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Transcript

I’m not gonna lie, I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie.

I’m not gonna lie. Hey, everybody. Welcome. Welcome. Welcome to Experience League Live this morning. Good afternoon. Good evening. Good night. In case I don’t see you later. Um I don’t know what time it is for you but we welcome you. We hope we hope that you have a good time on the show today. We know we will and this this session of course always brought to you by Experience League at experienceleague. adobe.com where you can find all of your self-help needs. So, come on over to experienceleague. adobe.com to find documentation, to find tutorials. There’s free courses to take there as well of course and you know just everything just to get so excited about. So, yes. So, welcome to today’s session. We are talking today about how you know how to handle all these audiences. So, especially geared towards audience manager and real-time customer data platform and platform in general and you know just for everybody who wants to come and join us for this. So, this is also by the way an interactive session. So, we hope that you’ll chat with us, ask questions, give comments. If I need a new haircut or something, you can let me know of course as well and we’re gonna have a good time. So, let’s bring in the guests before I make a bigger idiot out of myself and that’s gonna happen anyway. So, our first guest is Jackie Chevalier. Hey, there she is. Welcome. Yes. This is very, very dramatic. I liked it a lot. I liked it. We practiced that beforehand. It was a little more but happy to be here today, Doug. Thank you. That was impressive. No, it was good. It was good. Welcome to the show and Jackie, you are a product manager, principal product manager, a special product manager. What is your official title? Yeah, you know, I’m a product manager on ÃÛ¶¹ÊÓƵ Audience Manager and Realtime Customer Data Platform and focusing on customer success as our customers look to kind of evolve their use cases and you know, really look towards future proofing their audience management strategy with ÃÛ¶¹ÊÓƵ’s Realtime CDP. Awesome. Okay, well, let’s bring in Nick. He’s just been waiting so anxiously to come in. So, we are ready and here we go, Nick. How’s that spin? Multiple spins, Jackie. Way better than mine. Yeah, you’re gonna have to really step up your spin game. Alright. Let’s catch up with Nick. Nick, alright. Hello everybody. Nick, I know that you are in consulting and work with our customers a lot. What is your official title? Tell us about what you do. Official title is principal consultant. Been with ÃÛ¶¹ÊÓƵ for a shade over 7 years now. Okay. So, on the day to day, I’m in the Premier Support team. So, for those of you who might be working within Premier Support more recently, that’s kind of where I’m helping to own both as a program manager but also helping with customers who need who have needs on audience manager and AEP related use cases. Maybe more particularly on the RT CDP side. Nice. Okay. Cool. Well, great. Thanks you guys. Appreciate you joining me today for this call and bringing your expertise and your and you know, and your experience to help our customers learn a little bit more about this topic. But before we dive into the topic, we wanna get to know you guys just a little bit better and so and so Jackie, I know that you know, if if people kinda saw the lobby, you know, where it said your, you know, what your, you know, fun fact was and and that’s cool and everything but I understand that if I need, if I have my little puppy and I understand that if I, if I have pet sitting needs that that you are the one to bring my my pet to. Is that right? Well, yeah. Recently, we had some neighbors drop off their caterpillar chrysalis. So, yeah, it really soup to nuts. Any pet sitting that you may need to take advantage of. My family is more than happy to take that on. So they were already though but they were already in chrysalis. They were already like cocooned up. They they were. Apparently that stage does last for some time but I’m happy to report that under my watch, these chrysalis did you know, they became butterflies. The metamorphosis happened under the short few days that I had them which was great for me and we got, you know, front row seats to that wonderful development but unfortunately, my neighbors missed out on that. We were children. Yeah, we did take some great video and shared it with them and yeah, I’m just really happy to report that they survived their time under my watch. Well, that’s good. That’s good. Did you let them fly around the house and things like that while after stretch their wings? So they, the chrysalis came in like a netted structure and they were able to fly around in there and I provided them fresh fruit every morning and you know, they were thriving and I believe my neighbors were able to release them shortly after we gave them back. So, I’m trying to get my wife to agree to get a pet. Maybe we start with a baby step of a chrysalis. I think you can order them. You can order them on Amazon I hear so pretty easy to come by. Yeah. Alright. I think I’ve got an Amazon gift card to spend too. There you go. That’s the one Nick. I think the caterpillar is for you. Alright. I’ll report back next Experience League live session about that. That’s right. That’s right. That’s right. Awesome. Well, thank you, Jackie. I’m happy to hear that they did okay. Alright, Nick, you are gearing up. I understand then from your fun fact for a long run. Is that right? Yeah. I mean, I am. It’s not nearly as exciting as watching chrysalis evolve into butterflies, but we’re watching you evolve, Nick. Hey, you know what? That’s a really positive thing. I like your attitude. We’re watching you. Yeah. Turned into a butterfly, Nick. Fly. Fly, Nick. I am imminently about to qualify for the 2023 New York City Marathon. Once I get through the Brooklyn Half Marathon next month here, I live in New York City. Once I get through that, I will be officially qualified for the one in a year and a half from now. So, really much looking forward to that. For anybody who maybe hasn’t gone on any sort of long run like that before, I promise you five years ago could not have done this. If I can do it, I guarantee any of you out there can do it as well. So, let me be the focus of China. Let’s not get carried away about anybody. Okay. I could see you doing it, Doug. Maybe not full on a Halloween get up where you’re Chris Farley but I could see you doing it. I would like to see people run that in costume. I think there’s like a race in San Francisco where they do that. Beta Breakers where everybody goes and all their like, I don’t know, all the big garb. That sounds like the one for you. I’ll do it as Chris Farley. Exactly. I’ll run the entire race with my multiple chins. I think it’s downhill too. So, you got that going for you. Oh, good. All right. So, I suppose before we lose anybody else off the call, we’ll dive in and start talking about our topic today. Again, reminding people that we hope that you will ask questions in the chat and let us know what you’re thinking about. So, Jackie, I think we’ll start with you and I think you have some stuff. I’ll share the screen here so you can kind of give us a background on what we’re going to talk about today about where kind of to handle our different audiences. So, I’m going to move over here and we’ll kind of go to your screen right there. Sure. Tell us, cookies, tell us about the whole cookie situation and maybe how this sort of plays into audiences and why this cookie situation kind of applies to this audience topic. Sure. Yeah, we definitely wouldn’t be having this conversation today if the roaming cookie deprecation, third party cookie deprecation by Chrome and some of the other deprecations that have come into place as well as privacy regulations and enforcement that have happened in recent years. So, yeah, I wanted to level set here and kind of look at this timeline. I’m a visual person and taking a step back and looking at where we came from and some of the, you know, milestones that are coming might help us understand what we need what we need to do today in products such as ÃÛ¶¹ÊÓƵ Audience Manager and ÃÛ¶¹ÊÓƵ Realtime CDP. You know what we can execute today and then how that might even help prepare more for the future. So, this timeline by all means does not capture all headlines related to privacy enforcement and cookie deprecation, but it captures some of the big ones. I didn’t want to overcrowd this. I didn’t want to overwhelm. But it sort of starts back at one of the first pieces in which cookies were started to be blocked by default and that was by Apple back in 2017. And I could go much further back. I mean, as far back as 2010, the Digital Advertising Alliance launched, you know, a self-regulatory program around online behavioral advertising. So, this goes way back, right? But we’ll just talk about kind of the first bigger implications with third-party cookies starting with Apple back in 2017. I think we’re all at this point familiar with GDPR, which is a privacy enforcement regulation that comes out of Europe and that was enforced back in 2018. The California Consumer Privacy Act enforcement for that began in 2020. And it was around this time frame that Google launched its privacy sandbox as it started to think about how to address third- party cookie deprecation and propose various solutions in doing that. Meanwhile, around this time frame, Apple began to push the IDFA, which is the mobile-based identifier, advertising identifier, to become opt-in. More recently, we’ve seen that through the privacy sandbox initiatives, Google has replaced their federated learning of cohorts or FLOC with a new proposal around topics API. Also last year, they sort of said because, you know, FLOC hadn’t been fully established as a good replacement for third-party cookies, they would be further extending their deprecation timeline. So, at this point, we’re looking at mid to late 2023. So, you know, this all goes to say that we’re just looking to help our customers continue to execute on various marketing use cases and we’ll talk about how we’re approaching that with our customers today. And Nick’s going to talk a little bit about audience manager and I’m going to talk a little bit about real-time CDP and Doug, you’re going to talk a little bit about how those two platforms are connected. So, definitely some really exciting content here. I also wanted to bring up this visual because, again, like I said, I’m a very visual learner and perhaps some of you all are as well. But this is really how we’re looking at the overall customer life cycle that we’re helping our customers, you know, reach their customers with. So, on the left side, our data management platform or ÃÛ¶¹ÊÓƵ Audience Manager has to be the platform that our customers are using to find and acquire new customers through prospecting use cases, through the use of third-party data. And then we’re seeing that our customers are obviously able to grow and retain those existing customers through capabilities through our CDP, which is our real-time customer data platform here at ÃÛ¶¹ÊÓƵ. And so these two platforms at this point are very much interconnected and we’re going to show you or speak to a little bit more about how some of these use cases intertwine and help to create this infinity loop across the two platforms. Yeah, so that kind of, so that, looking at this slide, I mean, that, does that kind of sum up the groups, I suppose, of audiences, groups of use cases to kind of say anything kind of around acquisition and prospecting and anything that would kind of highlight third-party data, especially, that’s being handled best right now on Audience Manager. And then anything that is more about growing and retaining and maybe even using PII to be able to market to people that is on the CDP side. I think I should go this way. CDP side on that side. Yeah, exactly right, Doug. So once you’ve gone ahead and used third-party cookies and other synonymous data identifiers to find and acquire new customers, you’re bringing them to your pages. They’re signing up for some sort of webinar or making some sort of conversion event, right? And in doing so, they’re likely giving you known customer data. And so we can support that type of data through our real-time CDP and grow and retain those customers through a number of our CDP features and capabilities. So we’ll talk more about those.

I’ll pass it over to Nick to talk a little bit more about the Audience Manager side and some of the opportunities that we have there. Yeah, cool. Thanks, Jackie. And hey, everybody again. I’m not sure, of course, how many of you are maybe more familiar with Audience Manager or maybe are just newly into leveraging ÃÛ¶¹ÊÓƵ, particularly with RTCDP and AEP. But I’ll start with taking a step back and thinking historically, building on a lot of what Jackie had just said, Audience Manager leverages third-party cookies to help to execute a lot of our use cases. Now, with all the context Jackie had just provided, there is the shift happening market-wide and ÃÛ¶¹ÊÓƵ is looking to support that to make sure that we are helping customers as there is kind of that ongoing and in the future cookie deprecation kind of just within the industry. But that said, and given that there are still active third-party cookies and different potential use cases, I want to really highlight today where our customers are still actively getting good value out of Audience Manager and doing things that even as the market is shifting, they’re able to help to set up their business for better success in the future as we look forward to that kind of total deprecation eventually. Doing things that can be done today within Audience Manager and the DMP that otherwise can’t won’t be supported by real-time CDP or other CDPs, maybe non-ÃÛ¶¹ÊÓƵ as well. So with that, with access to third-party cookies, customers have access to a whole other set of data that otherwise would not be available to those CDPs. And that’s third-party data. I’m not going to make any assumptions, so I will just kind of quickly recap for everybody exactly what that third-party data is. Different than maybe what you’re maybe accustomed to with your own data, your first party data, the data that your organization may own and operate. Third-party data is data sold, made available through another entity that will likely have some behavioral or prospective type of information on who a user is. This is information that, again, maybe getting some of the use case specifics in a moment, but ultimately can be augmented with your own first-party data to have a better sense of who your user is. If you are a bank, you probably know where your customer is located, and perhaps you know their household income even based off of application information. But you may not have access to other information like the type of car that the owner, that the person owns or some other type, maybe their favorite type of fast food even. Could be different types of third-party data that we could potentially opt into. Now I’m kind of trying to throw random examples, things that maybe don’t quite mesh well together, but the general concept here is that this is a whole other sea of data that customers can opt into within the DMP and are currently still taking advantage of within Audience Manager. So within this, within the DMP, within Audience Manager today, there is this whole cool little, I’ll use the term marketplace called Audience Marketplace within Audience Manager that allows customers to go in and basically shop as though they are at a marketplace or a shopping center to find the data that they may seem that may be fit for them. So I don’t know, I’ve had customers in the past maybe actually use data such as preferred soda beverage for whoever that user may be. I think it’s a cool use case.

But being able to use some different information like that to augment and better understand who your customers are. Now with that information, again, I’m sharing a little bit of a oddity in terms of the type of data that may or may not exist. But in general now, customers can go in, access this data, and now leverage that and execute different use cases than otherwise you’d be able to execute today with your own first-party data. If you take this third-party data, have a better sense or gain information on potential customers and users who you otherwise don’t have this information on. This provides the opportunity to execute a prospecting use case.

Your company, your team can now have a better opportunity to provide a more personalized experience and perhaps gain that customer. And that’s what we’re looking for within a prospecting opportunity. Expand our web, understand who might be that next customer, who might we be able to turn into that loyalty as we then maybe look to move into an awareness and more of a CDP-related type of use case. Maybe to kind of more simply recap it, when we’re looking at Audience Manager and where most of my customers are finding value today, it’s continuing to expand that pool and that web of, hey, here’s who I want to target. Who can we make more aware of our brand or to maybe understand where that value exists for us to take advantage of? And in that way, we can help to kind of help to build up that company’s awareness or your brand’s awareness across all the potential users maybe in the pool. That’s awesome. So would you say, Nick, that most slash all of your customers make use of the marketplace, of the audience marketplace to do that? Oh yeah, it’s the vast majority for sure. I’m actually working on currently on an implementation right now where that’s kind of the sole use that we’re leveraging at the moment. Customers are getting a whole ton of value still out of leveraging marketplace. Yeah. Yeah, and then getting them basically into your CRM, right? I mean, so that you know them as a customer and have more and more information about them.

Oh yeah, absolutely. And this can go a few different ways really, once we’ve kind of got access into that third-party data. In the example I just shared of the customer I’m working with, they’re simply just able to use that third party data and take it and say, okay, great. I know this user enjoys this type of vehicle or maybe their household income is X. They’re able to provide a different message and expand the pool or make sure that they’re providing a targeted experience to users rather than just kind of casting out a random net and hoping that the message hits for the different people. Now that’s one way of going about it, but kind of to your point, Doug, it could be augmented as well with any other first-party data. And that’s also something that can be kind of further advanced. And I kind of tried to diagram here a little bit on the side as well of the screen. Users are then, or users, sorry, customers are then able to better maybe articulate who they’re trying to target, not just using their first-party data, but I’ll use the term again, augmenting what they know about the user with other information to provide that more refined experience. And then as we get into that loyalty, expanding into the CRM, that’s where we look into maybe RTCDP taking over a little bit more of a handier or heavier approach.

Cool. Great.

Great. Okay. Yeah. Maybe just another comment to add in as we’re thinking about maybe setting this up within the DMP. And as I’ve noted again, a lot of customers are still currently doing this today. I maybe look to focus and make sure that any of these use cases, which we’re currently relying on as they exist at the moment, over time, we’re not sure exactly where third-party data is going to fit within RTCDP. But one thing I think we can say for sure at this point is that customers are taking a lot of advantage of the ability to still leverage this and expand that pool. And I feel like it’s something I’ve said already at this point, but I just really want to emphasize this is part of where we’re getting a lot of value for customers. And it’s kind of helping to complete that life cycle. If you think back to the screen, Jackie was sharing a moment before, kind of that continuum as we go through each of the different use cases. You can think of these, I think, as symbiotic. And it’s not necessarily on a linear track of customers who, you start with prospecting, and then you only go to loyalty and retention. Depending on the use case, depending on the execution, what you’re trying to brand or provide to a different user, you’ll find that there are reasons to always be executing DMP-specific prospecting use cases that we’re talking about today. Yeah, I think that’s one of our major takeaways from, I guess, not only these slides, but just kind of seeing where the whole industry is going. I mean, Jackie, maybe you can even kind of comment on this, and that is that as soon as everybody heard the cookie deprecation, maybe some people panicked. Not only customers, but also providers of solutions to say, oh, move everything over and do it right now. And where that wasn’t really the need, right? Where we’re still like, okay, we’re still focusing on the DMP for these kinds of audiences, or these kinds of use cases and stuff. And it reminds me of Monty Python and Holy Grail, right? Where he says, I’m not dead yet. Right? So, terrible reference. Yeah, I mean, our ÃÛ¶¹ÊÓƵ Audience Manager is very much alive and well. And it’s something that we’re continuing to support from a product perspective. And there’s really no timeframe in which we’re looking to sunset it at this point. Our customers, as Nick has so well portrayed here, are very much deriving value from it and definitely are focusing a lot of efforts around prospecting and the usage of third party data. But what I do want to transition to here is, and if it with your permission, Nick, I’ll move on. Yeah, go right ahead. Yeah. I do want to transition here to, all right, so I am a current Audience Manager customer, you know, perhaps have, you know, looked into licensing Realtime CDP, or I already am starting to license Realtime CDP. You know, what does the future hold? What can I look to do? And how do I need to think about these two products together in this near term, as I’m still, you know, leveraging Audience Manager? And I think that’s obviously a huge question that we’re all helping our customers address on a daily basis at this point. And so I did want to speak a little bit to what, you know, the value of the Realtime CDP is at this point, we talked about using it as a means to grow, you know, loyalty within a customer base. And, you know, a lot of what you see here is very, very similar to the approach of data collection and, you know, management and overall activation that we allow for an Audience Manager, but Realtime CDP steps this up a little bit in that it includes the ability to have known identities within this whole realm, right? And then a lot of these features and functions are augmented, you know, to well assist our customers and growing customer loyalty now and in the future, right? So from a data collection side, we talked about known customer data that’s inclusive of CRM data, email, authenticated data, inclusive of customer IDs, partner IDs, and then unknown data around, you know, behavioral website, visitation and analytics, cookie based data, device IDs, and, you know, general ad IDs. So I’m still collected and maintained. On the Realtime CDP side, we have the web SDK that can assist our customers in collecting this data natively into platform. And web SDK is a wonderful, you know, product in and of itself, it dramatically simplifies the deployment of ÃÛ¶¹ÊÓƵ technologies and products because it’s a client side JavaScript library that literally allows our customers to interact with various services in the experience cloud through the experience platform edge network, very exciting data collection component here. And oftentimes, we’re working with our customers who are using audience manager. And, you know, the implementation, the implementation of web SDK is not something that happens overnight. And we’re well aware of that. And so we’re going to talk a little bit about ways that we can help our customers get data into real time CDP.

You know, while that web SDK implementation is happening.

So we’ll speak to that a little bit more soon with with Doug and a live demo. But before we get to that, I did want to talk a little bit about profile management that occurs in real time CDP. So obviously, it’s been purpose built for marketers, there’s privacy in mind and a full governance infrastructure in place. Something we all take very seriously, obviously, given that PII and known customer data is, you know, available in real time CDP. We are also leveraging the experience data model, which is, you know, that framework in which data from various parts of the business can come together and function and allow for, you know, the activation of that data in near real time. So segmentation is quite a bit different in real time CDP. There’s the concept of streaming segmentation, which is really exciting where, you know, segment rules are literally evaluated as the data is passed into platform. So segment membership is kept up to date, you know, without having to rely on kind of scheduled segmentation jobs. We also have AI and ML components. You know, really exciting component of real time CDP is around customer AI. It’s part of our intelligence services. And it provides, you know, our customers, marketers with the power to generate customer predictions, which is really cool. So using it can generate custom propensity scores for items like churn and conversion for literally the individual profiles that our customers are managing through real time CDP. And so that furthermore helps our customers personalize experiences and obviously by doing that they can serve the most relevant and appropriate offers and messages at the right time. And then on the activation side, you know, real time CDP still can activate within the advertising ecosystem like a lot of our audience manager customers have done for, you know, many years at this point. Personalization is also an option, whether it be through ÃÛ¶¹ÊÓƵ’s target platform or through other platforms outside of the ÃÛ¶¹ÊÓƵ ecosystem. And then a newer realm for those familiar with audience manager is the activation into customer systems like email and other MarTech platforms that we don’t previously have integrations to on the audience manager side, because it’s a supportive of audience managers, supportive of those synonymous IDs, whereas we have known customer data in real time CDP. So this sort of should help visualize how the data is coming in and some of the really cool components that can help build a real time customer profile that then can have really great implications across activation channels. As far as, you know, personalizing our customer experience and serving those appropriate offers and messages to customers at the right time.

Yeah. Cool, cool, cool.

Good stuff. For you, Doug. What do you think? Love it. No, that’s great. I think that’s what Jackie and I are trying to get to. We’re just ultimately here trying to figure out or help everybody else figure out the best way that you’re getting the right message to the right place at the right time. I feel, you know, Jack, we’ve been working together for a few years at this point. I think that’s our main talk track all the time. How do we help to make sure that we’re delivering the right experience to all of our users? Yeah, yeah, yeah. Absolutely. Yeah, no, that’s good. I mean, you have me also thinking about, as you mentioned with the data collection and the newer Web SDK options and as we move towards that, like you mentioned, you know, it’s not necessarily just flipping the switch, but as you’re bringing data into real-time CDP and the platform in general for usage there and to enhance these profiles that we’re building in real-time CDP, you know, in a minute here, we’re going to go through a tool that can help you, you know, kind of be that stopgap in the middle of you fully implementing Web SDK. But, yeah, no, the beauty there is that when you bring this data in, you know, in various ways, either through the Web SDK or through uploading data, you know, on batch data and streaming data and everything into CDP. And then, you know, as you mentioned, being able to bring those together, not only from an identity standpoint and saying, you know, matching the identities from the different data sets, but also then being able to use, you mentioned, and then it’s on the bottom of the slide there, this XDM experience data model to kind of say, you know, this data point is the same as that data point and really being able to enhance those profiles so that we know more than ever about a profile. I mean, is that kind of, you know, am I kind of giving some of that? Very well said, Doug. And you’re also reminding me how you have a lot of tutorials out there around how to think about this, particularly from the audience manager perspective. If you are currently embedded in the world of traits and segments, what does this really mean when you’re bringing it over to experience platform and real-time CDP? How does this all translate to the concept of a custom, a real-time customer profile, right? I love that plug. Thank you. Yes, a shameless Doug plug, if you will. All right. I like that. We should be branding that term, Doug. Yeah, trademark.

That’s right. We were going to have, yeah, I forgot to build my sign, you know, to hold up and say, we have a tutorial for that. We have a tutorial for that. But yeah, but that whole, yeah, as you move over there, you know, and as you engage with real-time CDP, yeah, I like how you said that. It’s like, I know about traits and segments and destinations and audience manager. How do I think about that in real-time CDP? And yes, we do have a course that we have put up on Experience League. So if you go to experienceleague.com and you go to the courses, you can go up to, I think it’s like a learn and then, you know, recommended courses. And if you go to real-time CDP section of that, there is one to kind of say, you know, how do you think of, you know, how for audience manager customers, how do you think, you know, how can I think about real-time CDP? So, yeah, hopefully that’s helpful. And if you go there and if you look at that, and there’s a link there also to comment and ask about it in our community, which is also part of Experience League. So you can always say, you know what, that’s fine. I saw what you had, but you’re not giving me everything I need. So please address this one now. I need to know how to think about, you know, this topic from audience manager and let me know what you need. And there’s, you can right there in the community. So I appreciate that. We have, let’s see, a couple of questions here. So I’m going to pop one up here on the screen and let’s go here. And it is, can the CDP connect known data with unknown data in a cookie-less environment? Yes, I mean, that’s sort of the bread and butter here, right? We’re talking about combining that, those unknown data sets. It can be behavioral data, data based on, it can include cookie-based data at this point, device ID-based data. But, you know, if there’s a persistent identifier associated with a user, we’re going to be able to aggregate it with known customer data, obviously with the appropriate consumer consent and all that. But, you know, previously in the audience manager world, we would do that even based off of persistent CRM IDs. We’re taking that and enhancing that a bit with building it into that real-time customer profile in CDP. And, you know, they co-exist to build these enriched profiles to help you, you know, make those informed decisions about your consumer. Yeah. Yeah. And I wish I remembered now the name of the feature that I’m going to describe here, but there’s also, what we’re building is a way to have, you know, a first-party cookie created so that even if third-party cookies are, you know, are removed, that that first-party cookie can stay, even on kind of a random first-party cookie. So even if they don’t log in or whatever, it can still retain them by, you know, connecting to that same first-party cookie. I’m blathering on, but we have some features, including the one that I’m trying desperately to talk about here that can help with connecting, again, known data, unknown data, and really just especially trying to get people from the unknown side to the known side in that profile. So thank you for that question. And I’ll try to remember to put, you know, more information about what I was talking about there. I’ll put more information into a community post, you know, about this session here and then talk a little bit more about that later. Okay, awesome. I’m going to move into here this demo. And so, Jackie and Nick, you know, keep on bringing stuff up as we move forward. So I’m going to… Yes, you’re pulling up the audience manager, or how to go about setting up the audience manager connector. So we talked about this earlier as a stop gap or an efficiency play when you’re looking to leverage real-time CDP. As an audience manager customer, you want to get data into the platform ahead of potentially implementing Web SDK, which is a little bit more of that long-term native data collection strategy. And so Doug’s going to show us how to set this up.

Yeah, it’s pretty easy, actually. So I’m here in the platform. And so, yeah, once you’ve gone into platform here, let me just kind of get set here. So once you’ve gone into platform, I’ve just clicked on the sources tab here on the left nav. And you’ll be able to see that there are sources here, these connectors that Jackie mentioned, for ÃÛ¶¹ÊÓƵ applications. And we’re going to talk about the audience manager connector here, again, used to bring these segments over as kind of a stop gap until you bring stuff in here natively through the Web SDK and through other CRM uploads and stuff like that. So you’ll see here that it says add data. That’s because I have done one kind of run through on this. What you’ll normally see is this, say, setup as well, if you haven’t done anything. But if you have, then it’ll say add data. And you can always go in here and add more stuff. So I’m going to click on that, and that’ll bring us over here to workflows, okay? But we’re inside this audience manager connector. And I’ve been given here my segments, okay, right here with my segments. And you’ll see if I go back over here to an audience manager tab up here, that I’ve just, you know, I’ve got a folder here called content affinity. It’s my little demo site here. And I’ve got a few segments that I’ve built here, beginner blog viewers and went to these different pages, menswear, womenswear pages. And so this is then replicated in here. So if I go to that same content affinity folder here, and this folder is empty means there’s no more folders inside of it. So that’s a little bit goofy, I suppose. But you’ll see the actual segments over here. Now before I get too far on here, you might have already noticed that it has these select all items over here. And you might be tempted to use those. But what I’d like you to do is just go get some like masking tape and put it over the top of those on your monitor so that you don’t get tempted to check those boxes. Okay, sorry. No, the problem with selecting everything and bringing it over, especially like Nick said, if you are really kind of working on some of those prospecting cases, and you are bringing in a whole bunch of, you know, data and cookies and things like that for people who you really don’t know that much about, and you’ve got a ton of them. Well, if you send all those segments over here, then it’s going to really expand and really kind of blow up the profiles, the number of profiles that are being tracked in platform. And that’s actually how you’re being charged in platform is by the number of profiles. And so where we recommend and Jackie, I’m gonna let you kind of go on this as well too. But what we recommend is that you do bring over segments where they are more known, right? Where it’s not just like random people who have maybe seen an ad, you know, thousands and millions of people that have maybe just seen an ad, but something a little bit more known, right? Even if we don’t know exactly who they are, we know more about what they’ve done, you know, on our site and things like that. Yeah. Going back to Nick’s use case, so if you’ve done some prospecting to drive customers to your pages to take a specific action, and that action has been taken, and they become, you know, a more known customer, right? You may then want to take that particular segment and build upon it, right? Build that loyalty base with that new customer that’s taken action, perhaps, you know, send them an email about some other related products or what have you, then you can do that by selecting, you know, that segment as it exists in the audience manager here and bringing it over to real-time CDP and, you know, the platform. Yeah. And like Doug mentioned, it’s going to want to do a free-for-all and bring over all of your segments. That’s not recommended. You do want to be careful with what you bring over because segments do equate to profiles. They’re comprised of profiles and that profile-based selection is ultimately what, yes, Doug alluded to that real-time CDP customers are built off of. Yeah. Yeah. Well, and just to kind of finish this little story here also, yeah, so if we hopefully avoid the alls there, and we just select those segments that we want to bring over, and you can see I’ve selected two out of the three here, and, you know, by selecting those, it kind of just says, okay, those are selected here. This next button is actually just kind of a next page in case you have a ton of segments there and you want to thumb through them to decide which ones to select. But then you go up here to the right and select next for the next step, which is just kind of, again, telling you what you have, and then you can finish that. Okay. When you finish that, it’s going to bring those again in and the profiles and the segments, and if I go over here to segments where you’ll be able to use those now is in your segmentation here. So if I go up to create segment, I’m creating a segment here in real-time CDP, then, you know, you’re going to be able to add attribute data that you’ve brought into the CDP, event data that you’ve brought right into the CDP. So this is more maybe like Web SDK, the events, and the attributes is more like uploading. Think of, you know, CRM uploads into directly into the CDP. And then you have audiences, and one of those here, you can see AAM segment and we’ll have this audience manager segments folder. And then under that, you’ll see your folder structure. So once again, I can go to content affinity and see those two. Remember, I had another one, but I didn’t select it. So I will see the segments that I have that I’ve brought over through the connector, and then I can drag them onto my canvas over here. And you’ll see those up here in the attributes because audiences are like attributes in that, you know, you belong to this segment. In fact, you can bring both of them in and do, you know, an and or an or, things like that. And then even add other data to that, again, from attributes or events or other audiences to add to this segment in platform here, right? So we have other sessions and other videos. Again, there’s my sign, lots of other tutorials on this. I don’t like that. I don’t like that. I feel like I should have a giant binky. And that’s like the Doug. If you’re like, want me to stop talking? Stop talking. Anyway, so that’s pretty much it. And just to kind of get back, we’ve got a lot of data here that we’ve kind of said, and we wanted to, you know, we’re getting kind of late on time here a little bit. So I’m going to wrap up this just by kind of, again, saying that that’s your stopgap, right? Bring over those segments that you want to bring over and known segments. And one of those caveats also is, Nick, especially since you talked about third party data, you’re not bringing third party data over into real time CDP. If you’re going to use third party data in your segments, keep those audiences in audience manager. If you want, you can actually create segments over here. If I kind of even just cancel out of this, and I do want to leave that section and go to my segments, you’ll see like, for example, purchasers here. These segments can actually be brought back into audience manager through experience platform segments here, if that will. I’ve had this up a long time, so I’m going to refresh that. And wait for it, Jeopardy theme inserted right here. And you can see like, for example, purchases here that is brought back over from the platform. So you can bring actually those segments from the platform that you’ve created there, and you can bring them back in. And then I could add third party data here, like Nick was talking about from the marketing from the marketplace. So, you know, kind of maybe turn this back over to you guys. But that is kind of, you know, pretty easy. You can see it’s just like, click a couple of things and your data is coming in to real time CDP. It truly is a connector, right? A little bit of the full circle that way. Full circle moment, full infinity loop. Thank you, Doug. Thank you, Doug. Yeah. Yeah. Well, here’s another question by Kevin. And he says, is there a limit to how many traits or segments can be put into AEP? I mean, if we’re supporting those traits and segments in audience manager, I don’t feel like there would be an issue with us being able to support that volume through platform. It’s more a question of how do you want to structure what you’re bringing into real time CDP? Is all that data relevant for your real time CDP use cases? And, you know, what we’ve also pointed out is that ultimately your build off of profiles that exist in platform. And so you won’t necessarily want to bring over profiles that wouldn’t be relevant for those use cases, those downstream activation use cases through CDP.

Yeah. And we didn’t really go into the destinations area of platform. But again, once you’ve created those segments, then you can activate those, of course, in the destinations area of There’s a tutorial for that, right, Doug? There’s my sign. Here’s your sign. Yeah. Okay.

Cool. I know we’ve got a couple of the questions that we haven’t been able to get to. But we’ll take one more and then I’ll address other ones in the community post. But I think for you, Nick, please provide an example of how a third party cookie based data is used in audience manager. So you I mean, you kind of gave some examples there. Did you want to? Yeah, sure. Maybe there are, there’s one default use case I typically go to. And I tend to like to use financial services because I think it’s more palatable for most people. Everybody has a bank or some financial institution that they’re leveraging. Let’s say that you’re, you know, bank corp, located in New York, and you may not be a customer of bank corp. And I mean, I’m not I’ve never heard of bank corp until I just made it up just now. But if bank corp wants to maybe try to entice me to move over from my bank, and maybe look to sign up for their services, or maybe just go to a landing page before I can get a little bit more engaged, whatever their use case or need may be. Perhaps they’ve got the idea or the expectation that rather than just casting a net and hoping that they that I like the message that they share to me, they can tap into a third party data set that hopefully has information about who I am with a more refined cadence. Without using the third party data set, what bank corp is going to do to try and get me to click on an ad and get to their page or sign up whatever that need may be or that that call to action may be, they’re just going to send out a standard example of, oh, okay, we’re going to hope that this message works for you. Instead, bank corp might look to tap into third party data that says, I have a high household income, maybe that changes the messaging that they give me or maybe I’m a sports enthusiast, or maybe I’m really interested in raising caterpillars and watching them evolve into butterflies. That might be a way to provide a really personalized message to get me really interested in bank corp and what they have to offer for me. Ultimately, that’s just one example, but the idea is that the bank corp would have access to tap into this otherwise impossible data that they wouldn’t have access to provide that more personalized experience. So just one example. Hopefully that resonates and makes some sense. Yeah. Great. Thank you. Well, thanks again. I’m sorry that time based on time, you know, we’re not going to be able to get to all the questions here, but I will. I will put those in the community. So look for this session in Experience League. Experience League. W.com under events. So if you go to the events and Experience League, I’ll have a link from this session over to the community and the discussion there where we’ll be able to answer more of your questions and we’ll get some great information from these experts to answer your questions. In the meantime, this means that you know we are moving into our next section, which is.

Unrelated cool tip. So to close out our session today, we turned to Nick and said, Nick, you gotta give us something outside of work based stuff, some kind of an unrelated cool tip for today and you know Jackie and I are kind of you know we have bated breath here because you I’m a little scared also because you said this is going to be a. This is a surprise to us as well. So you know everybody you know for our viewers, you know if all of a sudden we go off the air for technical difficulties, you know that Nick got inappropriate or something so Nick. What do you what do you got for us? I gotta say there’s all this built up hope. I think for everybody else, Jackie and Doug, I think like late last night, we’re like Oh my god. It’s going to floss for us on camera and I promise it’s nothing that exciting. I don’t know how to floss and if I’m teaching you then we’re all lost. Well, it’s in dance, not the dental activity. Probably both. I could use some help for dental activity for my hygienist, but I do try to do my best all the same. I’m trying to bring actually a life. I’ll say more of a life pro tip that one of my colleagues recently has taught me so here it is. Do not save wine for a good day. Good wine is wasted on a good day. So on a good day, all wine is good. It’s good wine right bad wine. No matter how cheap the bottle will taste like a $50 smooth bottle going down your throat. Instead, you see the good wine on a bad day. Your boss is annoying your family stressful. You’ve had a really just poor day for some reason. The good wine is a nice self care treat and you’ll really appreciate the quality of it better that day. Now I’m using wine here because that’s how I like to treat myself. But hey, maybe some of you don’t really care for alcohol or wine altogether. You can do this with just about anything else. Chocolate you’re having a great day. Enjoy a Hershey’s bar. You’re having a really bad day. Your favorite sports team loses you buy some C’s candy and you treat yourself with some with some nicer candy this way. Now you’re speaking my language. Nice sampler. This is very profound. Thank you Nick. Alright. I don’t know if that’s quite as good as teaching everybody how to floss with the finer points of it, but again, we’ll bring that back with my fully grown butterflies in the next Experience League session. Yes, we’re going to look for this butterfly. Spread your wings. Awesome. Absolutely. Yeah. Thank you for hosting. Thanks. Yeah. Thanks guys. Thanks. Appreciate you Jackie and Nick for being with us today and talking about this. I know there’s a lot more that we could say about it and we’d love to continue the discussion. Again, we’ll do it in the in the community and kind of just moving forward as well. Again, go to experience.aw.com to get the tutorials related to this and there’s again that course and let us know what kinds of you know what other kinds of videos can help you in kind of really understanding and using both of these you know both of these solutions for you. So again appreciate everybody else coming. Thank you for being with us today and we will see you next time. Take care everybody. Thanks.

Thank you.