Audience and Profile Activation

Audience and Profile activation is the key to success in a data-driven marketing world. However, many brands still focus their efforts on channel-first activation, which often delivers inconsistent reach and personalization.

With a channel-first approach, each channel acts as a silo in which personalization efforts target only the customers interacting with the brand on that channel. This approach doesn’t reflect the reality that customers interact with brands across many different touchpoints. Audience and Profile activation allows brands to connect customer interactions across multiple channels, to deliver a centralized profile and audience that can be activated to all channels.

Blueprint	Description	Experience Cloud Applications
Anonymous Audience Activation	Target audiences across web and advertising channels for anonymous and behavioral customer data. Integrate with third-party audience data for increased personalization.	Adobe Audience Manager
Online/Offline Audience Activation	Activate to known profile-based destinations, such as email providers, social networks, and advertising destinations. Use offline attributes and events, such as offline orders, transactions, CRM, or loyalty data along with online behavior for online targeting and personalization.	Adobe Experience Platform Real-time Customer Data Platform Adobe Audience Manager (optional)
Audience and Profile Activation to Enterprise Destinations	Replication and update of profile and audience changes to enterprise data stores for activation and reporting use cases. Initiate a sales or support action to the customer through notification of a customer action from the Real-time Customer Data Platform to enterprise systems and applications.	Adobe Experience Platform Real-time Customer Data Platform Experience Platform Activation Adobe Audience Manager (optional)
Customer Activity Hub	Provide deeper consumer context to agent-supported interactions, such as support and sales experiences. Using the profile lookup into Experience Platform, agents can receive more context about the consumer, such as recent purchases, campaign interactions, propensities, audience memberships, and other attributes and insights that are stored in the real-time customer profile.	Adobe Experience Platform