Introduction to Audience Portal and Composition

In this video, we’ll be going over how Adobe is reimagining audiences in Adobe Experience Platform starting in July. We’ll focus specifically on the value of audiences as a core currency within the marketing ecosystem. The typical tech stack for companies is a complicated one. In my mind, it’s less a stack and more a landscape or topographical map. We have got a variety of systems and applications set up to do very specific things, but because these are developed or acquired independently, getting them connected is a challenge. So we then expend huge amounts of time and resources building roads between them of various quality, developing a trail system of sorts until things reach some baseline state of interoperability. Within these different systems, lots of cool work is happening that can be hugely valuable throughout the ecosystem. But unfortunately, much of that work either ends up stuck in that location, gets duplicated or ported somewhere else, or languishes simply because not everyone is aware it’s even there. With the new audiences capability in Adobe Experience Platform, we aim to solve for most of the headache that comes from trying to build and maintain these integrations so that you can focus less on the infrastructure and plumbing you need to make things work and more on the experience you want to provide your customers and prospects. We do this by establishing audiences as a standard object, which reduces the complexity and effort required to coordinate work across multiple systems. Whether the audience came from a custom system, analysis or BI tool, a segment definition, machine learning model, or whatever the next cool thing is, I can use the output from any of these without having to be an expert in the underlying systems. And if I can manage those audiences centrally, I won’t have to resort to spreadsheets, SharePoint documents, or other tooling where visibility is hard and lots of work goes unnoticed or slips through the cracks. Adobe now provides full stack audience interoperability and management, starting from a foundational standard that spans channels and execution engines. We then add centralized audience management and controls, bringing organization and governance of audiences into a single unified view. Finally, new tools for audience curation make it easier than ever to combine and refine audiences of any kind. There are a lot of great features coming with this new audience’s capability, but here are four key features you’ll especially love. There’s a new central audience management interface, a one-stop shop for audiences from any source, where you can view and manage audiences and organize them with folders and tags. From that central management experience, we’ve standardized labeling, governance, permissions and activation patterns for audiences, no matter where they come from. We’re also adding a simple, intuitive way to upload audiences from non-Adobe systems and manage them in the same fashion. And finally, we’re bringing much more flexibility to the audience creation experience with a new multi-step audience composition workflow, which extends existing segmentation capabilities that you know and love. We’re also enhancing audience sharing from other key Experience Cloud applications, such as Adobe Audience Manager and Customer Journey Analytics. We’ll cover each of these in more detail in separate follow-on videos, so you can dive deep into the exciting new features designed to help you focus on delivering great cross-channel experiences to your customers. And we’ll do that using actionable audiences from any source, in one place, with standard controls. That’s Audiences Reimagined.