If you have a website, sooner or later it is going to be found by bots. There is no way you can prevent this from happening, so you need to be ready to deal with them. This is the first of a 2-part series on this topic.
Like all guilds, digital marketeers have their own jargon. People outside the group may find it difficult to understand what certain words mean. One such word is campaign. Different people, teams or companies in digital marketing use it in different ways, often excluding others’ meaning.
Many years ago I read a story about the resignation of Google’s lead designer. He wrote a bitter post, where he explained why he did it. I recommend that you read it before you proceed with my post. Initially, it was just an curious story for me, but now I see profound implications.
The concept of consumer journeys is becoming one of the key techniques to digital marketing. It is an innovative way of creating campaigns, which requires all teams rowing together towards a common goal. If you have not heard about them, in the few posts I will explain consumer journeys in more detail.
Today I am going to diverge from the typical, more technically-oriented posts I have written in the last few months. Most of the companies I have worked with in the last 5+ years had the same issue: different Adobe tools where used by different and disconnected teams. Although this seems like an obvious issue, I wanted to put it in writing.
The wait is over. If you have followed my last couple of posts, I have been explaining the steps before you can actually start configuring Profile Merge Rules. These steps are needed so, if you have landed on this post after a search, check them before proceeding with this one.
In my previous post, I started explaining what profile merge rules are. If you were expecting that in today’s post I documented how to configure it, I am still not there yet. I still need another building block: the declared IDs. With it, I will be in a position to show you how to proceed with profile merge rules.
One of the most difficult features to understand in Adobe Audience Manager is profile merge rules. I thought of diving directly into the configuration, but first I want to explain what problem profile merge rules is trying to solve it and how it does it. Then I can move on to the code and, finally, the configuration.
My initial goal, when I wrote about attribution, was actually to talk about the configuration option named “Override Last-Touch Channel” in the Marketing Channels reports. However, I realised I needed an introduction to make it clearer and I wrote my previous post. Now I can go into the details of this technical feature and its consequences.