Adobe Audience Manager

1. Workflow

1.1. Data Collection

1.1.1. 1st-party

1.1.1.1. Web

1.1.1.2. Mobile

1.1.1.3. CRM, EDW, ...

1.1.2. 2nd-party

1.1.2.1. Partner

1.1.3. 3rd-party (Audience Marketplace)

1.1.3.1. VisualDNA, AddThis, ...

1.2. Data Unification to a Profile

1.2.1. Profile Merge Rules

1.2.1.1. Authenticated Profile

1.2.1.1.1. No Authentication

1.2.1.1.2. Current Authentication

1.2.1.1.3. Last Authentication

1.2.1.2. Device Profile

1.2.1.2.1. No Device

1.2.1.2.2. Current Device

1.2.1.2.3. Profile Merge Device Graph

1.2.1.2.4. Co-op Device Graph

1.2.1.2.5. Third-Party Device Graph

1.3. Segmentation (Audience Creation)

1.3.1. Conditions (rules)

1.3.1.1. Web: AEM prospects CRM: non-clients Partner: Marketers

1.3.2. Look-a-like Modeling

1.4. Activation (data out)

1.4.1. Onsite Personalization (e.g. Target)

1.4.2. Direct Marketing (e.g. Campaign)

1.4.3. DSP (e.g. Media Optimizer)

1.4.4. Display (ad server)

1.4.5. SEM (AdWords, Bing,...)

1.4.6. Facebook

1.4.7. Other...

1.5. Premium Capabilities (License)

1.5.1. People-Based Destinations

1.5.2. Data Explorer Trait Backfill