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    <title>article Re: Audience Analytics - Analyzing AAM segments with Adobe Analytics in Adobe Audience Manager Blogs</title>
    <link>https://experienceleaguecommunities.adobe.com/t5/adobe-audience-manager-blogs/audience-analytics-analyzing-aam-segments-with-adobe-analytics/bc-p/419476#M16</link>
    <description>&lt;P&gt;This is a nice explainer on the technical steps required to make AAM data available in AA. Does anyone have any advice on how to actually use that data to get robust insights?&lt;/P&gt;&lt;P&gt;&amp;nbsp;&lt;/P&gt;&lt;P&gt;My main challenge is that I want to be able to 'tune out' the effect of some segments having larger populations than others. For example, lets say my Nielsen segments in AAM are as below&lt;/P&gt;&lt;P&gt;&amp;nbsp;&lt;/P&gt;&lt;P&gt;Male: 200 million IDs&lt;/P&gt;&lt;P&gt;Female: 300 million IDs&lt;/P&gt;&lt;P&gt;&amp;nbsp;&lt;/P&gt;&lt;P&gt;I want to create some overlaps in AA, to understand my young customer audience (500 thousand IDs)&lt;/P&gt;&lt;P&gt;Youth + Male = 200 thousand (40%)&lt;/P&gt;&lt;P&gt;Youth + Female = 300 thousand (60%)&lt;/P&gt;&lt;P&gt;&amp;nbsp;&lt;/P&gt;&lt;P&gt;On face value it looks like my young customer audience are mainly female. However, it is not the case, this is simply a product of Nielsen having more data capture on females than males.&lt;/P&gt;&lt;P&gt;&amp;nbsp;&lt;/P&gt;&lt;P&gt;Does anyone have a method to apply some type of weighting that would yield the true insight (50% - 50%)???&lt;/P&gt;</description>
    <pubDate>Tue, 17 Aug 2021 16:42:40 GMT</pubDate>
    <dc:creator>r-seabrook</dc:creator>
    <dc:date>2021-08-17T16:42:40Z</dc:date>
    <item>
      <title>Audience Analytics - Analyzing AAM segments with Adobe Analytics</title>
      <link>https://experienceleaguecommunities.adobe.com/t5/adobe-audience-manager-blogs/audience-analytics-analyzing-aam-segments-with-adobe-analytics/ba-p/331061</link>
      <description>&lt;HTML&gt;&lt;HEAD&gt;&lt;/HEAD&gt;&lt;BODY&gt;&lt;P&gt;&lt;SPAN style="font-family: Calibri; font-size: 11pt;"&gt;Audience Manager is a robust data management platform that lets you build customer segments from first, second and third-party data sources. This helps advertisers in communicating the most relevant marketing messages to different segments, increase their media efficiency and improve customer experience. But &lt;SPAN style="font-weight: normal; font-size: 11pt;"&gt;to&lt;/SPAN&gt;&lt;SPAN style="font-weight: normal; font-size: 11pt;"&gt; gain more insights about these individual segments, there are limitations to what &lt;/SPAN&gt;&lt;SPAN style="font-weight: normal; font-size: 11pt;"&gt;Audience Manager &lt;/SPAN&gt;&lt;SPAN style="font-weight: normal; font-size: 11pt;"&gt;can do within its instance. &lt;/SPAN&gt;&lt;/SPAN&gt;&lt;/P&gt;&lt;P&gt;&lt;/P&gt;&lt;P&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;Enter Audience Analytics, a first of its kind, productized integration of Audience Segments with the powerful data analytics engine powered by Adobe Analytics. Through this integration, marketers can view segment data, such&lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt; as demographic &amp;amp; psychographic information, CRM data, and ad impression data within their A&lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;dobe &lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;A&lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;nalytics&lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt; instance. It enables them to create segment-specific dashboards and monitor KPIs all in real-time without manual intervention.&lt;/SPAN&gt;&lt;/P&gt;&lt;P&gt;&lt;/P&gt;&lt;P&gt;&lt;SPAN style="font-size: 11pt; font-family: Calibri;"&gt;&lt;STRONG&gt;Prerequisites&lt;/STRONG&gt;&lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;:&lt;/SPAN&gt;&lt;/P&gt;&lt;OL style="list-style-type: decimal;"&gt;&lt;LI&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;You are a customer of both Audience Manager and Adobe Analytics&lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;.&lt;/SPAN&gt;&lt;/LI&gt;&lt;LI&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;You are using the Experience Cloud ID Service v1.5 or later.&lt;/SPAN&gt;&lt;/LI&gt;&lt;LI&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;Audience manager &lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;and Adobe Analytics report suite is &lt;/SPAN&gt;&lt;SPAN style="text-decoration: underline;"&gt;&lt;SPAN class="15" style="font-family: Calibri; color: #0563c1;"&gt;&lt;A href="https://marketing.adobe.com/resources/help/en_US/mcloud/map-report-suite.html"&gt;mapped to the same Experience Cloud organization&lt;/A&gt;&lt;/SPAN&gt;&lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;.&lt;/SPAN&gt;&lt;/LI&gt;&lt;LI&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;You use &lt;/SPAN&gt;&lt;SPAN style="text-decoration: underline;"&gt;&lt;SPAN class="15" style="font-family: Calibri; color: #0563c1;"&gt;&lt;A href="https://marketing.adobe.com/resources/help/en_US/analytics/audiences/ssf.html#concept_9563FCADF29748928E770EC5221B2685"&gt;server-side forwarding&lt;/A&gt;&lt;/SPAN&gt;&lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt; and have implemented the Audience Management module (no DIL code) - AppMeasurement 1.5 or later.&lt;/SPAN&gt;&lt;/LI&gt;&lt;/OL&gt;&lt;P&gt;&lt;/P&gt;&lt;P&gt;&lt;SPAN style="font-size: 11pt; font-family: Calibri;"&gt;&lt;STRONG&gt;Configuration&lt;/STRONG&gt;&lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;:&lt;/SPAN&gt;&lt;/P&gt;&lt;P&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;Now that we’ve determined the requirements for Audience Analytics, let’s delve into how it’s configured.&lt;/SPAN&gt;&lt;/P&gt;&lt;OL style="list-style-type: decimal;"&gt;&lt;LI&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;Turn on &lt;/SPAN&gt;&lt;A href="https://marketing.adobe.com/resources/help/en_US/analytics/audiences/ssf.html"&gt;&lt;SPAN style="text-decoration: underline;"&gt;&lt;SPAN class="15" style="font-family: Calibri; color: #0563c1;"&gt;server-side forwarding&lt;/SPAN&gt;&lt;/SPAN&gt;&lt;/A&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt; (if you have implemented AAM through SSF, then this would already have been taken care of).&lt;/SPAN&gt;&lt;/LI&gt;&lt;LI&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;Adobe Analytics Destination:&lt;/SPAN&gt;&lt;/LI&gt;&lt;/OL&gt;&lt;P class="18" style="padding-left: 30px;"&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;By default, an Adobe Analytics destination would be created in your AAM instance if you meet the prerequisites, and have a report suite in your &lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;Adobe Analytics &lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;instance mapped to your Org Id. You will need to edit and configure it to make use of Audience Analytics. &lt;/SPAN&gt;&lt;/P&gt;&lt;P class="18" style="padding-left: 30px;"&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;If you do not see this, go ahead and create a new destination (Audience Data &amp;gt; Destinations &amp;gt; Create New Destination)&lt;/SPAN&gt;&lt;/P&gt;&lt;P&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;&amp;nbsp;&amp;nbsp;&amp;nbsp;&amp;nbsp; 3. &lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;Configuring &lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;Adobe Analytics &lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;destination&lt;/SPAN&gt;&lt;/P&gt;&lt;OL style="list-style-type: decimal-leading-zero;"&gt;&lt;UL&gt;&lt;LI&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;Basic information:&lt;/SPAN&gt;&lt;/LI&gt;&lt;/UL&gt;&lt;OL&gt;&lt;OL style="list-style-type: upper-roman;"&gt;&lt;LI&gt;&lt;SPAN style="font-family: Calibri; font-size: 11pt;"&gt;Name the destination. Avoid special characters.&lt;/SPAN&gt;&lt;/LI&gt;&lt;LI&gt;&lt;SPAN style="font-family: Calibri; font-size: 11pt;"&gt;(Optional) Describe the destination for your reference.&lt;/SPAN&gt;&lt;/LI&gt;&lt;LI&gt;&lt;SPAN style="font-family: Calibri; font-size: 11pt;"&gt;(Optional) In the Platform list, leave the default set to All.&lt;/SPAN&gt;&lt;/LI&gt;&lt;LI&gt;&lt;SPAN style="font-family: Calibri; font-size: 11pt;"&gt;In the Category list, select Adobe Experience Cloud.&lt;/SPAN&gt;&lt;/LI&gt;&lt;LI&gt;&lt;SPAN style="font-family: Calibri; font-size: 11pt;"&gt;In the Type list, select Adobe Analytics. &lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11pt;"&gt;Click Save. &lt;/SPAN&gt;&lt;/LI&gt;&lt;/OL&gt;&lt;/OL&gt;&lt;/OL&gt;&lt;P&gt;&lt;SPAN style="font-family: Calibri; font-size: 11pt;"&gt;&lt;EM&gt;&lt;SPAN style="font-family: Calibri; font-size: 11pt;"&gt;&amp;nbsp;&amp;nbsp;&amp;nbsp;&amp;nbsp;&amp;nbsp;&amp;nbsp;&amp;nbsp;&amp;nbsp;&amp;nbsp;&amp;nbsp;&amp;nbsp;&amp;nbsp;&amp;nbsp;&amp;nbsp; Note: For an Analytics destination, the Auto-fill Destination &lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11pt;"&gt;Mapping&lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11pt;"&gt; checkbox and Segment ID option are selected by default. You cannot change these settings.&lt;/SPAN&gt;&lt;/EM&gt;&lt;/SPAN&gt;&lt;/P&gt;&lt;OL style="list-style-type: decimal;"&gt;&lt;UL&gt;&lt;LI&gt;Data export labels: Select a label that corresponds to the data export control you wish to apply (see&lt;A href="https://marketing.adobe.com/resources/help/en_US/aam/t_export_labels.html#task_A4BA30472E6F4687AC3F1B33F51909D9"&gt; &lt;SPAN style="text-decoration-line: underline;"&gt;&lt;SPAN class="15" style="font-family: Calibri; color: #0563c1;"&gt;Add Data Export Labels to a Destination&lt;/SPAN&gt;&lt;/SPAN&gt;&lt;/A&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;). For Analytics destinations, the PII check box is selected by default. Click save.&lt;/SPAN&gt;&lt;/LI&gt;&lt;LI&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;Configuration: In this step, you will see the report suites that have been mapped to your org ID and that server-side forwarding turned on. Select the report suite you’d like to pass segment data to. Click save.&lt;/SPAN&gt;&lt;/LI&gt;&lt;LI&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;Segment Mappings: In this section, you can either choose to map all segments automatically or select segments to map manually. Please note that the data export controls will prohibit mapping of conflicting segments. Click done.&lt;/SPAN&gt;&lt;/LI&gt;&lt;/UL&gt;&lt;/OL&gt;&lt;P&gt;&lt;/P&gt;&lt;P&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;Now you are ready to explore the segment data in your analytics interface. Audience segments are accessible throughout analytics in Audiences ID and Audiences Name dimensions, and you can use them just like any other dimensions. Some examples of the way the segments can be used include Analysis Workspace, Segment Comparison, Customer Journey (Flow) in Analysis Workspace, Venn Visualization in Analysis Workspace, Segment Builder and Reports &amp;amp; Analytics and Report Builder.&lt;/SPAN&gt;&lt;/P&gt;&lt;P&gt;&lt;/P&gt;&lt;P&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;&lt;span class="lia-inline-image-display-wrapper" image-alt="1559608_pastedImage_31.png"&gt;&lt;img src="https://experienceleaguecommunities.adobe.com/t5/image/serverpage/image-id/21766i38866BF2D715E6F4/image-size/large?v=v2&amp;amp;px=999" role="button" title="1559608_pastedImage_31.png" alt="1559608_pastedImage_31.png" /&gt;&lt;/span&gt;&lt;/SPAN&gt;&lt;/P&gt;&lt;P&gt;&lt;/P&gt;&lt;P&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;This feature can &lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;be &lt;/SPAN&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt;used in a variety of business use-cases, for example analyzing segments based on the lifetime value of users, monitoring media performance through dashboards, conversion process analysis and so on. All of this will be covered in part II of the article on Audience Analytics, so keep an eye on this space.&lt;/SPAN&gt;&lt;/P&gt;&lt;P&gt;&lt;/P&gt;&lt;P&gt;&lt;SPAN style="font-family: Calibri; font-size: 11.0000pt;"&gt; Cheers!&lt;/SPAN&gt;&lt;/P&gt;&lt;/BODY&gt;&lt;/HTML&gt;</description>
      <pubDate>Wed, 29 Aug 2018 12:20:00 GMT</pubDate>
      <guid>https://experienceleaguecommunities.adobe.com/t5/adobe-audience-manager-blogs/audience-analytics-analyzing-aam-segments-with-adobe-analytics/ba-p/331061</guid>
      <dc:creator>harishd90</dc:creator>
      <dc:date>2018-08-29T12:20:00Z</dc:date>
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    <item>
      <title>Re: Audience Analytics - Analyzing AAM segments with Adobe Analytics</title>
      <link>https://experienceleaguecommunities.adobe.com/t5/adobe-audience-manager-blogs/audience-analytics-analyzing-aam-segments-with-adobe-analytics/bc-p/419476#M16</link>
      <description>&lt;P&gt;This is a nice explainer on the technical steps required to make AAM data available in AA. Does anyone have any advice on how to actually use that data to get robust insights?&lt;/P&gt;&lt;P&gt;&amp;nbsp;&lt;/P&gt;&lt;P&gt;My main challenge is that I want to be able to 'tune out' the effect of some segments having larger populations than others. For example, lets say my Nielsen segments in AAM are as below&lt;/P&gt;&lt;P&gt;&amp;nbsp;&lt;/P&gt;&lt;P&gt;Male: 200 million IDs&lt;/P&gt;&lt;P&gt;Female: 300 million IDs&lt;/P&gt;&lt;P&gt;&amp;nbsp;&lt;/P&gt;&lt;P&gt;I want to create some overlaps in AA, to understand my young customer audience (500 thousand IDs)&lt;/P&gt;&lt;P&gt;Youth + Male = 200 thousand (40%)&lt;/P&gt;&lt;P&gt;Youth + Female = 300 thousand (60%)&lt;/P&gt;&lt;P&gt;&amp;nbsp;&lt;/P&gt;&lt;P&gt;On face value it looks like my young customer audience are mainly female. However, it is not the case, this is simply a product of Nielsen having more data capture on females than males.&lt;/P&gt;&lt;P&gt;&amp;nbsp;&lt;/P&gt;&lt;P&gt;Does anyone have a method to apply some type of weighting that would yield the true insight (50% - 50%)???&lt;/P&gt;</description>
      <pubDate>Tue, 17 Aug 2021 16:42:40 GMT</pubDate>
      <guid>https://experienceleaguecommunities.adobe.com/t5/adobe-audience-manager-blogs/audience-analytics-analyzing-aam-segments-with-adobe-analytics/bc-p/419476#M16</guid>
      <dc:creator>r-seabrook</dc:creator>
      <dc:date>2021-08-17T16:42:40Z</dc:date>
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