Send campaigns to Adobe Marketo

Adobe Marketo is marketing automation software that streamlines, automates, and measures marketing tasks and workflows.

Note

Amperity uses the Adobe Marketo API to update the membership of audience lists in Adobe Marketo to match the membership of audience lists that are sent from Amperity. The membership of the list in Adobe Marketo will be updated to match the membership of the audience list that is sent from Amperity. Amperity will add a user when they do not exist in Adobe Marketo.

Amperity does not maintain smart lists and does not remove users from the Adobe Marketo database.

This topic describes the steps that are required to send static audience lists to Adobe Marketo.

  1. Build a segment

  2. Build campaign

Note

Ask your DataGrid Operator or your Amperity representative to configure Adobe Marketo as a channel to which you can send campaigns.

Build segment

Use the visual editor in the Segments tab to easily build a segment from a series of drop-downs and picklists. As you build the attribute profile refresh segment insights to see how many customers match and to see how much value they bring to your business. When the segment is ready, activate it, and then use it to initiate marketing campaigns.

To build a segment for use with campaigns

  1. From the Campaigns tab, click Create Campaign. This opens the New Campaign page.

  2. Give your segment a name.

  3. Select a table that contains the attributes you want to use, and then use the drop-downs, picklists, conditions, and values to define the attribute profile.

    Note

    The Customer_360 table is the default. For many segments it’s the only table you will need.

  4. When more than one attribute is present within an attribute group use AND or OR to filter values on more than one condition.

  5. Click Add section to add additional attribute groups.

    Each attribute group has the same requirement for using AND or OR to filter values. There is another AND versus OR choice that must be made in-between each each attribute group.

  6. For each attribute group that is added to the segment, select the database table that contains the attributes, and then select attributes.

    Tip

    Any table that is listed in the lower right may be used to build the attribute profile. Open the Data Explorer to learn more about the individual attributes within these tables.

  7. To view updated segment insights based on the currently-defined attributes, click REFRESH. This will validate the segment, after which segment insights are updated to match the condition-value pairs associated to all of the attributes in the segment.

  8. When the segment returns the parameters that meets the goals for your campaign, click ACTIVATE.

Build campaign

Use the campaign editor to build campaigns that send data to Adobe Marketo. Add a segment, define exclusions and sub-audiences, and then configure Amperity to send campaign data to Adobe Marketo.

Important

An email address must be sent to Adobe Marketo. You may also send first names, last names, company names, and phone numbers.

To build a campaign

  1. From the Campaigns tab, click Create Campaign. This opens the New Campaign page.

  2. Give your campaign a name.

  3. Choose the segment that represents the audience to use for this campaign.

  4. Optional. Choose a segment that contains a list of customers to exclude from this campaign.

  5. Configure at least one control group/recipient group set for this campaign. Rename these groups as necessary.

    Tip

    A campaign may have many control group/recipient group sets and each set may have more than one recipient group. Click Add recipient group to add another recipient group. Click Add Sub-audience to add more sets to this campaign, and then use the Audience Builder to define the criteria for each sub-audience.

  6. For each control group/recipient group set, configure the percentages for each group, and then select a destination that is configured to send campaigns from Amperity to Adobe Marketo.

    Important

    Do not assign Adobe Marketo to the control group!

  7. Click Edit attributes to review the attributes that Amperity will send to Adobe Marketo.

    Adobe Marketo requires email addresses. You may also select any combination of phone number, first name, last name, and country attributes.

    Amperity pre-selects the list of attributes that may be sent to Adobe Marketo. When you open the Edit attributes page for Adobe Marketo, it will be similar to:

    Attributes for campaigns that send data to Adobe Marketo.

    Note

    The Merged_Customers table is the default table from which data is sent to Adobe Marketo, even though your segments were built against the Customer_360 table. This is by design. The Merged_Customers table is the underlying table for customer profile data and is the source for customer profile data that exists in the Customer_360 table.

  8. Specify if this campaign is a one-time or recurring campaign, define the delivery schedule, and then define the campaign launch date. (Amperity uses the campaign launch date internally to improve results tracking for campaigns.)

  9. Click Schedule.

    Note

    Amperity will begin processing the segments that define audiences, exclusions, and sub-audiences, and will then send the results to configured destinations. Please allow for enough time for Amperity to complete this process before kicking off a campaign in your downstream systems.