This article shows you how to combine online analytics data with offline CRM, help desk, sales, and other first-party data, then how to add partner and third-party data for advanced audience definition and qualification.
You'll Learn
  • How to upload offline data using Customer Attributes
  • How to upload offline data using Audience Manager Data Feeds
  • How to use Audience Marketplace to onboard 2nd and 3rd party data
Prerequisites
  • A method to identify your visitors after login, and then associate each visitor with a unique, anonymous ID.

  • CSV file that contains an anonymous customer ID in the first column, with additional columns of customer data that you want to use in reporting and audience building.

  • A Customer Data Feed file that contains an anonymous customer ID, with additional data that you want to use in Audience Manager audiences.
Solutions
  • Adobe Audience Manager
Use Cases

Step 1: Upload Offline Data using Customer Attributes

The Customer Attributes core services uses the customer ID to link offline data to online visitors using the Experience Cloud ID service. You can enrich your visitor profiles by uploading additional data.

(new attribute source 0:40; CSV file 1:50; subscriptions 3:00; validation 4:30)

Decisions

  • What data is available to enrich my customer profile?
    This data must be not be personally identifiable information (non-PII). Consider uploading in-store purchase events, subscription or status level, help desk data, and other data that can enrich audience building and personalization.

  • Should I use Customer Attributes or Audience Manager to onboard offline data?
    Upload the data to customer attributes if you want the data available for analysis. If the data is for profile enrichment and not analysis, then you can upload the data Audience Manager. You can upload the same data to both services using the same integration code.

Steps

  1. Create a customer attribute source and upload offline data.

  2. Configure subscriptions and activate the data source.

Do More

  • Customer Attributes data can be uploaded to Audience Manager and linked using the same integration code. See Data Sources.

Step 2: Upload Offline Data using Audience Manager

Audience Manager Customer Data Feeds let up upload CRM, call center, and other offline data to use in audience qualification. Data uploaded using Customer Data Feeds is linked through the Customer ID integration code.

There is no self-service process to start data feed delivery. Contact your Audience Manager consultant or Customer Care to get started.

Step 3: Use Audience Marketplace to Enrich your Customer Profile

Audience Marketplace is a centralized location to integrate 2nd and 3rd party data sources directly in Audience Manager. Audience Marketplace takes care of contracts, billing, and payments between data providers and sellers to provide simplified data onboarding.


Decisions

  • What sources of 3rd Party Data are available?
    After activation, you can view the traits provided by each data provider, and compare audience overlap at no cost.

Steps

  1. Onboard 3rd party data using the Audience Marketplace.

  2. Onboard 2nd party data using a private data feed.

Do More

You can use Audience Manager to share private data feeds with other Audience Manager customers. If you have strategic partners, consider using Audience Manager to easily set up and manage data connections.

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