Web/Mobile Personalization with online & offline data

Synchronize web personalization with email and other known and anonymous channel personalization.

Use Cases

  • Landing page optimization
  • Behavioral and offline profile targeting
  • Personalization based on prior product/content views, product/content affinity, environmental attributes, third-party audience data, and demographics in addition to offline insights such as transactions, loyalty and CRM data, and modeled insights
  • Share and target audiences defined in Real-time Customer Data Platform on websites and mobile apps using Adobe Target.

Applications

  • Real-time Customer Data Platform
  • Adobe Target
  • Adobe Audience Manager (optional): Adds third-party audience data, co-op based device graph, the ability to surface Platform segments in Adobe Analytics, and the ability to surface Adobe Analytics segments in Platform
  • Adobe Analytics (optional): Adds the ability to build segments based on historical behavioral data and fine grained segmentation from Adobe Analytics data

Integraion Patterns

# Integration Pattern Capability Pre-Requisites
1 RTCDP streaming and batch audience sharing to Target and Audience Manager via the Audience Sharing Service Approach - Share streaming and batch audiences from RTCDP to Target and Audience Manager via the Audience Sharing service. Audiences evaluated in real-time require the WebSDK and real-time audience evaluation outlined in integration pattern 3. - Audience projection via audience sharing service must be provisioned.
- Integration with Target requires the same IMS Org as the Experience Platform instance.
- Identity must be resolved to ECID to share to the edge for Target to action upon. AAM has a separate list of approved identities to match against
- WebSDK deployment is not required for this integration.
2 RTCDP streaming and batch audience sharing to Target via the Edge approach - Share streaming and batch audiences from RTCDP to Target via the Edge Network. Audiences evaluated in real-time require the WebSDK and real-time audience evaluation outlined in integration pattern 3. - Currently in beta
- Target destination must be configured in RTCDP Destinations.
- Integration with Target requires the same IMS Org as the Experience Platform instance.
WebSDK is not required. WebSDk and AT.js are supported.
- If using AT.js only profile lookup against the ECID is supported.
- For custom id namespace lookups on the Edge, the WebSDK deployment is required and each identity must be set as an identity in the identity map.
3 RTCDP real-time segment evaluation on the Edge shared to Target via the Edge Network using the WebSDK. - Evaluate audiences in real-time for same or next page personalization on the Edge. - Currently in beta
- Target destination must be configured in RTCDP Destinations.
- Integration with Target requires the same IMS Org as the Experience Platform instance.
- WebSDK must be implemented.
- Also supported via API.

Architecture

Overview Architecture

Reference architecture for the Online/Offline Web Personalization Blueprint

Process Flow Architecture

Reference architecture for the Online/Offline Web Personalization Blueprint

Detailed Architecture

Reference architecture for the Online/Offline Web Personalization Blueprint

Guardrails

Refer to the guardrails on the Web and Mobile Personalization Blueprints Overview page.

Implementation Patterns

The Web/Mobile personalization blueprint can be implemented via the following approaches as outlined below.

  1. Using the Platform Web SDK or Platform Mobile SDK and Edge Network.
  2. Using traditional application-specific SDKs (for example, AppMeasurement.js)

1. Platform Web/Mobile SDK and Edge Approach

Refer to the Experience Platform Web and Mobile SDK Blueprint

2. Application-specific SDK Approach

Reference architecture for the Application-specific SDK Approach

Implementation Prerequisites

Identity pre-requisites

  • Sharing audiences from Adobe Experience Platform to Adobe Target requires the use of ECID as a identity.
  • Alternate identities can be used to share Experience Platform audiences to Adobe Target via Audience Manager as well. Experience Platform activates audiences to Audience Manager via the following supported namespaces: IDFA, GAID, AdCloud, Google, ECID, EMAIL_LC_SHA256. Note that Audience Manager and Target resolve audience memberships via the ECID identity, so ECID is still required for the final audience sharing to Adobe Target.
Application/Service Required Library Notes
Adobe Target Platform Web SDK*, at.js 0.9.1+, or mbox.js 61+ at.js is preferred as mbox.js is no longer being developed.
Adobe Audience Manager (Optional) Platform Web SDK* or dil.js 5.0+
Adobe Analytics (Optional) Platform Web SDK* or AppMeasurement.js 1.6.4+ Adobe Analytics tracking must use Regional Data Collection (RDC).
Experience Cloud ID service Platform Web SDK* or VisitorAPI.js 2.0+ (Recommended) Use Experience Platform Launch to deploy the ID service to ensure that the ID is set before any application calls
Experience Platform Mobile SDK (Optional) 4.11 or higher for iOS and Android™
Experience Platform Web SDK 1.0, current Experience Platform SDK version has various use cases not yet supported for the Experience Cloud applications

Implementation Steps

  1. Implement Adobe Target for your web or mobile applications
  2. Implement Adobe Audience Manager (optional)
  3. Implement Adobe Analytics (optional)
  4. Implement Experience Platform and Real-time Customer Profile
  5. Implement Experience Cloud Identity Service or Experience Platform Web SDK
  6. Enable Adobe Target as a destination within Real-time Customer Data Platform or for the audience sharing approach Request provisioning for Audience Sharing between Experience Platform and Adobe Target (Shared Audiences) to share audiences from Experience Platform to Target.
    NOTE

    When using the Audience Sharing service between RTCDP and Adobe Target, audiences must be shared using the Experience Cloud ID and be part of the same Experience Cloud Org. Support for identities other than ECID requires the use of the WebSDK and Experience Edge Network.

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