Audience Analytics: Integrate AAM Segments into Analytics

Last update: 2023-07-31
  • Created for:
  • Intermediate

Audience Analytics is an integration that allows you to share segments from Audience Manager to Analytics in real time to inform audience discovery, segmentation, and optimization.


Hi, this is Jen Lasser with Adobe Analytics Product Management. In this video I’m going to be introducing a new integration that we’re releasing between Audience Manager and Analytics. The new integration is going to allow you to share segments from Audience Manager to Analytics, to inform the behavioral data and analysis that you’re doing in Analytics today.

A few examples of how you can use this integration and what types of data you can share from Audience Manager, you can integrate things like demographic data from third-party data providers. You can integrate campaign data from ad servers, if you’re pixelling your creative and tracking offsite impressions. And you can also onboard CRM data as well, which is a more of a time-based approach to customer attributes.

This is a real time integration and it completes the handoff between Audience Manager and Analytics. Server-side forwarding allows Analytics to send data to Audience Manager today. This integration will allow Audience Managers to share data back to Analytics. And this is the first productized integration between a DMP and the Analytics engine in the marketplace so we’re really excited to bring this to our customers.

So I’m gonna jump in and show you how to set up this new integration. There’s a handful of prerequisites that we’ve documented in our documentation. So be sure to take a look at those before you complete the two setup steps. So the first setup step is to go into Analytics in the admin console, select report suites that you would like to enable for server-side forwarding. This is an improvement that we’ve made to the server-side forwarding enablement process by implementing it in the admin console. This is something that you previously had to do with our customer care team. It’s now something you can turn on directly in the admin console yourself. So you’ll get to it through general server-side forwarding, and you know, give all of this content a read. A lot of information here about the steps that you will want to take before enabling this option. But when you’re ready you can go ahead and click the server-side forwarding enabled and click save. And this is something that you can do by multi selecting report suites. If you’d like to enable this for a handful of report suites all at once.

So the second step for setting up this integration is to go into Audience Manager. The integration is a new destination in Audience Manager with the type Adobe Analytics.

The destination will be set up for you automatically as soon as you map a report suite. So you should see it there after the release. And it just requires a little bit more configuration. So click on the destination of Adobe Analytics and go ahead and edit that destination. There’s four main sections that should look familiar to you if you set up a destination in Audience Manager before. A destination is simply a place that you would like to share segments to from Audience Manager. So there’ll be some basic information, you don’t need to make any updates here if you don’t want to. Data export labels that you’ll need to read over thoroughly. This will impact which segments can be shared to Analytics. The integration enforces all privacy and data export labels that you have set up in Audience Manager both within this new destination as well as the data source for the segments. So be sure to read this thoroughly.

The next step is the configuration. This is where you’ll select which report suites you want to share segments to. So we’ve selected a handful of suites here. You can select one or many report suites.

And finally the segment mapping section, we’re offering two approaches to this, you can either choose to map all current and future segments automatically. For this we’ll send over all segments that adhere to the data export controls for the destination. Or if you want a bit more fine-tuned control over what segments can be shared, you can choose the manual mapping option and select which segments you want to send to Analytics.

So we have a lot more information on how to set up this destination in our documentation, which you can find in the description of the video.

So we’ll move into Analytics now. After you’ve completed those first two steps of turning on server-side forwarding at the report suite level and configuring your destination, after a few hours you should start seeing the data come through in Analytics. Now the data is gonna show up as two new dimensions in Analytics. The dimensions are called audience’s ID. This is the ID number that would match what you would see in Audience Manager and audience’s name, which is a friendly name classification of that ID.

The name is probably the one you’ll want to use more in reporting since it does produce friendlier names for your analysis. So here I’m showing an example of using this new dimension in freeform tables.

The data and the segments that have been passed over from Audience Manager have been integrated in real time and stitched directly into the hit that Analytics was going to collect for the visitor to begin with. So this data can be treated just like any other dimension that you would send to Analytics. That means you can bring in any other Analytics event like traffic metrics or custom events against this dimension. It also means this dimension is fully sub-relatable to other dimensions that have been collected, for example mobile device type or page, if you want to break down and see which pages a particular audience is visiting on your website or your app.

So the usefulness of this data doesn’t just stop at the freeform table level, it can be extended to all the other features that we offer in Adobe Analytics as well. This means you can bring in the dimension to something like flow visualization.

Because the data is passed over on a hit by hit basis, you can use the flow visualization to see how a visitor might be progressing through various segments that you’ve created for them. For example if you have behavioral segments that show kind of a consideration and then intent and then purchase you’ll be able to see the transition of a visitor as they move through those segments. So for example here we have a few Acxiom segments. So we’re able to see that a visitor was in the modest income segment and then later on in their hits they moved into an IT professionals segment.

One thing to note, the Audience Manager dimension is really a reserved list far in Analytics, which means one visitor could be part of many audiences on one hit. So you’ll see that when you’re looking at a freeform table. For example your visitor counts may not add up. If you look down the column here, this is not something you’ll want to sum up, because one visitor could fall in many different audiences.

So a couple other ways that you can use this information. Another one is the the Venn visualization. So this is something that hasn’t been possible for, in Audience Manager. You can now visually see the overlap between the audiences you’ve created. So here we’re showing a couple of the Audience Manager Acxiom segments overlaid with an Analytics behavioral segment for natural search visitors.

Another great way to use this newly incorporated data from Audience Manager is in segment comparison. Segment Comparison allows you to deep dive on two segments within Analytics to understand the similarities or differences between what makes each of those audiences tick. So what you can now do is bring in the Audience Manager dimensions and compare those as well. For example here we’ve brought in two different of the audience name Acxiom segments and built a segment comparison from there.

A quick way to do this without having to create a segment is just to open up the dimension itself and drag and drop over those items into segment comparison. That will go ahead and create segments for you without you having to leave the workflow and go to the segment builder.

So the fact that these new dimensions can be used in segment comparison also means that they can be used in the segment builder themselves. So if you wanted to create a segment that joined together both the audience data with behavioral data that Analytics is collecting, like mobile device type for example, you could certainly do that within the segment builder, and then use this segment in reporting, or even publish it to other experience cloud solutions using the option down here below.

So again we’re really excited to bring this new integration to the Analytics cloud. We hope you get a lot of use out of it, and take advantage of the data handoff both from Analytics to Audience Manager as well as Audience Manager now back to Analytics.

Example segment data that can be shared includes: demographic data from 3rd-party data providers, campaign data from ad servers (such as offsite impressions), and onboarded CRM data. This is the first productized integration between a DMP and an analytics engine on the market.

For more information on this feature, visit the documentation.

On this page