Increasing Subscription Renewals by Integrating Adobe Audience Manager and Adobe Target

nikhitathakur

Employee

02-07-2018

Advantage of Integrating Adobe Audience Manager with Adobe Target

  • Integrate data sources to create more meaningful / valuable visitor segments – profiles can be drawn from a greater array visitor attributes that were previously out of reach.
  • Build and deliver targeted experiences / content to these segments, with an increased chance of conversion due to increased relevance and personalization.

Proposed Use Case: AAM segment + Target activity

Objective: To increase monthly Units Sold by driving subscription renewals.

Brief Overview:

As a marketer of a subscription based company, the aim of this use-case is to target customers to renew their subscription purchases before the date of expiry to increase monthly bookings. Customers will be put into “subscription buckets” according to the number of days left for their subscription to expire. These buckets are 120 days, 90 days, 60 days and 30 days. By using the client’s data in Adobe Audience Manager, the appropriate customers can be identified and sent to Adobe Target. Adobe Target will then share the experience best suited for these customers. Once the customers have been exposed to the new experience, their engagement can be measured using reports in Adobe Target to drive insights and achieve the intended goal.

Criteria

Description

Objective

Increase monthly bookings by 5% by increasing rate of purchase type ‘renewals’.

Hypothesis

The program encouraging customers to renew their subscription purchases before expiration could be improved.

  • Currently, customers get a plain-text email at 120, 90, 60, 30 days with link to thepage

By improving a few aspects of this experience, the rate of Orders (as reported through Adobe) will improve, resulting in an increase in monthly revenue accrual.

Test Experience Components

  • Improved landing page experience (redirect to pre-configured Store product page)
  • Additional onsite experiences driving to renewal

Requirements

  • Target Segment
    1. Visitors with a renewal date of 120 days or less
  • Target Experiences
    1. Customer Portal | Store: Subscriptions Renewal page: Target injects new band with messaging re: ‘Would you like to renew now?’ & driving to preconfigured Store product page
    2. Website: targeted personalization – global banner deployed to AAM segment, driving to preconfigured Store product page, upon landing in domain.
    3. Store: targeted personalization – global model deployed to AAM segment, driving to preconfigured Store product page, upon landing in domain.

Before moving on to the Use Case Implementation, please follow the instructions provided here. This technical implementation guide provides information about the reference architecture, ​guidelines, configuration steps and tests that implementation specialists need to follow while integrating Audience Manager with Target. Once this implementation is complete, the following steps will describe how to implement the use case in discussion.

                                        

Use Case Implementation:

Adobe Audience Manager Implementation

1. The first step in implementing this use-case would be to create the appropriate data source for data onboarding. This can be done by clicking on Audience Data -> Data Source -> Add New and filling in the details accordingly. For the use-case being discussed, the following settings have been enabled. To learn more about creating data sources, click here.

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2. Once the data source is saved, the traits must be created to identify the target audience. Traits can be created by clicking on Audience Data -> Traits -> Add New -> Onboarded, and filling in the details accordingly. For the use-case being discussed, the following traits have been created: Subscription Bucket – 120 Day, Subscription Bucket – 30 Day, Subscription Bucket – 60 Day, Subscription Bucket – 90 Day. For each of these traits, the trait expression has been created with the help of a signal under the name “subscription_bucket”. For example, to create the trait for “Subscription Bucket – 120 Day”, the trait expression will have to be set as follows: subscription_bucket == “120”.

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3. Similarly, segments must be created to identify the target audience. Segments can be created by clicking on Audience Data -> Segments -> Add New, and filling in the details accordingly. For the use-case being discussed, the following segments have been created.

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For more information on how to create appropriate traits and segments in Adobe Audience Manager, please click here.

4. Once the segments are in place, they need to be sent over to Adobe Target for personalization and targeting. This is done by mapping the segments with the destinations. This can be done in two ways– via Destinations or Segments.

To enable from Destinations, go to Audience Data -> Destinations -> Create New Destination -> Segment Mappings.

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To enable from Segments, go to Audience Data -> Segments -> Edit -> Destination Mapping

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Adobe Target Implementation

1. Create the relevant experience in Target for the use-case. In our example, the experience is created for renewing the subscription after a number of days (120, 90, 60 and 30). The message will pop up on the website for users who qualify for the experience. To learn more about how to create experiences in Adobe Target, click here.

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2. Once the experience has been created, go into targeting to edit and manage the audience segments from Adobe Audience Manager using the segment ID. This will help Target identify whether the user falls into any of the segments required for the experience.

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3. Once the audience segments have been identified, set the other parameters for the experience such as the traffic allocation method and the experiences associated with them.

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4. Once the experience has been deployed, the results can be tracked through the “Goals and Settings” tab. Under the “Reporting Settings” section, the goal metric can be set which will be used to analyze the performance of the experience. In our example, the primary goal is to track conversions, which is monitored by the number of clicks carried out by the audience.

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5. Once the report settings have been changed, the audience engagement and overall performance of the experience can be analyzed in two formats – the numerical representation and the graphical representation. Both are shown below.

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Numerical Representation

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Graphical Representation