Federated Audience Composition (FAC) Use Case Scenarios
Product documentations & Availability
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.
Federated Audience Composition feature is enabled at sandbox level.
Enabling this feature creates product profile, of the format ACP_FAC - <sandbox> - admin, in Adobe Experience Platform product. Users need to be added to this product profile, to be able to access feature.
Retail scenario
Database connection
Name: Luma Datasource
Type: Snowflake
Entities & Relationships
Compositions
Identity: Email
Result audience name: Loyalist and Women Category (v2)
Scheduled: No
Highlight: Enrichment
- "Favourite Sub-Category" (CRM) contains "Women"
- "Loyalty status" (CRM) is True
- Having "Order value" > $1,500
Create audience:
Customers whose category affinity is equal to women, and they are signed up for the loyalty program.
Identity: Email
Result audience name: Birthday this month - Active orders, Birthday this month - No active orders
Scheduled: No
Highlight: Conditional split, Enrichment
- Birthdate falls in current month
- "Loyalty status" (CRM) is True
Create audience:
Create audience of customers who have a birthday this month, if they have an active order, target them for a birthday offer that references their order status. However, if they do not have an active order, just target them with a birthday offer.
Identity: Email
Result audience name: Luma Prime Member with Wishlist, Luma Prime Member with Recommendation
Scheduled: No
Highlight: Conditional split, Enrichment
- Total order value greater than $1000
- Based on linked "Wishlist" items split into two categories of audience.
Create audience:
Prior Order History is greater or equal to $1000 and has consented to marketing communications. Additionally, with enrichment, we can also couple together this output with, “does a Wishlist exist?” for this specific user – this could warrant retargeting or offers being sent to that user when an item / product on their wish list changes price or stock levels.
FSI Scenario
Database connection
Name: SecurFinancial Datasource
Type: Snowflake
Entities & Relationships
Compositions
Identity: Email
Result audience name: PREMIUM Card Upgrade Prospect
Scheduled: Yes, Once on weekdays
- "Consumer Credit score" (CRM) greater than 67
- "Recommendation" name contains "Premium Membership"
- "Recommendation" is valid i.e. "Valid up to" date is greater than today.
Create audience:
Customers segment for premium card feature promotion.
Identity: Email
Result audience name: Co-branded Credit Card - High Propensity, Co-branded Credit Card - Low Propensity
Scheduled: Yes, Once on weekdays
- "Recommendation" contains "Co-branded credit card"
- "Recommendation" is valid i.e. "Valid up to" date is greater than today.
- Recent transactions of type "Request Card Replacement", "Apply Credit Card" etc. has product category "Credit Cards"
Create audience:
Pre- approved for a co-branded credit card using the event types of either transaction, payment, or information
Telco scenario
Database connection
Name: CitiSignal Datasource
Type: Snowflake
Entities & Relationships
Compositions
- Target profiles with marketing consent.
- Enrich filtered audience with personalize attributes, such as, eligibility for fibre connection, propensity for device upgrade, number of devices owned, (aggregate) quarterly average order value etc.
- Split the audience:
- High Pre-paid Transactions: (``[Engagements/Items/Product/@PRODUCT_CATEGORY]`` equal to ``Subscription Plans``) AND (``[Engagements/Items/Product/@PRODUCT_SUB_CATEGORY]`` included in (``Prepaid Plans, Data Add-ons, Entertainment Add-ons``)) AND (``[Engagements/@EVENT_DATE]`` greater than or equal to ``6 months ago``) AND (Sum(``[Engagements/@TRANSACTION_AMOUNT]``) greater than ``500``)
- High Roaming Transactions: (``[Engagements/Items/Product/@PRODUCT_CATEGORY]`` equal to ``Subscription Plans``) AND (``[Engagements/Items/Product/@PRODUCT_SUB_CATEGORY]`` equal to ``Mobile Roaming Plans``) AND (``[Engagements/@EVENT_DATE]`` greater than or equal to ``6 months ago``) AND (Count(``[Engagements/@EVENT_ID]``) greater than or equal to ``3``)
- High Broadband Transactions: (``[Engagements/Items/Product/@PRODUCT_CATEGORY]`` equal to ``Subscription Plans``) AND (``[Engagements/Items/Product/@PRODUCT_SUB_CATEGORY]`` like ``%Broadband%Plans%``) AND (``[Engagements/@EVENT_DATE]`` greater than or equal to ``6 months ago``) AND (Sum(``[Engagements/@TRANSACTION_AMOUNT]``) greater than ``1500``)
- Complement: For rest of the target audience, check if they are eligible for fibre connection and have fibre connection related plans in last 6 months. Split condition: (``[FIBRE_CONNECTION_ELIGIBLE]`` equal to ``1``) AND (``[Wishlist/Items/Product/@PRODUCT_CATEGORY]`` equal to ``Subscription Plans``) AND (``[Wishlist/Items/Product/@PRODUCT_SUB_CATEGORY]`` contains ``Fibre``) AND (``[Wishlist/@CREATED_DATE]`` greater than or equal to ``6 months ago``)
- Result audiences: CitiSignal - Mobile Plan Upgrade Prospect (Transactions), CitiSignal - Roaming Plan Upgrade Prospect (Transactions), CitiSignal - Fibre Connection Prospect (Transactions)
- Identity: Email
Create audience:
Segment customers based on purchase / transactions on their subscription plans.
- Target profiles with active Account and active Subscription.
- Enrich filtered audience with personalize attributes, such as, eligibility for fibre connection, propensity for device upgrade, number of devices owned, (aggregate) total number of devices associated to active accounts etc.
- Split the audience:
- High Pre-paid Usage: (``[Accounts/Subscription/Plan/@PLAN_TYPE]`` included in (``Talk-Time & Data, VAS``)) AND (``[Accounts/Subscription/Plan/@PLAN_SUB_TYPE]`` included in (``Mobile Bundle Plans, Mobile Talk-Time Plans, Prepaid Plans, Data Add-ons``)) AND ((``[Accounts/Subscription/Usage/@USAGE_DATE]`` on or after ``last month``) AND ((Sum(``[Accounts/Subscription/Usage/@DATA_USAGE_MB]``) greater than or equal to ``10,000``) AND (Sum(``[Accounts/Subscription/Usage/@VOICE_USAGE_DURATION_SECS]``) greater than or equal to ``45,000``)))
- High Roaming Usage: (``[Accounts/Subscription/Plan/@PLAN_TYPE]`` included in (``Talk-Time & Data, VAS``)) AND (``[Accounts/Subscription/Plan/@PLAN_SUB_TYPE]`` included in (``Mobile Roaming Plans, Data Add-ons, Entertainment Add-ons``)) AND ((``[Accounts/Subscription/Usage/@USAGE_DATE]`` on or after ``3 months ago``) AND ((Sum(``[Accounts/Subscription/Usage/@DATA_USAGE_MB]``) greater than or equal to ``15,000``) AND (Sum(``[Accounts/Subscription/Usage/@VOICE_USAGE_DURATION_SECS]``) greater than or equal to ``30,000``)))
- High Broadband Usage: (``[Accounts/Subscription/Plan/@PLAN_TYPE]`` included in (``Network, Satellite services, VAS``)) AND (``[Accounts/Subscription/Plan/@PLAN_SUB_TYPE]`` included in (``Broadband & Media Plans, Broadband Plans, Private LTE Network, Satellite Broadband Plans, Entertainment Add-ons, Media & Entertainment Plans``)) AND (``[Accounts/Subscription/Usage/@USAGE_DATE]`` on or after ``3 months ago``) AND (Sum(``[Accounts/Subscription/Usage/@DATA_USAGE_MB]``) greater than or equal to ``10,000``)
- Complement: For rest of the target audience, check if they are eligible for fibre connection and have fibre connection related plans in last 6 months. Split condition: (``[FIBRE_CONNECTION_ELIGIBLE]`` equal to ``1``) AND (``[Wishlist/Items/Product/@PRODUCT_CATEGORY]`` equal to ``Subscription Plans``) AND (``[Wishlist/Items/Product/@PRODUCT_SUB_CATEGORY]`` contains ``Fibre``) AND (``[Wishlist/@CREATED_DATE]`` greater than or equal to ``6 months ago``)
- Result audiences: CitiSignal - Mobile Plan Upgrade Prospect (Usage), CitiSignal - Roaming Plan Upgrade Prospect (Usage), CitiSignal - Fibre Connection Prospect (Usage)
- Identity: Email
Create audience:
Segment customers based on subscribed plan usage.
- Separate branches to select target profiles based on active subscription account and inactive subscription account.
- Enrich filtered audience with personalize attributes, such as, eligibility for fibre connection, propensity for device upgrade, number of devices, (collection) recommendations etc. Must also include number of days due DaysDiff(VALID_UPTO (target/Subscription/@VALID_UPTO), GetDate())
- Convert the result to Profile record schema and perform deduplication based on PROFILE_ID / EMAIL / EMAIL_SHA256
- Split the audience:
- Split the active account users by renewal due date: (Assuming the NUM_OF_DAYS_DUE already added in enrichment activity) (``NUM_OF_DAYS_DUE`` greater than 0) AND (``NUM_OF_DAYS_DUE`` less than 15)
- Complement: For rest of the target audience saved to experience platform
- In the inactive account branch, include recommendation using enrichment activity.
- Result audiences: CitiSignal - Upcoming bill due, CitiSignal - Bill Past Due, CitiSignal - Customer reengagement
- Identity: Email
Create audience:
Segment customers based on renewal of subscription plans & re-engage with customers using available recommendations.
Healthcare scenario
Database connection
Name: Healthcare Datasource
Type: Snowflake
Entities & Relationships
Compositions
- Target profiles, who have made a purchase in last 3 months and marketing consent to "Share" data for personalization.
- Enrich filtered audience with personalize attributes, such as, claims in last few months, offers redeemed, translate refill reminder (simple expression), number of checkups (aggregated value).
- Deduplicate target audience by prescription refill due days (i.e. refill due recent)
- Split the audience:
- Refill due: REFILL_DUE_IN_DAYS greater than 0
- Refill past due: REFILL_DUE_IN_DAYS less than 0
- Result audiences: Healthcare - Prescription due for refill, Healthcare - Prescription past due
- Identity: Email
Create audience:
Segment customers based on prescription due in few days or past due and provided consent to share data for personalisation.
- Target profiles with scores related cardiac care, critical illness risk, propensity for healthcare family plans and marketing consent to "Share" data for personalization.
- Enrich filtered audience with personalize attributes, such as, claims in last few months, offers redeemed, number of prescriptions in last 3 months (aggregated value).
- Split the audience:
- Cardiac care: CARDIAC_CARE_PRODUCT_PROPENSITY greater than or equal to 80
- Critical illness care: CRITICAL_ILLNESS_RISK greater than or equal to 40
- Family plan prospects: HEALTHCARE_FAMILY_PLAN_PROPENSITY greater than or equal to 50
- Result audiences: Healthcare - Cardiac care patients, Healthcare - Critical care patients, Healthcare - Family plan prospects
- Identity: Email
Create audience:
Segment customers based on healthcare industry related scores and provided consent to share data for personalisation.
- Target profiles with health records in last 3 months, sponsered healthcare plan, identified with illness (categoriesed as critical diseases) and marketing consent to "Share" data for personalization. ( REPORT_DATE on or after 3 months ago ) AND ( CRITICAL equal to Yes ) AND ( HEALTHCARE_SPONSERED is true ) AND ( SHARE is true )
- Change the resultant target dimension to match with Profile schema.
- Split the audience:
- Cardiac care: CARDIAC_CARE_TYPE included in Cardiology, Pulmonology
- Oncology care: CARDIAC_CARE_TYPE included in Oncology, Emergency Medicine, Endocrinology
- Other critical diseases (Type: Complement)
- Perform data reconciliation, enrichment and deduplication activities to filter target and personalization attributes
- Result audiences: Healthcare - Cardiac patients prescription, Healthcare - Oncology patient care, Healthcare - Recommendation for clinical trial patients
- Identity: Email
Create audience:
Segment customers based on critical illnesses and clinical services opted by targets, along with consent to share data for personalization
Destination
While activating audience and enriched attributes, you could leverage existing "Federated Audience Composition" (Type: Adobe Applications) destination for Demo System Next, which is a Snowflake database; or, you may choose to create a new destination.
