Profiles and audiencesTechnical Documentation

Adobe Campaign Standard

 

 

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Adobe Campaign Standard - Profiles and audiences

Chapter 1. About profiles and audiences . . . . . . . . . . . . . . . . . . . . . 5

Chapter 2. Managing profiles . . . . . . . . . . . . . . . . . . . . . . . . . 7

About profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Creating profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8Editing profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Integrated customer profile . . . . . . . . . . . . . . . . . . . . . . . . . . 11Active profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Chapter 3. Managing audiences . . . . . . . . . . . . . . . . . . . . . . . . 15

About audiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Targeting dimension . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Creating audiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Creating query audiences . . . . . . . . . . . . . . . . . . . . . . . . . 17Creating list audiences . . . . . . . . . . . . . . . . . . . . . . . . . . 19Creating file audiences . . . . . . . . . . . . . . . . . . . . . . . . . . 21Creating Marketing Cloud audiences . . . . . . . . . . . . . . . . . . . . . 23Editing audiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Selecting an audience in a message . . . . . . . . . . . . . . . . . . . . . . . 23

Chapter 4. Managing subscriptions . . . . . . . . . . . . . . . . . . . . . . 27

About subscriptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27Creating a service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27Promoting a service . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28Monitoring subscriptions . . . . . . . . . . . . . . . . . . . . . . . . . . 29

Service dashboard . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29Subscription history . . . . . . . . . . . . . . . . . . . . . . . . . . . 29Service reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30History of events linked to a profile . . . . . . . . . . . . . . . . . . . . . . 31

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Table of Contents  

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When you create campaigns or messages, you can specify the target of the deliveries by selecting from contacts inCampaign database, using simple or advanced criteria, or selecting audiences.

Adobe Campaign builds rich customer profiles in real time, allowing you to deliver more relevant and personalizedoffers as your customer’s preferences change. In addition, Adobe Campaign integrates advanced analysis, datamanagement and targeting functionalities to build audiences.

n Profiles are individual contacts stored in the database.

Each profile corresponds to one entry in the database which contains the necessary information for that profileto be targeted, qualified and individually tracked: Adobe Campaign can track every interaction from both onlineand offline channels and merge it into a single profile.

n Audiences are lists of profiles built on a specific criteria, or set of criteria.

Using workflows and the query editor, you can construct audiences that will be targeted by your marketingcampaigns, depending on the information that you have on them, their activities, and their marketing history.This allows you to filter subscribed profiles, sample, or create target audiences on an unlimited number of criteria.

Before starting sending messages to a contact, you need to make sure that you get their permission. If not, youremails might be marked as a spam and this will impact your platform deliverability. To make sure to build a healthyprofile database, secure this permission as a first step. With Campaign, we recommend you to use easy opt-in andopt-out mechanisms through services, and landing pages to update your contact information and grow your database.

Identify customers more effectively across all your channels using integrated customer profiles and customizedsegments. When you know your customers, interests, demographics, and channel preferences, it’s easier to createpersonalized experiences that get noticed.

Warning:

You must always respect Adobe Campaign acceptable use policy.

Related topics:

n Creating audiences

n Creating profiles

n Integrated customer profile

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CHAPTER 1

About profiles and audiences

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Table of contentsAbout profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Creating profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8Editing profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Integrated customer profile . . . . . . . . . . . . . . . . . . . . . . . . . . . 11Active profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

About profiles

Adobe Campaign lets you manage contacts throughout their entire life cycle: creation, import, targeting, actiontracking, updates, etc. Contacts are stored in the database as profiles containing the information linked to them: lastname, first name, address, subscriptions, deliveries, etc.

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CHAPTER 2

Managing profiles

When you create campaigns, you can define the target of the deliveries by selecting profiles according to simple oradvanced criteria. Technically, a profile is an entry in the database that contains all the information required fortargeting, qualifying and tracking behaviours.

A profile can be: a client, a prospect, an individual subscribed to a newsletter, a recipient, a user, or any otherdenomination depending on your organization. To define various types of profiles, use targeting dimensions.

Creating profiles

In Adobe Campaign, profiles are used by default to define the main target of messages.

To add or update a profile in Campaign, you can:

n enter data using the graphical interface screens,

n import a profile list from a file,

n collect data online, via landing pages,

n create bulk via REST API.

As an example, to create a new profile directly in the user interface:

1 From the Adobe Campaign home page, click the Customer Profiles card or the Profiles tab to access the list ofprofiles.

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2 Then click Create.

3 Enter the profile data.

4 Click Create to save the profile.

The profile will now appear in the list.

Profiles can also be partitioned depending on their organizational and geographical units. To add the organizationaland geographical fields to your profiles, refer to the Partitioning profiles section.

Note:

The preferred language field is used to send multilingual messages. By default, if the field is not completed, the profilewill receive messages in EN_US language. More information about the multilingual messages here.

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Managing profiles

Related topics:

n Creating a landing page step-by-step guide

n Use case: Importing profiles

n Adobe Campaign REST API Documentation (Quick Starts > How to create a profile)

Editing profiles

To edit an existing profile and consult the data associated to it, or modify it, the steps are as follows:

1 From the Adobe Campaign home page, click the Customer profiles card or the Profiles tab.

2 Select a contact.

3 Click the Edit profile properties icon to access the profile's detailed information.

The profile's properties window offers several tabs that give access to all profile information:

n contact information

n access authorizations

n channels on which the profile can be contacted

n list of deliveries that were sent to the profile

n tracking information

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n profile's subscriptions

Other tabs may also appear depending on the custom resources that have been created or extended in AdobeCampaign. For more information about custom resources, see About custom resources.

Note:

Only the information in the General tab can be modified, except for the Traceability section, which is automaticallycompleted.

Related topic:

Integrated customer profile

Integrated customer profile

An integrated customer profile is available for each contact of your database. This marketing history combines allrelevant marketing information concerning contact with a client into one single view. You can then access all digitalbehaviors, online and offline transactions in a central location: contact information, emails received, tracking logs,subscriptions and unsubscriptions, etc.

To access the integrated customer profile, steps are as follows:

1 From the Adobe Campaign home page, click the Customer profiles card or the Profiles tab.

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Managing profiles

2 Select a contact.

You can then access the Marketing history of this contact.

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Active profiles

Adobe Campaign provides a report that displays the number of active profiles. This report is only informative, itdoesn't have a direct impact on billing. Only administrators can access this report, under Administration > Customermetrics.

The Billing technical workflow generates every month a report containing the number of active profiles that weretargeted during the last 12-month rolling period.

The profiles that were excluded during delivery preparation (typology rules, quarantines) are not taken into account.A profile that has been targeted by several deliveries will only be counted once. At the bottom of the report, youwill find the list of active profiles for each targeting dimension.

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Managing profiles

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Table of contentsAbout audiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Targeting dimension . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Creating audiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Creating query audiences . . . . . . . . . . . . . . . . . . . . . . . . . . 17Creating list audiences . . . . . . . . . . . . . . . . . . . . . . . . . . . 19Creating file audiences . . . . . . . . . . . . . . . . . . . . . . . . . . . 21Creating Marketing Cloud audiences . . . . . . . . . . . . . . . . . . . . . . . 23Editing audiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Selecting an audience in a message . . . . . . . . . . . . . . . . . . . . . . . . 23

About audiences

An audience is a list of profiles based on rules and attributes.

Adobe Campaign allows you to create your audiences manually using queries or automatically using dedicatedworkflows. You can also use shared audiences from the Adobe Marketing Cloud. All of the audiences are regrouped

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CHAPTER 3

Managing audiences

into a list that can be accessed via the Audiences card on the Adobe Campaign home page or from the Audienceslink.

You can manipulate different audience types in Adobe Campaign. The type of an audience corresponds to the wayin which it was created:

n Query: indicates that the audience was created from a query on data from the Adobe Campaign database fromthe list of audiences. Audiences defined by a query are recomputed at each further use.

n List: indicates that the audience is a fixed list of profiles. These lists are created in a workflow, where the datadimension is known when saving the audience. For example, after targeting activities (especially Query) or afterthe reconciliation of data imported from a file.

n File: indicates that the audience has been created from data imported from a file into a workflow and that thedata dimension was unknown when saving the audience.

n Marketing Cloud: indicates that the audience was imported from the Adobe Marketing Cloud. This option isonly available if the audience sharing functionality has been configured. For more information, see Importingan audience from the Adobe Marketing Cloud.

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Targeting dimension

You can create audiences from different resources available in Adobe Campaign. However, each audience is madeup of a single targeting dimension. For example, you cannot create an audience made up of both profiles, test profilesand subscribers for example.

Targeting dimensions are defined in target mappings and stored under Administration > Application settings >Target mappings, accessible from the Adobe Campaign logo.

n File audiences (created directly from a file import) are not linked to an Adobe Campaign targeting dimension.

n Profiles: audiences of identified profiles are particularly used to define the main targets for your messages, groupsto exclude in your sends, etc.

n Test profiles (seedMember): test profile audiences are particularly used to establish trap addresses, proof targets,etc.

n Delivery: deliveries (emails) created or sent with Adobe Campaign.

Creating audiences

Creating query audiencesThis section describes how to create a Query audience. You can also create audiences from importing a file ortargeting in a workflow.

From the audience list, you can create audiences by performing queries or importing an Adobe Marketing Cloudaudience.

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Managing audiences

1 Go to the audience list via the Audiences tab or card.

2 Select Create to access the screen to create a new audience.

3 Name your audience. The audience label is used in the list of audiences and in the palette of the query tool.

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4 Choose a Query audience type: the audiences defined by a query are recomputed at each further use.

5 Then select the Targeting dimension that you would like to use to filter your customers.

6 Create the query to define the audience population. Refer to the section on editing queries.

7 Click the Create button to save your audience.

Note:

You can add a description to this audience and define the access authorizations via the Edit properties icon.

Creating list audiencesThis section describes how to create a List audience after targeting in a workflow. You can also create audiences byimporting a file into a workflow or via a query from the Audiences menu.

To create a List audience, the steps are as follows:

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Managing audiences

1 In the Marketing activities tab, click Create then select Workflow.

2 Drag and drop, and then configure the targeting activities which will allow you to select a population that has aknown dimension. The list of available activities and their configuration are detailed in the Targeting activitiessection.

You can use a Query activity, or import data using a Load file activity before using a Reconciliation activity toidentify the dimension of the data imported. Here, we want to target recipients who subscribed to the SportNewsletter with a Query activity .

3 After your targeting, drag and drop a Save audience activity into your workflow. For example, you can chose toCreate or update an audience, this allows you to create then automatically update your audience with newdata. In this case, add a Scheduler activity at the beginning of your workflow.

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For more information on configuring this activity, refer to the Save audience section.

4 Save and start the workflow.

As the Save audience is placed after a targeting with a known dimension, the audiences created via this activityare List audiences.

The content of the saved audience is then available in the audience's detailed view that can be accessed via thelist of audiences. The columns available from this view correspond to the columns of the inbound transition ofthe workflow's save activity. For example: the columns of the file imported, the additional data added from aquery.

Creating file audiencesThis section details how to create a File audience by importing a file into a workflow. You can also create audiencesfrom a targeting activity in a workflow or via a query from the Audiences menu.

To create a File audience, the steps are as follows:

1 In the Marketing activities tab, click Create then select Workflow.

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Managing audiences

2 Drag and drop, and then configure a Load file activity which will allow you to import a population that has anunknown dimension when the workflow is executed. For more information on configuring this activity, refer tothe Load file section.

3 Drag and drop a Save audience activity after the Load file activity. For more information on configuring thisactivity, refer to the Save audience section.

4 Save and start the workflow.

As the Save audience is placed after an import, the data dimension is unknown and the audiences created viathis activity are File audiences.

The content of the saved audience is then available in the audience's detailed view that can be accessed via thelist of audiences. The columns available from this view correspond to the columns of the inbound transition of

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the workflow's save activity. For example: the columns of the imported file, the additional data added from aquery.

Creating Marketing Cloud audiencesAdobe Campaign allows you to share and exchange audiences with Adobe Marketing Cloud. Creating and managingaudiences is detailed in the Importing/Exporting audiences with People core service section.

Editing audiencesThere are different ways to edit an audience depending on the audience type:

n To edit a Query audience, go to the list of audiences via the Audiences menu, or the Audiences card from theAdobe Campaign home page.

Open the relevant audience. All of the elements of a previously created audience can be edited.

Warning:

If you change the Filtering dimension in the query, the rules that have previously been defined will be lost.

n To edit a List or File audience, edit the workflow from which it was created and modify the Save audienceactivity. Start the workflow so that the audience is modified.

n To edit a Marketing Cloud audience, refer to the Importing/Exporting audiences with People core service section.

Selecting an audience in a message

Adobe Campaign lets you configure several profile types within a message's audience.

Audiences can be defined when creating the message via the creation wizard or from the message dashboard if themessage has already been created.

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Managing audiences

1 From the dashboard, go to the audience block to start.

The screen to define the audiences then opens. It has two tabs that allow you to separately define each type ofaudience that will receive the message:

n Target

n Test profiles

2 Define the main Target of the email. This is the regular target audience of the email.

The target is defined in the Target tab and is made up of identified profiles from your database.

You can establish your main target using the query editor functionalities.

In this tab, the Shortcuts palette only contains predefined filters and the audiences that have been defined inthe identified profiles. The Explorer tab allows you to access additional configurations.

You can therefore re-use and combine existing audiences, apply additional filters to them, etc.

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3 Define the Test profiles you want to use for the email. The test profiles will receive the proofs that you can sendbefore to test the email before sending it to the main target.

For more information on configuring test profiles, refer to the Test profiles section.

The audiences block is then updated and shows that a target and test profiles have been selected for the email inquestion.

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Managing audiences

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Table of contentsAbout subscriptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27Creating a service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27Promoting a service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28Monitoring subscriptions . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

Service dashboard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29Subscription history . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29Service reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30History of events linked to a profile . . . . . . . . . . . . . . . . . . . . . . . 31

About subscriptions

Adobe Campaign allows you to create and manage newsletters and cross-channel communications, through a setof services: messages can only be sent to profiles who subscribed to the service (opt-in). These profiles are identifiedusing a dedicated filter when creating a message.

Subscription mechanisms can be set up to offer your customers a chance to subscribe to these services, notablythough emails and landing pages.

Each service comes with:

n Subscription (opt-in) and Unsubscription (opt-out) mechanisms.

n Subscription and/or unsubscription confirmation mechanisms.

n A subscription history.

Creating a service

In order to be able to manage subscriptions, you first need to create a service and configure it. Configuring a newservice allows you to specify the email confirmations that the profiles will receive when they subscribe to or unsubscribefrom the service. You will also define the subscription and unsubscription landing pages linked to the service. Forexample, a service subscription link inserted into an email will automatically direct the profile to the subscriptionlanding page that is specified in the service.

To configure a service:

1 From the advanced menu Profiles & audiences > Services via the Adobe Campaign logo, add a new service orselect an existing service. If you create a new service, simply follow the steps shown on the screen.

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CHAPTER 4

Managing subscriptions

A default service template is available. This template is pre-configured with default landing pages and confirmationemails. You can create other templates to define specific configurations. For more on this, refer to the Managingtemplates section.

2 In the Service properties section, accessed via the button in the service dashboard, configure the confirmationmessages for subscriptions and unsubscriptions.

3 Select a landing page in the Subscription landing page and Unsubscription landing page fields.

Warning:

If confirmation messages are configured in the landing pages linked to the service and also within the service,people will receive several messages both when they subscribe and when they unsubscribe. To avoid this, youcan specify confirmation messages in only one or the other.

4 Save the service. It is now ready to be used.

Once a service has been created, you can start promoting it.

Related topics:

n Managing a service and subscriptions video

n Promoting a service [page 28]

n Creating an audience made of subscribers

n Linking a form to a service in a landing page

Promoting a service

You can offer subscriptions to a service in several ways, and give your visitors the ability to manage their subscription.

You can use Campaign to promote a service by:

n Inserting a service subscription or unsubscription link into an email.

n Inserting a link to a subscription or unsubscription landing page in an email. In this case, the service must bedirectly referenced in the configuration of the landing pages concerned.

n Making a subscription or unsubscription landing page available on a website. The URLs that give you access tothe landing page must specify parameters such as the associated service, as well as the profile ID accessing it.This ID can be defined in the landing page parameters.

For more on this, see Linking a form to a service in a landing page.

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Monitoring subscriptions

Use the Adobe Campaign interface to track your subscribers and measure the success of your services.

You have several options for monitoring subscriptions to and unsubscriptions:

n View the list of people currently subscribed to your service from the service dashboard. See Service dashboard[page 29].

n consult the history of subscriptions and unsubscriptions from the Subscription history tab in the service dashboard.See Subscription history [page 29].

n display a report detailing the evolution of subscriptions and unsubscriptions in the service Reports. See Servicereports [page 30].

n find the list of services a person has subscribed from its Profile. See History of events linked to a profile [page 31].

Service dashboardTo view the list of people subscribed to a service:

1 Go to the list of services via the advanced menu Profiles & audiences > Services, which can be accessed fromthe Adobe Campaign logo.

2 Select the service of your choice to display the corresponding dashboard.

3 The list of people subscribed to the service can be found in the Subscriptions tab.

Subscription historyTo consult the subscription and unsubscription history:

1 Go to the list of services via the advanced menu Profiles & audiences > Services, which can be accessed fromthe Adobe Campaign logo.

2 Select the service of your choice to display the corresponding dashboard.

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Managing subscriptions

3 Select the Subscription history tab to display the dates on which each person subscribed and unsubscribed.

Service reportsTo display a report detailing the evolution of subscriptions and unsubscriptions:

1 Go to the list of services via the advanced menu Profiles & audiences > Services, which can be accessed fromthe Adobe Campaign logo.

2 Select the service of your choice to display the corresponding dashboard.

3 Click the Reports button in the action bar, then Subscription monitoring in the selection screen.

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4 The Service summary report presents the number of subscriptions, the overall evolution of subscriptions, anda curve showing the progress over time.

History of events linked to a profileTo consult the list of services to which a contact has subscribed, you can consult its marketing history. for more onthis, refer to the Integrated customer profile section.

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Managing subscriptions

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