Profile Link Device Graph Use Cases

Recommendations and use cases for segment retargeting and personalized segment qualification with the Profile Link device graph.

Contents:

Recommendations

Consider the Profile Link device graph for campaigns that:

  • Have a high-level of authentication across their digital properties. Use an external device graph option if you have a small amount of authenticated users.
  • Require accurate targeting of known audiences. The Profile Link device graph is built using first-party, authenticated data.
  • Target known audiences across their authenticated and unauthenticated states in real-time.

Retargeting Use Case and Profile Merge Rule Configuration

Retarget audiences which have previously authenticated on-site and/or in-app across multiple devices. Segments can be composed of the following profiles:

  • Last known authenticated device profile.
  • Anonymous activity across each device profile.
Note: Trait information from either profile type can be used to create the segment.

Retargeting Example

Let's take a look at how this works with a sample credit card company. This example uses trait information collected from anonymous activity seen across 3 device profiles only.

Use Case Description

Conditions

This use case assumes these conditions:

  • A user has 3 devices and has been the last person to authenticate on the credit card company site/app on all 3 devices.
  • On the first device, a user in an unauthenticated state views an offer for a premium credit card.
  • On the second device, a user in an unauthenticated state views the premium credit card benefits page.
  • On the third device, a user in an unauthenticated state views the premium credit card fees and rates page.

Results

Given these conditions, Audience Manager:

  • Merges the anonymous, unauthenticated activity collected from all 3 devices using the last authenticated profile on the current device.
  • Evaluates the anonymous user for segment qualification based on:
    • A combination of anonymous activity across all 3 devices.
    • The last authenticated profile on the current device.
  • Sends the segment to any real-time destination for retargeting across all 3 devices.

Retargeting Profile Merge Rule Example

To set up retargeting with Profile Link, your Authenticated Options and Device Options should look like the rule configuration shown below. The Authenticated Profile options will be different from this example because these settings use the names of your cross-device data sources.

Personalization Use Case and Profile Merge Rule Configuration

Personalize the experience for authenticated audiences on-site and/or in-app based on activity across multiple devices. Segments can be composed of the following profiles:

  • Currently authenticated device profile.
  • Anonymous device profiles.
Note: A user must be in an authenticated state to qualify for a segment.

Personalization Example

Let's take a look at how this works with a sample credit card company.

Use Case Description

Conditions

Our use case assumes these conditions:

  • A user has 3 devices and has been the last person to authenticate on the credit card company site/app on all 3 devices.
  • On the first device, a user in an unauthenticated state views an offer for a premium credit card.
  • On the second device, a user in an unauthenticated state views the premium credit card benefits page.
  • On the third device, a user in an unauthenticated state views the premium credit card fees and rates page.
  • On any of these devices, the customer authenticates (by signing in) to check their balance.

Results

Given these conditions, Audience Manager:

  • Merges the anonymous, unauthenticated activity collected from all 3 devices using the current authenticated profile. The authenticated profile provides a common identifier across each device.
  • Evaluates the authenticated user for segment qualification based on:
    • A combination of anonymous activity across all 3 devices.
    • Their current authenticated profile.
  • Sends the segment to any real-time destination to create a personalized browsing experience for the user while authenticated on their current device.
    Note: This qualifies all 3 devices for the segment, regardless of authentication state. This result may cause privacy concerns if these are shared devices.

Personalization Profile Merge Rule Example

To set up personalization with Profile Link, your Authenticated Options and Device Options should look like the rule configuration shown below. The Authenticated Profile options will be different from this example because these settings use the names of your cross-device data sources.

For more information about how these device graph processes work, download our PDF, Audience Manager and External Device Graphs.