How Profile Accelerator Improves Personalization for Adobe.com’s B2B Audience
As we previously reported here on the Tech Blog, Adobe is continuing to innovate and enable greater personalized experiences on Adobe.com using Adobe I/O Runtime and Audience Manager. One of the Adobe.com teams built a solution using Adobe I/O Runtime that helped address Adobe’s challenges with loading offline customer profile data into Audience Manager.
Internally known as the Adobe.com Profile Accelerator, the solution is designed to look up a visitor profile when the visitor signs into Adobe.com and send attributes straight to Audience Manager, in real-time. This solution was developed within a few weeks, and has been running on Adobe.com.
“We wanted a way to onboard customer profile data from our CRM systems into Audience Manager in real-time,” explains Fred Kuu. “Traditionally, we had been batch uploading data into Audience Manager on a nightly basis, and the latency was significant, sometimes as much as 48 hours.”
Data latency of the previous workflow impacted Reach — the number of visitors Adobe believes are in the respective audience segments. These segments are used for personalization, media retargeting and web analysis. When someone comes to Adobe.com and signs in for the first time, batched data may not have been loaded and processed by Audience Manager until later.
“We thought the data latency was just something we had to live with,” Fred reveals. “Until we heard of the Customer API that the Audience Manager product team was working on. We then needed a way to query for those attributes and call the Audience Manager API. This is where I/O Runtime came into play.”
Now, when someone signs into Adobe.com, a call to Profile Accelerator is triggered. At that point, there’s a real-time lookup, and CRM data is sent directly to Audience Manager via the Customer API, eliminating the latency of the previous batch-based approach.
This new approach has increased the Reach of the audience segments, as a result of the CRM attributes being sent to Audience Manager in real-time. In some cases, the team saw drastic improvements over 25%. That improvement in Reach directly translates to an improvement in the ability to serve more relevant, targeted experiences using Adobe Target. Audience segments based on CRM attributes can be targeted to when the Adobe.com visitor moves to the “next page” after Profile Accelerator is triggered in the same visit, essentially “next page personalization” for CRM attributes.
“The more data signals we can feed into Audience Manager, especially in real-time, the more we can create richer audience segments that can provide tailored experiences,” Fred explains. “That said, we are already exploring how to do ‘same page personalization’.”