Create and manage profiles

Transcript

In this module, we will learn to describe profiles, explain how to access profile data, sort and filter profiles, create and manage profiles, and explain the General Data Protection Regulation and the California Consumer Privacy Act compliance of Adobe Campaign. Profiles are contacts stored in the campaign database. They include customers, subscribers, as well as prospective customers. Profiles are the audience available to marketers to segment and target through email, SMS, or other channels in campaign. Profiles contain all the information a marketer requires to target or qualify customers, and also allows marketers to track their behavior. All the profile data is maintained in the Adobe Campaign database. There is a main recipient table that stores the profile attributes, such as the profile’s first name, last name, email address, and date of birth. Each profile stored in Campaign equates to a record in the recipient table. Other tables linked to the recipient table also contain profile-related data. For example, there is a delivery logs table that contains records of all deliveries sent to a recipient. All this profile data, whether directly in the recipient table or in linked tables, can be used for targeting purposes. The Campaign database provides a default data structure, but it can also be extended to include custom attributes required to meet business needs. There are a few methods available to populate the Campaign database with profile data. Data files can be imported from an external data source, such as a CRM system. Web forms can also be created that allow customers to enter their own information and create their own profiles. Campaign also provides functionality that allows us to map to an external database. Profiles can also be created directly within the Campaign’s client console, which is a method used more for testing and development purposes. Any information stored in the data mart, including custom and standard attributes, can be used to determine the Campaign target population. This is done by applying filters to the recipient table on attributes such as gender, age, location, or even delivery history. If we store custom data in Campaign, such as sales data, we can filter customers based on their spending habits. For example, we can target all customers that bought a particular product during a given time period to offer them a discount on an accessory product. In Campaign, the filtering can be built using multiple criteria. Filters can also be saved for use in future Campaigns. Let’s take a look at how to create and manage profiles in Adobe Campaign. From the homepage, select Profiles and Targets. Select Recipients if it’s not already selected. In the list on the right, all the profiles are displayed and we can see in which folder the profile can be found. We can see here that these profiles, for example, are in the Recipients folder, under Profiles and Targets. Let’s add a filter at the folder level. At the top of the list, choose the folder icon and select Profiles and Targets. Select the arrow and choose Recipients. Selecting the arrow again will choose France. Now we are seeing all the profiles that are in the folder France, under Recipients, in Profiles and Targets. The filter can be easily removed with the X on the right hand side. We can also filter using the search field in the top right corner. It will search by both first name and last name, as well as search email addresses for the keyword. Choosing one of these profiles will open the record in a detailed view. Let’s do the same from the Explorer view, under Profiles and Targets, and Recipients, choose France. Now we are in that same folder and we can see all of our Recipients. We can also use search from this view. By default, last name and email are displayed. Search criteria can again be cleared using the small x on the right hand side. Additional filters can be added for search fields. In the details view, right click the first name field and select Filter on this field. This will add a first name field that we can use for our search. Another way to quickly search profiles is to sort on the columns. Selecting the header of any column will alternate between ascending, descending, and default sort order. The empty triangle tells us that this column is on the default sort. The triangle pointed up is ascending order and the triangle pointing down is descending order. Additional columns can be added by right clicking on the list view and choosing Configure list. Double clicking an item from the left side will add it to the right and will now be visible as a column in the list view. Let’s look at the default view for a profile. Double click any profile to bring it up in full screen. In the General tab, which is selected by default, we can see account information, including first name, last name, status, and date of birth. We also see a Contact information tab that captures all location information, such as postal address. Then there is a List tab, which will display all the lists that this particular profile is assigned to. Subscriptions are services that the profile has subscribed to. Deliveries provides a list of all deliveries in which the profile was targeted. Tracking provides us with all of the clicks and opens that a profile triggered, including opening and engaging with emails. Let’s create a new profile record. In the Explorer view, select the Training folder under Profiles and Targets in the recipient folder. Select the New icon to create a new profile. Let’s save the profile and refresh. The profile icon on the left lets us know that it’s saved correctly. To edit the profile we just created, double click it to open the full screen view. Under Contact information, we’ll add an address, select a country, add a province, and a city. This prompt is only seen because the city we entered does not exist in Campaign. Creating this value will add it to the list of available cities. Under the Subscriptions tab, we’ll choose Add to add this profile to a service. Let’s save our changes and head back to our list. After refreshing, we see that the data in this profile has been successfully updated. Before we complete this module, there’s one last thing that’s important to know about managing profiles in Campaign and it relates to privacy management. Adobe Campaign offers a set of tools to help compliance with privacy regulations, such as the General Data Protection Regulation and the California Consumer Privacy Act. GDPR is the European Union’s privacy law that defines data protection requirements and it applies to Adobe Campaign customers who hold data for subjects residing in the European Union. CCPA provides California residents rights regarding their personal information and imposes data protection responsibilities on certain entities who conduct business in California. Campaign allows data controllers to create and process privacy requests, such as access requests and delete requests for data stored in Adobe Campaign. It also supports opt-outs for the sale of personal information. It’s important to note that it’s the data controller’s responsibility to handle the relationship with the data subject. The data controller must confirm the identity of the data subject making the request and confirm the data returned to the requester is about the data subject. Campaign also offers additional functionality to further support privacy management, such as consent management, data retention, and rights management.