You can share segments created in Audience Manager with Analytics
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
- Adobe Audience Manager
Export Controls apply.
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
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.
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
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:
- 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.
- 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.
- 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.
- 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.