Exercise 2 - Take Action

In this exercise you will learn how to view a real-time customer profile in Adobe Experience Platform 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 Adobe Experience Platform Audience portal, including real-time audiences for onsite personalisation using onboarded data as well as federated audiences minimizing data movement from your existing data warehouse.

As a marketer at SecurFinancial you've been briefed on the insights and recommendations coming from the analysis team, together you've decided on the following action plan:

Switch from Customer Journey Analytics to Adobe Experience Platform using the solution switcher.

Once loaded, confirm that you are in the right sandbox - it should be MA1 FAC HOL 1 (VA7)

Before we start creating audiences for our use case, let's take a quick look at a real time profile and the identity graph.

Browse to Customer -> Profiles and select 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 a CRM ID to look up our profile.

Start typing crm in the Identity namespace field, select Demo System - CRM ID when it appears.

Type SUMMIT_SG into the Identity value field and click View

This will find the profile with this CRM ID. Click the Profile Id to view the profile details.

The Detail tab shows us some basic information about the profile, which fields are displayed here can be customized according to business needs.

There are 2 main types of data collected against the profile, attributes and events.

Click on the Attributes tab. Here you can see the attributes that have been ingested, note that while we've used a clear text email address in our demo instance, this is not a requirement, which identities and which attributes you ingest is entirely customizable.

Click on the Events tab. Here you can see a chronological view of all the behavioural events coming from different source systems for your profile. These are the same events that you were analyzing in Customer Journey Analytics in exerise 1.

Click on the Audience membership tab. Here you can see which audiences the profile is currently a member of.

Lastly, return to the Details tab and click to view the 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.

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 targeting customers aged 18-24 who have visited the credit card application page today. This is the audience that will be used to target the content optimization tests.

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 age and drag the Age 18-24 attribute into the builder.

Set the value to yes

Now we want to add an event based rule. Change to the Events tab and search for URL. Drage the Web page details > URL field into the builder.

Change the operator from equals to contains and add the value credit-card. This will qualify anyone who's viewed a web page with the word credit-card in the url.

Now let's add a time frame so users will drop out of the audience if they don't show continued interest. Change the setting from any time to In last 1 days.

Lastly we need to give the audience a name and set the evaluation method. For the name prefix it with your lab user number then something descriptive like Lab User XX - Interested in Credit Cards 18-24.

For the evaluation method, change this to Edge. This means the audience will qualify in real-time as the events are received into adobe's edge servers from the website.

Click on Publish to create the audience.

To further enhance the quality of the leads we're advertising to, let's access some of the more sensitive data that is stored in SecurFinancials Snowflake data warehouse.

Using federated audience composition we can ask Snowflake to run queries and transfer to Adobe only the resulting list of customer id's. Keeping sensitive data secure and minimising duplication across systems.

We build the query (or series of queries) that will run in Snowflake through what we call a federated composition.

From the audience portal click to the Federated Compositions tab.

Click to Create Composition

Give your composition a unique Label and select the Secure_Financial Data Model - this controls which federated database we connect with and which tables are accessible within that warehouse. Then click Create.

Click the plus icon in your composition and add a Build Audience activity.

The activity properties appear on the right hand side. For the Build Audience activity we need to select the schema (ie. table) from the data warehouse that we want to query. Click on the schema field to open the list of mapped tables.

Choose the SECUREFIN_PROFILES schema and click Confirm

Once selected, click Continue to configure the query parameters.

In the query builder, click the + icon to add a custom condition.

Select the CREDIT_SCORE attribute and click Confirm

Change the operate to greater than and the value to 661 to find customers with a good credit score.

You can check the number of qualifying profiles by clicking the calculate button at any time.

Now we want to further filter the audience to include only customers who have made small withdrawals from a savings account within the last 3 months. Click the + icon on the lower branch to add another custom condition.

Scroll down to where you can see the linked tables. Select the TRANSACTIONS table and click Confirm.

This automatically adds the condition that the profile must have linked transactions - click the + icon again to add a condition about the type of transactions we're interested in.

Select the TRANSACTION_DATE attribute and set the conditions to on or after and preset N Months Ago and value 3.

Add another condition for TRANSACTION_TYPE equal to Withdrawal

Add another condition for ACCOUNT_TYPE equal to Savings

Click Confirm to finish configuring the query.

Back in the composition canvas, click to Save

We can continue to add activities to the composition to add additional exclusions or intersections with other data but for this simple use case we are ready to save the result of our query as an audience. Click the + icon and select the Save Audience activity.

Give your audience a name like Lab User XX - Pre-qualified CC Prospects.

Next we have to configure the audience mapping, this is how we control which data fields are transferred from Snowflake to Adobe. Click the + Add Audience Mapping button.

In this case the only information we need from Snowflake are the customer id's, none of the raw transaction data or credit information will leave Snowflake. Select the CRMID attribute and click Confirm.

Once we've selected the identity field in snowflake we need to define which identity namespace it will match to in Adobe Experience Platform. Set the Identity Namespace field to Demo System - CRMID.

Click to Save the composition

With our composition configured, click Start to run the workflow. This will execute the query in Snowflake and transfer the results to Adobe.

You can see the result of the query displayed as the composition executes.

Click on Audiences beside the composition label to return to the audience portal.

You should see your audience in the list of audiences with origin Federated Audience Composition.

Click on the audience name and you can see the details of the ingestion from Snowflake.

From here we can activate the audience to any of the configured CDP destinations.

Once the audiences are created, regardless of where the audience originates from we can activate them using RTCDP's Destination catalog.

Click on Destinations under the Connections menu on the left hand navigation, then move to the Catalog tab.

The catalog lists all of the available destination connectors, additional connectors can be created by partners using our Destination SDK. You can browse the list to see if the destinations your business uses are available.

Move now to the Browse tab, this shows the destination flows which have already been configured in this instance.

We want to use Adobe Target to experiment with updating the credit limit information on our application form, by activating our real-time audience to Target we can restrict who is exposed to the experiment.

You can see Adobe Target is already connected. Click on the 3 dots next to the destination name and select to Activate Audiences.

Look for the audience you created in Step 2.2, and select it and click Next.

The mapping step allows you to share profile attributes from Adobe RTCDP to Adobe Target for inclusion in your Target experiences. There are some already mapped here but there is no need to update anything on this screen. Click Next

Review the activation details and click Finish to connect your audience with Adobe Target.

Once your segment is successfully activated, click the product switcher to open Adobe Target.

Switch to the Audiences tab in Target and filter to view Adobe Experience Platform audiences. You'll see your audience is available natively and ready to be used within a personalisation activity.

Next we'll activate the Federated Audience we created in step 2.3 to Meta for our cross sell campaign.

Return to Experience Platform and navigate to Audiences. Find your audience and click on the 3 dots next to it. You have the option here to Activate to destination. This is a just a different way to initiate the activation flow.

Select the Facebook destination and click Next

The mapping step controls how we reconcile profiles between Adobe and Meta. This is configured the first time you activate an audience and does not need to be updated each time. We are reconciling on Hashed Email and Hashed Phone number for the best chance at matching. Click Next

There is one extra step that is required by Meta, and that is to declare whether the Origin of audience is first party coming directly from your customers or partner data or both. Select that the audience has come directly from customers and click Next

Review the details of your activation and click Finish to create the equivalent audience within the facebook business account as a custom audience.

Your audience will appear in Meta Ads Manager within their Audiences list. The lab facilitator will show this on the main screen. Data will start flowing into this audience in streaming fashion, starting with a backfill of existing profiles and then any new profiles as they qualify.

Congratulations, you've completed the exercise to Take Action using Adobe's RTCDP based on the insights from Customer Journey Analytics that we found in Exercise 1.

You have succesfully: