Data Sources in AAM

When you are new to AAM and you hear the words “data sources”, you immediately think you understand the concept. However, as you progress in your knowledge of the tool, you start to realise that you actually do not know what data sources are in AAM and need to rethink all you have learned. At least, this is what happened to me. Over time, I have finally understood this concept and today I wanted to share it with you in this post.

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The Display Advertising Industry

display advertising

When I attended my AAM training a few years ago, I remember I barely understood what I was explained. To me, it was all new. The technicalities were not that difficult, but when the trainers explained the business side, I stopped following the course; it was all gibberish to me. It took me a couple of years to get a reasonable understanding of the display advertising industry. Since then, colleagues and customers have asked me to explain them how this industry works, so I thought I would write a “display advertising introduction for dummies” post. I will omit a lot of parts and will simplify it. If you are well versed in this area, I suggest you skip this article, as it will not offer anything new to you. In fact, you may even know more than me!

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ID sync

synchronisation

When I was following the Adobe Audience Manager training, I remember that one of the topics I found most difficult to understand was ID syncing. The enablers spent a lot of time using these words and I could see that it was a key part of any DMP. Once I finally understood what it meant, I felt relieved. Today I will explain this concept, in case you are also stuck.

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Leveraging second party data in AAM

In an Adobe Audience Manager implementation, the first and most important data source is the data you already own. Then, when no more juice can be squeezed from first party data, we switch to purchasing third party data. Finally, in some cases, we go beyond and look for second party data. Today, I will focus on this last resort, which can be more interesting than what it initially looks like.

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Shopping Cart Abandonment (I)

Have you ever received a request to track and detect online shopping cart abandonments in real time? If you have, then you are not alone. This is a typical request we get from our clients and I have seen too many times. The theory is very simple: if we can detect that a user has added something to the basket but has not purchased it, then we need to persuade him to finish the process. However, the reality is more complicated than just that. Let me explain what I usually discuss with my customers and what options do we have.

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First visit targeting

If you are working with a DMP like Adobe Audience Manager, I am sure you have come across the following problem: you want to target your visitors on site, immediately after they log in, using on-boarded data, even on the first visit. This last statement is, precisely, where the problem is. The way AAM processes on-boarded data is as follows:

  1. You upload your CRM data to AAM, either to an SFTP location or an S3 bucket
  2. Every 12h, AAM reads all on-boarded data and processes it, converting the signals into traits
  3. The traits are stored in the core servers
  4. A visitor logs in for the first time
  5. Since the communication between the browser and AAM is done through the edge servers, these servers have at this moment in time no on-boarded information for that visitor
  6. The edge servers where this visitor activity has happened, request the on-boarded traits to the core servers
  7. In a batch process, core servers send to the edge server the visitor’s on-boarded information

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