Advertiser Use Cases

A look at some common advertiser needs met by Adobe Audience Manager.

Create a Unified View of all Your Users

Goal Benefit Example
  • Create a single audience repository to unify customers or prospect data across display impressions, on-site acquisition data, site behavior, email initiatives, and promotions.
  • Understand user attributes to help improve media buying efforts.
A unified customer data repository helps improve audience discovery, business planning, and provides in-depth understanding of audience segments. For quarterly display media planning, highlight unique audience behaviors across prospect profiles and shift budget to a specific segment or inventory source.

Create High Value Segments and Improve Reach with Look-alike Modeling

The Models documentation contains details about the Audience Manager algorithmic modeling process.
Goal Benefit Example
  • Leverage site behavior, offline data, third-party data, campaign metrics to create valuable audience profiles.
  • Model those segments against other data sources to increase reach.
  • Identify new audiences with behaviors and profiles that mirror the original audience.
  • Search against your own data and other third-party data that you have access to. This helps you find and identify the most influential data points for high-value audience profiles.
  • Identify customers who make expensive purchases.
  • Run an Audience Manager look-alike model to identify the most influential audience members in that segment.
  • Target those segments to improve current display advertising or through on-site personalization via Test&Target.
  • Include the new data in future display campaigns through Test&Target.

Retarget First-Party Data Through a Demand-side Platform (DSP)

Goal Benefit Example
Retarget visitors on advertiser or partner sites through a DSP to increase ad targeting effectiveness.
  • Align analytics data points with display advertising.
  • Reduction in wasted impressions (don't show impressions to current customers).
  • Create a "Vacations - Searchers No Conversion" segment.
  • Add a rule to exclude recent converters.
  • Retarget through a DSP with a special offer and subsequent on-site personalization.
  • Continue to show required content through Test&Target.

Use Partner Data to Create Special Offers for Current Customers

Goal Benefit Example
  • Offer customers special rates based on segment data from business partners.
  • For in-segment customers, reinforce this special offer through email marketing.
  • Improve offer management and conversion rates by taking advantage of data from strategic partners.
  • Break down organization and data silos with systems designed to manage and optimize cross-channel marketing initiatives.
  • Import partner data segments, combine them with your own, and offer relevant experiences with Test&Target.
  • Increase the scale of email marketing initiatives or DSP campaign alignment.

Use CRM Data to Create Special Offers for Current Customers

Goal Benefit Example
Integrate your separate data sets in Audience Manager to help manage customer offers based on seasonal or other purchasing behavior.
  • Leverage Audience Manager's integration capabilities to support the use of offline data.
  • Increase conversion rates and loyalty by offering customers relevant creative experiences.
  • In Audience Manager, create a segment for Fall vacation travelers.
  • In Test&Target, create a campaign to offer airline points for seasonal purchases.
  • Use Analytics to track customer activity through the conversion funnel. If a customer does not convert, retarget with email marketing.

Run Email Marketing with On-Site Behavioral and Current Customer Data

Goal Benefit Example
Use Analytics search behavior to target email marketing messages.
  • Align analytics data with marketing initiatives.
  • Combine Analytics data with customer data.
  • Improve collaborative offer management.
  • Create a "Purchase Intenders - No Conversion" segment.
  • Target that segment with related emails.
  • Continue to offer content on-site through Test&Target.

Tailor the Visitor's Purchase Path with Current Customer and Third-party Data

Goal Benefit Example

Take advantage of existing and third-party visitor data to optimize and personalize a customer's digital experience.

Personalized customer experience helps increase conversion rates. Presenting the right products, offers, and creative experiences can drive purchase activity and improve customer engagement or loyalty.

  • In Audience Manager, ingest third-party segment data targeted to small business owners.
  • In Test&Target, create an on-site campaign that offers small business owners targeted messages and offers.
  • Track performance with Audience Manager reports.

Improve First-party Data Monetization

Goal Benefit Example

Create and manage a single first-party data taxonomy for distribution across monetization platforms.

  • Single point of management for first-party data.
  • Align Analytics data with audience segments.
  • Work with first-party data in Analytics to create a travel enthusiasts segment.
  • Target and monetize that segment off-site through demand and sell-side platforms and trading desks.