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端對端工作流程
在Adobe Real-Time CDP Collaboration中，端對端工作流程會依您選擇的共同作業模式而有所不同。 工作流程概述設定及執行共同作業專案的相關步驟，從建立帳戶和來源受眾，到建立連線和專案。 瞭解此工作流程是有效運用平台功能達成行銷目標的關鍵。
快速入門
開始之前，請確定您已確實瞭解以下重要概念：
本指南將使用三位模擬共同作業人員來說明端對端工作流程：
- Luma：運動服裝品牌。 他們是廣告商，想要透過鎖定目標的行銷活動觸及特定對象。
- 電視管：數位串流提供者。 它們是提供受眾資料以供廣告商使用的發佈者。
- 適合服飾：另一個運動服飾品牌。 他們為想要共同作業以分享對象資料和深入分析的第二位廣告商，藉此提升行銷成效。
- 代理商99：媒體代理商。 他們可在工作區中管理多個使用者端帳戶，並與發佈者和廣告商連結。
- DataM8：協力廠商資料提供者。 它們提供受眾資料供廣告商使用。
- Holdco：代理商持有公司行銷與廣告服務平台，內部代理商團隊用它來管理客戶行銷活動。
廣告商對發佈商的工作流程 advertiser-to-publisher-workflow
Luma （一家體育零售公司）想要與數位串流供應商TV Tube建立連線，以透過鎖定目標的行銷活動觸及特定對象。
若要開始，Luma需要以廣告商角色建立帳戶，而TV Tube則以發佈者角色建立帳戶。
建立帳戶之後，Luma和TV Tube都必須建立資料連線和來源對象。 只有TV Tube會啟用行銷活動的對象，因此他們需要設定目的地。
兩個共同作業人員設定好帳戶後，就可以在平台內建立連線。 Luma使用探索共同作業人員功能尋找電視管並起始連線要求。 在TV Tube接受連線要求後，Luma會設定連線設定以定義他們將如何共同作業。 TV Tube接受連線要求，以建立兩個品牌之間的安全連結。
建立連線之後，Luma 會建立專案，以開始他們與TV Tube的協同合作。 在專案設定期間，他們選擇最符合其目標的共同作業使用案例： 探索、啟動以及測量。
Luma利用Discover使用案例來深入分析TV Tube的對象資料。 在Luma識別目標對象區段後，他們啟動這些對象。
啟用對象後，TV Tube會執行目標式行銷活動，並將資料上傳至測量結果，以評估其行銷活動的成效。
品牌對品牌的工作流程 brand-to-brand-workflow
Fit Apparel，運動服裝品牌，想要與另一個運動服裝品牌Luma合作，以分享受眾資料與深入分析，提升行銷成效。
建立帳戶之後，Fit Apparel和Luma都需要建立資料連線和來源對象。 適合的服飾和Luma都會啟用行銷活動的對象，因此兩者都需要設定目的地。
在取得其對象後，Fit Apparel和Luma 在平台內建立連線，以安全地共用對象資料。 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. 在專案設定期間，他們選擇最符合其目標的共同作業使用案例： 探索、啟動以及測量。
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.