If you ask any marketer about their lowest hanging fruit, I guarantee that the majority would say to combine their online and offline data to have a 360-degree view of their customers. I know what you are thinking: “Jerry! this is so 2011. Everyone is already doing that.” My answer would be that everyone is doing some version of stitching online and offline but how many are doing this right? Not many. Frankly, I do not think this is entirely your fault. There is an outpour of ways to do this that ends up complicating this matter and sometimes discouraging us from doing it right. This is the same confusion a 3-year-old kid would have when walking into a store with $20 bill to buy a single candy bar versus walking in with $3. I guarantee you that you will have a more enjoyable experience if you had less options to choose from. In the candy store scenario, a limited budget will limit your options which will make the choosing process faster and less stressful. If you have a kid or niece/nephew, experiment with this theory and let me know how it goes.
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Back to Marketing, Adobe Experience Cloud offers many ways for you to stitch your online and offline data. In this post, we will concentrate on leveraging Adobe’s Cloud to stitch and host this data. In future posts, we will discuss how you can pull the data out of Adobe and combine it with offline data in your own on-premise or cloud solutions. Assuming that you have access to the Adobe Experience Cloud with the proper provisioning in place, we will highlight my top three methods to uploading offline data into Adobe.
Audience Manager, AAM, is Adobe’s Data Management Platform (DMP). One of the selling points for a DMP is that it allows you to bring in 1st, 2nd and 3rd party data sources together under one roof. Some of this data, mainly the 1st party data, will be ingested in real time via AAM Tag or pixel. For other sources, data is onboarded to AAM via a file upload which can happen in one of two ways:
Core services is the glue that brings the tools within the Adobe Experience Cloud together. In other words, it enables functionalities for these tools to work together. One of these functionalities is allowing you to onboard data via Customer Attributes where this data will be linked to a customer profile. To enable this, make sure you do the following:
When it comes to uploading data via Adobe Analytics, two methods come to mind:
In this post, we covered my top three creative ways to upload data into Adobe’s Experience Cloud but by no means these are the only options. Each option has it is pros and cons when it comes to timing, availability, backfill and volume. Keep in mind the use cases that this data will drive when uploaded into the platform. Will it only to be used in the DMP? Or will it be used for email and onsite personalization? The possibilities are many and hence why we recommend adopting a holistic multi-solution mindset when approaching this feature.