Adobe Target Classroom in a Book by Brian Hawkins & Lily Chiu-Watson

Author:Brian Hawkins & Lily Chiu-Watson [Hawkins, Brian]
Language: eng
Format: azw3
Publisher: Pearson Education
Published: 2014-07-18T04:00:00+00:00

Figure 7.1 An example mbox debug window showing the mboxPC ID or PCid

However, monitoring activity status is just the surface of the power of the visitor profile. Adobe stores a number of other attributes as well, such as the visitor’s session ID, any other activities she has seen or been a member of, the user agent of the visitor’s browser, and the referring URL that brought her to the digital property where the Adobe Target technology was placed. Other information is also automatically captured, such as the user’s geolocation, device, session information, and more.

Because Adobe tracks these mapped visitor attributes, users of Adobe Target can apply this information to their activities either to target those visitors or to apply a layer of segmentation for deeper analysis.

The ability to gather all this visitor attribute information is beneficial, but the true value lies with the capability to customize the data Adobe Target stores as a profile or visitor attribute. Organizations use profiles in a wide variety of situations and see their optimization efforts become more strategic as they further enhance their profiles.

An important detail to note is that visitor profile attributes are independent of any activity that takes place, which means that once a visitor is profiled, any or all of the mboxes he encounters, in that session or future sessions, can use that information.

For example, let’s say you profile website visitors to a financial site based on the type of bank account they have (checking account, savings account, or both). Because this information is known in the logged-in area of the site, it is here that Adobe Target first learns about which accounts, if any, this website visitor has. The financial website can use this information for cross-selling its accounts anywhere it has Adobe Target in place. So when the website visitor returns to the home page without yet signing in, the site can display savings account-related content because it knows that the visitor only has checking account.

This type of targeting is tremendously valuable to organizations because the profile only has to be passed to Adobe Target once, and Target retains that information for use when the data isn’t otherwise available—for example, as in the previous example in which the website visitor returned to the site but did not sign in.

All profile information—that is, any and all data passed to Adobe Target for targeting or segmenting—must be anonymous and not PII, such as first and last name, mailing address, credit card numbers, social security numbers, account numbers, and email addresses. Adobe has built-in sensors that look for this information in the event an organization accidentally passes it to Adobe. If it does happen, organizations are immediately warned to stop passing this information because to do so is in direct violation of their contract with Adobe Target, as well as their own privacy policies.

Another important detail to note is that profile parameters and their values are stored by Adobe for as long as the visitor’s profile lifetime is set. By default, this is 14 days of inactivity but can be extended to as long as 84 days (12 weeks) at no charge.

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