As your organization evolves to use Adobe Real-Time CDP, explore these considerations to prepare your data and to become aware of critical differences between the two technologies. This article is aimed at a practitioner audience.
As you consider the evolution from Audience Manager to Real-Time CDP, now is a critical time to analyze your Audience Manager segments and determine what the signals, traits, and rules are that make up those segments.
Furthermore, think about the data sources that you currently use in Audience Manager.
Adobe recommends that you categorize your segments as follows:
Based on their evaluation criteria, segments that have no data dependencies, no destination or activation challenges, and their segmentation rules can be created through Real-Time CDP data collection like Adobe Experience Platform Web SDK at a later date should be sent through the Audience Manager Source Connector.
Segments that have rules that can be supported in Real-Time CDP but have activation dependencies to Audience Manager could be sent to Audience Manager via the Experience Cloud Audiences destination card.
Adobe strongly recommends that segments activated in Audience Manager to people-based destinations get pushed to Real-Time CDP via the Audience Manager Source Connector, to then activate through Real-Time CDP.
Real-Time CDP currently supports more than 60 destinations natively in the catalog, over 20 of which are advertising or social destinations that support first-party audience matching.
After reading this page, you now have a first set of considerations to work through as you start your evolution from Audience Manager to Real-Time CDP.