Send profile parameters to Adobe Target

Adobe Target is a set of tools for personalizing and optimizing customer experiences across digital channels, including websites, mobile apps, and social media platforms.

Send profile parameters from Amperity to Adobe Target and manage the collection of profile parameters your brand uses for personalization and optimization from your Amperity customer 360 database.

Note

Amperity uses the Bulk Profile Update API to send profile parameters to Adobe Target.

  • Amperity creates profiles when the identifier–thirdPartyId or pcId–does not exist in the Adobe Target profile store.

  • Amperity updates profile parameters when the identifier exists.

  • Parameter names are case-sensitive. Amperity creates profile parameters when a matching parameter name does not exist.

  • Parameter values are case-sensitive. Amperity updates profile parameter values to match the value sent from Amperity.

  • Empty values–missing fields, “”, or NULL–do not reset or delete values in the Adobe Target profile store.

  • Existing profile parameter values are never removed.

Changes to profile parameter updates are not immediately available in Adobe Target. Allow for up to 24 hours after the point at which Amperity has finished sending audience updates for them to be available.

What are profile parameters?

Profile parameters in Adobe Target are attributes specific to the customer identified by a thirdPartyId. Profile parameters are stored in the Adobe Target profile store and can be accessed by the Adobe Target cookie to collect information that supports personalization and optimization use cases.

Each customer’s profile collection contains demographic and behavioral information, such as age, gender, purchase history, product preferences, and geographic location.

Profile parameters are an object referenced from a profile script using the profile.get(‘<profile_parameter>’) function call. Each profile parameter sent to Adobe Target from Amperity is accessble using individual function calls. For example, if profile properties exist for gender, favoriteProduct, lastPurchaseDate, and loyaltyTier in Adobe Target, each profile parameter is accessable from a profile script using a function call for each profile parameter. For example: profile.get(‘<favoriteProduct>’).

Caution

Profile parameters that contain personally identifiable information (PII) should be hashed before uploading to Adobe Target. Hashed information is useful for analysis and for marketing activity in Adobe Target. Sensitive information, such as medical records, financial account information, or information about minors, should never be sent to Adobe Target.

Profile parameter values sent using the Bulk Profile Update API are stored for up to 14 days , after which inactive profile parameters are deleted and inactive profiles expire.

Personalization and optimization activities

Use Adobe Target to test variations of websites and mobile apps to optimize shopping experiences and to personalize offers on websites, mobile apps, and social media platforms.

Adobe Target activity types

Description

Auto allocation

Use auto allocation to identify a winner among two or more experiences, and then redirect traffic to the experience with the best conversion rate.

Auto targeting

Use auto targeting to personalize conversions based on individual customer profiles and historical behavior.

Automated personalization

Use automated personalization to combine specific offers and messages that match different offer variations based on individual customer profiles.

Experience targeting

Use experience targeting to deliver content to audiences based on a set of defined rules and criteria.

Manual A/B testing

Use manual A/B testing to compare experiences to identify which experience improves conversion rates.

Multivariate testing

Use multivariate testing (MVT) to compare combinations of offers to determine which combination offer is best for a specific audience.

Recommendations

Use recommendations to automatically display products, services, or content that might interest visitors based on their previous activity, preferences, or other criteria.

Caution

This destination is available for sending query results to Adobe Target after it is configured by a Datagrid Operator or your Amperity representative.

If this destintion cannot be selected for orchestrations ask your Datagrid Operator or Amperity representative to configure a destination for sending query results to Adobe Target.

Build a query

A query that returns profile parameters to send to Adobe Target maps attributes in the customer 360 database to the names of profile properties in the Adobe Target profile store.

If your customer 360 database has configured an Adobe Target table then the query can select all rows from that table.

SELECT * FROM Adobe_Target_Profile_Parameters

If the mapping is done in a query open the Query page and add a query for sending profile properties to Adobe Target.

An query can consolidate data from multiple tables.

  • Give the query a name that ensures all users in your tenant will know what the query is for. For example: Adobe_Target_Profile_Parameters.

  • The first column returned by the query must be named thirdPartyId. The value of thirdPartyId must be a persistent identifier that uniquely identifies visitors to a website, mobile app, social media platform, and other cross-channel locations to which your customers log in. For example, a loyalty ID, a membership number, or a web account ID.

  • Parameter names are case-sensitive: firstName, firstname, first_name, and Firstname are different parameter names.

  • Parameter names cannot be the same as a system parameter name , inculding averageDaysBetweenVisits, browserTime, geolocation, mobile, parameter, sessionCount or user.

  • Parameters should not contain unhashed personally identifiable information (PII). Apply SHA-256 hashing to any profile parameter that contains PII.

  • Parameters must not contain sensitive data, such as medical records, financial records, or information about minors.

  • A query that returns rows unique by Amperity ID may be made available to the Segments Editor.

Note

The SQL that your brand requires may be different, depending on which tables are the sources for profile parameters sent to Adobe Target.

What is the thirdPartyId profile property?

The thirdPartyId is a persistent identifier that uniquely identifies visitors to a website, mobile app, social media platform, and other cross-channel locations to which your customers log in. For example, a loyalty ID, a membership number, a web account ID, or some other identifier that is not personally identifiable information (PII) or sensitive information. Every call made to the Adobe Target profile store must use the thirdPartyId.

Example query

SELECT
  wa.Web_Account_Id AS thirdPartyId
  ,SHA256(TO_UTF8(LOWER(TRIM(c360.email)))) AS email
  ,ua.lastLogin AS lastLogin
  ,ua.lastTransaction AS lastTransaction
  ,ua.primaryAccountType AS primaryAccountType
  ,ua.openDate AS openDate
FROM Web_Accounts AS wa
INNER JOIN Customer_360 AS c360 ON wa.amperity_id = c360.amperity_id
INNER JOIN Unified_Apps AS ua ON wa.amperity_id = ua.amperity_id
GROUP BY
  wa.Web_Account_Id
  ,c360.email
  ,ua.lastLogin
  ,ua.lastTransaction
  ,ua.primaryAccountType
  ,ua.openDate