Information about using enterprise customer data from a customer relationship management (CRM) databases for content targeting in Adobe Target by using Customer Attributes in the Adobe Profiles & Audiences core service.
Enterprise customer data collected through multiple sources and stored inside a CRM database can be used in Target to strategically deliver the most relevant content to customers, specifically focusing on returning customers. The People core service (formerly Profiles and Audiences) brings together data collection and analysis with testing and optimization, making data and insights actionable.
Customer Attributes Overview
The People core service is part of the Adobe Experience Cloud and provides enterprises a tool to push their customer data to the Experience Cloud platform. Data onboarded to the Experience Cloud is available for all Experience Cloud workflows. Adobe Target utilizes this data for targeting returning customer based on attributes. Adobe Analytics consumes these attributes and they can be used for analysis and segmentation.
Consider the following information as your work with customer attributes and Target:
- There are some prerequisite requirements that you must meet before you can use the Customer Attributes feature in the People core service. For more information, see "Prerequisites for Uploading Customer Attributes" in Customer Attributes in the Experience Cloud and Core Services Product Documentation. Note that at.js (any version) or mbox.js version 58 or later is required.
- Adobe does not guarantee that 100% of customer attribute (visitor profile) data from CRM databases will be onboarded to the Experience Cloud and thus be available for use for targeting in Target. In our current design, there is a possibility that a small percentage of data might not be onboarded.
- The lifetime of customer attributes data imported from the Experience Cloud to Target depends on the lifetime of the visitor profile, which is 14 days by default. For more information, see Visitor Profile Lifetime .
- If the vst.* parameters are the only thing identifying the user, the existing "authenticated" profile will not be fetched as long as authState is UNAUTHENTICATED (0). The profile will only come into play if authState is changed to UNAUTHENTICATED (1).For example, if the vst.myDataSource.id parameter is used to identify the user (where myDataSource is the data source alias) and there is no MCID or third-party ID, using the parameter vst.myDataSource.authState=0 won't fetch the profile that might have been created through a Customer Attributes import. If the desired behavior is to fetch the authenticated profile, the vst.myDataSource.authState has to have the value of 1 (AUTHENTICATED).
- You cannot send the following characters in mbox3rdPartyID: plus sign (+) and forward slash (/).
Customer Attribute Workflow for Target
Complete the following steps to use CRM data in Target, as illustrated below:
Detailed instructions for completing each of the following tasks can be found in Create a Customer Attribute Source and Upload the Data File in the Experience Cloud and Core Services Product Documentation.
- Create a data file.Export customer data from your CRM to CSV format to create a .csv file. Alternately, a zip or gzip file can be created for uploading. Ensure that first row of CSV is the header and all rows (customer data) have the same number of entries.
- Create the attribute source and upload the data file.Specify a Name and Description of the data source and the alias Id. The alias Id is a unique ID to be used in your Customer Attribute code in VisitorAPI.js.The data source name and the attribute name cannot contain a period.Data files up to 100 MB can be uploaded using the HTTP method. Files larger than 100 MB, up to 4 GB can be uploaded through FTP.
- HTTPS: You can drag-and-drop the .csv data file or click Browse to upload from your file system.
- FTP: Click on FTP link to upload file through FTP . First step is to provide a password for the Adobe-provided FTP server. Enter the password, then click Done.Now transfer your CSV/ZIP/GZIP file to the FTP server. Once this file transfer is successful, create a new file with same name and .fin extension. Transfer this empty file to the server. This indicates a End Of Transfer and the Experience Cloud starts to process data file.
- Validate the schema.The validation process lets you map display names and descriptions to uploaded attributes (strings, integers, numbers, and so on). Map each attribute to its correct data type, display name, and description.Click Save after schema validation is complete. The file upload time varies depending on the size.
- Configure subscriptions and activate the attribute source.Click Add Subscription, then select the solution to subscribe these attributes. Configuring a subscription sets up the data flow between the Experience Cloud and solutions. Activating the attribute source allows the data to flow to subscribed solutions. The customer records you have uploaded are matched up with incoming ID signals from your website or application.While performing this step, be aware of the following limitations:
- The maximum file size for each upload using the HTTP method is 100 MB.
- The maximum file size for each upload using the FTP method is 4 GB.
- The number of attributes allowed to subscribe: 5 for Target Standard and 200 for Target Premium.
Use Customer Attributes in Target
You can use customer attributes in Target in the following ways:
Creating targeting audiences
In Target, you can select a customer attribute from the Visitor Profile section when creating an audience. All customer attributes have the prefix < data_source_name > in the list. Combine these attributes as required with other data attributes to build audiences.
Creating profile scripts using tokens
Customer attributes can be referenced in profile scripts using format crs.get('<Datasource Name>.<Attribute name>').
This profile script can be used directly in offers for delivering attributes that belong to the current visitor.
Using mbox3rdPartyID in your website for a successful implementation and usage
Pass mbox3rdPartyId as a parameter to the global mbox inside the targetPageParams() method. The value of mbox3rdPartyId should be set to the customer ID that was present in CSV data file.
Using the Experience Cloud ID Service
If you are using the Experience Cloud ID service, you need to set a Customer ID and Authentication State to use customer attributes in targeting. For more information, see Customer IDs and Authentication State in the Experience Cloud ID Service Documentation.
For more information about using customer attributes in Target, see the following resources:
- Create a Customer Attribute Source and Upload the Data File in the Experience Cloud and Core Services Product Documentation
- Customer Attributes: The More You Know, The Better You Connect in the Digital Marketing Blog
Issues Frequently Encountered by Customers
You might encounter the following issues when working with customer attributes and Target:
Customer attributes are removed because the profile is too large
There is no character limit on a particular field in the user's profile, but if the profile gets larger than 64K, it is truncated by removing the oldest attributes until the profile is below 64K again.
Attributes not listing in the Audience Library in Target, even after several days
This is usually a Pipeline connection problem. As a resolution, ask your Customer Attributes team to republish the feed.
Delivery not working based on the attribute
The profile has not been updated on the edge yet. As a resolution, ask your Customer Attributes team to republish the feed.
Be aware of the following implementation issues:
mboxUpdate not performed properly
mboxUpdate was not performed properly with mbox3rdPartyId.
Customer attributes are not being imported into Target.
If you cannot find Customer Attributes data in Target, ensure that the import occurred within the last x days where x is the Target Visitor Profile Lifetime value (14 days by default).
Issues in rows 1 and 2 above cause approximately 60% of problems in this area. Issues in row 3 cause approximately 30% of problems. The issue in row 4 causes approximately 5% of problems. The remaining 5% are due to miscellaneous issues.
Training video: Upload Offline Data using Customer Attributes
This video shows yo how to import offline CRM, help desk, point-of-sale, and other marketing data into the Experience Cloud People service and associate it with visitors using their known IDs.