Federated Audience Composition
Overview
Federated Audience Composition (FAC) in Experience Platform enables you to access and create audiences with corresponding high-value attributes from enterprise data warehouses, which enrich and supplement the real-time customer profile and audiences in Experience Platform for improved segmentation, targeting, activation, and delivery of impactful customer experiences. Using Federated Audience Composition, a virtual database is created by linking remote databases through metadata. This approach simplifies access, reduces duplication, and enhances end-user experience. Teams are granted the flexibility to ingest datasets directly into Experience Platform or access datasets residing in data warehouses when assembling audiences for engagement workflows. This approach takes advantage of data warehouse investments and assets to complement Real-Time CDP and Journey Optimizer. Federated Audience Composition enables customers to utilize and combine batch and real-time functionality across critical new use-case patterns:
Learning Objectives
- Learn how to compose a federated audience: build new audiences from enterprise datasets without copying underlying data and activate those audiences with prebuilt destinations.
- Example: Create an audience of high value past purchasers leveraging historical transaction data in the warehouse, without copying those transactions into Adobe Experience Platform
- Learn how to enrich existing audiences: enrich existing audiences in Adobe Experience Platform by utilizing composed audience data that has been federated from the enterprise datawarehouse. This data will not be persisted in Adobe Experience Platform customer profiles.
- Example: Enriching an AEP audience of cart abandoners with the Federated Audience Composition audience of high value past purchasers to deliver a targeted offer.
- Learn how to enrich Profile (not available here; just released and status is "Limited Availability"): Allow enterprise audiences to be retained as attributes within actionable Adobe Experience Platform profiles to power in-the-moment experiences triggered by inbound customer event signals.
- Example: When a site visitor who belongs to the Federated Audience Composition audience of high value past purchasers arrives onsite, serve a banner with a targeted offer.
Federated Audience Composition provides Real-Time CDP and Journey Optimizer customers with the flexibility to decide what data they want to use and helps avoid unnecessarily duplicated datasets or integration patterns. This represents a unique combination of a federated approach to using enterprise data to curate audiences and high-value attributes, combined with a system optimized for in-the-moment cross-channel engagement. This results in less data movement, but also new opportunities to utilize high value audiences and attributes for consistent low-latency activation across channels.