We configured Adobe Audience Manager, helping to ensure the platform was integrated with the TWA’s Adobe Analytics. Based on the selection from their media agency, we also went on to integrate Adobe Audience Manager with Facebook and DV360.
Without a strategy, Adobe Audience Manager offers limited value to the Tourism WA. Through the data strategy process, we were able to combine their historical knowledge of the Tourism WA.’s data with their new objectives to create a strategy and unlock new opportunities. Strategies such as Visitor Value (based on the Engagement & Conversion Score within Adobe Analytics) and identifying audience interests for hyper-targeting. The data strategy also uncovered a valuable data source, which could be used to identify in-trip travellers. The strategy showed Tourism WAhow this data source could be used to target travellers who have been in their region. It also provided an activation strategy for prospecting with this high-value audience, creating look-a-likes, and even using this data to measure arrival rates and campaign return on investment.
Collecting Audiences from the Data Layer
Identifying a person’s interest was an important part of the strategy, as this allowed Tourism WA to serve personalised content to each person based on what they were interested in (e.g. road trips, city life, wildlife, etc.) vs a single message to the entire audience. These interest areas are identified through behaviour on industry websites, and while traits can be created from website URLs, and would be the quickest way to populate the traits, we recommended a better solution. Working with Tourism WA’s developers, we designed a best practice solution identifying audience interests using the website data layer. This helped ensure the solution was scalable and wasn’t impacted each time the structure of the website or page URLs changed.
If users of your platforms can’t easily identify the source of the data or what it means, the data itself is of little benefit. As with all data, data governance is an essential part of any project. We developed a standardised trait taxonomy encompassing 90 traits across 13 trait categories. The scalable taxonomy was developed to help organise and identify the audiences quickly and easily.
Working with Media Partners
It was imperative that the data strategy met the needs of not only Tourism WA but could also support the media strategy and targeting needs of their media agency. We worked closely with the media agency to identify the areas that would be the most beneficial to their team, from identifying high value audiences to setting up frequency caps within Adobe Audience Manager. Once the set-up was complete, we created a segment request process that allowed the media agency to quickly and easily request the audiences they needed.