete the purchase they will be automatically removed from the audience and targeted advertising will stop.
Create a sequential segment
In this exercise we're going to create a Segment to identify individuals who have started the Quote process have progressed through at least one step but have not completed the purchase in the last 7 days. These customers are should 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 an audience based on the customers behaviour.
3. Search for Quote. You should see a list of Event Types which include the word Quote in them. Drag the Quote Start event type onto the canvas
5. Drag the Quote Step event onto the canvas and add it to the right of the start event. Note: you need to hover over the right side of the Start event to drop the Step event in sequence
6. Drag the Quote Purchased event onto the canvas and add it to the right the step event. Your segment should look like this:
7. Change the overarching time period Anytime to In Last.. 7 days.
8. Now we want to add some additional filtering to each of the events to ensure we're looking at the same quote flow. Click on the Start event to bring up the event rules.
9. From the quote object in the event attributes, drag the policyType into the event rules.
10. Set the policy type to equals Car
11. Repeat the same for the step and purchase events.
13. Lastly we want to exclude the people who completed the purchase. Click on the Purchase Event and change the Include drop down in the event rules to Exclude.
15. Give your Segment a name. E.g. your last name - Started car quote but did not purchase.
Add a description to help others quickly understand your audience logic.
Add the insurance Tag for easy categorisation and searching.
16. Select Publish.
You have successfully created a Sequential Audience which we can use to retarget customers on social. By it's nature advertising will be suppressed once the customer completes the purchase.
You can now activate this audience to Meta, Google or Tiktok as desired.
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.