This page reviews the options for Adobe Experience Cloud audience creation and gives general advice for common use cases.

Audience creation options

When creating an Adobe Experience Cloud audience, there are three options. Two of the options offer near real-time qualification, and the other is used for long-term behavior qualification.

When deciding how to create an audience, consider the following questions:

  • What is your overall comfort level and experience with the interface?
  • What is the intended use of the audience?
  • What are the timing and portability requirements for this audience?

After considering the above, determine which of the following questions you're asking:

  • Is the person...
  • Did the person just...
  • Has the person recently...

The following table provides guidelines on where the audience is created based on the above question.

Target AAM/Audience Analytics
IS the person... Did the person just... Has the person recently...

Details

Solution audiences are still the quickest way to action upon profile data. If you are asking questions like "Is the person a new or returning visitor?" or "Is the person using a mobile device?", creating your audience inside the solution gives you the fastest way to action on this data.

A real-time audience can be created in either the Audience Library interface or the Audience Manager interface (assuming you have access to Adobe Audience Manager). These audiences are best used to answer questions around "Did the person just...". Example questions that real-time audiences are best used to answer could be "Did the person add something to their cart?" or "Did the person finish an application form?".

Audience Library

Audience Library audiences are best for:

  • Audiences based on eVars, Props, or events for next page targeting scenarios
  • Combinations of audiences shared from different solutions (composite audiences)

Note:

Composite audience latency is equal to the latency of the slowest audiences used in the composite audience.

Audience Manager

Audience Manager audiences are best for

  • Combinations of first-, second-, and third-party signals
    • CRM data
    • Partner data
    • Matching services
  • External syndication (sending audiences outside the Experience Cloud)
  • Algorithmic modeling

Note:

When using third-party data with Audience Manager, some scenarios can let you action on the first page instead of the following page. To learn more, contact your Adobe representative.

Since historical audiences are subject to a 24-48 hour latency starting at the time of qualification, they are best used to answer questions around recent behavior. If you are asking questions like "Has the person recently abandoned my site?" or "Has the person searched or viewed a product within the last few days?", historical audiences is your best option.

Analytics

Analytics shared audiences are best for:

  • Advanced segmentation or optimization for returning or infrequent visitors
  • Audiences that are not time sensitive (up to a 48-hour delay)
  • Audiences requiring conditions that other solutions either can't do or are more difficult to do
    • Post-processing variables
    • Processing rule based
    • Complex pathing based

Summary

An overview of the pros and cons, latency conditions, customer attributes eligibility, and limits is outlined in the table below:

Audience Creation Options

  Adobe Target Experience Cloud Audiences Adobe Audience Manager Adobe Analytics
Pros

Immediate response, familiar workflow for Target users

Easiest way to use Analytics variables directly from the page External syndication, advanced segmentation, look-a-like audiences, cross-device profile merging Advanced segmentation, A4T reporting audiences
Cons Can require profile scripting Limited segmentation capability Can require page code updates if still running DIL Data export/ingestion to Experience Cloud is slow
Audience Becomes Actionable Immediate Next Page Next Page 24-48 hour delay
Customer Attributes Yes No No, but can load CRM data for similar effect Yes
Hard Limits Destinations limited to Adobe Target and AEM Destinations limited to Target, AMO, and Campaign   Limited to 20 active audiences

Audience Creation Timing

  Adobe Target Experience Cloud Audiences Adobe Audience Manager Adobe Analytics
Geosegmentation First page Next page Next page Up to 48 hours
Mobile Carrier Coming soon If value is in an eVar If value is in an eVar Up to 48 hours
API/Web Service Implementation required Next page Next page Up to 48 hours
Browser First page Next page Next page Up to 48 hours
Operating System First page Next page Next page Up to 48 hours
Mobile Device Built-in If value is in an eVar If value is in an eVar Up to 48 hours
Responsive Design Built-in If value is in an eVar If value is in an eVar Up to 48 hours
Offline Data (CRM)   Limits on sources No limitations  
Offline Data (Classifications)       Up to 48 hours
New/Return Visitors First page If value is in an eVar If value is in an eVar Up to 48 hours
Number of Visits First page If value is in an eVar If value is in an eVar Up to 48 hours
Marketing Channels First page      
Pathing Profile Script If value is in an eVar If value is in an eVar Up to 48 hours
Recency/Frequency     Built-in, next page Up to 48 hours
Category Affinity Built-in, first page If value is in an eVar If value is in an eVar Up to 48 hours
Authenticated user attributes   Limits on sources No limitations  
Multi-sourced audiences   Composite Audiences    

Questions?

This article does not cover every use case and is meant to give general guidance for creating Experience Cloud audiences. If you have questions about any of this content or Experience Cloud audiences in general, visit the community forums.

This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 Unported License  Twitter™ and Facebook posts are not covered under the terms of Creative Commons.

Legal Notices   |   Online Privacy Policy