Adobe Summit: Designing an integrated customer profile

Matthew Rawding, a Consulting Manager with Adobe. talked about how to use Adobe Campaign to create an integrated customer profile.  So what is an integrated customer profile?
An integrated customer profile is a main pillar of Adobe Campaign.  Also included in Campaign are targeted segmentation, visual campaign orchestration, cross-channel execution, real time interaction management, and operational reporting.
The goal is to build the most comprehensive view of a customer possible based on the following sets of data.

  • Contact Information
  • Sociodemographic data
  • Computed Data – compute additional attributes based on other data
  • Explicit customer data – data provided by the customer as in a customer preference
  • Implicit customer data – data we gather
  • Scoring attributes

A key message here is: The more you can gather and manage data, the fewer guesses you have to make as a marketer.
Adobe Campaign provides a way to collect and manage all this data about customers.  This allows you to market directly to customers by knowing this much about each customer.
You want to have conversations with customers, not just communications.  This means listening to what the customers are saying through explicit and implicit data.  In Campaign, you can use this data to target specific customers and target the specific communications methods they prefer. Workflows all you to split a campaign across devices, so if one person prefers email they get an email, while another customer that prefers phone, gets a phone call.
Data aggregation is important. You can load all data into one DB. Or you can map datasources based on common keys.  Or you can use a hybrid model of collecting data in one place and mapping that data to sources that can’t be collected.
Matthew provided a 9-point checklist for building an integrated customer profile.  The first 5 steps are all about planning.

  1. Define Business Need
  2. Identify data sources
  3. Located Other Sources
  4. Invest in Data Governance
  5. Plan out your Data Ecosystem
  6. Implementation
  7. Automation
  8. Measurement
  9. Maintenance

The process above is iterative. You periodically have to go through iterations of some or all of the steps.
In Adobe Campaign, they have a very recipient oriented data model. This data includes data from delivery logs, tracking logs, proposition logs, survey logs and sales transactions.  There is often a need to include loyalty data, but you can map this data into the Campaign.
Campaign also includes a data loading workflow which automates the importation of data.  This sounds like a typical ETL process.
De-duplication is an important and complicated part of the process.  De-duplication rules need to be created and monitored. Campaigns uses a score-based matching system to do de-duping. This allows you to assign a base rule followed by the scoring rules.  Scoring rule allows you to add weights to specific conditions.  Totaled together, the base match and score rule results indicated a matched record.  Campaign calls this an Enrichment activity in the workflow.
After you have the de-duplication rules, you can also set Merge rules to the system which data fields to keep from which duplicate record.

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Mark Polly

Mark Polly is Perficient's Chief Strategist for Customer Experience Platforms. He works to create great customer, partner, and employee experiences. Mark specializes in web content management, portal, search, CRM, marketing automation, customer service, collaboration, social networks, and more.

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