Adobe Analytics is an analytics solution that enables organizations to track, measure, and analyze user behavior on their digital properties, such as websites, mobile apps, streaming media, and social media. Adobe Analytics provides insights into how users interact with digital content, helping organizations optimize their digital experiences and improve their marketing strategies.
Adobe Audience Manager (AAM) is a data management platform (DMP) provided by Adobe. It enables businesses to collect, organize, and segment large volumes of audience data from various sources, helping marketers create targeted and personalized advertising campaigns, optimize content delivery, and improve overall customer experiences based on valuable insights gathered from audience behavior and preferences.
Enabling this integration, by forwarding Adobe Analytics data server-side to Audience Manager, gives Audience Manager one of its major sources of data, namely online customer behavioral data. This data can then be combined with other data, like first-party CRM data or third-party partner data, to create rich customer segments. In addition, Audience Manager segments are then sent back to the webpage in the response for further visitor analysis. Both of these valuable use cases are described below.
The key benefits of integrating Adobe Analytics and Audience Manager are:
Overall, this integration brings together valuable data and audience insights. It enables businesses to create more targeted and relevant marketing campaigns while gaining a deeper understanding of their customers’ preferences and behaviors.
|Experience Cloud applications||Integrates using||When to use||Common use cases|
|Analytics sending data to Audience Manager||Adobe Analytics tags extension or AppMeasurement.js with server-side forwarding enabled||
|Audience Manager sending data back to Analytics||Adobe Analytics tags extension or AppMeasurement.js with server-side forwarding enabled||