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.
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 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)
Composite audience latency is equal to the latency of the slowest audiences used in the composite audience.
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
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 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
An overview of the pros and cons, latency conditions, customer attributes eligibility, and limits is outlined in the table below:
|Adobe Target||Experience Cloud Audiences||Adobe Audience Manager||Adobe Analytics
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|
|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|
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.