Use Real-Time CDP profile attributes in Adobe Target

Hi, it’s Daniel. In this video, I’m going to show you how you can use profile attributes shared from Adobe Realtime Customer Data Platform and Adobe Target. This video is geared to target users and assumes that the attributes have already been shared to the target destination in real-time CDP, and that’s covered in a separate video. Also, you must have target implemented with the Web SDK or Mobile SDK with the Adobe Journey Optimizer Decisioning extension in order to use profile attributes. ATJS or Mobile SDK with the Adobe Target extension do not support sharing of profile attributes. The capability this feature unlocks is online personalization with known customer data. Here’s an example of what I mean on the Luma site. So I am authenticated as Bartlett Leckie. All of these values here, Bartlett, Leckie, Gold, my join date, and loyalty points are all being shared from real-time CDP to Target. I logged in and Experience Platform’s identity service graphed my CRM ID to my EC ID. But wait, these are all loyalty system values, not CRM system. Well, I’m able to share these because my loyalty ID was already graphed to my CRM ID from separate data ingestion processes into platform. So I can output these loyalty system fields and create personalized messages on my website or mobile app using Adobe Target. So I hope this gives you a sense of how powerful this integration is, how you can use all types of data that you’ve ingested into Experience Platform and real-time CDP. So the first thing you should know since you’re target users is that the profiles shared from real-time CDP, they’re not stored in Target’s profile system. They’re stored on the platform edge network and Target has access to them. So they’re a little bit different. This slide shows the context in which you can and cannot use these profile attributes in Target. So this might change in the future, but this is the state of things at the time of this recording. Okay, let’s take a look in more detail at how the profile attributes can be used. Let’s start with HTML and JSON offers. I’ll go to offers and create a new offer. First, select your target workspace if you use those and name your offer. Okay, now there’s a nice helpful UI here to help you format the token replacement syntax correctly. So select Adobe Experience Platform as the source and the platform sandbox name it’s coming from. If you don’t know the sandbox name and you don’t have access to real-time CDP, you’ll need to ask your colleague who configured the target destination for this info. Then select the attribute you want to use and you can optionally specify a default value. And I’ll hit add and you’ll probably want to put some other content around that profile attribute and then hit save. So my offer is going to output something like hi gold customer or hi bronze customer. And if they haven’t joined the loyalty program yet, it would say hi valued customer. JSON offers work basically the same way. You’ll see that it throws in some escape characters. You can also use the attributes and redirect offers, although the default value for those does not work. Now let’s look at the VEC. Of course, I can pull in the HTML offer I just created, but I can also create freeform offers. Now there isn’t a little UI helper here, but if I know the syntax, I can just enter it in. And if you forget, just go back to the HTML offer screen and grab it. One other cool thing to be aware of too, if you’re a JavaScript developer, is that you can assign these attribute values to a JavaScript variable and then use them in conditional logic to do all kinds of fancy things. You can also output the attribute in a recommendations design with this syntax note the forward slash before the dollar sign. Okay, so those are the various ways you can use real-time CDP attributes in Adobe Target. I have one final point. This capability is great because it supports online personalization with known customer data, but with that power comes responsibility. So ideally your company’s privacy stewards have already configured the data governance framework in real-time CDP. So only profile attributes that can be used for on-site personalization will ever actually be shared for you to use in Target. But even with the attributes that have been deemed fine to use in Target offers, be sensitive to your customers’ expectations. For example, you know that once a user has logged in and sent an authenticated identity to experience platform, then known customer data can be sent to Target. But what you need to be mindful of is that these attributes will persist and continue to be available to Target even after the user has logged out. So see here now I’m logged out on my Luma home page, but I’m still seeing information like my first name, last name, all those same profile attributes. Is that weird? Kind of. Will your customers be turned off if you display attributes like this even after they have logged out? If so, here is a way you can handle that. So what I suggest is to first capture in an XDM field in your Web SDK implementation a field representing their authentication status. While I’m logged in, I’m passing a field userAccount.loginStatus equals authenticated. I use that to build a target audience and then I can apply this as a targeting condition to my activity. So only authenticated users will qualify for this target activity that is outputting these profile attributes. So when I log out, I’ll stop seeing those profile attributes on the home page. So I hope that makes sense. And wow, I think that is the longest video I have ever made for Experience League. There’s just a lot to cover with this integration and I hope you enjoy using it and I hope this video has been helpful. Thanks, bye.