How to Use Adobe Audience Manager (AAM) Data in Your Analytics
by Rakhi Patel
posted on 02-13-2017
In many larger organizations, two separate teams are usually responsible for analytics and audience development. And most often, unfortunately, these two groups don’t collaborate as effectively as desired, which makes gaining the best audience insights a challenge.
Forward-thinking organizations recognize that the separation of data teams and marketing teams must come to an end. These companies are benefitting from bringing analytics and marketing groups together so information can be shared and marketing campaigns optimized. Some of our most progressive customers are integrating Adobe Analytics (AA) and Adobe Audience Manager (AAM) to better understand audience attribution and gain powerful customer insights. Here’s a look at how that integration works.
Adobe Analytics and First-Party Data
When it comes to analyzing your first-party data, AA is a formidable tool with visualizations and on-the-fly analyses. First-party data is your company’s own data — from online logins, loyalty programs, web behaviors, or mobile interactions. It also includes personally identifiable information (PII) — such as a customer’s name, phone number, or email address — that is directly tied to the individual. Although Analytics and Audience Manager work with first-party data, it’s important to note that neither application leverages PII – each uses pseudonymous user data for analysis and audience creation at the user level.
Second- and Third-Party Data in Adobe Audience Manager
AAM provides a window into the broader ecosystem extending outside your company’s first-party data. Second-party data comes from partnering with an organization that has first-party data complementary to your own. For example, an airline and a hotel might align to share travel-customer data, which could then be anonymized and aggregated within a data-management platform (DMP) like AAM. Third-party data includes consumers’ behavioral habits, shopping propensities, and household incomes. An organization can purchase third-party data — which supplements its existing first-party data — by working with a data provider through the Audience Marketplace within AAM.
Combining Analytics With Your DMP
AAM enhances the analytical capabilities offered through AA by allowing you to look at unique data sources and targeting platforms and send that information back into AA. The audience segments created with first-, second-, and third-party data in AAM feed seamlessly into AA.
Together, AA and AAM give you impressive insights into the data lying beyond your own first-party dataset — the power of Adobe Analytics combined with Audience Manager’s ability to merge datasets results in a seamless workflow. Customers can push their second- and third-party data from the DMP into AA for incorporation into existing analyses.
The Benefits of Integration
Bringing these two solutions together will allow you to look at all your data — first-, second-, and third-party — under one analytics-intelligence framework. It helps bridge the conversation between teams that, otherwise, may only collaborate on a limited basis even though they share similar goals. Combining analytics with the DMP helps connect dialogue and engagement and enables a faster time to market. Integration is made even stronger with one seamless foundation that shares the same underlying marketing cloud. It’s the perfect combination of people (two teams), processes (data and web analytics), and technologies (Adobe Analytics and Adobe Audience Manager).
Integrating these two technologies will help bring your data and marketing teams together and improve audience analytics. If you haven’t done this already, contact your Adobe account team to see how you can benefit from integrating Adobe Analytics and Adobe Audience Manager.
Products: Audience Manager