Data-Driven Marketing Campaigns using Adobe Experience Platform’s Unified Profile: Integrating Adobe Campaign Classic
By: Jaemi Bremner
Tags: Data Driven Marketing, Marketing, Data, Adobe Io, Integration

This post illustrates how to leverage the Unified Profile in Adobe Experience Platform within Adobe Campaign Classic using Adobe I/O Runtime to create data-driven, cross-channel marketing campaigns.

This blog details a single implementation or customization on Adobe Experience Platform. Not all aspects are guaranteed as general availability. If you need professional guidance on how to proceed, please reach out to Adobe Consulting Services on this topic.

With vast amounts of data coming from many different sources in marketing ecosystems, keeping on top of it all and deriving actionable insight can be a significant challenge. As a marketer, if you want to leverage all that data and orchestrate an omnichannel customer journey that achieves your goals (while delighting users), what should you do? A crucial part of making this happen is to create a Unified Profile, which links and stitches various types of customer data together.

With Adobe Experience Platform (AEP), our purpose-built customer management platform, this is possible in new and exciting ways. Via Adobe I/O Runtime, Adobe’s serverless platform, marketers and developers can leverage Unified Profiles built-in AEP and then get that data into Adobe Campaign Classic. From there, you can design, plan, execute, manage, and optimize data-driven, cross-channel marketing campaigns.

This custom connector, which brings data from AEP into Campaign Classic, makes it possible to orchestrate complex omnichannel customer journeys without needing to manually ingest vast amounts of data. And since all of this uses I/O Runtime, the customer data can be leveraged across any solution inside the Adobe ecosystem or connected with legacy marketing systems. So, how do you deploy an Adobe Campaign Classic connector for AEP using Adobe I/O Runtime? Read on for details:

Use cases of the Adobe Campaign Classic (ACC) custom connector

To show you how to implement this custom connector, we’ll use a sample framework built entirely with Adobe technologies. You won’t need to provide any third-party solutions to use these functionalities. Once built, this connector will allow you to:

Share segments defined in AEP to ACC

When a segment is built in AEP using a Unified Profile, this segment is also pulled into ACC along with the Segment Membership. This linked identifier between ACC and AEP can be configured based on the Identity Namespace option.

Share datasets between AEP and ACC

Sharing datasets from AEP to ACC is required for use cases that need the most recent data. These datasets can be brought into ACC by creating a Dataset Mapping record, and can include data about profiles or any other lookup tables. Only successfully ingested batches in the mapped datasets in ACC are synced. An ACC technical workflow is implemented to load this data into ACC. The technical workflow is automatically triggered when a successful batch on that dataset is received.

Features of the custom ACC connector

This ACC connector allows for:

● Automated Segment sharing from AEP to ACC

● Automated AEP Dataset import to ACC

● Automated Data exports out of ACC

● Support for multiple identifiers and custom schema (Dataset of any schema in AEP can be imported)

User guide for working with the ACC connector with AEP

Segment sharing automation

The segment sharing use case is fully automated. It does not require any manual steps other than those covered in the installation. Below, you can see a sequence of processes that are triggered on a regular cadence (daily by default), set by the workflows:

Within ACC, marketers can leverage the Segment Membership schema to identify recipients. The segment status and the time that a certain status was realized by the recipient are also included. Supported use cases are:

Targeting of a customer who was in a ‘winback’ segment and now has also qualified for an ‘Eligible for high-value offer’ segment.

Logic: Recipients in ‘winback’ and ‘Eligible for high-value offer segment’ where last qualification date is after the previous execution of the campaign and status = ‘Existing.’

Target customers who have just exited the winback segment.

Logic: Get Recipient in the ‘winback’ audience with a status of ‘Exited’ and last qualification date since last execution of campaign.

There are many more ways to combine and query these segments to identify where a recipient is in their journey. A marketer-friendly view to see all the segments and the recipients within those segments with the status is provided within the package. In ACC simply go to Adobe Experience Platform > AEP Segments (see the screenshot below).

Dataset imports and exports

For dataset exchange, the connector allows for extendibility on what data can be imported and exported between ACC and AEP, based on your needs. The goal here is to provide a flexible yet scalable framework for ACC users to import and export any dataset related to profile, experience event, and any other customer resource defined in AEP, such as Accounts, Leads, send logs, tracking logs, etc.

Once the dataset imports or exports are set up, the flow of new batches in these datasets is automated. This allows both AEP and ACC to be in sync, empowering marketers to leverage this data as soon as it is ready.

Below are the high-level steps that need to be taken to set up an automated dataset exchange:

The ACC user must set up a Dataset Mapping for the AEP dataset that will be synced from AEP. We will need the following to set this up:

Adobe Experience Platform Dataset ID and Dataset Table Name (this is displayed on the left panel of the Dataset table name).

● A technical workflow setup in ACC to trigger when there is a new batch for this dataset in AEP. We suggest creating a workflow template to quickly build out additional workflows.

Here are the steps to follow to in Adobe Campaign Classic:

Create Import Workflow

2. Create Dataset Mapping

Here is an example of an Import Dataset Mapping to bring in Profile data from AEP to ACC. Note each batch being ingested in AEP shows up in the list of ingested batches in the UI allowing for easy tracking of what data has been synced.

Here is an example of an Export Dataset Mapping to send Campaign disposition data from ACC into AEP; these are broadLog and tracking Log records in ACC that get exported into an XDM Experience Events schema in AEP.

Building Custom integrations with Adobe I/O Runtime

The custom connector described here is just one example of how Adobe I/O Runtime could be used as a glue between various solutions in your marketing tech stack. With the flexibility to deploy custom actions and letting Adobe I/O Runtime handle the underlying infrastructure allows Adobe’s customers to realize even more value from their investments.

* Not all aspects are guaranteed as general availability. If you need professional guidance on how to proceed, then please reach out to Adobe Consulting Services on this topic.