---
title: Exercise 2 - Take Action
slug: sg-summit-aep/exercise-2-take-action
docTags: 
createdAt: 2025-05-12T00:54:37.316Z
---

## Learning Objectives 

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.  

## Scenario 

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:

- A new multivariant content experiment will be applied to younger customers who reach the credit card application form from the latest acquisition campaign.
- In addition to targeting younger customers, we want to drive credit card cross sell to existing customers who have a good credit rating and have made small withdrawals from their savings accounts over the last 3 months
- These audiences will be activated to social channels for targeted advertising to drive traffic to the application form

## Access

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

::Image[]{src="https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/JUUUWygrUR4J1J5Iocg50_image.png" size="82" width="1728" height="868" position="center" showCaption="false"}

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/G_2b1mC8E5M44H2t0ZSeZ_image.png)

## 2.1  Visualise the Real-time Profile

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. 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/CfMbFQF8wlVpRyr6w_b_j_image.png)

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.  

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/iKi6dmvCFATUh2cCt7NQ1_image.png)

Type **SUMMIT\_SG **into the **Identity value** field and click **View**

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/IYez0xeLPQmwxOCH4DyTS_image.png)

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/eGCdTgpRnIvr3f9WvNvvy_image.png)

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/G1NL2qax_Gw1hA2vLeYgy_image.png)

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. 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/mdO0k-P6bjFiVWWO4Csrx_image.png)

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.   

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/CLYYi7j74YnYW_HJ6zPUw_image.png)

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/3ehKrGlOIBIZtvBfyGta6_image.png)

Lastly, return to the **Details** tab and click to view the **Identity Graph**. 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/ixUghLstTo4DfmBW7FEu6_image.png)

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. 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/9BuYTYLAFVKsEEcyihlkx_image.png)

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/xpPJcFksJ25bY5Ie4RuTc_image.png)

## 2.2 Create a real-time audience

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:

- segmentation service - using data onboarded to the real-time profile
- federated audience composition - using data that lives in a remote data warehouse 
- customer journey analytics - segments can be shared directly from the analysis done in CJA.

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/Nc9-MyzFcsJhOY2XZyXWE_image.png)

Click to **Create Audience.**

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/9AifROsR0XY8TBS96R0jb_image.png)

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. 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/ibHoWWv1-D6QjhkHfantC_image.png)

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. 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/EC8ylJtLPY5O3_vlnOoq__image.png)

Set the value to **yes **

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/ouN5WTAMkvC0Nxof9oJG-_image.png)

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. 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/QEMIrR4LPSNs956UrzpX9_image.png)

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.  

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/AMWkUUokNEmDOoK5TkfZw_image.png)

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.**

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/WAMloesrtFbOSHv5U6-sk_image.png)

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. 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/IJN9GMW1jucEW8t4Bq0jc_image.png)

Click on **Publish **to create the audience. 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/H939pzBBAYjxIBVFVTXA1_image.png)

:::hint{type="success"}
**Action Taken! **

You've created an audience that can be used to personalize the experience on the website in real-time!
:::

## 2.3. Create a federated 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. 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/mHhCOCTXIGBZXrzmoITay_image.png)

Click to **Create Composition**

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/W5tNW_lLtpVhlpIoe0-qy_image.png)

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. **

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/RIyGEIKvg9fwyXVPrhJgW_image.png)

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/jqwIe-Mm2JKDYecP1E91K_image.png)

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.  

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/3u93f8GrVGGzFPuSc5TpI_image.png)

Choose the **SECUREFIN\_PROFILES** schema and click **Confirm**

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/Xr7c7clHJbPI6WQ0ilcRG_image.png)

Once selected, click **Continue **to configure the query parameters. 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/zs9iNjFKIRC618m9WJTVQ_image.png)

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/IOChuzvXUuXk6EhD3Rqm2_image.png)

Select the **CREDIT\_SCORE **attribute and click **Confirm**

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/AaeDUNmrZ3B46dtixNInx_image.png)

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/9sK4JlZGklhhYYCiiMj2l_image.png)

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/CSV5APIBFpk3mFEXox12l_image.png)

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.

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/SnqPBIdtMLT12p_YcGObJ_image.png)

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/h5hNh00GTJdvjdueCKebF_image.png)

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. 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/eii_QPOMrq5--P9--QJ-B_image.png)

Select the **TRANSACTION\_DATE **attribute and set the conditions to **on or after **and preset **N Months Ago **and value **3. **

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/s6hTH0TmrqZy9Leg7wk8X_image.png)

Add another condition for **TRANSACTION\_TYPE** equal to **Withdrawal**

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/_yVOuOq4WsuN0Ai8ezPfa_image.png)

Add another condition for **ACCOUNT\_TYPE** equal to **Savings**

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/TnOSCg36eSipaNMPuUH9N_image.png)

Click **Confirm** to finish configuring the query.  

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/CLGIuYdczR_kxphoxaHgY_image.png)

Back in the composition canvas, click to **Save **

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/s24ulBrKc1B_GK8Y5YYPw_image.png)

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.

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/GB7Xz3R9yrtMN4271d4Bv_image.png)

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/aS2mOmh9E_toIlCHnYYdf_image.png)

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.

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/6RRcIsK94LA0xZxiIUNoX_image.png)

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.**

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/cTN0xbGv-w4LsZO0n0kYU_image.png)

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. **

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/uI3HvhPBpG9VXg54QGhXi_image.png)

Click to **Save **the composition

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/ucgRCUoZy0Pae3DKoVdaG_image.png)

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/PWj97hd_yATSfthoQ-dvR_image.png)

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/qRSChDWVu-9YaoPHrLC_O_image.png)

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/0PfxOP8i-iinqpKH6IgeN_image.png)

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/SVU0dbGYB--cOPOxlvRl8_image.png)

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/2MkhHYSIcwZIOMNx_24Oh_image.png)

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

:::hint{type="success"}
**Action Taken! **

You've successfully leveraged data stored in a remote Snowflake database to build an audience for targeted advertising, leaving sensitive information like credit scores and detailed transaction history in the remote database only.  
:::

## 2.4 Activate audiences

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. 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/zFkHPJwBZ5vwOAbTKEqAx_image.png)

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.  

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/twLIvPiltkmprhpMfbFi3_image.png)

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. **

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/s1FAroTJcVUYDjREXVSOS_image.png)

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/hLXE85mfwAcg6mqc16RsO_image.png)

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**

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/s5aL-3evGceag5GQ64VF__image.png)

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/fs9n8iMNN_hSfcY5o6M6I_image.png)

:::hint{type="warning"}
In order to ensure consistency, destinations cannot be updated concurrently.   If you encounter an error on the final step of the activation workflow this is likely the cause due to so many lab participants completing the same action, you can ignore this error or try the exercise again in a few moments.     
:::

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/XXs79i7qGSaZJ5JwyN6wb_image.png)

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.  

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/SZZyDyoqAXankNd73v46S_image.png)

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.  

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/7CEV30h7BSe9AE3TB13YN_image.png)

Select the **Facebook** destination and click **Next**

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/l57MBsrpEUhm3peWawUFv_image.png)

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**

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/W6e8HIbHbXsCKRpzyKPpf_image.png)

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**

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/I7VLKW6E9aNkao6MW7jr-_image.png)

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

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/8T-EmvRAYpxsuYpTNZqgJ_image.png)

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.  

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/8VUX6k2vtPYqld4d_20Uu_image.png)

## Summary

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: 

1. Used the fast moving data that's been ingested into Adobe Experience platform to ensure the right experience is delivered in the moment to customers landing on the website.   
2. Leveraged SecurFinancial's existing investment in Snowflake to build a targeted list of cross sell prospects for paid media, ensuring sensitive data is not transferred to Adobe.  
3. Activated those audiences to Adobe Target for onsite personalisation and Meta for targeted advertising.