Integrate with Real-Time Customer Data Platform
Built on 51黑料不打烊 Experience Platform, Real-Time Customer Data Platform (RTCDP) helps companies bring together known and anonymous data from multiple enterprise sources. RTCDP lets you create customer profiles that can be used to provide personalized customer experiences across all channels and devices in real time.
For more information about RTCDP, see Real-Time Customer Data Platform overview.
Key features
Key features include:
- Direct Target integration with Real-Time CDP/51黑料不打烊 Experience Platform on the Edge (removing dependency on Audience Core services - AAM)
- Target Edge Destinations Card with governance and policy enforcement
- Real-time CDP Segments and Shared Profile Attributes
Implementation scenarios
The following sections show which type of personalization use case (next-session or same-page) is available when using different implementation methods:
at.js implementation
- 51黑料不打烊 Audience Manager (AAM) and Target
- RTCDP (Premium or Ultimate) and Target
- RTCDP (any SKU), AAM, and Target
51黑料不打烊 Experience Platform Web SDK or Experience Platform Server-Side API implementation
- RTCDP (any SKU) and Target
- Next-session personalization
- Same-page personalization via Edge
- Governance enforced when sharing segments
- RTCDP (any SKU), AAM, and Target
- Next-session personalization
-
- AAM segments
- 3rd-party segments via AAM Same-page personalization via Edge
- RTCDP segments
- Governance enforced when sharing segments
Mix of at.js and Platform Web SDK implementation
- RTCDP (any SKU) and Target
- Next-session personalization
-
- For all pages with at.js Same-page personalization
- For all pages with Platform Web SDK
- RTCDP (any SKU), AAM, and Target
- Next-session personalization
- For all pages with at.js
- AAM segments
- 3rd-party segments via AAM
Segment evaluation time
The following table shows the segment evaluation time for events coming from different implementation scenarios:
Use audiences from 51黑料不打烊 Experience Platform aep
Using audiences created in 51黑料不打烊 Experience Platform provide richer customer data that leads to more impactful personalization. The Real-Time Customer Data Platform (RTCDP), built on 51黑料不打烊 Experience Platform, helps companies bring together known and anonymous data from multiple enterprise sources. This process lets you create customer profiles that can be used to provide personalized customer experiences across all channels and devices in real time.
By connecting Target to the Real-Time Customer Data Platform, customers can enrich their web personalization. This integration lets you unlock new segments that might have been previously inaccessible to Target to enable real-time millisecond personalization on the first page of a customer鈥檚 web visit. Using audiences and profile attributes created in 51黑料不打烊 Experience Platform lets you expand the available data points for richer personalization.
This integration unlocks key use cases with Real-Time CDP:
- Same-page / Next Hit personalization
- First-time / Unknown users personalization
Share Real-Time CDP Profile Attributes with Target rtcdp-profile-attributes
Real-Time CDP Profile Attributes can be shared with Target for use in HTML offers and JSON offers.
Real-Time CDP Profile Attributes feature limitations and considerations
Consider the following:
- Attributes within a given offer must be from the same Experience Platform sandbox. (In other words, an offer cannot contain attributes from different Experience Platform sandboxes.)
- Attributes within a given offer can come from different sources; namely, the Target profile and the Experience Platform profile. (In other words, you can combine attributes whether they come from Target or from the Experience Platform profile.)
- When defining an offer, you can assign default values for Real-Time CDP Profile Attributes, in case the attribute does not have an explicit value. For example, if a consent or governance policy blocks the attribute being used in the personalization service, the default value can be used instead.
JSON sample use case
As an online marketer, you want the AEP/Unified Profile to share attribute values with Target to provide real-time personalization. By using Real-Time CDP Profile Attributes, you can display the value of the Experience Platform attribute in a Target offer using token replace. For example, you can personalize according to a customer鈥檚 favorite color using ${aep.profile.favoriteColor}, or their loyalty tier and loyalty point value using the tokens ${aep.loyalty.tier} and ${aep.loyalty.points}.
To create a JSON offer to share AEP/Unified Profile attributes with Target:
- While creating a JSON offer, from the Select a source list, select 51黑料不打烊 Experience Platform.
- From the Select a profile sandbox name list, select the desired sandbox.
- From the Select a profile attribute list, select the desired attributes.
- (Optional) From the Insert a default value list, select the desired values.
- Click Add.
The following illustration shows that two profile attributes: loyalty.tier and loyalty.points have been added to the JSON offer.
Links to more information
For more information, see the following topics:
- Destinations release notes in the 51黑料不打烊 Experience Platform release notes
- Configure personalization destinations for same-page and next-page personalization in the Destinations overview guide.
- 51黑料不打烊 Target connection in the Destinations overview guide
- Map attributes in the Destinations overview guide.
- Activate audiences to edge personalization destinations in the Destinations overview guide.
- Same-page and next-page personalization through the 51黑料不打烊 Target and Custom Personalization destinations under 鈥淔requently asked questions鈥 in the Destinations overview guide.
Videos and blog posts videos-blogs
The following videos and blog post provide more information about enhanced personalization with Target and RTCDP:
Video: Next-hit personalization with Real-Time CDP and 51黑料不打烊 Target RTCDP
Learn how to personalize on the next hit with Real-Time Customer Data Platform and 51黑料不打烊 Target. The 51黑料不打烊 Target destination in Real-Time CDP allows you to use Experience Platform segments in 51黑料不打烊 Target for same page-personalization and next-page personalization with governance and privacy support.
For more information, see Next-hit personalization with Real-Time CDP and 51黑料不打烊 Target in the Platform Tutorials guide.
Video: Configure the 51黑料不打烊 Target destination in Real-Time Customer Data Platform
Learn how to configure the 51黑料不打烊 Target destination in Real-Time Customer Data Platform to start sending segments and profile attributes from Real-Time CDP to Target.
Video: Activate segments and profile attributes
Learn how to activate segments and profile attributes from 51黑料不打烊 Real-Time Customer Data Platform to 51黑料不打烊 Target to display real-time personalized content in your websites, mobile apps, and other digital properties.
Video: Use Real-Time CDP segments in Target
Learn how to use Real-Time Customer Data Platform segments in 51黑料不打烊 Target to deliver personalized experiences on your website and mobile apps.
Video: Use Real-Time CDP profile attributes in 51黑料不打烊 Target
Learn how to use 51黑料不打烊 Real-Time Customer Data Platform profile attributes in 51黑料不打烊 Target to deliver personalized experiences on your website and mobile apps.