Learn how to use Adobe Analytics reporting to analyze Target activities and how to use the People core service to achieve a complete, 360-degree understanding of customers to drive more relevant experiences for better engagement and improved ROI.
At the core of driving any successful marketing strategy is a deep understanding of who your customer is. In Using Adobe Analytics and Shared Audiences with Adobe Target, you will learn how to use Adobe Analytics reporting to analyze Target activities and how to use the People core service to achieve a complete, 360-degree understanding of your customers to drive more relevant experiences for better engagement and improved ROI. First, you'll learn how to create A4T tests and the unified customer view. Then, you'll learn how to share and use historical and real-time audiences, and how to enrich the customer data for targeting, segmenting, and reporting by using customer attributes. Finally you'll learn how to implement, validate and troubleshoot portions of the Marketing Cloud ID service. When you're finished with this course, you will have a foundational knowledge on leveraging the People core services in the Adobe Marketing Cloud to help you improve your ROI. Software required: Adobe Analytics and Adobe Target.
Jonathan Greiner is our Optimization Guru here at Pluralsight. He started his career in various capacities of the eCommerce world where he found a special interest in evidence based marketing, specifically conversion optimization.
Adobe Digital Learning Services helps customers transform their digital experiences through skill and enablement programs.
Master your marketing across channels and devices to deliver the perfect experience every single time. Learn how to bring data, creativity and content together to create powerful experiences for your customers.
Course Overview Hey, everyone. My name is Jonathan Greiner, and welcome to my course, Using Adobe Analytics and Shared Audiences with Adobe Target. We've built this course in partnership with Adobe Digital Learning Services. Adobe Target is designed to make testing and adopting a culture of optimization straightforward and scalable. The key concepts that inform Adobe Target allow you to make the most of developing and testing solutions. We'll learn how to use Adobe Analytics reporting to analyze target activities and how to use the People core service to achieve a complete, 360-degree understanding of your customers to drive more relevant experiences for better engagement and improved ROI. Some of the major topics we'll cover include the creation of A4T tests, discussing the unified customer view the marketing cloud provides, how to share and use historical and real-time audiences, how to enrich the customer data for targeting, segmenting, and reporting by using customer attributes, and then how to implement, validate, and troubleshoot portions of the Marketing Cloud ID service. By the end of this course, you'll be better able to collaborate across your organization like never before in order to understand your customers and deliver more timely, resonant, and engaging experiences. This course assumes you already have a foundational working knowledge of Adobe Target and Adobe Analytics, including how to plan, build, and execute optimization activities. If not, not to worry, there are foundational courses available here in the library. I hope you'll join me today in learning more about leveraging Adobe Analytics with Target here at Pluralsight.
Marketing Cloud Audiences At this point, you should be familiar with the fundamental steps involved in creating A4T tests and viewing those results. The creation of those tests involved audiences that may have been shared to the marketing cloud. In this section, we'll take a step back and show you how some of those audiences were created and published to the marketing cloud. We'll cover how to share audiences from Adobe Analytics, the data latencies to consider when planning activities for historical and real-time audiences, how to create audiences directly in the Marketing Cloud Audience Library, and how to share audiences from the Audience Manager. In Target, when an audience is listed as originating from the Marketing Cloud instead of from Target, that means that it was created and shared from one of the following, Adobe Analytics, Audience Library, Audience Manager. Regarding the three sources listed above, Adobe Analytics and the Audience Library interface are available through the Marketing Cloud. As long as you have Analytics, Target, and the correct services enabled, you will have access to both Adobe Analytics and the Audience Library. Audience Manager, however, is an added solution, as it confers additional value as a more robust service for creating audiences prior to sharing to the Marketing Cloud.