Create segments and activate to destinations in AEP

Here’s a step-by-step guide on how to create a segment and activate a destination in Adobe Experience Platform (AEP), followed by a real-world example.

Step 1: Create a Segment in Adobe Experience Platform (AEP)

1. Access the Segment Builder
   1. Log in to Adobe Experience Platform.
   2. Go to Segmentation in the left-hand menu.
   3. Click on Create Segment.

2. Define the Segment Rules
   1. Select a Data Source (e.g., Profile attributes, behavioral events).
   2. Drag and drop conditions into the segment rule builder.

      Example conditions:

      • Demographics (e.g., Users aged 25-35 in Michigan).
      • Behavioral Data (e.g., Purchased a product in the last 30 days).
      • Engagement Metrics (e.g., Clicked on an email link).

3. Preview and Validate
   1. Click Preview to check how many profiles match your criteria.
   2. Adjust filters if necessary.

4. Save and Publish
   1. Give the segment a meaningful Name (e.g., “Recent Buyers – Michigan”).
   2. Click Save and Publish.
   3. The segment will now be processed and stored in the Profile Service.

Step 2: Activate a Destination

1. Go to Destinations
   • Navigate to the Destinations section in AEP.

2. Choose a Destination
   1. Click Browse Catalog to find a suitable destination (e.g., Facebook Ads, Google Ads, Amazon S3, Adobe Journey Optimizer).
   2. Click Setup.

3. Configure Destination Settings
   • Enter details like Destination Name, Authentication credentials, and Data Export format.

4. Map Your Segment to the Destination
   1. Select the segment you created (e.g., “Recent Buyers – Michigan”).
   2. Choose Attributes (e.g., email, phone number, hashed identifiers).
   3. Map fields as required by the destination.

5. Set Activation Frequency
   • Choose between:
     • Batch activation (Runs at scheduled intervals).
     • Streaming activation (Real-time updates).

6. Save and Activate
   • Click Save and enable the destination.
   • Your segment will now be sent to the destination for marketing or personalization.

Real-World Example: E-Commerce Use Case

Business Scenario:

An e-commerce company wants to retarget users who purchased in the last 30 days and show them ads on Facebook.

Steps

1. Create a Segment
   1. Define users who have made a purchase in the last 30 days.
   2. Add a condition: Event: Purchase Exists in Last 30 Days.
   3. Save it as “Last 30-Day Purchasers“.

2. Activate the Segment to Facebook Ads
   1. Go to Destinations and select Facebook Customer Match.
   2. Authenticate with a Facebook Business Account.
   3. Map user identifiers (email, phone number).
   4. Set activation as Streaming (so new purchasers get ads quickly).
   5. Enable the destination.

Outcome

• The e-commerce company retargets recent buyers with Facebook ads showcasing new arrivals or discounts.
• Improved customer retention and repeat purchases.

This approach can be adapted for email marketing, Google Ads, and CRM syncing.