Marketer
Introduction
In this part of the exercise, you will play the role of a marketer. The marketing team has decided to launch a personalisation campaign on Lloyds Bank website. You are responsible for the implementation activities on AEP side. The website team will take care of the Adobe Target implementation. The campaign is about the personalisation of the content on the website by age group.
Create audiences
As first step you need to create an audience for each age group:
- under 25
- between 25 and 54
- more than 54
In order to speed up the exercise, the audiences have already been set up. The aim is to see how the guidelines are applied, not to show how to create an audience.
- In the menu on the left side, click on Audiences;
- click on Browse at the tab bar. You will see an overview of all existing audiences;
- in the search field type Age;
- click on Lloyds - Age < 25, to see the details.
- the Attributes section contains the definition of the audience; as you can see it is based on the "age" field.
Activate the audience
To be able to use the audience in Adobe Target, you need to activate the audience to the right destination.
- Click on the blue button on the right Activate to destination;
- select DULE Demo Target Destination - Mobile App by clicking on the checkbox at the beginning of the line;
- click Next on the top right corner of the window;
- on the next step of the process no action is required, just click Next on the top right corner of the window;
- you reached the last step of the process, click on Finish button on the top right corner.
You should get this error:
AEP have applied the policy and blocked your tentative to use the age field to personalise content in the website.
Conclusion
Thanks to the DULE framework and the data governance features in AEP:
- data steward are sure that the data are used for the right marketing actions;
- marketers doesn't need to know all the details about data governance, because AEP will control the data usage;
- the company meets all the legal requirements in terms of privacy and data management and build more trust with its customers.