Audience Manager to Campaign v6

Customer CRM
Customer needs to have a system that stores all the CRM data. This has to be a list of e-mail addresses, combined with a unique hashed ID of this customer. For example:
abc@abcmail.com, 1231231j2g3123
xyz@xyzmail.com, 234234jh23k4jh324
Where the first column is the e-mail address and the second column the hashed CRM_ID

Sync CRM database with Campaign
Customer needs to set up a process where they push their CRM data to Campaign. The e-mail, CRM_ID are the minimum fields to be synced.

Make the CRM_ID available on the page
This requires the customer to have logged in. Upon login, the CMS has to reach out to customer CRM to verify that the password is correct. At this level, also the unique CRM_ID has to be captured and send to the page, preferably to a datalayer.

DTM reads the CRM_ID
Configuration is in “marketing cloud ID service” tool. The hashed_email data element is configured in DTM reading the CRM_ID available in the dataLayer.

Configure AAM sFTP in Adobe Campaign

The sFTP created for AAM needs to be configured with Adobe Campaign so that Campaign can push and pull segments from AAM. The sFTP credentials will be provided to you by Adobe Customer Care or your Adobe representative. During provisioned both ftp-in and ftp-out locations are provisioned which are used by campaign to send audiences to AAM and onboard segments from AAM to campaign respectively.

Create the Datasources and Destinations with AAM

The Datasources and destinations for the integrations should be created in the AAM UI if not created already. If this has been created, the datasource and destination IDs should be used for configuring them in Adobe Campaign UI. Two datasources should be created, one based on Marketing Cloud ID and the other based on Declared ID. The destinations are created in the AAM Admin UI corresponding to each datasource. This would require involvement from either an AAM consultant or AAM Clientcare.

Configure the Datasources within Adobe Campaign
The datasources are then configured in Adobe Campaign. Two datasources will be created in Adobe Campaign UI; one based on declred ID or hashed customer ID and the other based on marketing cloud id or requestor UUID. The destination ID corresponding to each ID is added in the respective fields. For example, the destination ID for AAM destination Adobe Campaign - Declared ID is added in the datasource setting with reconciliation key as hashed customer ID.

Track user behavior on site
In the below use case, the search keyword used by a customer is captured in evar2 and a product purchase as a purchase event in Analytics. The below flow is based on server side forwarding of AA calls to AAM. On the search page, we capture the “q” parameter and put it in a data-element:

And we add this to a page load rule where we add the search keyword in evar2:

Then, we also capture the “purchase” event in analytics on the thank you page:

At this point, we are able to track our customers and able to create segments in Audience Manager. Also, we have assured that both Audience Manager and Campaign are collecting the users with the same CRM_ID.

Create segments in AAM based on user behavior
Then create the following traits:
“Has searched for Winter”:

Has bought a product:

And create your segment:

You could add recency and frequency settings in the segment rules as per the business use case.

Push the segment to Campaign
To share an AMC audience with campaign, the configuration has to be done within Adobe Campaign once the segment is created in AAM. Start by creating a shared audience within Adobe Campaign and select the AMC segment from the segment list. Two shared audiences have to be created based on MID and declared ID within campaign. Once the configuration is completed, the segments can be seen as automatically mapped to the respective destinations within AAM.

Share a campaign audience with AAM through AMC
To share a campaign audience with AAM through AMC, the following configuration is required within Adobe Campaign.
Under Administration menu option within the campaign UI, select production > technical workflows. Click on new technical workflows, drag query and then update shared audience and then end.

Double click on the query and edit it to select a shared audience and datasource. 

Create the segment in AMC.

Once created, these segments automatically appear in the AAM UI, under traits > All Traits > Adobe Campaign Traits

Run the workflow in Adobe Campaign to send the segments to AMC. Check the audit once completed.

Send the e-mail to customers

In campaign, first create a list based on an audience. This is in “lists”: 

The popup now allows you to select a marketing cloud audience. Choose the “search_for_winter_did_not-buy”:

In the campaign workflow, you will now be able to select this list and send a targeted e-mail: