Experience League LIVE, Episode 2 - Make Your Next Audience Segment Smarter than Ever

Transcript

I’m not gonna lie, I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. I’m not gonna lie. Hey everybody, welcome to Experience League Live. Great to have you with us this morning. My name is Doug and I’ll be the host today. We’ve got some great guests brought to you by Experience League. ExperienceLeague.Adobe.com Where you’ll find documentation and tutorials and the community and support. And it’s kind of your one stop shop for all things self-help. So go over to ExperienceLeague.Adobe.com to get all those great, wonderful things. So today we’ve got three amazing guests for you. And we’re gonna start off by introducing our first guest which is Aaron Shields. Aaron is the principal product manager for profiles and segmentation. Come on in. How you doing Aaron? Didn’t know you were gonna get a standing ovation. Congratulations. It was lovely. Yeah, it was great. Okay Aaron, tell us in 14 and a half seconds what you actually do from day to day. I just put out fires and argue with people. That’s my space for you to do. Okay. No, day to day is super fun. So my team looks after, like I said, the profile and segmentation experience. So how do we build that? How do we make it better? Get feedback from customers and our internal folks that use it as well. And try and just produce the best experience possible in that realm. Super cool. Nice. Nice. Okay, we’re coming back to you. Let’s get everybody on board here. Next we have Yaya Wang who is a senior product designer. Welcome. Welcome. Hello. Yaya, how are you today? Good. Good. I see that you at least have some plant life in the background. Unlike Aaron. Yup. He’s parking over here. We decided to, you know, we’re taking his mug shot against the whiteboard there. This is how you tell who’s the designer and who’s the PM. That’s right. That’s right. Totally. Yes, Yaya, tell us your day. We’ll give you 17 and a half seconds to tell us your day today. Yeah, so basically, well, I guess the very barebone, I draw a lot of boxes and I write a lot of spec to tell Aaron and Andres what to do. So that’s kind of what designers do in general. We design and plan how the product should look. Of course, we test it with the users and then we collaborate with the PIA engineers and build the best product we can. Awesome. Yes. And so you were the or at least one of the main designers of the segment builder that we’re going to talk about today. Yes. Awesome. OK, let’s bring in Andres Monroy. Here we are. I saved the air horn. I saved the air horn for you. I love it. I love it. I’m sorry I didn’t introduce you as an engineering manager. So, yeah, that’s why you got the air horn managers in your title. That’s what it is. So tell us tell us what you do Andres. Yes. So on the engineering side, managing, although with the segment builder, I was a developer at the time. So I was a little more boots on the ground, but pretty much my day to day remains mostly the same as it’s been before. Right. Working with Aaron and Yaya and others like them and trying to figure out what can we do with the time and resources that we have. Right. That’s always kind of the main decision. Right. It’s like we always want to do big things, but we only have a limited amount of time. So, yeah, figuring out what the best option is and going forward. Yeah. So Aaron and Yaya get to decide what they want. And then you’re the one that gets to somehow make it happen. I’m usually the one telling them ha ha ha. No. You’ve got all of us on the call here, Doug, because this is kind of this is kind of a dream team in any organization. Right. You’ve got the product manager saying, let’s make sure we’re solving the right thing, the right problem. You’ve got the designer that says, OK, let’s make sure that it’s that it’s that it’s you know, that it looks good, that it’s not a complete disaster from a user experience standpoint. And you’ve got the engineer saying, yeah, let’s make sure that it’s possible to do. It’s great. Yeah. And it’s always it’s always helpful if you guys can stand to be in the same room. So I know that you guys have a lot of fun together. So that’s good. Yeah. Yeah. Awesome. Awesome. Thank you. So we’re going to take 10 more seconds each and get to know you a little bit. So I have a question for each of you. So I don’t really have a button. So the closest thing I had was the barrel of monkeys. So that’s our button today. For my grandchildren. So that’s what you get. The barrel of monkeys button today. So, Aaron, your button, your, your, your, your question is boop, boop, boop, boop, boop. What is the coolest place you’ve ever been visited, you know, traveled to? Coolest place I’ve ever been. I’d have to say probably like Thailand, Cambodia, like Angkor Wat. That’s super cool. Wow. OK. And how long did you get to spend there? We were there for we were there for about a week. And it was awesome. Elephant based transportation. OK. Cool. Nice. Elephant based transportation. Yeah. I would I would say I would say pictures or it didn’t happen, but I’ve already seen the pictures. So we will we will take your word for that. Of course, there’s always Photoshop, but we won’t get into that. OK. Yeah, yeah. Yeah. Yeah. You have what is something that you enjoy outside of your regular work responsibilities? Actually, I really like designing teachers for the team I work with. So I actually designed one for our team. I feel so I’m the outsider. I feel it. But I’ve got the experience league live, so I had to, you know. Yeah. Look at you guys. Well, nice work. That’s a that’s a good looking T-shirt. Very nice. Andres. OK, here we go. When you were little, what did you want to be when you grow up? When you grow up, besides engineering manager. Daddy, I want to be an engineering manager when I grow up. I wouldn’t have necessarily said engineering manager, but but definitely something in the engineering space. Right. No, but it was absolutely like 100 percent astronaut. Right. Since I was little, I was always drawing about space and things like that. I wanted to work at NASA along the way. I kind of got lost. I didn’t really rediscover STEM until like my late 20s. So. But yeah, it was astronaut. And so I’m still in engineering now. That’s good. That’s good. But on Earth, just to talk, whatever, whatever on Earth, more like a hobby. Right. If I were Jeff Bezos, I’d be, you know, part time astronaut. I wanted to be an astronaut as well, but there was a weight limit. So there’s only so much there’s only so much that can be pushed out into orbit. So. All right. OK, awesome. OK, so I’m sure that everybody just wants to hear us chat back and forth the entire time, but we will dive in. So, yeah, we’re going to talk about the segment builder in platform and how it works and why it works that way. And some cool things to show you guys how to do today so that you can actually do them right after this. So we’re excited to do that today. And we’re going to start, though, with you, Andre. So we’re going to start with a little bit about why it was built the way it was built on the back end. We’ll get to you about why on the front end and stuff like that. But on the back end and you’re dealing with all the data in platform, Andre, what was you know, what kind of things did you need to think about as you decided how this was going to be built? And let’s start with that. I don’t know. Do you want do you want to kind of have the UI to show? Let’s do that. Let me let me move over to screenshot here. And here we are in platform. And I don’t know if you want to show anything else there, Aaron, as you drive kind of for Andre. Go ahead, Andre. Yeah, sure. And so honestly, I could straight up talk about all the engineering for an hour. It’s it’s super. Oh, look at the time. Oh, everybody else doesn’t care about. Anyways, no, in all seriousness, there were there were some really cool things that we discovered along the way. As we were developing this, as we were trying to figure out, OK, you know, there’s some really complicated things happening on the back end. Obviously, we don’t want to be exposing that to the user. We want to find ways to make it simpler for them, not, you know, require a degree from them to use this thing. And one of one of the biggest I’d say what were most valuable abstractions that we discovered along the way was being able to to kind of different differentiate your data into two types. And that’s attributes and events, right? What you see here and and what that means is everyone kind of bucketed all of our data. And if we’re looking about about a person or about a thing, any kind of entity into two things, right? We have your attribute data, which is kind of what we call it, right? It’s your record data. All the characteristics that describe a thing in this case, like a person. What are the things that describe a person? It’s their first name, their last name, gender, email, etc. All these things that don’t necessarily change over time, but describe you as a person. And maybe you may have your birthday or something like that in there as well. But then there’s this other type of data that is related to a person, but we can treat it differently. Right. And that is your event data, what we also call time series data. These are all the behaviors that that person went through. And it’s and what we’re doing there is capturing specific moments in time. Right. So it’s like, OK, they checked in or they logged in and then they viewed a product and then they checked it out and they purchased it. Or guess what? You know, they forgot to purchase it or they left their cart and things like that. Right. It’s all these specific things that a person was doing that don’t necessarily describe them, but it does describe their behavior through the platform or through their digital journey. Yeah. And like you say here, has a time stamp on it always kind of. Yeah. You know, when they did something. Yeah. It’s when they did something. Right. And there’s obviously all kinds of extra stuff that comes with that. Right. When you purchase, you know, we want to know what what were the things you purchased, what was in your cart, what was in your cart, that kind of stuff. Right. And you’ll see as we as we go later on how that manifests in the UI, because not only was it really useful from the back end, but we realized, hey, thinking of data like this is actually really easy for everyone, not just engineers. Right. And so you’ll see in Yaya’s designs how that evolved over time. Cool. Very, very cool. Let’s go, Aaron, over to the UI and let’s take a look at how that sort of panics. Yeah. So I’m going to just. Do you want to talk about do you want to talk about how it evolved and have Yaya talk about how it evolved to the current state now? Or do you want to show it and then talk about how we got here? Yeah. What’s what’s what’s do? Well, let’s do just a quick a quick tour so that everybody knows what we’re talking about. Perfect. And then we can talk about kind of how we got there. Yeah. So this is the. The segment builder in platform. Super, super cool interface. You’ll see over on the left. This is where we get our building blocks from the centerpiece. Here is where we actually build this. And look at this cool animation Yaya made for us. Like, what do I do? Oh, look, I do this. I just drag stuff in and stuff gets built. Actually, I don’t want to take the credit, but some other designer did this and I stole it. It’s shared across Adobe Design. Anyway, super slick there over on the right. You got a little right hand panel. You can add data like, you know, your name and the name of the segment and a little description. But you also get this really cool estimator wheel. So as we start to build stuff, this is a demo instance. So it’s not going to be quite as exciting as it will be when when you’re an actual customer using it. But you’ll be able to see that wheel pop up and show you about how many people meet that segment qualification criteria that you’ve put in the center. So you’ve got building blocks on the left canvas in the center and sort of a gut check UI over on this right hand side. Nice. Nice. And I see that you’ve got over on that left hand side of the building blocks, you’ve got your attributes and events that that Andres was just talking about. Yep. Yep, exactly. So since those are sort of the basic building blocks, you can expect like that. That’s really what we’re doing, right? We’re using the attributes sort of as a Mac, an Uber filter. And then the events. Now, we’ll show you the cool thing about events here. Yeah. But I want to steal the I guess thunder. Let’s talk about let’s talk about how we ended up where we are now. Yes, let’s do that. Actually, feel free to build like a simple one because I think that will give you sir. Let’s do that then. Aaron, let’s grab let’s do an attribute. Let’s do an attribute one here. So so let’s just check. Let’s just grab like an email address, right? So I want someone let’s just say with an email address at all. Okay, just like just drag that rule in super easy email address exists. And then I’m just going to go over here and tell this thing to go. So I’m going to say, all right, let’s let’s get an estimate here. And because this is a demo instance, and it’s super small, we got 134 people, 61 of my total, which is 219 profiles. So we’re really breaking. We’re big data over here with two. Yeah, yeah, it was big data. But that gives you the idea, right? So I’ve got 34 people with an email address. And I can even I can even check really fast and just get a sample of some of the people that are coming up here. And sure enough, like there’s all the email addresses there. So that’s kind of a nice way to be like, okay, okay, I’m going in the right direction. You had view and hide profiles over the right there. Yeah, just like that. Yeah. Okay, cool. Now, you went pretty quick there. So I’m gonna, we’re just gonna talk about it a little bit more where when you clicked on attributes, then you kind of had to know, I guess where that item was in your in your schema, right? You had to kind of know where to go. Right? Good point. So there’s two kinds of people, right? Those who know their scheme, those who like Neil Diamond. And you know what, if you don’t know, that’s totally okay, because our search is awesome. But you see how I typed an email right here. And then immediately I get a couple of email like actual fields. And if I’m not sure where they live, or like this one, for example, looks like it’s kind of buried in my schema a little bit. And so if I want to see more about what’s in that thing, or where it actually lives, I just click this little bar graph. Okay, here. So that way I know, okay, email format. Okay, that that’s probably not what I’m looking for. Let’s look at personal email. And there, there’s the email address. Yes. And of course, I don’t have summaries for all of the random emails that are in there. But that’ll tell me Okay, I’m in the profile. I’m in personal email, I’m in the address. So whether you know your schema or not, it should be really, really easy to pull up what you’re looking for. Okay, the guys did a really excellent job on that search feature. Okay. Okay. That’s awesome. Okay. Yeah, yeah. Are we approved to have you show us how you got here now? I am debating if we should show the event. Oh, the events. Okay, let’s do that. So let’s do add one event to this. Aaron, if you have you have this, you’ve broken down to people have email. So it’s like, well, I just what I want to do, I want to, you know, send an email out to these guys. So let’s start with the people who have them. But in order to narrow that down to okay, let’s choose a did something. And you’ll notice this is kind of cool, right? Like you’ll notice as soon as I go from attributes to events, watch what happens to this attributes canvas in the center, I click on events. And like it’s still here, but it’s automatically collapsed so that I have the most space possible here to start building events. And this is when I this is what one of my favorite things about this UI, I think we’ve seen a lot of people have done this before. And this is when I this is what one of my favorite things about this UI, I think we did a great job modeling events as an actual chain of interactions that happens, right. So you can see these random blocks here. You know, I can build I can drag one or two or even many different events into a sequence and say, this is exactly the chain of events that I’m working for. And that’s pretty unique to our platform. That’s, that’s something that’s really hard to do in sort of a traditional, you know, document based or, or, or attribute based segmentation engine. Nice. Which I would love to talk about forever if you guys let me. Yeah. Just take it easy. Just just relax. Yeah. So we’re just gonna grab his own session. Yeah, yeah, we’ll bring you back. Yeah, we’ll bring you back on. Go deep. Thank you, Doug. Yeah, so I’m just gonna grab skew here. Right. And this is okay. Yeah, an event. This is this is actually an attribute of an event. So you’ll notice when I when I drop this in the card says just any event. Right? So like anything that happened, anything that happened with that skill. Okay, got it. Right. Could have been could have been a product view could have been a purchase, whatever. Yeah, exactly. And if I want to get more specific, I think I would love to have a product view. I can but let me just show you really quickly how this specific thing works. So like, let’s say I’ve got a specific skew, ABC 123. That’s the one that I want to target. Like I want I want anybody with an email address that has seen ABC 123. I come over, hit refresh estimate. And now I’m down. So I went down from high 60s to 25. profiles. And so now I’m looking at people who have both of these things. So I’ve got attributes in the top, I’ve got my event chain in the middle. And I’ve even got a school decorator here where I can add more detail to a specific event. So I can get this progressive disclosure model is pretty cool, because I can get down into the details for specific segments, or I can stay kind of high level and say, okay, but I’m really just looking for a specific segment.

specific types of events, right? Like, I want people who, you know, let’s say they view to products, I’ll go down, and I’ll say product view. And then let’s say they started the checkout process. I’ll scroll up here to check out. Thank goodness, these are alphabetical. And can you drag it right to the side of it? So it would make it? Yeah, I’m saying like this, and then this, okay. And then let’s say purchase. So here’s an entire, like, journey that I want a customer to go on, right. And if I’m looking for everybody who did this one, and this one, but not this one, right, so people who are close to making a purchase, but just didn’t quite make it, then I can just go down and say, okay, I want to go down. And then I can just choose the purchases event and say, okay, I want to exclude anybody who actually made the purchase. And just like that, I’ve got, you know, now I’ve got everybody that I care about that did the product view, did the checkout, started the checkout, but didn’t actually make the purchase. So super cool there. Yeah, very cool. And, and it looks like you also have some time parameters, both as a whole process, and between steps as well. Yeah, so because we’re talking about chains of events, sometimes the, you know, the amount of time that goes by is super important. So I can choose to, you know, add buffers, you know, I can say after let’s say after an hour, you know, or but also within two hours or something like that. So I can I can get really specific, I can even get down to the minute. Yeah, I want to, we don’t want we don’t want we don’t want people who, who saw the product and put it in their car right away. We don’t want those people. We want to wait when I want to make sure that they thought about it for an hour. Yeah, that’s right. That’s that’s who we want. That is who we want. That’s right. Real thinkers. There we go. Okay. pragmatic, okay, prospects. We’re good. Okay, so that’s great. Nice. pragmatic prospects. Very nice. And then, and then you were saying like, I can choose an entire window too. So if I if this is time sensitive, and I want, you know, the entire thing to have happened in the last, say in the last three days, then I can add that sort of bracketing time window as well. So a lot of fine grained controls over exactly the type of experience that that I want to produce. Both the kinds of events that happen the order of those events, and even the time that goes by between both between them all. Nice. Okay, awesome. Um, I am going to look here in the comments. I know that we have a question here. Here we go. I’m going to add one from Ben here from sweetie Singh. Does this data gets get auto picked from other integrated tools? Who wants to take this one? I could take that one. Oh, auto picked from other integrated tools. I’m going to take a guess at what you’re what you’re saying there. So one of the part of the abstraction that we’re we’re we have in the segment building really in segmentation, AP in general, right, is we stitch all of this data together as a single view. So I’m assuming it’s, you know, how do you how do you get all these other, you know, there’s there’s lots of data sources, right? How do we how do you build off of all those different data sources, right? And that’s kind of the beauty of some of the engineering that’s happened here is, by the time you get to segmentation, it’s all a single view of your data, right? You don’t have to think about like, Oh, but this one came from CRM. And this other one came from like, you know, some other analytics tool, and I need to kind of figure out how to work together. By the time you get to segmentation that’s been figured out for you, or it’s being figured out automatically for you on the back end, right? So so, you know, a marketer or, you know, really, anyone who’s using the segment builder doesn’t need that kind of technical and domain expertise, to be able to build a segment, right? They could just be like, Okay, I know, I know the person or the people, the group of people that I’m after, I’m going to describe them and describe their behavior, using just, you know, more generic or more abstract attributes, right, without having to worry about where they came from, and then move on with with the next step of my flow, right? I think it’s, it’s, it’s honestly a big win, right? Now that it’s there, it’s like, well, why was, why doesn’t everything work this way? And, right, and it takes a lot of work to get there. But now that it’s there, it’s like, okay, this is awesome. Right? Yeah, that is, yeah, that’s really cool. Yeah. I mean, I was gonna ask you, Andres, I was gonna ask you about, you know, when we have these two canvases, you know, how do we know that? How do we know and make sure that these, that these data points will match up, right? And that you’ll have that we have, we have attributes about about a person, but then how do we know that we’re matching up on the same people? You know, in the events section, how does that all get tied together? So there’s, there’s a few different ways to do it. And that’s a part of the what we’re doing with like the view profiles is so that you can kind of, it’s your gut check, right? Like, okay, I’m looking for a specific person, right? I want to make sure that that’s showing up in my results, right? And you can and you could do that with the view profiles and get that sample to see like, okay, yeah, that looks like the type of people that I’m going after, right? Because, you know, anyone who’s worked in segmentation knows that it’s, it can get very difficult, especially when you’re looking for very specific group of people, right? It gets complicated. And so that’s why you have those kind of gut check tools to make sure that every step along the way, you’re moving in the right direction. You’re kind of funneling your audience in the right direction. Yeah, nice. Very good. Yeah. Okay. Okay, awesome. Yeah. Yeah, let’s, let’s, now that we’ve kind of looked at attributes, and we’ve added some events, and obviously, we don’t have to have both, we can have one or the other or both. Right. And so let’s, let’s, you can see, yeah, yeah, that I’m, I’m dying to have you talk about how this kind of got into this. Yeah, and into this way that it looks here, because it’s very cool. Yeah, so the current state of design looks pretty straightforward, but we actually went through several design iterations, actually quite a lot. So yeah, as Aaron’s pulling out here, this is the very beginning of our designs. And Aaron, you can feel free to start slowly scroll through. We started the exploration within our design team, just kind of getting feedback from Aaron, Andres. And then as we, as we progress more, we actually were able to bring this into a built prototype to test with the real users. So actually, a lot of the changes you see over time, coming from all the volume, valuable feedback that we got our guiding principle, actually, this is a good screen to stop here. Our guiding principle was to actually try to make the segment building experience as natural language as possible. So as you’re starting to defining the segment, or your audiences, it should feel like you’re just forming a sentence in your head. And so, if you, Aaron, if you scroll down a little bit, stop here a little bit. Now you can see that the right rail starting to appear over here so that, you know, so that it’s kind of off to the side, and you’ve, we’ve got now kind of these groups now of attributes and events. This is really cool. Yeah. And so yeah, like, as you’re calling out here, actually, our initial design for events was actually using the same pattern as the profile. So basically, we’re representing both data types in the same manner. But as we were testing with more users, we realized we should really start introducing a timeline because that’s, you know, if it’s a time, if it’s an event with time series. Timeline is probably the best way to represent that. So if you scroll down, which is very close to the current state of design, Yeah, I like that too, that’s fun. And that’s basically the motion of this whole journey. Yeah, what you felt like. So yeah, as we move towards this timeline design, we realized we were actually enabling more controls for, you know, the fine-tuned controls for the time, and then the order of events. So yeah, this pivot point really helped us to open up more possibilities, how we want to help the users control the events. And an interesting side effect about when we moved to the timeline, right, we were actually spending a ton of time trying to figure out all the different edge cases that came up with the previous, like using the attribute, the way you do attributes, but for time series events. Doing segmentation in that way, we were running into so many issues that, so many times, right, you would define something one way and you thought it did that, but you were trying to figure out how to do that. And then realized it didn’t, right, that we were constantly running into issues. The moment we moved into the timeline approach, suddenly everything started fitting together, right? We were, what the user was building matched what actually happened, right, much more often than it did before. So it was a huge improvement all around. Nice. Yeah, well, so take for example, so the two big questions that we were getting from our user testing was, how do I specify whether the order matters, or doesn’t matter? Because sometimes I just want two things to happen and I don’t care what order that happens in. That was the one question. And the second question was, you know, can I do like frequency? Can I say, you know, I want people who have viewed the product, but less than five times or something like that, right? I don’t want the obsessive pragmatic purchase prospects. And so doing those two things was really, really hard in that sort of linear rule building mechanism over here. It’s super easy. So if I want to, if I want to say how many times, look at this, I can say, okay, at least at most exactly between whatever. So the case that I was just saying like, okay, at most five times. So on on product view number six, they’re out of here, right? Not no longer part of the segment. So that’s super, super easy. The a lot of folks that are familiar with recency and frequency from audience manager are going to enjoy that feature because it’s a big part of that, that workflow. The other really cool thing, you know, let me just put this back. The other really cool thing, again, was the this idea of Okay, what about if the order doesn’t matter. So we showed you the event chain, that horizontal event chain. And the other thing that we did was we did a little bit of a horizontal event chain, where I want this, and then this, and then this, but if the order doesn’t matter, then, you know, I can just actually stack them horizontal or vertically like this. And this says, Okay, I’m looking for either a product view event, or a page view event. But I don’t care which one happens first. And so that that ended up being way easier than, you know, trying to build the logic, you know, in a way, you know, in a way that, you know, reflected that same thing. So this is a lot a lot more fun, if you need both of them to happen, but you don’t care the order. This is a pretty snazzy little way to do that. So I super, super like that. Yeah, can I let me just throw in there. Let me just let me interrupt because you’ve got this setup right here like this. Because when I first saw this, I mistakenly thought that like when you had when you had those lined up vertically like this, that they have had to happen on the same hit, right? Like the like whatever you had in the first box in the second box, in this case, a product view and a page view. That that had to happen in the very same hit. Because in a timeline, if it’s lined up like that, sometimes you think that but that’s not the case, right? It just means, like you said that that the order doesn’t matter. And in this case, they both need to happen. Right. And so that’s what’s happening here, right? So each box, each card that you see is effectively a hit, right? So so that’s kind of a nice part of the abstraction, because it matches what’s what’s going on. Right? So here, it’s like, okay, a product view hit came in, and a page view hit came in, and I don’t care. And as long as one of them came in, then qualify, right? And also the beautiful thing is you can you can continue this chain of events, right? So or this journey where in this case, okay, I’m looking for page view, and then they did something else, right? Trying to define that in our previous way of rule building was was to say difficult is a massive understatement. But makes so much sense, right? And it’s it translates really well, from user to execution. Nice. So, yeah, so Aaron, you’ve been building this out. So yeah, so this, in this case, they had either one of those. Yep. And then after that, they Yeah, go ahead. Well, you can kind of see, like visually, okay, I can take this path. Or I can take this path. Yeah. And so it’s really, really easy to be like, Okay, this, this is good. And trying to build that that logic. Yeah.

Yeah. And to answer, right, and to answer another question in the chat, and by and by the way, you guys keep asking, you know, questions in the chat about, you know, a specific kind of segment that you’re building, we’d love to hear from you. And kind of look at how those might be built in in this great segment builder. So keep adding some things there. So this here’s, here’s our next stump the pm.

Okay, can we mix and match attributes and events? Yeah, we kind of talked about that, right? For example, an attribute and event. Or multiple, right? So so we talked about that. But But go ahead and show how to do that with this. With this one, you could just add an attribute to this, right? People who did all these things. But also they had the had a specific attribute. Like they were sad all the time. I mean, I’m asking for a friend. Yeah. No.

Yeah, it’s totally true. Now it depends on it depends on what you want to do, right? Like if you want that attribute to apply to the person in general, kind of in an overarching way, then choose then then I would add that attribute here in the attributes canvas. And that serves as it’s quite literally an overarching filter that I’m going to apply. If I want a specific attribute within an event, right? So remember how we talked about a specific skew? Before. So you could think of that as an attribute of an event. So I can take I can actually take those additional event data, and I can just drag it watch this. And I just drop it right on top of the product views event. Oh, my God, that is descriptor thing. And now I can actually say, Yeah, I’m actually I want the the totally want the skew for that product view to be ABC 123. Nice. Yeah. Well, that’s so super. So whether I want it, whether I want it to apply to a specific event, or whether I want it to apply in general to the person, you know, I’ve got I’ve got I’ve got the ability to put them in either place. Yeah, that’s, that’s great. So yes, we can do attributes and events. And that’s a great way to talk about attributes. And what we really mean by that, right? Is it an attribute of the person because we’re, we’re, we’re looking for the number of profiles, right? As as we have on the right hand side, we’re talking about how many profiles that are how many people, right that this applies to? Right? Because one of the questions that we have here is, you know, is it is this evaluated? At the visitor level or profile level is that? And to me, I mean, maybe we need to understand what what pretty there means. Because to me, that’s kind of the same thing. But we’re talking about, yes, the profile of a person. Yeah, well, coming coming from that world, and Doug, I know you live there, too, when we talk about visitors, we’re usually talking about about, you know, a device or device, you know, very, very specific thing, right? Yes. And so by default, here, we’re always talking about people, right? So when this segment evaluation happens, we’re taking all of those, you know, fragments or, or bits of profile information we have about our profile. And we’re using our identity graph to stitch those together dynamically. So yeah, if I have web stuff that I do on my on my computer, and then mobile stuff, and then I call in into a call center. By default, I’m going to be the the real time customer profile is going to stitch all of those together and look across that entire event chain. Yeah. And there are controls, like if you if you want to get more specific, there are actually ways that you can do that. We won’t go into that now, because it’s a little bit in the weeds, but you can use different merge policies or the way that you combine the data to tell the system that I only care about data from these specific sources, for example. Nice. Yeah. Okay. Yeah. Hope that answered. Hope that answer your answered your question. Okay, awesome. Gus, awesome. Okay, so we’re going to go to the next question. And then we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one. So we’re going to go to the next one.

And that’ll remove that error. There. So now what I’ve done, I’ve copied the logic over. So the other segment definitions can now change. But I don’t have to worry about that now. I’ve got exactly the logic that I care about. Nice. Nice. So as you’re going through this, I’m thinking about also the fact that we can use one of the, I’m losing my mind here about what it’s called. But the data ingestion, you know, for the segment ingestion from other tools. Right. So for example, if you bring a segment, so not just the raw data, but if you bring a segment that has already been defined, like in Audience Manager, you know, you just had platform segments here. But since we can bring in segments that have been created in other tools and bring them in as a segment, they can be added here as well. And so if you’ve already created those and brought those in, then you can add those here as well with the caveat that you can’t break them up like you just did. Is that all? Did I lie? Right. Is that all correct? Yeah, that’s totally good. I might modify your verbiage there a little bit. When I talk in a way, if I’m talking about just bringing the people in, that’s really what we’re talking about. There’s a set of profiles qualified. I’d call that an audience instead of a segment. But other than that, Doug, you’re totally on the money. So Audience Manager allows us, there’s an integration for that right now. So if this were hooked up, if this were wired up, you’d see Audience Manager as another top level folder. And then I could drag and drop audiences from there and use those as building blocks too. And one of the really cool things that we’re working on is just expanding that into other, not just Adobe sources, but also if a customer wants to bring their own audiences, making that a nice, super slick, seamless process as well. So if they come with stuff that’s pre-baked and done that they want to just add to or modify or just use as a building block, they’ll be able to do that too. So really excited about that feature. That’s really cool. OK, one more question for you. Time for one more question. And that is, tell me about time. And when we’re looking at segments and a lot of segment builders, there’s time associated with it, like within a certain time period, et cetera. And I know that we’ve got some things there that are time-based. But overall, from a data perspective, and here, let me kind of put this question up that’s in the chat here. Because I hope that I’m getting this right. Because this is over a lifetime journey or a particular time period. I guess I want one of you to kind of talk about how does the time data? Is this only within a specific time? Or is this all data for that profile for all time? I could take that. Yeah, go ahead and take that, Andres. So I think this actually relates to one of the ways that the platform was built. And we pivoted the way we thought about data. And in this case, part of the data platform is we have all data available. So if you bring in the lifetime history of all events for a particular profile, you have access to all of that. And you can build segments off of that to create audiences and look at their entire lifetime journey. The caveat to that is that it does affect how or where you could use those segments. So if you want to create a segment that is streaming, you can only have a segment that has a look back window, for example, the last seven days or the last week. An edge segment, obviously, for many engineering reasons, we can’t look at the entire history of events on the edge because that’s a lot of data to have on the edge. But there are ways around that which is actually really cool. And that’s with audiences. If you happen to have a segment that you’ve defined that looks at a profile’s entire history, and now you have that audience, you generated that audience at one point, what you can do is then reuse that audience in a new segment and use this new segment to activate it on the edge. And so you bypass some of those restrictions in creative ways. Anyways, we get into that. No, that’s very cool. Yeah, so I’d say to answer that question, anything is possible if you’ve got enough money and enough pain tolerance. But here are the two questions that you’re going to want to ask. The first one is, how much of this data do I want to have available in profile for segmentation? Because the fatter those profiles get, the harder it’s going to be to move quickly through them. And so there might be, if you’re looking especially at things like seasonality or year over year type of queries, there’s probably a better place in platform, either query service or customer journey analytics that is better optimized to build those trends. And then again, let’s just feed them in already done into this system for faster evaluation. And then the other part is, so how big do you want those profiles to be? And then how fast do you want this segment rule to execute? Andres mentioned edge streaming, and then sort of the snail mail or batch version. And really what we’re talking about is, do you want those evaluated instantaneously within 10 to 60 seconds? Or is it OK if it takes up to 24 hours for that to materialize? And that’s really, the system makes the decision. It’ll always choose the fastest path based on how complex the rules are and what data is available. So that’s a really good thing to keep in mind as well as you’re building these. So really, there’s no guardrails other than kind of just what your use case is. You could get it done. But again, there might be some that are more expensive or take more time. There’s really no limitation. It’s just kind of up to what you need. OK, cool. Well, like you stated, Andres, we could talk about this for a long time. So we’re going to cut it off today. And we assume that somebody’s got something else to do. Oh, we have one more thing. Sorry. Yeah, I want Aaron to show off our keyboard control design. Oh, let’s do that real quick. OK, yes. Yeah, that’s another great example of design engineering working together to make sure we can accommodate all types of users. All right, yes. I’m a big, great one. I’m a big drag and dropper. But let’s yeah, let’s go. Let’s let’s just show the keyboard controls, which is super cool. So like I said, you could drag and drop like this. This is super cool. But you can also use your keyboard controls. And check this out. So I just hit space to add this event. And now I’m just going to use my arrow keys. So I can stack it with this one. I can bring it in between. Let’s put it with the product list additions. And when you hit that space bar, it gives you the opportunity to just use your keyboard to move things around. Yeah, exactly. How cool is that? Awesome. Yeah. Yeah, I love that. So. Good call out, Yahya. That was a good one. If you have a keyboard trick, that’s actually way faster to get those signals from. Thanks for mentioning that. Yeah. Very nice. That’s very nice. I appreciate that. That’s really cool. OK. Awesome. OK. Well, we have, of course, we must do our last segment, which is. And Andres has volunteered to be. I don’t know about that. To provide us with our unrelated cool tip today. And Andres, we’ll give you a second to tell us your background with you got 10 seconds. Tell us your background with Taekwondo, right? Taekwondo. Yeah, yeah, yeah. So, yeah, yeah, I’ve always I’ve always been big into into fighting and the martial arts and things like that. And so I’ve been like I was in Taekwondo for about 14 years.

And I you know, when I was older, I competed a lot. I won several state championships. I won national championships. And throughout that time, I also taught self-defense, right? Because might as well do something with these skills that have accumulated. Right. And other people find it interesting. Yeah.

So, yes. So, OK, national championships as well. So with all of your knowledge of Taekwondo, we want you to teach us today the best self-defense tip that you have with all of your knowledge. It’s by far my favorite one, because not everyone expects it.

But honestly, if you find yourself in a situation where you need to defend yourself. Here we go. Everybody get room. Get some room. I’ve got several mistakes you already made because you’re in a position you shouldn’t be in.

But by far the best thing I’ve ever discovered about self-defense is. Here we go. Right. So, OK, so you got your adversary in front of you and everything and they’re threatening you and you look around and you’re like, OK, I know what I need to do. Right. Stand firm. Yeah. And then you turn around and run.

Run away.

Because, yeah, if there’s one thing I’ve learned about fighting is you never know how it’s going to turn out. Right. There’s one like no matter how skilled you are, you just never know, especially in a street fight situation. There’s just so many variables that can go wrong. And no matter how well trained you are, you just never know how it’s going to go. Right. So unless you want to be there, run. OK. I think we’re going to have we’re going to call that company that says, you know, how to survive any, you know, thing. We’ll get you on that calendar for how to survive a street fight. Run away. Oh, yeah. There’s and it kind of comes from it comes from another self-defense tool because, you know, people will learn how to like defense and things like that. Every single knife defense teacher will tell you the first thing. Don’t get in a knife fight. If you’re in a knife fight, you’ve already made several mistakes. Oh, my gosh. Run away. Run away. Awesome. Well, thank you. Thank you all for being here today. You know, we could have like I said, we could have gone through a lot more scenarios. I’m sorry if we didn’t get to the one that you wanted today in the segment builder, but we have additional videos and documentation available for you at experience league dot Adobe dot com. So come on over to experience league and check it out. And we have other videos. I know Aaron’s got some videos up there and and we have some additional ones to help you understand how to really hone in on that audience segment that you want and to be able to market to those people. So again, thank you guys for being here. Appreciate your time and thanks to everybody for tuning in and we will see you next time.

Thank you. Thanks.