Technical implementation guide: Audience Manager with Campaign

Integrate Adobe Audience Manager and Campaign using the marketing cloud shared audiences and the declared ID functionality within Audience Manager.

Description description

Environments

Issue

This technical implementation guide provides information about the reference architecture, ​guidelines, configuration steps and tests that implementation specialists need to follow while integrating Audience Manager with Campaign.

It is intended for Adobe Consultants, Adobe Partners, and other experienced implementation specialists.

Configuring this integration requires a full understanding of the implementation process for each individual solution covered in this guide.

Adobe users can contact Adobe Professional Services or an Adobe Partner to learn more about this integration.

Resolution resolution

Integration Overview

The integration makes use of marketing cloud shared audiences and the declared ID functionality within AAM.

Solution Planning And Integration Architecture

A. Pre-requisites (License, Connectivity, Initialization)

B. Implementation Architecture

Installation, Provisioning, and Configuration

A. ​ Set-up/ Provisioning

B. Solution Implementation

The user needs to have a system that stores all the CRM data.

This has to be a list of e-mail addresses, combined with a unique hashed ID of this customer.

For example:
abc@abcmail.com, 1231231j2g3123
xyz@xyzmail.com, 234234jh23k4jh324
Where, the first column represents the e-mail address, and the second column is the hashed CRM_ID.

2. Sync the CRM database with the Campaign
You need to set up a process where you push your CRM data to Campaign.

The e-mail and CRM_ID are the minimum fields to be synced.

3. Make the CRM_ID available on the page
This requires you to have logged in.

Upon login, the CMS needs to reach out to your CRM to verify the accuracy of the password.

At this level, also the unique CRM_ID has to be captured and sent to the page, preferably to a data layer.

4. DTM reads the CRM_ID
Configuration is in marketing cloud ID service tool.

The hashed_email data element is configured in DTM reading the CRM_ID available in the dataLayer.

5. Configure AAM sFTP in Adobe Campaign

The sFTP created for AAM needs to be configured with Adobe Campaign so that Campaign can push and pull segments from AAM.

The sFTP credentials will be provided to you by the Adobe Customer Care or your Adobe representative.

During provisioning, both ftp-in and ftp-out locations are provisioned, which are used by campaign to send audiences to AAM and onboard segments from AAM to the Campaign, respectively.

6. Create the Datasources and Destinations with AAM

Datasources and destinations for integrations must be established in the AAM UI if they have not been created previously.

If this has been created, the datasource and destination IDs should be used for configuring them in the Adobe Campaign UI.

Two datasources should be created: one based on Marketing Cloud ID, and the other based on Declared ID.

The destinations are created in the AAM Admin UI corresponding to each datasource.

This would require involvement from either an AAM consultant or AAM Clientcare.

7. Configure the Datasources within Adobe Campaign
The datasources are then configured in Adobe Campaign.

Two datasources will be created in Adobe Campaign UI: one based on declared ID or hashed customer ID, and the other based on marketing cloud ID or requestor UUID.

The destination ID corresponding to each ID is added in the respective fields.

For example: the destination ID for AAM destination Adobe Campaign - Declared ID is added in the datasource setting with the reconciliation key as a hashed customer ID.

8. Track the user behavior on site
In the below use case, the search keyword used by you is captured in evar2, and a product purchase as a purchase event in Analytics.

The below flow is based on the server-side forwarding of the AA calls to AAM.

On the search page, you capture the “q” parameter and put it in a data element:

And, you add this to a page load rule where you add the search keyword in evar2:

Then, you also capture the purchase event in analytics on the thank-you page:

At this point, we are able to track you and able to create segments in Audience Manager.

Also, we have assured that both Audience Manager and Campaign are collecting the users with the same CRM_ID.

9. Create segments in AAM based on user behavior
Then create the following traits:
For example: Has searched for Winter:

Has bought a product:

And create your segment:

You could add recency and frequency settings in the segment rules as per the business use case.

10. Push the segment to Campaign
To share an AMC audience with a campaign, the configuration has to be done within Adobe Campaign once the segment is created in AAM.

Start by creating a shared audience within Adobe Campaign and select the AMC segment from the segment list.

Two shared audiences have to be created based on MID and declared ID within campaign.

Once the configuration is completed, the segments can be seen as automatically mapped to the respective destinations within AAM.

11. Share a campaign audience with AAM through AMC
To share a campaign audience with AAM through AMC, the following configuration is required within Adobe Campaign.
Under the  Administration menu option within the campaign UI, select Production then go to Technical workflows.

Click on new technical workflows, drag query, then update shared audience, and then end.

Double-click on the query and edit it to select a shared audience and datasource.

Create the segment in AMC.

Once created, these segments automatically appear in the AAM UI, under Traits then go to All Traits then go to Adobe Campaign Traits.

Run the workflow in Adobe Campaign to send the segments to AMC.

Check the audit once completed.

12. Send the e-mail to users

In a campaign, start by creating a list based on an audience. This is in Lists:

The popup now allows you to select a marketing cloud audience.

Choose the search_for_winter_did_not-buy:

In the campaign workflow, you will now be able to select this list and send a targeted e-mail:

​Testing

It is recommended to run a sample workflow by making use of a test segment within AAM to check if the integration is working end-to-end.

FAQ

The following settings are to be used for the Declared ID and MID Datasources respectively.

The integration codes cannot be changed to any other values, or the customer might incur additional costs.

Declared ID

MID

You might not have logged in using your Adobe ID to Campaign.

If you logged-in using your Adobe ID, please make sure you have been added to Audience Library product in Marketing Cloud Enterprise Console UI.

Once the workflow is run, it could take 12-24 hours for the data to be ingested into AAM and an additional 24-48 hours for the reports to be updated in the AAM UI.

If you don’t see a number under the traits/segments in AAM UI even after 3 days, please get in touch with your AAM consultant.

Best Practices​