Formerly Salesforce DMP, Salesforce Audience Studio supports data-driven marketing efforts. It accumulates, organizes, and activates all first-, second-, and third-party audience data from online, offline, mobile, and more. Such platforms permit firms to attain unique insights into their customers and reach them effectively.
This post will let you know the steps to set a Data Management Platform.
There are four main elements in Audience Studio: Attributes, Sites (and their configuration tags), Segments, and Activations. It is imperative to take a closer look at the implementation and maintenance of these 4 parts to get the most out of the solution. In this article, we’ll discuss how these elements relate to each other and what each solution brings, showing the path to follow for configuring Audience Studio.
Configuration Of Elements In Salesforce Audience Studio
The Types of Sites that Can Be Configured Are:
- For Media Gets information about impressions and clicks coming from media tools.
- For websites or applications — retrieve information from the digital environment of the business.
When creating a site, you also create a config ID, the site’s identity. Regardless of the source, all data submission implementations must be configured to point to that identifier.
For websites and applications, the way to set up triggers for Audience Studio is to apply the control tag to a particular website in that environment. For media follow-up, however, the implementation is specific to each vehicle and works by tagging campaigns, time of impressions, and clicks.
Attributes control tags are information sent with triggers that detail what data can be used in Audience Studio.
To activate these attributes in an application on both Android and iOS, the Audience Studio SDK must be implemented, and the track page view event will be sent with information about the page or user attributes.
However, the Salesforce team must configure each control tag to activate the website features to capture the page information. This requires sending lists for each site and can follow the format of a dictionary, such as:
After this list is sent, there should be a confirmation that the configuration is complete. When the site control tag is activated in environments, the configured attributes must comply with the event pixel sent by the control tag.
24 hours after an attribute is first submitted, it should be available in the Audience Studio interface to manage certain attributes, such as category and display names. More importantly, it should be available to attribute populations already. Must activate and deactivate.
24 hours after a feature is activated, when the number of users that triggered that attribute complies with the population limit rule, it should be available to be used as a rule in segments and elements of the tool.
Segments are user audiences that can be used to activate users in other tools.
6 standard types of segments can be built into the tool, each with specific features and purposes:
- Standard – It aggregates users who meet the requirement of at least one rule and provides an accurate total population without duplication. Processing can be “on demand, ” daily, weekly, or monthly.
- Real-time – Adds users to a segment as soon as the segment’s rules are met. Used for page retargeting.
- Composite — Counts users who meet all rule requirements in a single event (same pageview). Used to create an audience that engages with very specific content.
- Transactions – Counts users who buy a specific quantity, at a specific price, on a specific date. Used for retargeting, deletion, or study on clients.
- Global Distribution — Uses data on impressions and clicks to create distribution frequency management for customers across channels and partners. Used as a suppression list of users in campaigns where the impact for some users is already saturated.
- Platform – This counts the users added to the segment by offline uploading to S3 of the business’s Salesforce project. The segment is used in the upload via ID.
As you can see, most clauses use attribute specifications, other clauses, or third-party data in their terms.
Clauses that use attributes or other clauses as rules can be joined by the logical operators AND, OR, AND NOT, and rules can be grouped into sets. The tool brings with it a wide range of segment creation possibilities.
Activation, in the case of Audience Studio, involves sending information about segments and their users to other tools so they can work with them.
Here we’ll tackle some of the ways to do this in the tool: send to the site, supertag, and send to partners:
5. Send to Site
The “send to site” activation option allows fragment data to be returned to websites in their local storage and applications’ event callbacks. Activating a segment in “Send to site” automatically changes the frequency of updating the segment to “Daily.”
In the tool interface, enabling or disabling this option when creating or editing segments is possible.
In Audience Studio, whenever a user enters a segment or triggers all across the site, or whenever a user is assigned a certain attribute or is created for another type of rule, it is possible to activate one pixel, a few lines of JS code. SuperTag is a solution to manage third-party tags, allowing a single tag on activation of the tag.
Audience Studio has an extensive list of partners whose integration is already mapped by connecting servers (S2S), sending pixels with segment information, or any other type of connection.
We can use this image to understand better how they integrate.
In the image, you can see that sites fill the attributes and that different sites can fill an attribute. Attributes are basic data elements and also structures used in segment rules. Segments are the elements that form the relationship between the user and the audience they will be in, which will be used in activation on the platform.
We are configuring each of these elements regardless of what type of element to use and what functionality helps to achieve the potential of this customization and segmentation tool.
Companies with a significant ad spend can reap the benefits of Audience Studio to catch up with valuable returns on their investment from the tool. So, to make more impact using your advertising dollars, you can use this robust tool and increase your ROI.
We hope you find this post helpful in setting up your DMP in Salesforce Audience Studio. If you ever need professional assistance then get in touch with our Salesforce development team.