Supplement first-party profiles with attributes from trusted data partners to improve your data foundation and gain new insights into your customer base and gain better audience optimization.
Most brands, even those which are rich with first party data, can benefit from streamlining their data and gaining a more nuanced understanding of customers, their behaviors, patterns, and preferences.
Adobe Real-time Customer Data Platform can help brands responsibly supplement their first-party data with valuable insights, identifiers, and attributes from one or more trusted partners.
Adobe understands there is no one-size-fits-all approach and allows for seamless interoperability with data and identity partners to foster individualized and thoughtful engagement across all stages of the customer lifecycle. These capabilities are underpinned by a trusted data governance framework, allowing for nuanced control on where and how partner data gets used. For instance, you may want to use partner provided insights for segmentation but not for personalization.
For example, follow the steps described in this use case when you need to enrich your customer records with demographic and intent signals.
As you consider supplementing your own first-party profiles with attributes from data partners, you should discuss and address the following details on the data enrichment loop with the data partner:
The additional partner-provided attributes ingested into Real-Time CDP impact your total data volume. Read the Real-Time Customer Data Platform Product Description for more information about total data volume.
View the video tutorial below for a walkthrough of how to supplement first-party audiences with partner-provided attributes:
Read through the sections below which include links to further documentation, to complete each of the steps in the high-level overview above.
This step is covered in the prerequisites and Adobe assumes that you have the right contractual agreements in place with trusted data vendors to augment your first-party profiles.
At this point, you are extending your data management framework in Real-Time CDP to accommodate partner-provided attributes.
You have the option to create a new schema of the XDM Individual Profile class, or extend an existing schema of the same type to include partner-provided attributes. Adobe strongly recommends creating a new schema with a new set of field groups that best represent the additional attributes from the data vendor. This ensures that your data schemas are clean and can evolve independently of each other.
To include partner-provided attributes in a schema, you can either create a new field group with the attributes that you expect, or you can use one of the preconfigured field groups provided by Adobe.
Read the documentation pages below for more information:
Also in this step, think about how your data governance model changes as you expand your data management strategy to include third-party data provided by the partner. Explore the considerations in the documentation links below:
If you choose to supplement your customer profiles with a person-based identifier from the data vendor, you can create a new identity type of the type Partner ID.
Read more about Partner ID in the identity types section.
Read about how to define identity fields in the Experience Platform user interface.
Export the audiences that you want the partner to enrich. Use the cloud storage destinations provided by Real-Time CDP, such as Amazon S3 or SFTP. Read the following documentation pages to complete this step:
In this step, your data partner appends licensed attributes for the exported audience. The output is generally available as a flat file that can be ingested back into Real-Time CDP. Read more about ingesting files into Real-Time CDP.
You now need to ingest data from the partner through a source connector to bring the enriched data back into Real-Time CDP and supplement your profiles with partner-provided data.
Some recommended source connectors for this purpose might be:
Note the following limitations as you explore the use case described on this page:
Explore further use cases enabled through partner data support in Real-Time CDP: