--- title: Lab 4: Device upgrade and cross sell slug: zeiss-hol/lab-4-device-upgrade-and-cross-sell docTags: createdAt: 2026-01-26T12:12:41.419Z --- :::hint{type="info"} **Focus area** Adobe Journey Optimizer **Features** Orchestrated Campaign - Ad Hoc Targeting Activation to Social Media destination Data driven email activation Personalization of web site **Difficulty** Easy ::: ## Use case description As a Marketer, I have to make the promotion of the new ARTEVO 850, which is a device that belongs to the Cataract Workflow products. I want to identify contacts linked to accounts or clinics that already own ARTEVO 750 or ARTEVO 800 device and to inform them than the new improved ARTEVO 850 has been released, with an email message, a social media campaign and also with a personnalized web banner on ZEISS web site. I also want to include cross-selling offers of additional products related to Cataract Workflow like IOL MASTER 7000, CIRRUS 6000 or ATLAS 500 devices in the email message. ## Ressources - Data engineers have designed a relational data model with devices owned by accounts - A Web agency has provided: - a Web banner to make the promotion of ARTEVO 850 - an email with a placement to display cross selling products ## Solution Design One possible solution design is: - Use **Orchestrated Campaign** to create an audience of accounts who already owns an ARTEVO device - Enrich this audience with all the devices already bought by the customer in order to propose a Cross Selling product that the customer doesn't have - Activate this audience to social network like Meta - Use a **Regular Journey** to activate this audience to email and web channel - Place a Cross Selling product inside the email - Design a regular journey is a good practice to manage in the same way inbound and outbound channels: ![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/MK5iUjqRap6Sbgi9spVNL_image.png) :::hint{type="warning"} Currently, inbound channels like Web channel or Content Card are available only with a regular journey, not with an Orchestrated Campaign. In this design, the email is delivered by a regular journey; it's also possible to deliver the email with the Orchestrated Campaign flow as done in previous lab. This lab highlights a tip to leverage enrichment attributes of an audience, inside an email: it's possible to personnalize the email by defining conditions based on the attributes provided by the audience, for instance to select the best cross-selling product interesting for the profile. ::: ## Step 1 - Ad Hoc Targeting :::hint{type="info"} **Goal** Create the audience "Profiles interested by ARTEVO 850". Enrich the audience with other devices already owned by the account. **Higlight** Build audience, Enrichment of the audience with an aggregation of devices ::: One way to do it is to follow these steps: 1. Create a new Orchestrated Campaign 2. Build an audience of devices 3. Change dimension from device to recipient 4. Enrich the audience of recipients with an aggregation of device, except ARTEVO ones 5. Save the audience ### Create a new Orchestrated Campaign - In the menu on the left side, under **Campaigns**, click on **Orchestration** - Click on the **Create campaign** button - Select **Orchestration - Marketing** and click on** Confirm** - Set the name to `[your name] ARTEVO 850 launch` - Click on **Save** ### Filter devices - Click on the + icon to display the list of activities ::Image[]{src="https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/QtzlDnx-sphSpdzmBEiV6_image.png" size="34" width="300" height="333" position="center" showCaption="false"} - Select the **Build audience** activity - Set the Targeting dimension to **device** - Click on **Create audience** button - Click on **Add condition** - Define these 2 criteria: :::BlockQuote{indent="1"} ` (device_description contains ARTEVO 800) OR (device_description contains ARTEVO 750)` ::: - Click on **Calculate **to get a count of records - Click on **Confirm** - Click on **Start **to start queries in a simulation mode ### Enrichment step - Add an **Enrichment **activity - Add enrichment data `device_description `and `device_contact_email` - Click on **Resume** ![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/aP0qUnkf21TS4IowD4sZv_image.png) ### Change dimension - Add an **Change dimension **activity - Set the new target dimension to **recipient** - Click on **Resume** - Click on **Preview results** ![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/9pMW5dm4W6oMFkvPAaJmS_image.png) ### Enrichment - Aggregation of devices - Add an **Enrichment **activity - Add enrichment data - Select the attribute in the path `Targeting dimension > Device > device_description` - Set the option named 'Select how the data is collected' to **Aggregate data** - Select the aggregate function to **String aggregation** - Set the alias to `other_devices` - Click on **Create filter** - Set the filter to `device_description does not contain ARTEVO` - Click on **Resume** - Click on **Preview results** ![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/1jPkHLIkq1ADQsq6icwx1_image.png) ### Save the audience - Add a **Save audience** activity - Set the Audience label to`[Your name] Profiles interested by ARTEVO 850` - Add Audience Mapping this way ::Image[]{src="https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/3irH6UQ9fp9hTJgr-ws3l_image.png" size="44" width="302" height="709" position="center" showCaption="false"} - In the left menu, go to Customer > Audiences folder and search for the audience named `Profiles interested by ARTEVO 850` - Click on this audience, click on the Dataset name, and click on** Preview dataset** ![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/vxcXquxSkjSd0gynjvqbe_image.png) ## Step 2 - Activate to Social Media - Meta case :::hint{type="info"} **Goal** Activate this audience in Social Media space - Meta case **Higlight** Activation of an audience ::: :::hint{type="warning"} **This is a READ ONLY section: the next paragraphs will give you the information to learn how the activation process works.** ::: Activate profiles for your Facebook campaigns for audience targeting, personalisation, and suppression based on hashed emails. You can use this destination for audience targeting across Meta's family of apps that are supported by Custom Audiences, including Facebook, Instagram, Audience Network, and Messenger. Selection of the app that you want to run campaign against is indicated at the placement level in Facebook Ads Manager. :::hint{type="info"} Facebook Custom Audiences supports the activation of identities: - GAID - Google Advertising ID - IDFA - Apple ID for Advertisers - phone\_sha256 - Phone numbers hashed with SHA256 algorithm - email\_lc\_sha256 - Email addresses hashed with SHA256 algorithm - extern\_id - Custom user IDs **Export Type = Segment Export** ::: Facebook requires that no personally identifiable information (PII) is sent in clear. Therefore, the audiences activated to Facebook can be keyed off *hashed* identifiers, such as email addresses or phone numbers. ### Activate Audiences to the Facebook Destination 1. In the left rail, click on **Connections** and choose **Destinations**, then go to **Catalog.** You’ll then see the Destinations Catalog. 2. In **Destinations**, select **Social**, click the **Activate Audiences** on the **Facebook Custom Audiences** card. ![](https://adbecdn.azureedge.net/labs/archbee/emeaProjectsAEPBootZurichLab1Profile/Screenshot2023-09-21at14.18.56.png) 1. Select your Destination and click **Next**. :::hint{type="info"} For this Lab we have already configured the Facebook Destination for our demo account. You can reuse this Account to map your audiences in the Lab: **Facebook Demo Destination** ::: In the list of available audiences ![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/l-pym6jFz7sZPhDApCtyR_screenshot-2024-07-08-at-152700.png) 1. **Select on of the Audiences you created in the previous exercise for mapping**. 2. Click **Next**. For the Facebook Custom Audience Destination, you need to specify your **mapping identifiers** between Adobe Experience Platform and Facebook. These will be used to match the profiles in your audiences between platforms. For this lab we want to use the `Hashed Email ID` as the mapping identifier. :::hint{type="warning"} This mapping is already in place for the Bootcamp Facebook Destination, the below steps 1-7 are for information only. ::: 1. On the **mapping** step select **Add new mapping**. 2. We will first specify a **Source Field,** by selecting the arrow next to the input box. This opens our XDM schema where we can choose to select from attributes or Identity namespaces. 3. Select the checkbox **Select identity namespace** and click the `Emails (SHA256, lowercased)` namespace from the list of identities. 4. Click **Select.** ![](https://adbecdn.azureedge.net/labs/archbee/emeaProjectsAEPBootZurichLab1Profile/Screenshot2023-09-21at14.20.48.png) Then, we do the same for the **Target Field**. 1. Select the Hashed email ID (**email\_lc*****\_*****sha256)** from the Facebook options. 2. Click **Select.** ![](https://adbecdn.azureedge.net/labs/archbee/emeaProjectsAEPBootZurichLab1Profile/Screenshot2023-09-21at14.21.08.png) Your mapping should now look like: ![](https://adbecdn.azureedge.net/labs/archbee/emeaProjectsAEPBootZurichLab1Profile/Screenshot2023-09-21at14.22.00.png) 1. Click **Next.** On the **Audience Schedule** step, 1. Select **Directly from customers** in the **Origin of Audience** drop down option. 2. Click **Next** 3. Finally, on the **Review** page, click **Finish**. :::hint{type="success"} Your audience is now activated to Facebook ::: ### Exported Data For Facebook, a successful activation means that a Facebook custom audience would be created programmatically in [Facebook Ads Manager](https://www.facebook.com/adsmanager/manage/). Audience membership in the audience would be added and removed as users are qualified or disqualified for the activated audiences. :::hint{type="info"} The integration between Adobe Experience Platform and Facebook supports historical audience backfills. All historical audience qualifications get sent to Facebook when you activate the audiences to the destination. ::: ## Step 3 - Activate to email and place X Sell offers :::hint{type="info"} **Goal** Make the email promotion of the new ARTEVO 850 device and optimize the cross-selling products to include in the message. **Higlight** Email personalization Optimize the profile journey ::: ### Create a regular Journey with Email - In the menu on the left side, under **Journey management** click on **Journeys** - Click on the **Create Journey **button - Set the name to `[your name] ARTEVO 850 upgrade and Cross Selling` - Click on **Save** - Add a **Read audience** activity - Select the audience named `Profiles interested by ARTEVO 850` - Set the namespace to ECID ![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/LEqIUZ3syHaGwkwVBqJSY_image.png) - Add an **Email **activity - Set the name to `ARTEVO 850 Promotion` - Set the Category to `Marketing` - Set the Email configuration to `config-email-marketing` - Click on the button **Edit content** - Click on the button **Content template**,** Apply content template** - Select the template named `[Example] ARTEVO 850 Promotion` - Set the subject line to `New ARTEVO 850 is available!` - Click on the button **Edit email body** - Edit personalization - Replace \[FIRST\_NAME] by` {{profile.person.name.firstName}}` - Replace \[DEVICE\_NAME] by `{{profile._demopotemea.audienceEnrichment.CustomerAudienceUpload.....Device_Description}}` :::hint{type="warning"} **Tip** Search for the word **upload **to find audience enrichment attributes ![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/0uKvyLan28_ZjfUZWtH-a_image.png) ::: ### Set up rules to display the cross-selling offer - Look at the placement used to display the cross-selling product - The orange border of the block means that **conditional content **has been enabled - In the left panel, multiple variants have been defined ![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/WEFahHJ_Og--1XUe5aDm6_image.png) - Select the CIRRUS 6000 variant - Click on **Edit condition ** ![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/lRj3jTjXYAYgnlNnzN7lO_image.png) - The condition is based on the value of an attribute provided by the audience - That means: display the CIRRUS 6000 block if the customer doesn't already own a CIRRUS device ![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/_9Jqet0TbcTAuYLrrQkTM_image.png) :::hint{type="success"} Your audience is now activated to an Email. The email is personalized with audience and profile attributes. ::: ## Step 4 - Activate to Web :::hint{type="info"} **Goal** Profiles who have received the ARTEVO 850 promotion email will visit the ZEISS web site. The goal is to personalize the web site by changing the hero banner with an ARTEVO 850 ad. **Higlight** Web personalization ::: ### Add a Web activity in the same journey - Add a **Web **activity :::hint{type="info"} The **Web **activity is automatically added with a **Wait **activity. The journey has to be configured to define how long the Web banner will be displayed. By default, the Wait activity is proposed; it's also possible to define this period by using an **Event **or an **Audience Qualification** activity instead of a Wait. ::: ![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/1G3k7AzXE-NvtSSNuXyeQ_image.png) - Set theWeb configuration to `config-web-homepage` - Click on the **Edit content** button ![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/eJxumoa88qYckIY21IwW-_image.png) - Click on the button **Edit web page ** - Replace the main image by the ARTEVO 850 banner ![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/hr4Q2bhOGBX2BiEgOlCOu_image.png) :::hint{type="success"} The web site is now personalized, it will display ZEISS ARTEVO 850 ad for all the visitors who belong to this audience. :::