Destinations overview

Transcript

Now let’s dig into what destinations are and the different types of destinations available. Destinations are pre-built integrations with destination platforms supported by Real-Time Customer Data Platform that activates data to those partners in a seamless way. You can explore a list of destinations by navigating to our destination catalog page.

In Adobe Real-Time CDP there are currently two types of destinations. Profile export and segment export. Profile export destinations generate a file containing profiles and their attributes. Segment export destinations send the profile and segments they’re qualified for. The main difference between profile export destinations and segment export destinations is that profile export uses raw PII data with email often as the primary key. While segment export uses segment IDs and user IDs or pseudonymous data such as hash emails for social networks. There isn’t a destination that is better than another and most marketers use a combination of both. It all depends on your use case.

Let’s dig into profile exports. This type of destination is typically used to integrate with marketing automation platforms. Or email marketing platforms. Profile export destinations send customizable profile attributes or raw PII data in a CSV or tab-delimited file to a marketer specified SFTP server or Amazon S3 bucket.

A marketer can send profiles as segments to filter and qualify the profiles that get exported. When sending profile by segments to the destinations, a file will be generated for each segment. Let’s say that you have created multiple segments in your organization, such as a segment for VIP customers who bought a T-shirt or newly registered VIP members. If you wanted to activate that data into your email marketing platform so that you can use those segments for personalized email campaigns, this would be an example of a profile export destination use case. Now let’s take a look at segment exports. This type of destination is typically used to integrate with social networks, demand side platforms, supply side platforms, or digital media target platforms. Segment export destinations only export the audiences for which a user has qualified with a given partner. They don’t export a full profile, just the segments that are mapped to the destination for which the profile is qualified. The data sent to segment export destinations is anonymized using segment IDs and user IDs or pseudonymous data in the case of hash emails for social network. Adobe handles the hash email when sending the data so there’s no need to upload hash data. A typical use case for a segment export destination will be if you wanted to target visitors who have visited your website in the last seven days in a retargeting ad campaign. So those are the two types of destinations that you can use to activate data with Real-Time CDP.