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End-to-end workflow
In Adobe Real-Time CDP Collaboration, the end-to-end workflow varies based on the collaboration pattern you choose. The workflow outlines the steps involved in setting up and executing a collaboration project, from creating accounts and sourcing audiences to forming connections and creating projects. Understanding this workflow is essential for effectively leveraging the platform’s capabilities to achieve your marketing goals.
Getting started
Before you begin, ensure you have a solid understanding of these key concepts:
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Collaboration patterns: These patterns define how collaborators work together. There are five distinct patterns:
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Account roles: Account roles determine your capabilities within the platform. They should align with your organization’s objectives, brand, and goals. There are four account roles: advertiser, publisher, agency and data partner.
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Use cases: Uses cases define the ways you can leverage Collaboration to achieve your marketing objectives. There are three collaboration use cases: Discover, Activate, and Measure.
This guide will use three mock collaborators to illustrate the end-to-end workflow:
- Luma: An athletic apparel brand. They are an advertiser that wants to reach specific audiences through targeted marketing campaigns.
- TV Tube: A digital streaming provider. They are a publisher that provides audience data for use by advertisers.
- Fit Apparel: Another athletic apparel brand. They are a second advertiser that wants to collaborate to share audience data and insights for enhanced marketing efforts.
- Agency99: A media agency. They manage multiple client accounts within their workspace, and connect with publishers and advertisers.
- DataM8: a third-party data provider. They provide audience data for use by advertisers.
- Holdco: an agency holding company marketing and advertising services platform that’s used by internal agency teams to manage client campaigns.
Advertiser-to-publisher workflow advertiser-to-publisher-workflow
Luma, an athletic retail company, wants to form a connection with TV Tube, a digital streaming provider, to reach specific audiences through targeted marketing campaigns.
To begin, Luma needs to create an account with the advertiser role, while TV Tube creates an account with the publisher role.
After establishing their accounts, both Luma and TV Tube must create a data connection and source audiences. Only TV Tube will activate audiences for marketing campaigns, so they need to configure a destination.
Once both collaborators have their accounts set up, they’re ready to form a connection within the platform. Luma uses the discover collaborators feature to find TV Tube and initiate a connection request. After TV Tube accepts the connection request, Luma configures the connection settings to define how they will collaborate. TV Tube accepts the connection request to establish a secure link between the two brands.
After the connection is established, Luma creates a project to kick off their collaboration with TV Tube. During the project setup, they choose the collaboration use cases that best fit their objectives: Discover, Activate, and Measure.
Luma leverages the Discover use case to gain insights into TV Tube’s audience data. Once Luma has identified the target audience segments, they Activate these audiences.
After activating the audiences, TV Tube runs targeted marketing campaigns and uploads data to Measure the results to evaluate the effectiveness of their campaign.
Brand-to-brand workflow brand-to-brand-workflow
Fit Apparel, an athletic apparel brand, wants to collaborate with Luma, another athletic apparel brand, to share audience data and insights for enhanced marketing efforts.
After establishing their accounts, both Fit Apparel and Luma need to create a data connection and source audiences. Both Fit Apparel and Luma will activate audiences for marketing campaigns, so they both need to configure a destination.
After sourcing their audiences, Fit Apparel and Luma form a connection within the platform to securely share audience data. To do so, they must make use of the private connection invite feature. Luma shares their connect code with Fit Apparel, who then uses it to initiate a connection request. After Luma accepts the connection request, Fit Apparel configures the connection settings to define how they will collaborate. In the configuration, Fit Apparel specifies that both collaborators can activate audiences for marketing campaigns. To complete the connection, Luma accepts the request to establish a secure link between the two brands.
After the connection is established, Fit Apparel creates a project to kick off their collaboration with Luma. During the project setup, they choose the collaboration use cases that best fit their objectives: Discover, Activate, and Measure.
Fit Apparel and Luma can both use the Discover use case to gain insights into each other’s audience data. Once they have identified valuable audience segments, they Activate their chosen audiences for marketing campaigns.
Finally, after executing their campaigns, both brands upload data to Measure the results and evaluate the effectiveness of their collaboration.
Advertiser-to-advertising platform workflow advertiser-to-advertising-platform-workflow
Luma, an athletic retail company, wants to connect with Amazon Marketing Cloud (AMC) to enhance their marketing capabilities by leveraging AMC’s identity resolution and targeting tools. Luma already has an active Amazon Advertising account and is approved to use AMC.
To begin, Luma needs to create an account with the advertiser role. After establishing their account, Luma must create a data connection and source audiences. Since Luma will activate audiences for marketing campaigns, they need to configure a destination.
Once Luma has their account set up, they’re ready to form a connection with AMC within the platform. Luma uses the discover collaborators feature to find Amazon Marketing Cloud and initiate a connection request. After authenticating and authorizing the connection through the Amazon sign-in page, the connection with AMC is established.
After the connection is established, Luma creates a project to kick off their collaboration with AMC. Connection settings, including use cases, are pre-configured depending on the advertising platform. For AMC, the available use case is Discover.
Luma leverages the Discover use case to gain insights and audience data from AMC. Using these insights, Luma can optimize their marketing strategies and improve campaign effectiveness.
Advertiser-to-data partner workflow advertiser-to-data-partner-workflow
Luma, an athletic retail company, wants to collaborate with DataM8, a third-party data provider, to enrich customer profiles and improve audience targeting.
To begin, Luma needs to create an account with the advertiser role, while DataM8 creates an account with the data partner role.
After establishing their accounts, both Luma and DataM8 must create a data connection and source audiences. Both collaborators may activate audiences for marketing campaigns, so they each need to configure a destination.
Once both collaborators have their accounts set up, they’re ready to form a connection within the platform. Luma uses the discover collaborators feature to find DataM8 and initiate a connection request. After DataM8 accepts the connection request, Luma configures the connection settings to define how they will collaborate. DataM8 accepts the connection request to establish a secure link between the two collaborators.
After the connection is established, Luma creates a project to kick off their collaboration with DataM8. During the project setup, they choose the collaboration use cases that best fit their objectives: Discover, Activate, and Measure.
Luma leverages the Discover use case to gain insights into DataM8’s audience data. Once Luma has identified the target audience segments, they activate these audiences.
DataM8 can also activate their audiences to Luma. Luma uses these capabilities to append third-party attributes to its customer profiles and analyze audience composition. With enriched data available directly in its CDP, Luma can build more precise audiences and activate them to paid media destinations without moving data outside its governed environment.
Agency-to-publisher workflow agency-to-publisher-workflow
Agency99, a media agency, wants to collaborate with TV Tube, a digital streaming provider, to reach specific audiences through targeted marketing campaigns.
To begin, Agency99 needs to create an account with the agency role, while TV Tube creates an account with the publisher role.
After establishing their accounts, both Agency99 and TV Tube must create a data connection and source audiences. Agency99 will set up client sub-accounts and source client data within its workspace. Only TV Tube will activate audiences for marketing campaigns, so they need to configure a destination.
Once both collaborators have their accounts set up, they’re ready to form a connection within the platform. Agency99 uses the discover collaborators feature to find TV Tube and initiate a connection request. Agency99 will do this for one or multiple clients that want to collaborate with TV Tube. After TV Tube accepts the connection request(s), Agency99 configures the connection settings to define how each collaboration. TV Tube accepts the connection request(s) to establish a secure link between the two brands.
After the connection is established, Agency99 creates a project to kick off their collaboration with TV Tube in each client sub-account. During the project setup, they choose the collaboration use cases that best fit their objectives: Discover, Activate, and Measure.
Agency99 leverages the Discover use case to gain insights into TV Tube’s audience data. Once Agency99 has identified the target audience segments, they activate these audiences.
After activating the audiences, TV Tube runs targeted marketing campaigns and uploads data to measure the results to evaluate the effectiveness of their campaign.
Advertiser-to-agency platform workflow advertiser-to-agency-platform-workflow
Luma, an athletic retail company, wants to collaborate with Holdco, an agency platform, to share data and receive paid media insights.
To begin, Luma needs to create an account with the advertiser role, while Holdco creates an account with the agency role.
After establishing their accounts, both Luma and Holdco must create a data connection and source audiences. Both collaborators may activate audiences for marketing campaigns, so they each need to configure a destination.
Once both collaborators have their accounts set up, they’re ready to form a connection within the platform. Luma uses the discover collaborators feature to find Holdco and initiate a connection request. After Holdco accepts the connection request, Luma configures the connection settings to define how they will collaborate.
Holdco accepts the connection request to establish a secure link between the two collaborators.
After the connection is established, Luma creates a project to kick off their collaboration with Holdco. During the project setup, they choose the collaboration use cases that best fit their objectives: Discover, Activate, and Measure.
Luma leverages the Discover use case to gain insights into Holdco’s audience data. Once Luma has identified the target audience segments, they activate these audiences.
Holdco can also activate their audiences to Luma. Luma uses these capabilities to receive paid media insights from agency-run campaigns for insights, CDP profile appends and owned media orchestration.