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Adobe Experience Platform Use Case

Onsite Personalization

AEP use case for enabling real-time segment sharing with Adobe Target to personalize user experience.

Use Case

As a digital marketer, I want to identify in real-time existing customers browsing the website, so that I can display personalized content to them based on back-end data. This is only possible for identified users.

Benefits obtained by the implementation of this use case:

  • Automated upload of customer segments to Adobe Target for onsite personalization
  • Ability to stitch data coming from Adobe Analytics and other offline sources to create customer segments based on online and offline data
  • Reduced cost per acquisition
  • Increased conversion rates
  • Aiming for increase in retention rate using up to date 360 customer profile information for onsite personalization
Architecture

AEP to Adobe Target - Segment Sharing and Personalization

AEP Use Case 2
This experience can be enhanced further. For instance by complementing this with some promotional offer or discount. It completely depends on what you want to deliver as customer experience on your website. Also, the setup and execution method for this feature is well documented in our wiki space, and we will also be happy to help you more on this, if you choose to take advantage of this feature. 
How It Works
For this use case, we wanted to track a user's web behavior and merging it with backend data from other sources like ABS, GDW, CRM, etc. 

To track the user behaviour data on the website, we implemented the AEP Web SDK, that sends user website activity data to AEP Real-Time Customer Data Platform (RT-CDP) along with the ECID (default Adobe Experience Cloud ID which is fully anonymized and unique to each user). Moreover, we intent to capture some custom identifier from the OE context. This could potentially act as primary key for stitching this anonymous user to a user identity from the backend data. 

The data from the backend system is ingested using batch-upload functionality by the OE´s backend team, and this data is uploaded to the OE specific Data Landing Zone environment as illustrated in the 'Architecture' tab. Once this data is in the Data Landing Zone, AEP which has a pre-built connection to this Data Landing Zone, can safely/securely ingest this data into RT-CDP. 

Now, these two different user information are merged/stitched whenever a successful match is established. With this matched data, we can further distinguish/allocate these users to different audience segments based on their traits or profile attributes. 

This segment of users can then be pushed in real-time for personlization and experience targeting to the tools like Adobe Target.