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Profiles and Audiences, Analytics for Target: Making the most of cross-solution capabilities  

 

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Table of Contents Lab  Overview  .......................................................................................................................................................................................  4  Scope  ....................................................................................................................................................................................................................................  4  Lesson  1—Profiles  &  Audiences  overview  ................................................................................................................................  5  Objective  .............................................................................................................................................................................................................................  5  What  are  core  services?  ...............................................................................................................................................................................................  5  Profiles  &  Audiences  .....................................................................................................................................................................................................  6  Marketing  Cloud  ID:  the  foundation  of  Profiles  &  Audiences  .................................................................................................................  6  How  to  implement  the  Marketing  Cloud  ID  service  via  Dynamic  Tag  Management  ....................................................................  6  How  to  implement  the  Marketing  Cloud  ID  service  via  JavaScript  ......................................................................................................  7  Verifying  the  implementation  ..............................................................................................................................................................................  8  What  is  the  “Grace  Period?”  ..................................................................................................................................................................................  9  

Task—Log  into  the  Marketing  Cloud  .....................................................................................................................................................................  9  Lesson  2—Creating  audiences  in  the  Marketing  Cloud  .......................................................................................................  10  Objectives  ........................................................................................................................................................................................................................  10  The  audience  library  ..................................................................................................................................................................................................  10  Task—Create  an  audience  in  the  Marketing  Cloud  ......................................................................................................................................  11  How  it  works:  behind  the  scenes  ..........................................................................................................................................................................  12  Composite  Audiences  .................................................................................................................................................................................................  12  Sharing  From  Adobe  AudienceManager  .......................................................................................................................................................  13  

Lesson  3—Sharing  audiences  from  Analytics  .........................................................................................................................  14  Objectives  ........................................................................................................................................................................................................................  14  Step  1:  Build  a  segment  definition  .......................................................................................................................................................................  14  Step  2:  Share  to  the  Marketing  Cloud  .................................................................................................................................................................  16  Sharing  from  Ad  Hoc  Analysis  ...........................................................................................................................................................................  17  

How  it  works:  behind  the  scenes  ..........................................................................................................................................................................  18  Lesson  4—Using  audiences  in  Target  ........................................................................................................................................  19  Objectives  ........................................................................................................................................................................................................................  19  Overview  .........................................................................................................................................................................................................................  19  How  Analytics  for  Target  Works  ...........................................................................................................................................................................  19  Step  1:  Go  to  Target  Standard’s  Audiences  page  ............................................................................................................................................  20  Audiences  page  overview  ....................................................................................................................................................................................  20  

Step  2:  Create  an  A/B  Test  with  Analytics  ........................................................................................................................................................  21  

 

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Step  3:  Build  a  Test  Experience  .............................................................................................................................................................................  23  Step  4:  Configure  Metrics  .........................................................................................................................................................................................  25  Step  5:  Qualify  for  the  Audience  and  Enter  Your  Test  .................................................................................................................................  27  Lesson  5—Enriching  data  with  Customer  Attributes  ...........................................................................................................  29  Objectives  ........................................................................................................................................................................................................................  29  About  Customer  Attributes  .....................................................................................................................................................................................  29  Uploading  enterprise  data  for  customer  attributes  .................................................................................................................................  29  Step  1:  Create  the  attribute  source  and  upload  the  data  file  ...............................................................................................................  30  Step  2:  Validate  the  attribute  source  schema  .............................................................................................................................................  31  Step  3:  Configure  subscriptions  ........................................................................................................................................................................  31  

 

 

 

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Lab Overview

Scope In  this  training  you  will  learn  how  to  get  started  with  Profiles  &  Audiences,  a  new  Marketing  Cloud  core  service  that  makes  it  easier  than  ever  to  take  action  on  important  audiences,  regardless  of  their  origin.    You’ll  learn  how  to  create  them  in  the  new  Marketing  Cloud  Audiences  interface,  how  to  share  audiences  from  Adobe  Analytics,  and  how  to  use  them  effectively  in  Adobe  Target.  You’ll  also  learn  how  to  use  Adobe  Analytics  as  a  reporting  source  for  Target  activities,  and  become  familiar  with  Adobe’s  streamlined  data  onboarding  workflow  for  CRM  or  other  owned  data.

NOTE:  On  the  title  page  of  this  manual,  you  should  have  a  participant  number,  e.g.  “01”.  This  number  gets  used  for  many  purposes  during  the  lab  (e.g.,  for  login  credentials,  your  demo  site  URL,  etc.).  Wherever  you  see  “YOUR  NUMBER”  in  this  lab  manual,  replace  it  with  your  participant  number.  

 

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Lesson 1—Profiles & Audiences overview

Objective 1. Become  familiar  with  Profiles  &  Audiences  

What are core services? Adobe’s  Marketing  Cloud  is  the  most  comprehensive  and  integrated  marketing  solution  available,  enabling  marketers  to  measure,  personalize,  and  optimize  marketing  campaigns  and  digital  experiences  for  optimal  marketing  performance.  With  its  complete  set  of  solutions,  including  Media  Optimizer,  Campaign,  Social,  Experience  Manager,  Target,  Analytics,  and  now  Primetime  and  Audience  Manager,  marketers  are  able  to  combine  data,  insights  and  digital  content  to  deliver  the  optimal  brand  experience  to  their  customers.    

Because  marketing  efforts  and  technologies  in  the  industry  have  largely  been  done  in  silos  for  many  years,  many  data-­‐driven  marketing  workflows  are  fraught  with  inefficiencies  and  duplicative  effort.  Recognizing  the  overlapping  technologies  in  play  throughout  the  marketplace—and  within  the  Adobe  solutions—we  developed  seven  core  services  to  remove  those  overlaps  and  streamline  and  align  the  flow  of  data  and  content  between  solutions.  These  services,  built  with  restful  APIs  in  mind,  allow  each  of  the  solutions  to  leverage  that  core  service  within  their  respective  solution.  

Figure  1: Adobe  Marketing  Cloud  solutions,  core  services,  and  platform

 

 

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Profiles & Audiences Profiles  &  Audiences  is  a  core  service  that  brings  together  data  collection  and  analysis  with  testing  and  optimization,  making  data  and  insights  actionable.  Marketers  use  Profiles  &  Audiences  to:  

1. Identify  people  uniformly  across  the  enterprise  2. Manage  audiences  consistently  across  channels  and  solutions  3. Drive  further  insight  and  personalization  with  owned  data  

Marketing  Cloud  ID:  the  foundation  of  Profiles  &  Audiences  At  the  core  of  Profiles  &  Audiences  is  a  common  identification  framework  called  the  Marketing  Cloud  ID  service.    It  assigns  a  unique  identifier  that  can  be  used  across  solutions  to  identify  a  person.    When  companies  implement  the  ID  service,  each  Marketing  Cloud  solution  will  include  the  common  ID  in  addition  to  their  own  solution-­‐specific  identifiers.    

Figure  2: The  Marketing  Cloud  assigns  a  common  ID  across  solutions  

 

How  to  implement  the  Marketing  Cloud  ID  service  via  Dynamic  Tag  Management  Implementing  the  Marketing  Cloud  ID  service  involves  adding  a  javascript  library  to  the  page  header  and  ensuring  it  loads  prior  to  all  other  Adobe  tags.    Customers  using  Dynamic  Tag  Management  can  take  advantage  of  its  native  support  for  the  Marketing  Cloud  ID  service  and  simply  add  and  configure  the  tool  with  information  such  as:  

• Marketing  Cloud  Organization  ID  (automatically  populated  if  linked  to  the  Marketing  Cloud)  • Analytics  tracking  server  (secure  and  non-­‐secure)  • Marketing  Cloud  server  (for  first-­‐party  tracking  servers)  

 

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Figure  3: Configuring  the  Marketing  Cloud  ID  service  in  DTM

 

How  to  implement  the  Marketing  Cloud  ID  service  via  JavaScript  Customers  who  are  not  using  DTM  can  download  VisitorAPI.js  via  the  Code  Manager  in  Analytics.    The  same  information  mentioned  above  should  be  configured  at  the  beginning  of  the  file  (shown  in  the  figure  below).  VisitorAPI.js  should  then  be  added  as  high  as  possible  to  the  page  header,  prior  to  any  other  Adobe  tags.    

Figure  4: Configuring  the  Marketing  Cloud  ID  service  using  VisitorAPI.js  

1. var visitor = new Visitor("INSERT-MCORG-ID-HERE");

2. visitor.trackingServer = "INSERT-TRACKING-SERVER-HERE"; // same as s.trackingServer 3. visitor.trackingServerSecure = "INSERT-SECURE-TRACKING-SERVER-HERE"; //same as

s.trackingServerSecure 4.

5. // To enable CNAME support, add the following configuration variables 6. // If you are not using CNAME, DO NOT include these variables 7. visitor.marketingCloudServer = "INSERT-TRACKING-SERVER-HERE";

8. visitor.marketingCloudServerSecure = "INSERT-SECURE-TRACKING-SERVER-HERE"; //same as s.trackingServerSecure

   

 

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Once  VisitorAPI.js  is  configured,  it  needs  to  be  invoked  in  the  Analytics  code.    In  AppMeasurement.js  or  s_code.js,  insert  the  following:  

1. s.visitor = Visitor.getInstance("INSERT-MCORG-ID-HERE");

Verifying  the  implementation  Use  the  following  process  to  make  sure  the  ID  service  is  implemented  correctly  on  your  site.  

1. Clear  cookies  for  your  site  so  you  can  see  the  request  to  the  Marketing  Cloud  ID  service  (the  request  happens  on  the  first  visit,  then  approximately  once  per  visitor  per  week).  

2. Using  a  packet  analyzer  or  the  network  panel  in  a  web  browser  debugger,  look  for  a  request  going  to  dpm.demdex.net.  

3. Verify  that  the  response  contains d_mid and  a  value,  for  example:_setMarketingCloudFields({"d_mid":"4235...  

4. Verify  that  the  Analytics  request  contains  the mid parameter  (the  Marketing  Cloud  visitor  ID).  During  the  grace  period  (if  it  is  enabled),  you  should  also  see  an  aid  parameter  (the  Analytics  visitor  ID).    

Figure  5: The  expected  response  containing  the  Marketing  Cloud  ID

 

Figure  6: An  Analytics  image  request  containing  the  Marketing  Cloud  ID  (mid)  

 

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Figure  7: Marketing  Cloud  ID  in  the  mbox  request  

What  is  the  “Grace  Period?”  After  the  Marketing  Cloud  ID  service  is  deployed,  new  visitors  no  longer  receive  an  Analytics  visitor  ID  from  your  data  collection  server.  If  sections  of  your  site  have  not  yet  implemented  the  ID  service,  when  visitors  browse  to  these  sections,  the  Marketing  Cloud  ID  is  not  recognized  and  visitors  are  assigned  a  legacy  Analytics  visitor  ID.  This  can  cause  a  number  of  issues  including  duplicate  visits  and  incorrect  attribution.  

For  example,  if  the  support  section  of  your  site  is  managed  in  a  separate  CMS,  you  might  have  a  different  Analytics  JavaScript  file  for  this  section.  If  you  deploy  the  Marketing  Cloud  ID  service  on  your  main  site  before  you  deploy  it  to  the  support  site,  new  visitors  will  receive  a  legacy  Analytics  ID  when  they  visit  the  support  section,  and  visits  that  span  both  site  sections  will  be  reported  as  different  visits.  

Deployment  of  the  Marketing  Cloud  ID  service  on  sites  that  are  using  multiple  JavaScript  files  or  other  technologies  (such  as  Flash)  needs  to  be  carefully  coordinated  since  you  need  to  enable  the  service  on  all  portions  of  your  site  at  the  same  time.  By  configuring  a  grace  period,  new  visitors  to  continue  to  receive  an  Analytics  visitor  ID  as  well  as  the  new  Marketing  Cloud  ID,  so  visitors  can  be  consistently  identified  on  sections  of  your  site  that  have  not  been  upgraded  to  use  the  ID  service.  

Task—Log into the Marketing Cloud Go  to  http://marketing.adobe.com  

Log  in  using  the  following  credentials:  

•  Username:  shields+labYOURNUMBER@adobe.com  •  Password:  Password1  

 

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Lesson 2—Creating audiences in the Marketing Cloud

Objectives 1. Create  a  Marketing  Cloud  audience  

Profiles  &  Audiences  comes  with  a  new  interface  which  lets  you  define  audiences  from  within  the  Marketing  Cloud.    This  lesson  covers  the  basics  of  creating  these  audiences.  

The audience library Marketing  Cloud  administrators  can  grant  their  organization’s  users  access  to  this  capability  via  the  Marketing  Cloud’s  user  and  group  management  tools  in  the  Enterprise  Dashboard.    Once  a  user  has  been  added  to  the  “Audiences”  group,  a  new  menu  item  will  become  available  for  that  user  in  the  left  navigation  pane.    

Figure  8: Audiences  in  the  left  navigation  pane  

 

Clicking  into  Audiences  displays  a  library  of  audiences  created  in  or  shared  to  the  Marketing  Cloud.    Information  on  the  source,  size,  status,  and  last  modified  date  are  also  shown.  

Figure  9: The  audience  library

   

 

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Task—Create an audience in the Marketing Cloud Using  the  audience  library,  create  the  following  audience:  

• Title:  [YOURNUMBER]  -­‐  Business  Card  Prospects    • Description:  People  who  visited  the  business  card  product  detail  page  • Rule  1:  Raw  Analytics  Data  >  we.Finance  Lab  710  >  Dimensions  

o Page  Name  (v20)  Equals  “business-­‐card”  • AND  • Rule  2:  Raw  Analytics  Data  >  we.Finance  Lab  710  >  Dimensions  

o Lab  User  (v12)  Equals  “YOURNUMBER”  

When  configured,  your  audience  should  resemble  the  one  in  the  following  figure.  Save  the  audience.  

Figure  10: Creating  an  audience  in  the  Marketing  Cloud

 

Good  to  know:  When  audiences  are  initially  created,  the  size  will  be  labeled  “Collecting  Data.”  Depending  on  the  source  and  whether  a  solution  is  actively  using  the  audience,  this  label  may  persist  for  up  to  thirty  days.  

 

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How it works: behind the scenes Marketing  Cloud  Audiences  are  powered  by  Adobe  AudienceManager.  When  an  audience  is  created  and  saved  in  the  Marketing  Cloud  interface,  traits  are  configured  to  watch  for  the  conditions  specified  in  the  audience  rules.    When  the  Analytics  image  request  fires  on  the  page,  the  data  from  the  request  is  forwarded  to  Marketing  Cloud  Audiences,  where  it  is  checked  against  the  trait  criteria  defined  by  the  active  audiences.    If  there  is  a  match,  the  Marketing  Cloud  ID  for  that  person  is  added  to  the  appropriate  audience(s).    This  process  takes  place  in  real  time,  so  updated  audience  membership  is  immediately  available  to  solutions  like  Target.  

Figure  11: Real  time  audience  data  flow

 

Composite Audiences The  audience  library  can  house  audiences  from  a  variety  of  sources.  These  audiences  can  be  combined  in  the  Marketing  Cloud  to  form  a  composite  audience.  For  example,  suppose  we  had  an  Analytics  audience  made  up  of  people  who  began  a  credit  card  application  and  did  not  finish  and  an  Audience  Manager  audience  for  people  who  navigate  to  a  particular  credit  card  page.    We  could  combine  these  audiences  from  different  sources  into  a  composite  audience  and  use  it  to  target  people  who  did  not  finish  the  application  AND  then  navigated  back  to  the  credit  card  page.  

 

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Figure  12: Defining  a  composite  audience  in  the  Marketing  Cloud

Sharing  From  Adobe  Audience  Manager  Because  Profiles  &  Audiences  is  powered  by  AAM  Technology,  segments  created  in  Adobe  Audience  Manager  are  natively  supported  in  Marketing  Cloud  Audiences  and  visible  to  solutions  which  support  Profiles  &  Audiences.  

Figure  13: AudienceManager  segments  are  natively  visible  in  Marketing  Cloud  Audiences  

 

 

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Lesson 3—Sharing audiences from Analytics

Objectives 1. Create  an  audience  in  Analytics  2. Share  an  Analytics  audience  to  the  Marketing  Cloud  

Step 1: Build a segment definition Once  in  the  Marketing  Cloud,  Click  on  Analytics  in  the  left  navigation  pane,  then  go  to  Reports  &  Analytics.  

Figure  14: Launch  Reports  &  Analytics  from  the  Marketing  Cloud

 

Click    in  the  toolbar,  then    in  the  left  navigation  panel.    This  will  open  the  Analytics  Segment  Builder.    The  Segment  Builder  is  where  most  analysts  build  segments  based  on  hit-­‐level,  visit-­‐level,  or  visitor-­‐level  data.    When  visitor-­‐based  segments  are  applied  to  a  particular  data  set  (report  suite),  the  result  is  an  audience.    To  begin,  ensure  the  appropriate  data  set—we.Finance  Lab  710—is  selected  in  the  top  right  corner.  

Figure  15: Selecting  the  appropriate  report  suite  in  Segment  Builder

 

 

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If  we.Finance  Lab  710  is  not  included  in  your  initial  menu  options,  click  “Show  All”  to  retrieve  the  full  list.  

Analytics  segments  are  primarily  constructed  from  three  types  of  data:  dimensions,  other  segments,  and  events.    Icons  for  each  data  element  are  at  the  top  of  the  left  pane.    In  this  lab,  we’ll  be  building  an  audience  based  on  events,  

so    select  the  events  icon   .  

Figure  16: Data  element  icons  for  dimensions,  segments,  and  events,  respectively

 

Now  construct  a  segment  based  on  the  following  definition:  

2. Title:  Lab[YOURNUMBER]  –  Incomplete  Card  Applications  3. Description:  People  who  began  the  credit  card  application  process  but  did  not  finish  it.  4. Definitions  :  Show  Visitor  

Now  search  in  the  events  for  “CC  Application,”  which  will  narrow  down  the  events  list  to  the  two  events  in  which  we’re  currently  interested.    Now  drag  and  drop  each  event  into  the  definitions  section  to  add  them  to  the  segment.  

Figure  17: Adding  events  to  the  segment  definition

 

 

 

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Next,  configure  the  fields  for  each  event  to  identify  people  who  begin  but  do  not  complete  an  application:  

• CC  Application  Start       is  greater  than     0  • AND  • CC  Application  Complete     equals       0  

Once  configured,  the  segment  should  resemble  the  one  in  the  figure  below.    

Figure  18: Analytics  Segment  Builder

 

Step 2: Share to the Marketing Cloud At  the  bottom  of  the  dialog,  there  is  a  check  box  for  publishing  to  the  Marketing  Cloud.    Check  the  box  to  share  the  resulting  audience  to  the  Marketing  Cloud.    Sharing  an  audience  to  the  Marketing  Cloud  means  that  every  twelve  hours,  Adobe  Analytics  will  generate  a  list  of  people  (using  their  common  ID)  meeting  the  segment  definition  criteria  and  send  it  to  the  Marketing  Cloud,  where  it  is  processed.      

When  the  “Make  this  a  Marketing  Cloud  Audience”  box  is  checked,  the  option  appears  to  select  the  window  for  audience  creation.  This  selection  determines  the  window  of  time  over  which  Analytics  will  look  when  generating  the  list  of  IDs  to  send  to  the  Marketing  Cloud.    For  our  segment,  choose  15  days.  The  optimal  window  can  be  configured  to  the  last  15,  30,  60,  90,  or  120  days.  

 

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Figure  19: Publishing  audiences  from  Analytics  to  the  Marketing  Cloud

 

Sharing  from  Ad  Hoc  Analysis  Audiences  created  in  Ad  Hoc  Analysis  can  also  be  shared  to  the  Marketing  Cloud  via  the  same  publishing  protocol.    A  name  and  description  are  required,  and  should  be  as  descriptive  as  possible.  

Figure  20: Publishing  audiences  from  Ad  Hoc  Analysis  to  the  Marketing  Cloud

 

Good  to  know:  when  audiences  are  published  from  Analytics,  the  criteria  used  in  producing  the  audience  is  not  sent.    Only  the  audience  name,  description,  and  membership  are  sent  to  the  Marketing  Cloud.  Be  sure  to  implement  the  Marketing  Cloud  ID  service  to  ensure  the  audiences  populate  correctly.  

 

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How it works: behind the scenes When  an  audience  is  initially  published  to  the  Marketing  Cloud,  the  name  and  description  of  the  audience  is  immediately  sent  to  the  Marketing  Cloud,  and  will  be  visible  in  the  audience  library.    At  this  point,  the  audience  data  hasn’t  arrived  yet,  but  can  be  used  to  set  up  actions  in  solutions  like  Adobe  Target,  Adobe  Campaign,  or  Adobe  Media  Optimizer.    The  actual  data  is  packaged,  delivered,  and  ingested  only  when  a  solution  chooses  to  use  the  audience.    When  that  occurs,  Analytics  will  begin  sending  audiences  membership  in  batch  processes  every  12  hours.    The  entire  process  to  get  audience  membership  from  Analytics  and  actionable  can  take  24  to  48  hours.  

Figure  21: Audience  sharing  from  Analytics

 

   

 

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Lesson 4—Using audiences in Target

Objectives 1. Target  an  A/B  test  to  a  Marketing  Cloud  Audience  2. Use  Analytics  as  the  reporting  source  for  Target  

Audiences  are  used  in  Target  to  determine  who  will  see  a  targeted  activity  and  also  to  provide  extra  analysis  capabilities  for  identifying  targeting  opportunities.  

Overview The  new  Analytics  for  Target  (A4T)  integration  between  Analytics  and  Target  provides  powerful  analysis  and  timesaving  tools  for  your  optimization  program.    The  three  primary  reasons  to  use  Analytics  for  Target  are:  

• Marketers  can  dynamically  apply  Analytics  success  metrics  or  reporting  segments  to  Target  activity  reports  at  any  time.  It  is  not  required  to  specify  everything  before  running  the  test.  

• Increased  clarity  in  analytics  results,  achieved  by  minimizing  sources  of  data  to  compare.  

• Existing  Adobe  Analytics  implementation  collects  all  required  data.  There  is  no  need  to  implement  mboxes  on  pages  for  the  sole  purpose  of  collecting  data  for  reports.  

If  you  use  Analytics  as  the  reporting  source  for  an  activity,  all  reporting  and  segmentation  for  that  activity  is  based  on  Analytics.    

How Analytics for Target Works The  integration  that  enables  Adobe  Analytics  as  the  data  source  for  Adobe  Target  represents  the  next  generation  of  the  Test&Target  to  SiteCatalyst  plug-­‐in.  This  plug-­‐in  has  been  deprecated,  but  is  still  supported  for  customers  who  already  use  it.  

Every  time  a  visitor  sees  activity  content  on  the  page,  Target  makes  a  direct  server-­‐to-­‐server  call  to  Analytics,  signaling  which  campaign  and  experience  the  visitor  saw.  Target  also  calls  Analytics  whenever  a  Target-­‐based  conversion  is  made.  Analytics  adds  the  conversion  as  a  specific  new  Analytics  event  named  "Activity  Conversion,"  which  is  tracked  along  with  other  data  collected  by  Analytics.    For  reporting,  Target  Standard  uses  Analytics  web  services  to  pull  the  data  into  Target  Standard.  

 

   

Good  to  know:  This  integration  does  not  result  in  additional  server  calls  for  either  Target  or  Analytics.      

 

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Step 1: Go to Target Standard’s Audiences page From  the  Marketing  Cloud  Feed  page,  click  on  “Target”  in  the  left  navigation  pane  and  then  “Launch”  Adobe  Target.  

Figure  22: Launching  Adobe  Target  from  the  Marketing  Cloud

 

From  Target’s  left-­‐navigation,  click  “Audiences.”  

Audiences  page  overview  The  Audiences  page  in  Target  shows  all  of  the  Audiences  available  for  use,  whether  they  were  created  in  Target  or  shared  from  other  Marketing  Cloud  solutions.    Note:  Recently  shared  audiences  might  take  up  to  fifteen  minutes  to  show  up  in  the  list.      

• The  “Type”  column  shows  an  icon  reflecting  the  type  of  audience.  • The  “Name”  column  shows  the  name  given  to  the  audience.  • The  “Source”  column  shows  where  the  audience  was  created—either  in  Target  or  in  the  Marketing  Cloud.  • The  “Modified”  column  shows  which  user  last  modified  the  audience  and  a  timestamp  of  the  last  change.    

Marketing  Cloud  shared  audiences  do  not  indicate  the  actual  user  who  modified  them,  but  instead  will  show  a  generic  user  aam-­‐integration-­‐user@adobe.com.    

 

 

 

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Figure  23: The  Audiences  page  in  Target

 

Step 2: Create an A/B Test with Analytics From  the  left-­‐navigation,  click  “Activities”  to  go  to  the  Activities  list.    In  the  upper-­‐right-­‐hand  corner  click  the    “Create  Activity”  button.    Then  click  “A/B  Test  with  Analytics.”    

Figure  24: Creating  an  A/B  Test  with  Analytics

 

On  the  Details  screen,  name  your  activity  “[YOURNUMBER]:  Business  Prospect  Test.”  Note  that  there  is  a  new  field  here  for  “Report  Suite.”    Here  you  choose  the  Analytics  report  suite  you  want  to  use  for  your  metrics  and  Audiences  for  Reporting.    Select  the  “we.Finance  Lab  710”  report  suite  and  then  click  the  “Continue”  button.    

 

 

 

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Figure  25: Analytics  Segment  Builder  

 

 

Now  click  on  the  “Choose  Audience”  button.  This  opens  the  same  Audience  list  that  we  looked  at  earlier.    Locate  the  Audience  you  created  earlier  “YOURNUMBER  Business  Card  Prospects”  and  click  to  select  it.  

Figure  26: Choosing  an  audience  for  the  test

 

Good  to  know:  The  reporting  source  is  set  for  each  activity.  Any  existing  Target  activities  continue  to  use  Target  reports  and  are  not  affected  by  this  capability.  Target  continues  to  collect  data  to  use  in  reporting  and  Target  data  is  still  available  if  you  prefer  to  base  an  activity  on  data  collected  by  Target.  

 

 

 

 

 

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Step 3: Build a Test Experience From  the  Diagram  page,  click  “Add  Experience.”  The  URL  should  automatically  populate.    If  it  does  not,  enter  “http://we-­‐finance.adobedemo.com/content/wefinance/en/personal.html”  again  and  click  “Continue.”  

Figure  27: Adding  an  experience

 

You’ve  now  entered  Target’s  Visual  Experience  Composer  (VEC).    This  is  where  you  can  select  HTML  elements  and  modify  them  to  meet  the  requirements  of  your  test.    Select  the  image  element,  and  then  select  “Swap  Image.”  

Figure  28: Selecting  the  hero  image  in  the  VEC  

 

 

 

 

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Locate  the  business  card  hero  image  in  the  asset  selector.  The  VEC  will  update  to  show  the  new  hero.    Click  the  blue  

 icon  to  return  to  return  to  the  diagram  page.  

Figure  29: The  asset  selector

 

 The  VEC  will  update  to  show  the  new  hero.    Click  the  blue    icon  to  return  to  return  to  the  diagram  page.  

Normally  in  a  test  we  would  leave  the  traffic  split  at  50/50.    For  demonstration  purposes  in  this  lab,  change  the  traffic  split  to  0/100.  Then  click  the  “Continue”  button  to  proceed  to  the  next  screen.  

 

 

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Figure  30: The  updated  diagram  

 

Step 4: Configure Metrics In  a  standard  A/B  test,  the  metrics  page  is  used  to  construct  the  metrics  that  will  be  used  to  determine  the  “Winner”  of  your  test.  At  first  glance  this  metrics  page  looks  the  same.    However,  because  we  selected  the  A/B  test  with  Analytics,  there  is  a  new  option  in  the  metric  dropdown  for  “Use  an  Analytics  metric.”  After  selecting  this,  Target  will  pull  via  API  all  of  the  metrics  available  in  the  report  suite  you  chose  earlier.      Select  “CC  Application  Complete.”  

Figure  31: Using  an  Analytics  metric  in  an  A/B  test

 

 

 

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Rather  than  having  to  construct  the  definition  of  this  metric  based  on  the  visitor  reaching  a  certain  URL,  you  can  simply  tap  into  your  favorite  Analytics  metrics  to  ensure  consistency  in  your  reporting.  Another  difference  from  a  regular  A/B  test  is  that  you  can  only  build  one  metric,  the  Goal.    Setting  a  goal  doesn't  mean  you  can't  use  another  metric  when  evaluating  test  results.  The  goal  is,  however,  a  reminder  of  the  one  thing  you  want  to  improve  with  the  activity.  

Note:  You  can  send  a  custom  Target-­‐based  metric  to  Analytics  rather  than  relying  only  on  Analytics  data.  For  example,  you  can  monitor  clicking  on  a  page,  which  is  usually  not  tracked  by  Analytics.  This  custom  metric  is  sent  to  Analytics  automatically  from  the  Target  server,  and  appears  as  the  "Activity  Conversion"  metric  in  the  metrics  selector  in  Analytics.  The  Activity  Conversion  metric  is  empty  if  you  use  an  Analytics  metric  as  the  goal.  

Click  the  “Continue”  button  to  proceed  to  the  Settings  screen.  In  a  standard  A/B  test,  we  would  now  add  audiences  for  reporting.    Setting  these  up  doesn’t  affect  the  delivery  of  the  test,  but  passively  captures  additional  information  about  the  visitors.  Note  in  the  figure  below  that  that  there  is  no  option  anymore  for  “Audiences  for  Reporting.”    With  A4T,  all  Segments  created  within  the  Adobe  Analytics  report  suite  you  chose  for  the  test  are  automatically  available  in  the  reporting—even  segments  that  you  build  after  the  test  begins!    Click  the  “Save  &  Close”  button.  

Figure  32: With  a  test  powered  by  A4T,  adding  audiences  for  reporting  is  not  necessary  

 

   

 

 

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Once  the  Activity  has  synched,  click  “Activate”  to  launch  the  test.  

Figure  33: Activating  the  test

 

Step 5: Qualify for the Audience and Enter Your Test Clear  your  browser’s  cookies  and  cache,  or  open  an  incognito  window.  

Go  to  the  demo  site  URL:  http://we-­‐finance.adobedemo.com/    

Go  to  the  Business  Card  page  via  Credit  Cards  dropdown  navigation:  

Figure  34: Navigating  to  the  Business  Card  Page

 

Good  to  know:  Ordinarily,  before  activating  a  test  you  would  perform  QA  to  make  sure  the  test  experiences  are  delivered  correctly  to  the  page  in  all  supported  browsers.    The  QA  links  generated  by  Target  allow  you  to  bypass  the  audience-­‐targeting  condition.  

 

 

 

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Qualify  for  your  audience  by  adding  the  parameter  “?user=[YOURNUMBER]”  to  the  Business  Card  page  URL  (this  sets  evar11  to  the  value  matching  your  Audience  definition)  

Example:  http://we-­‐finance.adobedemo.com/content/wefinance/en/personal/creditcards/business-­‐card.html?user=01        

Return  to  the  homepage  and  you  should  now  see  the  test  hero!  

Figure  35: The  updated  home  page  banner

 

   

 

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Lesson 5—Enriching data with Customer Attributes

Objectives 1. Upload  a  Customer  Attributes  data  set    2. Configure  an  Analytics  subscription  

About Customer Attributes If  you  capture  enterprise  data  in  a  customer  relationship  management  (CRM)  database,  you  can  upload  the  data  into  a  customer  attribute  data  source  in  the  Marketing  Cloud.  Once  there,  these  offline  customer  attributes  are  matched  to  people’s  online  behavioral  data  and  made  available  for  reporting,  segmentation,  activities,  and  campaigns.  

Figure  36: Customer  Attributes  data  overview

 

Marketers  and  analysts  can  answer  questions  like:  

• Which  online  campaigns  are  most  effective  with  my  gold-­‐level  customers?  • Is  my  site  redesign  having  a  positive  impact  on  conversion  rates  for  older  customers?  • What  products  do  customers  with  a  low  lifetime  value  tend  to  research  on  my  site?  

Uploading  enterprise  data  for  customer  attributes  The  workflow  for  uploading  enterprise  data  from  a  CRM  to  the  Marketing  Cloud  can  be  broken  down  into  these  basic  tasks:  

• Create  a  data  file  • Create  the  customer  attribute  source  • Upload  the  data  file  • Validate,  customize,  &  share  

Figure  37: Customer  Attribute  workflow  

 

 

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Data  files  should  be  in  .csv  format,  with  the  customer  ID  to  be  matched  in  the  first  column.    Note  that  for  this  lab,  a  sample  data  file  has  been  generated  for  you.  

Step  1:  Create  the  attribute  source  and  upload  the  data  file  Perform  these  steps  on  the  Create  New  Customer  Attribute  Source  page  in  the  Marketing  Cloud.    

1. In  the  Marketing  Cloud,  click  Customer  Attributes.  The  Customer  Attributes  Sources  page  is  where  you  can  manage  and  edit  existing  attribute  data  sources.  

2. Click  New.  3. Configure  the  following  fields:  

• Name:  labYOURNUMBER  CRM  • Description:  (Optional)  A  description  for  the  data  attribute  source  • Alias  ID:  This  is  a  unique  ID  that  is  used  in  the  “set  customer  IDs”  section  above.    It  should  be  unique,  

lowercase,  with  no  spaces.  For  the  lab,  we’ll  use  crm_id  • File  Upload:  Drag  and  drop  the  attributes.csv  data  file.  

Figure  38: The  Customer  Attributes  Sources  page  

 

   

Good  to  know:  Customer  Relationship  Management  (CRM)  databases  often  contain  Personally  Identifiable  Information,  or  PII.    CRM  exports  intended  for  use  in  Marketing  Cloud  Profiles  &  Audiences  should  not  contain  information  such  as  first  and  last  name,  a  home  or  other  physical  address,  an  email  address,  a  telephone  number,  a  social  security  number,  or  any  other  identifier  that  permits  the  physical  or  online  contacting  of  a  specific  individual.

Good  to  know:  You  can  also  upload  data  via  FTP  after  you  create  a  customer  attribute  source  and  an  FTP  account  in  the  Marketing  Cloud.  You  create  one  FTP  account  per  attribute  source.  The  uploaded  files  are  stored  in  the  root  folder  of  that  account.  The  data  must  be  in  .csv  format,  with  a  second  .fin  file  to  indicate  the  upload  is  complete.

 

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Step  2:  Validate  the  attribute  source  schema The  validation  process  lets  you  map  friendly  names  and  descriptions  to  uploaded  attributes  (strings,  integers,  numbers,  and  so  on).  This  mapping  process  does  not  alter  the  original  data.  

Locate  the  record,  then  click  Actions  >  View/Edit  Schema.  On  the  Validate  Schema  page,  each  row  of  the  schema  represents  a  column  of  the  uploaded  CSV  file.  Edit  the  display  names  and  description  to  your  liking,  then  click  Save.  

Figure  39: Validating  the  schema

Step  3:  Configure  subscriptions  Configuring  a  subscription  gets  the  data  flowing  between  the  Marketing  Cloud  and  solutions.  For  example,  an  Analytics  subscription  enables  attribute  data  in  reports.  Adobe  Analytics  is  the  first  solution  with  a  subscription  service  available  for  Customer  Attributes,  with  more  solutions  planned  for  the  future.  

1. On  the  Create  New  [or  Edit]  Customer  Attribute  Source  page,  click  Add  Subscription.  2. Choose  Analytics  from  the  solution  menu.  3. Select  we.Finance  Lab  710  as  the  report  suite  4. Choose  up  to  three  attributes  to  begin  sending  to  Analytics.  

 

 

Good  to  know:  The  names  you  apply  to  strings,  integers,  and  numbers  are  used  to  create  Analytics  metrics.  These  metrics  appear  in  Visitor  Profile  >  Customer  Attributes  reports.  For  this  reason,  it  is  good  practice  to  specify  the  appropriate  data  type,  such  as  a  string,  list  of  strings,  numbers,  a  record  and  so  on.