In this exercise you will learn how to view a real-time unified customer profile and understand how the different pieces of information collected about that customer are stitched together through the evolving Identity Graph.

You will learn about the different types of audiences that can be created through the rule-based audience builder, including real-time audiences that can be used across different channels.

Earlier you saw a live demo where Scott performed a booking abandonment on your web site. AJO was used to send a retargeting email. We will look up the profile that was used to understand the key components of the Unified Customer Profile. These are:

The system combines data from multiple sources into an actionable profile. It also has an advanced identity management system to build the single view of the customer and to manage how data is merged into the profile.

From the AJO home page you accessed earlier, browse to Customer -> Profiles. The Overview dashboard shows insights on how many profiles exist in the sandbox along with the distribution of identities.

To lookup a specific profile, move to the Browse tab.

Profiles can be retrieved by any of the identities that are attached to that profile. Which identity namespaces are leveraged depends on your organisations requirements. For this exercise we will use Email to look up your profile.

Type Email in the Identity namespace field, select the first option, Email.

Type [email protected] into the Identity value field and click View, then View again on the profile card.

The Detail tab shows us some basic information about the profile, starting with some AI-generated insights.

Below are some content cards and fields which can be customized according to business needs.

There are 2 main types of data collected against the profile, Attributes and Experience Events. Attributes tend to be fairly static, slower-moving data (sometimes called Record Data) while Experience Events represent point-in-time interactions a profile has had with your brand, whether that's viewing a web page, watching a show, making a booking, calling the call center or visiting a store (i.e. time series data).

Click on the Attributes tab to view the full list of attributes ingested for this profile. These attributes can come from different source systems. The platform will merge them in real-time.

Click on the Events tab. Here you can see a chronological view of all the behavioural experience events coming from different source systems for this profile. These events are ingested in real-time from the sources like your website and mobile app.

Move to the Audience membership tab. Here you can see which audiences the profile is currently a member of, this list will update as the profile moves in and out of audiences based on their attributes and behavior.

Lastly, return to the Details tab, scroll down to Linked Identities and click View Identity Graph.

Here you can see a visualisation of the Identity Graph linking all of the different sources of information together to create our profile. You can see that there are multiple ECID's or Cookie ID's attached to the profile, this represents the different devices that the customer has identified themselves on, for example by logging in or providing their email address or another durable identifier. Multiple ECIDs could be desktop and mobile for example, or the customer using multiple browsers (or even clearing cookies).

Use the slider to see how the graph grew as the profile interacted over time.

Now you've seen the types of data that lives on our real-time profile, let's create an audience that combines both attribute data and event data. We want to target Family Booking Abandoners. Or at least, bookings that are most likely families based off known data about customers from profile data. The Family Booking Abandoners audience is made up of:

Click on Customer -> Audiences and go to the Browse tab. This is the Audience Portal where you'll find all of the centralized audiences, regardless of how they were created. The origin column indicates where the audience was created:

Click to Create Audience.

Change the option from compose audience to Build rule and click Create. We are going to create a new rule based audience using the attributes and events in our profile.

In the audience builder we can add attribute and event based rules. From the Attributes tab, search for children and drag the numberChildrenHouseHold attribute into the builder.

Click on the equals drop-down and change it to is greater than and enter a value of 0, indicating there are children in the household.

Alternatively, we could have dragged in childrenHouseHold = true, but numberChildrenHouseHold is more flexible as it allows us to target larger families with special offers (e.g. numberChildrenHouseHold >= 2, or 3, or anything you specify).

You can estimate the size of your audience at any time while configuring it. Click the Refresh estimate link in the Audience properties panel.

Now we want to add an event based rule. Change to the Events tab and search for Checkout. Drag-and-drop the Checkouts event into the Events section of the builder.

Search for Purchase and drag-and-drop the the Purchases event to the right-side of the Checkouts event (notice the blue guidemark will appear). This is what we call a Sequential Audience and is an example of a differentiator of the Adobe platform.

We want to check that there has NOT been any Purchases (i.e. abandon). Click on Purchases then change Include to Exclude.

Now let's get a little more precise. Let's set how long we'll give a customer to purchase once they checkout. Click on Clock icon 🕔 in between the 2 events, and set it to Within 3 Hour(s).

Enter a Name for your audience such as <your name> - Family Booking Abandoners.

For the evaluation method, change this to Streaming. This means the audience will qualify in near real-time as data streams into the platform.

Then click Publish.

You should see a screen like this. Stay on this screen for the next part:

Congratulations! You've created a streaming audience that combines attributes and events and can be activated omni-channel! 👏🏻

Later we will use this audience in an omnichannel journey, however we can also activate this audience directly for other channels to consume using Adobe Real-Time CDP. The good news is because both AJO and Real-Time CDP are built on the same platform (Adobe Experience Platform), the audiences and data are ready to use.

Click on Activate to destination

You will see a list of Destinations that have been configured for this sandbox. There is a huge catalog of prebuilt connectors available to both get data into the platform (Data Sources) and to activate (Destinations). You can view the Destination Catalog here and the Data Source Catalog here.

From the list of Destinations that have been configured for this sandbox, check the Facebook destination and click Next.

You'll see some pre-configured mappings which transform the data in the platform to what Meta expects to receive. At this point you could add any extra fields that might need to be sent. For this lab there is no need to do anything here. Simply click Next.

Meta requires you to specify where the audience data has come from. Set the Data Origin to be Directly from customers then click Next.

Click Finish on the final Review screen and you're done.

Congratulations, you've completed the first exercise! You have successfully:

If you finish early feel free to have a look at the next exercise - Lab 2 - Journeys and Contentnext exercise.