Marketing Cloud Audiences in Adobe Analytics

You can share segments created in Audience Manager with Analytics in real-time.

Important: Please keep in mind that this is a pre-release, public-beta version of Marketing Cloud Audiences in Adobe Analytics. As such, please be aware that
  • You are limited to sharing a maximum of 150 segments/audiences.
  • Adding new segments in Audience Manager to an Analytics destination will not send through the friendly name of the segment, only the segment ID. (Saving the segment in the Marketing Cloud UI will save the friendly name.)
  • In order to perform the initial setup of Marketing Cloud Audiences, you will need to log into the Marketing Cloud UI. If you do not know your login information, contact the Adobe Marketing Cloud Admin at your company.
  • The shared audiences work in Analysis Workspace, Reports & Analytics, Report Builder, Data Warehouse, Ad Hoc Analysis, and Data Feeds. However, data feeds do not include the friendly names.
  • Adobe Audience Manager Export Controls apply.

Adobe Audience Manager (AAM) is a powerful data management platform that helps you build unique audience profiles from first-party, second-party/partner, and third-party data integrations. For advertisers, these audience profiles help define the most valuable segments to use across any digital channel.

With the Marketing Cloud Audiences for Analytics integration in place, you can incorporate Marketing Cloud audience data such as demographic information (e.g. gender or income level), psychographic information (e.g. interests and hobbies), CRM data, and ad impression data into any Analytics workflow. In fact, you can share any audience in your Marketing Cloud Audience Library with Analytics. Best of all, this integration happens in real-time. You can always be sure you are not missing visitors that had a single hit.

Prerequisites

Ensure that the following prerequisites are in place:

  • You are a customer of both Audience Manager and Adobe Analytics.
  • You are using the Marketing Cloud ID service (formerly Visitor ID service) v1.5 or later.
  • You are enabled for the Profiles & Audiences core service.
  • You use server-side forwarding for Audience Manager using the Analytics plugin (no DIL code) - AppMeasurement 1.5 or later.
  • If you enabled role-based access control (RBAC) in your AAM company, only the AAM Admin can open the Audience Library and share Audiences to Analytics.

These prerequisites are described in Audiences Workflow.

Data Flow

To implement the Audience Manager-Analytics audience integration, you must have the Marketing Cloud ID service up and running, along with Marketing Cloud Profiles & Audiences enabled. The Marketing Cloud ID service is what allows the Analytics data collection servers and the Audience Manager data collection servers (DCS) to interact.

For example, assume you are a “high-income male” visiting Adobe.com:



  1. Because the Marketing Cloud ID Service is in place, a Marketing Cloud ID (MCID) has been assigned to you as a visitor. AAM uses this MCID to identify the segments you belong to. Be aware that if you multi-suite tag on your site, it is highly recommended that you enable the ID service for each report suite that will receive this data, or you may run into data collection problems.
  2. With this information, the Analytics Data Collection service asks the Audience Manager DCS what AAM segments you belong to. AAM can quickly look up this information with the MCID that was supplied.
  3. The applicable AAM segment IDs are passed back to Analytics Data Collection. The AAM segment IDs are drawn from the list of up to 150 segments that you selected when setting up the feature. In this case, AAM passes back that you belong to the “high income” and “male” segments.
  4. Analytics Data Collection then takes the list of applicable segment IDs associated with those AAM segments and adds them to a new dedicated mc_audiences data column. This data column is then used for reporting and segmentation in Analytics.

Because Analytics Data Collection is inserting these segments on a same-hit basis and because it ensures that the Analytics data on that hit gets inserted into AAM before it determines applicable segments, you can be sure that whatever data is available in AAM about a visitor will not be missed and be up to date for that hit. This is superior to an AppMeasurement plug-in, because a plug-in can make those segments available only on the next hit (rather than the current hit.)

In addition, we automatically classify the AAM segment IDs to their friendly names for you, so that you won’t have to look at alpha-numeric strings in Analytics reports.