A marketer needs to send win-back messages to consumers through Instagram ads according to their most recent purchase, whether it was made on the organization’s App, website, or in-store.
The marketer can import data from the following sources:
Member Hub
Digital Order Line (DOL)
Brick Mortar Order Line (BMOL)
Clickstream
How should Experience Platform be configured?
A
Bring in member profile data from Member Hub into AEP2. Bring in transaction data (order id, purchase date, purchase amount, transaction details) - From DOL, BMOL, and Clickstream3. Create segments in AEP based on channel - App, website, or in-store for customers who have made purchases in the last 2 months4. Send audiences to Facebook via s3 destination exports
B
Bring in member profile information from Clickstream into AEP2. Bring in transaction data (order id, purchase date, purchase amount, transaction details) - From DOL, BMOL3. Create segments in AEP based on channel - App, website, or in-store for customers who have not made purchases in the last 2 months4. Send audiences to Facebook via s3 destination exports
C
Bring in member profile data from Member Hub into AEP2. Bring in transaction data (order id, purchase date, purchase amount, transaction details) - From DOL, BMOL, and Clickstream3. Create segments in AEP based on channel - App, website, or in-store for customers who have made purchases in the last 2 months4. Send audiences to Facebook
D
Bring in member profile information from Clickstream into AEP2. Bring in transaction data (order id, purchase date, purchase amount, transaction details) - From DOL, BMOL3. Create segments in AEP based on channel - App, website, or in-store for customers who have not made purchases in the last 2 months4. Send audiences to Facebook
Show Answer Answer Explanation Adobe Experience Platform is designed to unify identity from an authoritative profile source such as Member Hub, then enrich that profile with transactional behavioral data ingested from every channel that can register a purchase - the Digital Order Line, Brick and Mortar Order Line, and Clickstream - so that segmentation can be based on complete cross-channel purchase recency. Because the requirement is to reach consumers according to their most recent purchase, the qualifying segment must be built on customers who have made a purchase within the defined recency window, and because the activation channel is Instagram advertising, the resulting audience must be delivered through a native Facebook/Instagram advertising destination rather than through a generic cloud storage export, ensuring the audience is immediately usable for ad targeting.
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