Partner Data: On-Site Personalization for Unknown Visitors



If I pull up the profile viewer, I can see that I don’t have any information on this visitor, only an ECID (or Adobe Experience Cloud ID) with no other data.   

Visit the SecurFinancial home page: https://dsn.adobe.com/web/securfinancial2   

Open the profile viewer panel. Demonstrate that this is an unknown visitor and we have only the ECID to identify this device.



2. If I refresh the page and pull up (desired inspection tool of choice), you can see that a call is coming in from a Third-Party Partner. In this instance, this partner is returning their respective Partner ID along with a few attributes associated with this visitor that the partner has just identified using their own recognition technology. 



**Note: you will want to pull up the profile viewer or the network inspection panel to show the partner API call coming through. There are two ways to represent the partner API call:  

(1) you can pull up the network inspection panel (right click, inspect) and filter by “partner” or  

(2) you can pull up the profile viewer and click on the events tab. More detailed workflows are represented in the architecture tab of the profile viewer 

 

In the partner API call, you should see either of the following (these are running at a 50/50 split):  

3. Adobe is able to ingest these attributes and segment these unknown visitors in real-time, using edge segmentation. This means that we are now able to qualify (or disqualify) unknown visitors and serve them more personalized experiences, without waiting for an authentication event or having them return in a different session. 

If I refresh the page again, you can see that we are now able to change this visitor’s experience in Adobe Target. We are able to reference the (insert partner data attributes) to show (either a credit card or mortgage) experience to this particular visitor in their current session. This enables brands to deliver a more personalized and relevant experience, even with little to no information on a given visitor.   

**Note for Existing Target Customers that may already be leveraging this type of technology**  

Please highlight the following enhanced capabilities that customers can unlock when executing these workflows in Real-Time CDP:  

While you may already be doing this today in Adobe Target, there are a few key advantages to centralizing partner data ingestion, segmentation, and activation in Real-Time CDP:  

Behind the scenes, the Adobe WebSDK is capturing and routing this data, in-real time, from the partner and into Real-Time CDP

In here, you can see the specific elements that the partner is sending and we are able to capture. 

If I click on rules, I see that I have a rule in place to send the respective partner data into Real-Time CDP once the page loads



Rules> Send Partner Data 



Here you can see we’re now capturing and aligning this partner data to a schema in Real-Time CDP. This is where you can edit and apply specific governance rules according to your usage rights you have with that particular partner.  

**Note: No ability to edit governance rules in public projects, so you will either need to voice over, or navigate to the policy section in Real-Time CDP to showcase 3P labels**  

You can see that we are also storing “PartnerID” in this schema. While this ID is not available for identity resolution, this identifier can be pulled forward into the customer profile by using computed attributes. This will allow you to bring forward the most recent partner provided ID to support future state off-site retargeting use cases or distribution back to customers own internal data stores.  

Separately, once a customer authenticates, any data that is collected in the first party context will get written to the individual customer profile.  



Once this data is ingested into Real-Time CDP, it is now available for segmentation. If I toggle over to my segmentation tool you can see how easy it is to create additional segments and activate them back to Target (or other personalization platform of choice).  

Again, future state capabilities will support offsite retargeting of this data, whereby customers will now be able to activate these segments back to the respective partner for activation on other channels (i.e. paid media, email, etc…)  

(optional: you can pull up either of the segments – Premium Credit Card Prospects or Mortgage Refinance and also show activation in the system to Target).  

 

Mortgage Refinance Segment:  

mortgageinterestrate = 7.0% AND likelymortgagerefinancers = 2  

 

Credit Card Upsell Motion - Premium Card:  

Prescence of premium credit cards (value = Y) AND  

Credit Card Attrition Households = 1 (Is a customer who often carries a zero balance)