End-to-end workflow
In ÃÛ¶¹ÊÓƵ Real-Time CDP Collaboration, the end-to-end workflow varies based on the collaboration pattern you choose. The workflow outlines the steps involved in setting up and executing a collaboration project, from creating accounts and sourcing audiences to forming connections and creating projects. Understanding this workflow is essential for effectively leveraging the platform’s capabilities to achieve your marketing goals.
Getting started
Before you begin, ensure you have a solid understanding of these key concepts:
- Collaboration patterns: These patterns define how collaborators work together. There are two distinct patterns: advertiser-to-publisher and brand-to-brand.
- Account roles: Account roles determine your capabilities within the platform. They should align with your organization’s objectives, brand, and goals. There are two account roles: advertiser and publisher.
- Use cases: Uses cases define the ways you can leverage Collaboration to achieve your marketing objectives. There are three collaboration use cases: Discover, Activate, and Measure.
This guide will use three mock collaborators to illustrate the end-to-end workflow:
- Luma: An athletic apparel brand. They are an advertiser that wants to reach specific audiences through targeted marketing campaigns.
- TV Tube: A digital streaming provider. They are a publisher that provides audience data for use by advertisers.
- Fit Apparel: Another athletic apparel brand. They are a second advertiser that wants to collaborate to share audience data and insights for enhanced marketing efforts.
Advertiser-to-publisher workflow advertiser-to-publisher-workflow
Luma, an athletic retail company, wants to form a connection with TV Tube, a digital streaming provider, to reach specific audiences through targeted marketing campaigns.
To begin, Luma needs to create an account with the advertiser role, while TV Tube creates an account with the publisher role.
After establishing their accounts, both Luma and TV Tube must create a data connection and source audiences. Only TV Tube will activate audiences for marketing campaigns, so they need to configure a destination.
Once both collaborators have their accounts set up, they’re ready to form a connection within the platform. Luma uses the discover publishers feature to find TV Tube and initiate a connection request. After TV Tube accepts the connection request, Luma configures the connection settings to define how the collaboration. TV Tube accepts the connection request to establish a secure link between the two brands.
After the connection is established, Luma creates a project to kick off their collaboration with TV Tube. During the project setup, they choose the collaboration use cases that best fit their objectives: Discover, Activate, and Measure.
Luma leverages the Discover use case to gain insights into TV Tube’s audience data. Once Luma has identified the target audience segments, they Activate these audiences.
After activating the audiences, TV Tube runs targeted marketing campaigns and uploads data to Measure the results to evaluate the effectiveness of their campaign.
Brand-to-brand workflow brand-to-brand-workflow
Fit Apparel, an athletic apparel brand, wants to collaborate with Luma, another athletic apparel brand, to share audience data and insights for enhanced marketing efforts.
After establishing their accounts, both Fit Apparel and Luma need to create a data connection and source audiences. Both Fit Apparel and Luma will activate audiences for marketing campaigns, so they both need to configure a destination.
After sourcing their audiences, Fit Apparel and Luma form a connection within the platform to securely share audience data. To do so, they must make use of the private connection invite feature. Luma shares their connect code with Fit Apparel, who then uses it to initiate a connection request. After Luma accepts the connection request, Fit Apparel configures the connection settings to define how they will collaborate. In the configuration, Fit Apparel specifies that both collaborators can activate audiences for marketing campaigns. To complete the connection, Luma accepts the request to establish a secure link between the two brands.
After the connection is established, Fit Apparel creates a project to kick off their collaboration with Luma. During the project setup, they choose the collaboration use cases that best fit their objectives: Discover, Activate, and Measure.
Fit Apparel and Luma can both use the Discover use case to gain insights into each other’s audience data. Once they have identified valuable audience segments, they Activate their chosen audiences for marketing campaigns.
Finally, after executing their campaigns, both brands upload data to Measure the results and evaluate the effectiveness of their collaboration.