Sharing Experience Cloud Audiences – Part 2
In my last blog post, I showed an example of how you can create a segment in Adobe Analytics, push it to Adobe Target and then use Adobe Target to show personalized content on your website. It was a relatively basic example but showed how you could begin to leverage the power of the Adobe Experience Cloud audience sharing feature. In this post, I will build upon what was done in the last post and show some additional ways you can integrate Adobe Analytics and Adobe Target.
Sharing Converse Segment
In the last blog post, the scenario involved showing a cross-sell promo spot when visitors meet a specific segment criterion, which in that case was viewing two or more “Adam Greco” blog posts. We built a segment looking for those visitors and sent it to Adobe Target as a shared audience and then showed a cross-sell promo to the audience. But what if we wanted to show something different to the visitors that didn’t meet the targeting criteria? In that case, we could have default content or we could use a “converse” (opposite) segment to push something different to visitors who didn’t meet our segment criteria.
To illustrate this, let’s look at the segment we used to identify those who had viewed 2+ of my blog posts, but not viewed my services pages:
Now, if we want to show a different promotion to those who don’t meet this criterion, we can create a “converse” segment that is essentially the opposite of this segment as shown here:
To test that we have our segments setup correctly, we can build a table and make sure that the numbers look correct:
If you create your “converse” segments correctly, you should see the numbers in the right two columns add up to the first column, which they do in this case. Of course, you can create different segments and show different promos to each segment as needed, but in this simple example, I just want to show one promo to people who match the first segment shown above and another promo to those who don’t. Once both segments have been pushed to Adobe Target, the appropriate content can be pushed to the page using the “mbox” shown in my previous post.
In this case, I have decided to push a promo for my cool Adobe Analytics Expert Council (which you should probably apply for if you are reading this!). All those who aren’t targeted to learn about my consulting services will see this as the fallback option.
Track Promo Clicks and Impact
Another way to build upon this scenario is to track the use of internal promotions in Adobe Analytics. For example, when visitors click on one of the new promo spots being served by Adobe Target and shared audiences, you can set a click Success Event and also capture an internal tracking code in an eVar. The Success Event will tell you how many times visitors are engaging with the new targeted promo spots and the internal campaign eVar will tell you which ones were clicked and whether any other website conversion events took place after the internal promo was used.
Here is an example of an internal campaign clicks Success Event:
Here is an example of those internal campaign clicks broken down by internal campaign in the eVar report:
This report allows you to see which of these new promos is getting the most clicks (to see impressions and click-through rates of each promo is more involved and described here). It is relatively easy to see how often each promo leads to website Success Events since their values persist in the eVar. For example, in the screenshot shown above, when visitors click on the AAEC promo, I am setting a Success Event on the click, an internal campaign code in an eVar and if the visitors clicks the “Apply” button on the post, I am setting another Success Event. Therefore, I can view how many clicks the AAEC promo gets and how many AAEC Applications I get as a result:
In this example, we can see that the AAEC promo got twenty-five clicks and that four of them resulted in people beginning the application process (and there was one case of someone applying for the AAEC without using the promo). If I wanted to get more advanced, I could have multiple versions of the AAEC promo, use Adobe Target to randomly show each and use different internal campaign codes to see which version had the best conversion rate.
As you can see, the combination of Adobe Analytics shared audiences, Adobe Analytics and Adobe Target can be very powerful. There are countless ways to leverage the synergies between the products and these are only a few of Adobe’s suite of products! I recommend that you start experimenting with ways you can combine the Adobe products to improve your website/app conversion.