This article shows you how to implement a unified customer profile that is available across the Adobe Experience Cloud.
You'll Learn
  • How to set a Customer ID and authentication state in the ID Service
  • How to set an authentication state in the ID Service
  • The Marketing Cloud ID service deployed. See Integrate Digital Marketing Tools.

  • A method to identify your visitors after login, and then associate each visitor with a unique, anonymous ID.

  • Adobe Analytics
  • Adobe Audience Manager
  • Adobe Target
Use Cases

Step 1: Set a Customer ID in the Marketing Cloud ID Service

A customer ID uniquely and anonymously links your site visitors to customers in your CRM, help-desk, and other marketing tools. This enables offline enrichment of the visitor profile for integrated analysis and personalization.

(quick demo 0:30; full demo 1:53; Validation 6:00)

  • What is the best system-of-record to provide an anonymous customer ID?
    Your current CRM system is likely capable of exporting anonymous customer IDs and additional data that can be uploaded to the Adobe Marketing Cloud.

  • What is the best method to set the customer ID?
    Extend your authentication or subscription service to write the ID to the data layer or AEM Content Hub. For other scenarios, you can use a DTM event to set the ID.

  • What can I do if I have low authentication rates on my site?
    Audience Manager provides native integrations with identify resolution services to help you personalize experiences. Contact Adobe for more information about these services.


Step 2: Set an Authentication State in the Marketing Cloud ID Service

Tracking the authentication state provides granular control over audience qualification. Using Audience Manager Profile Merge, you can deliver different experiences based on authenticated and unauthenticated behavior.

(Audience Manager 0:37; Target 0:54; setting in DTM 1:18)

  • How closely do I need to track authentication state?
    This typically depends on the types of experiences and offers you want to provide based on the authenticated user profile. If you have offers or experiences that you want delivered only while a user is authenticated, you should track at the hit level. If you are primarily trying to deliver the most relevant experiences regardless of current authentication state, you might prefer to consider all activity after the initial identification as authenticated. You can do this by persisting the customer ID across visits.

  1. Set an Authenticate State in the Marketing Cloud ID Service

Explore the Audience Manager Profile Link feature to learn more about how the authentication state is used for audience qualification.

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