DocumentationAudience ManagerAudience Manager User Guide

Workflow A - Personalization Based on All Online Activity Combined with Offline Data

Last update: Tue Apr 13 2021 00:00:00 GMT+0000 (Coordinated Universal Time)
IMPORTANT
This article contains product documentation meant to guide you through the setup and usage of this feature. Nothing contained herein is legal advice. Please consult your own legal counsel for legal guidance.

This page includes step-by-step guidance on how to combine offline CRM data with behavioral data that you already have in Audience Manager to create new audience segments, then send these audience segments to People-Based Destinations.

Step 1 - Configure Data Source Settings

Depending on whether your DPUUIDs are lowercase, hashed email addresses, you might need to configure the data source that will store the hashed email addresses.

Scenario 1: your DPUUIDs are already lowercase, hashed email addresses.

In this case, you need to need to label the corresponding data source as such:

  1. Go to Audience Data -> Data Sources.

  2. Find the data source that contains your DPUUIDs, and click it.

  3. In the ID Type drop-down menu, select Cross Device.

  4. Make sure the option Cannot be tied to personally identifiable information is unchecked.

  5. In the Data Source Settings section, select both the Inbound and Outbound options, and enable the Share associated cross-device IDs in people-based destinations option.

  6. Use the drop-down menu to select the Emails(SHA256, lowercased) label for this data source.

    note important
    IMPORTANT
    This option only labels the data source as containing data hashed with that specific algorithm. Audience Manager does not hash the data at this step. Make sure the email addresses that you plan on storing in this data source are already hashed with the SHA256 algorithm. Otherwise, you won’t be able to use it for People-Based Destinations.

    pbd-datasource-settings

  7. Save the data source settings.

Scenario 2: your DPUUIDs are not lowercase, hashed email addresses.

In this case, you need to create a new cross-device data source that will store your hashed email addresses. Here’s how to do this:

  1. Log in to your Audience Manager account and go to Audience Data > Data Sources, and click Add New.

  2. Enter a Name and Description for your new data source.

  3. In the ID Type drop-down menu, select Cross Device.

  4. In the Data Source Settings section, select both the Inbound and Outbound options, and enable the Share associated cross-device IDs in people-based destinations option.

  5. Use the drop-down menu to select the Emails(SHA256, lowercased) label for this data source.

    note important
    IMPORTANT
    This option only labels the data source as containing data hashed with that specific algorithm. Audience Manager does not hash the data at this step. Make sure the email addresses that you plan on storing in this data source are already hashed with the SHA256 algorithm. Otherwise, you won’t be able to use it for People-Based Destinations.

    pbd-datasource-settings

  6. Save the data source settings.

Watch the video below for a video tutorial of how to create a data source for People-Based Destinations.

https://video.tv.adobe.com/v/29006/

NOTE
See Data Onboarding for frequently asked questions about how you should bring your offline data into Audience Manager for People-Based Destinations.

Step 2 - Match DPUUIDs to Hashed Email Addresses via File-Based ID Synchronization

IMPORTANT
This step only applies to Scenario 2 described above. If your existing DPUUIDs are already hashed email addresses, skip to Step 3 - Create a Profile Merge Rule for Segmentation.

Let’s say you want to match your existing DPUUIDs to the hashed email addresses from the table below (right column), and store the hashed email addresses in the new data source that you created at Step 1 - Configure Data Source Settings.

DPUUID (CRM ID)
Email address
Hashed email address
68079982765673198504052656074456196039
johndoe@example.com
55e79200c1635b37ad31a378c39feb12f120f116625093a19bc32fff15041149
67412682083411995725538770443620307584
janedoe@email.com
16d72e3edbeb089b299e0d12fc09522fdc5ece2d11dcb1304ecdd6fab4f7193a
89159024796760343733111707646026765593
name@mydomain.com
feec5debcea411f54462a345a0d90c9975415d2d4862745ff8af00c49b6b4ae6

You can link up to 10 hashed email addresses to a single DPUUID. To do this, separate the hashed email addresses with a <TAB>, inside the synchronization file.

In our example, you would now have two data sources.

Data source ID
Data source contents
999999
Existing DPUUIDs (CRM IDs)
987654
Hashed email addresses

Your ID synchronization file would have the following contents:

68079982765673198504052656074456196039<TAB>55e79200c1635b37ad31a378c39feb12f120f116625093a19bc32fff15041149
67412682083411995725538770443620307584<TAB>16d72e3edbeb089b299e0d12fc09522fdc5ece2d11dcb1304ecdd6fab4f7193a
89159024796760343733111707646026765593<TAB>feec5debcea411f54462a345a0d90c9975415d2d4862745ff8af00c49b6b4ae6

The ID synchronization file must follow this naming structure:

c2c_id_<DPUUID_DATA_SOURCE_ID>_<HASHED_EMAIL_DATA_SOURCE_ID>_TIMESTAMP.sync

In the example above, the file name would look like this:
c2c_id_999999_987654_1560431657.sync

Download example file here.

Once you’ve created your ID synchronization file, you need to upload it to an Amazon S3 bucket. To learn how to upload ID synchronization files, see Send Batch Data to Audience Manager.

Step 3 - Create a Profile Merge Rule for Segmentation

The next step is creating a new merge rule that will help you create the audience segments to send to your people-based destinations.

IMPORTANT
If you already have a rule defined with the Current Authenticated Profiles or Last Authenticated Profiles options, you can skip to Step 4 - Create Audience Segments.
  1. Log in to your Audience Manager account and go to Audience Data > Profile Merge Rules.
  2. Click Add New Rule.
  3. Enter a profile merge rule Name and Description.
  4. In the Profile Merge Rule Setup section, select the Current Authenticated Profiles or Last Authenticated Profiles options.
  5. In the Cross-Device Profile Options list, select the data sources that you want to run the segmentation on. These should be the data sources containing your existing DPUUIDs.

Step 4 - Create Audience Segments

To create new audience segments, use the Segment Builder. If you have existing audience segments that you want to send to People-Based Destinations, skip to Step 5 - Configure People-Based Platform Authentication.

Step 5 - Configure People-Based Platform Authentication

  1. Log in to your Audience Manager account and go to Administration > Integrated Accounts. If you have a previously configured integration with a social platform, you should see it listed in this page. Otherwise, the page is empty.
    people-based-integration
  2. Click Add Account.
  3. Use the People-Based Platform drop-down menu to select the platform that you want to configure the integration with.
    people-based-platform
  4. Click Confirm to be redirected to the authentication page of the selected platform.
  5. Once you’ve authenticated to your social platform account, you are redirected to Audience Manager where you should see your associated advertiser accounts. Select the advertiser account that you want to use and click Confirm.
  6. Audience Manager displays a notification at the top of the page to let you know whether the account was successfully added. The notification also allows you to add a contact email address to receive notifications when the social platform authentication is about to expire.
IMPORTANT
A udience Manager handles the integration with social platforms through authentication tokens that expire after a certain amount of time. See Authentication Token Renewal for details on how to renew the expired tokens.

Step 6 - Create a People-Based Destination

  1. Log in to your Audience Manager account, go to Audience Data > Destinations, and click Create Destination.

  2. In the Basic Information section, enter a Name and Description for your new data source, and use the following settings:

    • Category: Integrated Platforms;
    • Type: People-Based;
    • Platform: select the people-based platform that you want to send audience segments to;
    • Account: select the desired advertiser account associated with the selected platform.
      create-destination

  3. Click Next.

  4. Choose the Data Export Labels that you want to set for this destination.

  5. In the Configuration section, select the data source that contains your hashed data sources.

  6. In the Segment Mappings section, select the segments that you want to send to this destination. This would be the segments that you created at Step 4 - Create Audience Segments.

  7. Save the destination.

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