Configure a social destination

Transcript

In this video, I’ll demonstrate how to connect to a social destination in real-time customer data platform. Let’s get started. The LinkedIn Matched Audiences connection will be used in this demonstration. Before we go through the connection and activation workflow, let’s review a common use case for this one. A retail company wants to show customers personalized offers based on their purchases. They include customer email addresses as part of the data ingested into Adobe Experience platform. Audiences are then built using this data and sent to the LinkedIn social platform, supporting advertising spend optimization. Whether you’re a product administrator or marketer setting up connections and activating data from the real-time CDP, you need proper permissions to support these activities. They include View and Activate destinations and View profile segments and identity graph. This requires a LinkedIn ad account and campaign manager with creative manager permission level or higher. In the Destinations Catalog interface, select the Social Category filter or scroll until you see the Social section with the relevant destination cards. We’re working with the LinkedIn Matched Audience card. You may see similar cards with a deprecated reference. If you’re interested to understand why multiple cards exist, refer to the documentation. To create a new destination, either select the Configure New Destination from the 3-picker or the Setup button if that’s what you see on the card. For a new connection, we’ll work with the new account type. Then provide a name and description before selecting Connect to Destination. This part of the workflow requires LinkedIn account authentication. Provide your login credentials to sign in. Upon successful authentication with LinkedIn, allow permissions for Experience Platform to retrieve the advertising accounts, the name and photo, and the ability to create and manage matched audiences. Next, confirmation of a successful connection appears in the workflow in Experience Platform. New fields display at the bottom. Provide a name and description for the destination as well as the LinkedIn Campaign Manager account ID. The Next button at the top advances you to the next step in the workflow. This step allows you to define which governance policies should be enforced for this destination. It’s an optional step, however in this case, it makes sense to choose the Export to Third Party policy. The connection process to LinkedIn Matched Audiences is now complete. At this point, we’re moving forward into the activation workflow for this new destination account. Verify that the correct account is selected if you see multiples, and then choose Next to Advance. Previously, I reviewed a common use case for LinkedIn Matched Audiences. If you recall, I mentioned that the Email Address field is part of the data ingested into Experience Platform. This destination supports two identity matching values. One of those fields is Email Address, hashed with the SHA-256 algorithm. When choosing audiences in this step of the workflow, ensure Email Address is a likely field that would apply. For example, the page views audience isn’t likely to have an email associated with profiles that qualify for that audience, but purchasers is likely to have an associated email address. Mapping is a step where matching fields are selected between Experience Platform and LinkedIn. Open the Attribute Picker for the Source field, then select the Email Address field from the Experience Platform schema, and then choose Save. In the Target field, choose the Field Picker. The two identity matching choices display. Choose the Email Target field, then Save. If your Source field contains unhashed attributes, check the Apply Transformation option to have Experience Platform automatically hash the data on activation. Review the activation details and choose Finish if everything looks good. A successful activation programmatically creates a LinkedIn custom audience in Campaign Manager. Audience membership is adjusted as users are qualified or disqualified for the activated audiences. Thank you for joining us for this demonstration of creating a social destination connection and activating data to it in the Real-Time Customer Data Platform.