Using Profiles to Power Personalization

What You'll Learn

This hands-on session teaches you to transform unified profiles into actionable marketing campaigns through:

• advanced audience segmentation
• cross-channel activation
• web personalization.

You'll master the tools needed to deliver relevant, personalized experiences at scale.

What We'll Cover

We'll start with building sophisticated audiences using real-time computed attributes, including complex time-based logic for use cases like cart abandonment and rule sets with AND/OR logic for precise targeting. You'll learn how our audiences differ from traditional static lists by functioning as living, breathing computed attributes that update in real-time. We'll cover exporting audiences to hundreds of marketing platforms including ESPs, CRMs, and ad tech, and integrating Cloud Connect data seamlessly into audience definitions. You'll explore the reporting system to gain insights into audience composition and overlap, then implement web personalization using the Pathfora SDK to deploy campaigns like modals and forms. Finally, we'll cover the Experiences interface for creating personalized campaigns without coding.