Context
Given that everyone has more than one device in this technology dependant age. It’s difficult to track your customer when they log on from different devices or not even log at all some time. How can I track these customer in this situation ? The Answer is with the Adobe Experience Cloud Visitor ID. In the following demonstration, you will see the Adobe Experience Cloud Visitor ID used together with Adobe Audience Manager, Adobe Analytics and Adobe Target to deliver a personalised experience to the customer based on their browsing behaviours on your site.
Example Use Case: As a Marketing Director , I want to deliver a personalised experience to my customer based on their behaviours, I would like the order of the sub section links that is more related to the visitor’s interest to be displayed first. This Experience should persist when the customer returns to the site from any of their devices.
Instructions
Remember how the Homepage looked on your first visit ? Notice how the first section was “Service Offerings” and the second section was “Use Case Demos”. Click on the image for reference on what the Home page looked like on your first visit.
Now that you have visited this page, try to navigate back to the Homepage again.
You will noticed that the “Use Case Demos” has now moved to the first slot above “Service Offerings” !
This demonstrate the instant qualification of a visitor into a certain audience group. Where you can then use Experience Targeting to deliver the personalised Experience.
How it all works
Products/Tools Used:
Adobe Experience Cloud Visitor ID
Adobe Analytics
Adobe Audience Manager
Adobe Audience Library
Adobe Launch
Adobe Target
Adobe Experience Cloud Visitor ID
For the purpose of this demo, the Adobe Experience Cloud Visitor ID was implemented via Adobe Launch. For different implementation methods as well as the requirements to use the Adobe Experience Cloud Visitor ID service. Please refer to this documentation
Adobe Analytics
Adobe Analytics was responsible for setting up Server-side forward of analytics data for Audience Manager as well. There is no need to send a seperate call for Adobe Audience Manager once this set up has been implemented.
A property was used to record the affinity of the visitors behaviour, for the purpose of this demo we set the affinity to be the first sub section of the page url. Where this in case we were targeting anyone who had visited a page with “demos” in the url. e.g. valuerealization.team/demos/id-sync-aam. All this information was forwarded to Audience Manager a well.
Adobe Audience Manager
Firstly, set up a Data Source to be from the Adobe Analytics Report suites.
Secondly, a trait was created in Audience manager for to pick up anyone that had the affinity to “demos”. This just meant the trait was looking for any users that sent an eVar6 which equaled “demos”.
Lastly, a segment was created which used this trait as qualification into this segment.
Adobe Audience Library
This part of the implementation is automatic, however it is worth mention to understand how it all works together. Once the Audience Manger segment mentioned above was created, this segment will be created in the Adobe Audience Library automatically as a Marketing Cloud Audience. This enable other products such as Adobe Target to use this Audience for Targeting.
Adobe Launch
Launch was the tool that was responsible for most of the integration work. Using Adobe Launch, the Adobe Experience Cloud Visitor ID service was enabled. Secondly Launch was responsible for carrying out the server-side forwarding request from Adobe Analytics to Adobe Audience Manager. Lastly Launch was responsible for setting and sending the Affinity properties to Adobe Analytics.
Adobe Target
Lastly , Adobe Target was used to create an Experience Targeting Activity. While creating the Activity the audience that was created in Audience Manager was selected to be one of the targeted audience of the activity where the order of the subsection tiles was rearranged.
Limitations
Below are the findings during the creation of this demonstration:
When the segment was initial created in Adobe Audience Manager, the Audience was available straight away in the Audience Library. Meaning that it was possible to select it straight away in Adobe Target to be used in an Experience Target Activity. However, you will have to wait for 24 to 48 hours before instant qualification can happen. This is because Audience Manager needs time to populate all the changes to the different edge servers and solutions. After this any new visitor that qualify for this segment will be instant.
Customer will have to log in again with a new Visitor ID to be sync if browser cookies or cache was cleared