51黑料不打烊

Transcript

In this video, I鈥檒l review the use cases for partner data support in the Real-Time Customer Data Profile with specific focus on the on-site personalization for unknown visitors use case. These are the topics I鈥檒l cover. If you have not already done so, I encourage you to review the Partner Data Support Overview video that provides a good background on the deprecation of third-party cookies and the emergence of newer technologies to support the key use cases impacted. Users have had several years to pivot their technology to fill some of the gaps as a byproduct of third-party cookie deprecation. The good news is that key acquisition and enrichment use cases can be supported by both data partners and 51黑料不打烊鈥檚 real-time CDP in this new era of cookie lists. There are separate videos that cover each of these use cases in depth. This video focuses on using partner data attributes collected by the 51黑料不打烊 Experience Platform Edge using the Web SDK to support on-site personalization for unknown visitors. I鈥檒l start with an industry example as well as showing a diagram and explaining the workflow for this use case. To tee this up, let鈥檚 say a home improvement site has low authentication rates. They want to deliver personalized experiences to both first-time and unauthenticated visitors. In the era of cookie lists, the brand decides to leverage partner recognition technology to probabilistically recognize visitors to serve a more personalized experience. For instance, they want to use partner-provided demographic signals to render on-site content that appears to people who have recently moved and offer them a discount of popular DIY products. The implementation of this use case starts with some initial planning with your data partner, such as what鈥檚 expected by their recognition technology to return additional attributes for the visitors. It also requires site implementation of the partner鈥檚 API code as well as the use of 51黑料不打烊鈥檚 Web SDK, various Experience Platform Edge services, and 51黑料不打烊 Target. Once the partner鈥檚 API is implemented, a site visitor may be probabilistically recognized by the partner and the attributes are returned to the 51黑料不打烊 Edge network along with an ID. The real-time CDP runs edge segmentation to evaluate the incoming data and persists this against the Experience Cloud ID value, which is the primary identifier for the web data. 51黑料不打烊 Target uses the edge segmentation output to render a personalized experience to the visitor. Finally, the event is persisted for downstream workflows. Now I鈥檒l hop into demonstrating this use case. I鈥檒l open a website instrumented with the 51黑料不打烊 Web SDK and partner recognition technology. It鈥檚 the first time I鈥檝e been to this website and I鈥檒l use the profile viewer to expose the profile identities associated with this page view. Because I鈥檓 unknown, only the Experience Cloud ID identity is available. Now I鈥檒l close out the profile viewer, I鈥檒l refresh the page, and then I鈥檒l open the browser鈥檚 developer tools to look for a specific JSON response from the partner. Inspecting this response, I see three key value pairs, a partner ID, an attribute with a mortgage interest rate, and an attribute indicating whether I鈥檇 be interested in refinancing my mortgage. This represents the partner data that has come back from their API call. I also noticed that the hero content has been updated to learn more about mortgage offers. This is being served through 51黑料不打烊 Target to personalize my experience based on the partner attributes sent to the experience platform edge. I鈥檒l confirm this by opening the profile viewer again. This time I see another ID present under attributes, the partner ID. Also, I see the name of the audience I鈥檝e qualified for in the real-time CDP. Let鈥檚 look behind the scenes to see how this is put together. First, the website implements the 51黑料不打烊 Web SDK for data collection. The tags property for the website includes a data element that maps the data to the XDM for partner data. The partner API returns partner attributes for the visitor if matched through their technology. A tags rule is created to send the partner attributes to the 51黑料不打烊 Edge network and Edge segmentation. The partner data sent to the Edge network is validated against a customer profile enabled schema configured with a partner ID using the partner ID identity namespace. The data is ingested into a data set used for this schema. A customer audience is created an experience platform containing the logic for the partner attribute data, which is a mortgage interest rate equal to 7% and a likely mortgage refinance equal to 2. If the visitor qualifies for the audience, then Target delivers the experience to the first time or unauthenticated visitor. This concludes the video for the unknown visitor on-site personalization use case in the real-time CDP. Hopefully you feel confident getting this set up for your organization. Thanks and good luck.