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Enrichment enrichment

Last update: Thu Jun 20 2024 00:00:00 GMT+0000 (Coordinated Universal Time)

The Enrichment activity is a Targeting activity. It allows you to enhance the targeted data with additional information from the database. It is commonly used in a workflow after segmentation activities.

Enrichment data can come either:

  • From the same work table as the one targeted into your workflow:

    Target a group of customers and add the “Birth date” field to the current work table.

  • From another work table:

    Target a group of customers and add the “Amount” and “Type of product” fields coming from the “Purchase” table.

Once the enrichment data has been added to the workflow, it can be used in the activities added after the Enrichment activity to segment customers into distinct groups based on their behaviors, preferences, and needs, or to create personalized marketing messages and campaigns that are more likely to resonate with your target audience.

For instance, you can add to the workflow working table information related to customers’ purchases and use this data to personalize emails with their latest purchase or the amount spent on these purchases.

Add an Enrichment activity enrichment-configuration

Follow these steps to configure the Enrichment activity:

  1. Add activities such as Build audience and Combine activities.
  2. Add an Enrichment activity.
  3. If multiple transitions have been configured in your workflow, you can use the Primary set field to define which transition should be used as primary set to enrich with data.

Add enrichment data enrichment-add

  1. Click Add enrichment data and select the attribute to use to enrich the data.

    You can select two types of enrichment data: a single enrichment attribute from the target dimension, or a collection link. Each of these types is detailed in the examples below:

    note note
    NOTE
    The Edit expression button in the attribute selection screen allows you to build advanced expressions to select the attribute. Learn how to work with the expression editor

The Link definition section allows you to create a link between the working table data and the Adobe Campaign database. For example, if you load data from a file which contains the account number, country and email of recipients, you have to create a link towards the country table in order to update this information in their profiles.

There are several types of links available:

  • 1 cardinality simple link: Each record from the primary set can be associated with one and only one record from the linked data.
  • 0 or 1 cardinality simple link: Each record from the primary set can be associated with 0 or 1 record from the linked data, but not more than one.
  • N cardinality collection link: Each record from the primary set can be associated with 0, 1 or more (N) records from the linked data.

To create a link, follow these steps:

  1. In the Link definition section, click the Add link button.

  2. In the Relation type drop-down list, choose the type of link you want to create.

  3. Identify the target you want to link the primary set to:

    • To link an existing table in the database, choose Database schema and select the desired table from the Target schema field.
    • To link with data from the input transition, choose Temporary schema and select the transition whose data you want to use.

  4. Define the reconciliation criteria to match data from the primary set with the linked schema. There are two types of joins available:

    • Simple join: Select a specific attribute to match data from the two schemas. Click Add join and select the Source and Destination attributes to use as reconciliation criteria.
    • Advanced join: Create a join using advanced conditions. Click Add join and click the Create condition button to open the query modeler.

A workflow example using links is available in the Examples section.

Data reconciliation reconciliation

The Enrichment activity can be used to reconcile data from the the Campaign database schema with data from another schema, or with data coming from a temporary schema such as data uploaded using a Load file activity. This type of link defines a reconciliation towards a unique record. Adobe Campaign creates a link to a target table by adding a foreign key in it for storing a reference to the unique record.

For example, you can use this option to reconcile a profile’s country, specified in an uploaded file, with one of the countries available in the dedicated table of the Campaign database.

Follow the steps to configure an Enrichment activity with a reconciliation link:

  1. Click the Add link button in the Reconciliation section.

  2. Identify the data you want to create a reconciliation link with.

    • To create a reconciliation link with data from the Campaign database, select Database schema and choose the schema where the target is stored.
    • To create a reconciliation link with data coming from the input transition, select Temporary schema and choose the workflow transition where the target data is stored.

  3. The Label and Name fields are automatically populated based on the selected target schema. You can change their values if necessary.

  4. In the Reconciliation criteria section, specify how you want to reconcile data from the source and destination tables:

    • Simple join: Reconcile a specific field from the source table with another field in the destination table. To do this, click the Add join button and specify the Source and Destination fields to use for the reconciliation.

      note note
      NOTE
      You can use one or more Simple join criteria, in which case they must all be verified so that the data can be linked together.

    • Advanced join: Use the query modeler to configure the reconciliation criteria. To do this, click the Create condition button then define your reconciliation criteria by building your own rule using AND and OR operations.

The example below shows a workflow configured to create a link between the Adobe Campaign database recipients table and a temporary table generated a Load file activity. In this example, the Enrichment activity reconciliates both tables using the email address as reconciliation criteria.

Examples example

Single enrichment attribute single-attribute

Here, we are just adding a single enrichment attribute, for example, the date of birth. Follow these steps:

  1. Click inside the Attribute field.
  2. Select a simple field from the targeting dimension, the date of birth in our example.
  3. Click Confirm.

In this more complex use case, we will select a collection link which is a link with a 1-N cardinality between tables. Let’s retrieve the three latest purchases that are less than 100$. For this you need to define:

  • an enrichment attribute: the Total amount field
  • the number of lines to retrieve: 3
  • a filter: filter out items that are greater than 100$
  • a sorting: descendant sorting on the Order date field.

Add the attribute add-attribute

This is where you select the collection link to use as enrichment data.

  1. Click inside the Attribute field.
  2. Click Display advanced attributes.
  3. Select the Total amount field from the Purchases table.

Define the collection settings collection-settings

Then, define how the data is collected and the number of records to retrieve.

  1. Select Collect data in the Select how the data is collected drop-down.
  2. Type “3” in the Lines to retrieve (Columns to create) field.

If you want, for example, to get the average amount of purchases for a customer, select Aggregated data instead, and select Average in the Aggregate function drop-down.

Define the filters collection-filters

Here, we define the maximum value for the enrichment attribute. We filter out items that are greater than 100$. Learn how to work with the query modeler

  1. Click Edit filters.
  2. Add the two following filters: Total amount exists AND Total amount is less than 100. The first one filters NULL values as they would appear as the greatest value.
  3. Click Confirm.

Define the sorting collection-sorting

We now need to apply sorting in order to retrieve the three latest purchases.

  1. Activate the Enable sorting option.
  2. Click inside the Attribute field.
  3. Select the Order date field.
  4. Click Confirm.
  5. Select Descending from the Sort drop-down.

The example below shows a workflow configured to create a link between two transitions. The first transitions targets profile data using a Query activity, while the second transition includes purchase data stored into a file loaded through a Load file activity.

  • The first Enrichment activity links the primary set (data from the Query activity) with the schema from the Load file activity. This allows us to match each profile targeted by the query with the corresponding purchase data.

  • A second Enrichment activity is added in order to enrich data from the workflow table with the purchase data coming from the Load file activity. This allows us to use those data in further activities, for example, to personalize messages sent to the customers with information on their purchase.

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