Audience Profiles
Getting Audience Profiles into your warehouse, CDP or Marketing Platform
Monterosa / Interaction Cloud lets you continuously capture data associated with a user's identity and behaviour, and to pipeline that data to your choice of destination - your CDP, CRM, Marketing Platform or warehouse.
This page provides a high level overview of data formats and the video below provides a worked example of how you can capture, pipeline and build segments using fan engagement.
Experiences provide a number of ways to generate user data - behavioural, personal and preferences. For example, behavioural data which can be used to infer interests, is captured via interactive Elements such as:
- Voting
- Quizzes
- Competitions
- Score Predictions
- Team Selectors
When a user interacts, data is stored internally in a format similar to the illustration below:
date | event_id | poll_id | session_id | option | votes |
2022-04-29 | 73fa2b2b-6e24-4d35-9a01-83d36d4d48f5 | 54663 | e298a949-fa5a-4fae-b4bb-f468cb185dd9 | 0 | 1 |
Where each field is defined as:
Field | Type | Description |
date | date | The date on which an interaction occurred |
event_id | string | UUID of an event created within Monterosa / Interaction Cloud |
option | integer | The index position (starting from 0) of a possible user selection |
poll_id | string | UUID of an Element created within Monterosa / Interaction Cloud |
session_id | string | Cookie based UUID of a user’s session. This cookie persists across sessions, unless cleared |
votes | integer | The number of votes placed on an option |
The user record is enriched with information about an Element's content, specifically the Element title and option labels, which are configured by the creator or via feed automation in Studio:
poll_id | title | option | option_label |
54663 | Which team do you support? | 0 | Manchester Blue |
54663 | Which team do you support? | 1 | Manchester Red |
54663 | Which team do you support? | 2 | North London White |
54663 | Which team do you support? | 3 | West London Blue |
Where fields are defined as:
Field | Type | Description |
poll_id | string | UUID of an Element created within Monterosa / Interaction Cloud |
title | string | Title given to the Element in Monterosa Interaction / Cloud |
option | integer | The index position (starting from 0) of a possible user selection |
option_label | string | Title given to a option in Monterosa Interaction / Cloud |
This content information can be joined to the interaction record, using poll_id, to produce the following output:
date | event_id | poll_id | title | session_id | option | option_label | votes |
2022-04-29 | 73fa2b2b-6e24-4d35-9a01-83d36d4d48f5 | 54663 | Which team do you support? | e298a949-fa5a-4fae-b4bb-f468cb185dd9 | 0 | Manchester Blue | 1 |
In a signed-in context, interaction data can also be matched to a user profile if they have signed into an Experience. See Integrating IAM & SSO for more information on the ways to integrate with an existing identity provider.
Any data that is shared with Monterosa / Identify as part of the SSO integration can be exposed within the audience profiles data. As a minimum this will be an "External ID" that connects the user in your Identity Platform with their ID within Monterosa / Interaction Cloud, but it may also include user details such as name or email address if these are shared with Monterosa.
In a non-logged in context where a user's identity is not known, it may be desirable to capture personal information via competition/sweepstakes entry or lead generation forms. In this way, email addresses and other fields can be captured as part of entering the competition. Session_id, captured as a hidden form field, acts as the key to join the datasets.
A user only needs to enter one competition to generate an Audience Profile. All previous and subsequent interactions can then be matched to an email, if they share the same session_id. In the instance that a session_id is reset, email address will need to be captured again. Where the same email address is captured more than once, Audience Profiles will be merged.
entry_datetime | first_name | last_name | email | optin_1 | optin_2 | accept_terms | session_id | form_name | form_id |
2022-01-11T11:34:00 | David | Wilson | Yes | Yes | Yes | e298a949-fa5a-4fae-b4bb-f468cb185dd9 | Win a Signed Shirt | 29 |
Field | Type | Description |
entry_datetime | timestamp | Date and time the user submitted the form |
first_name | string | A user's first name |
last_name | string | A user's second name |
email | string | A user’s email address |
optin_1 | string | Marketing opt-in 1 |
optin_2 | string | Marketing opt-in 2 (e.g marketing from commercial partners) |
accept_terms | string | Acceptance of competition terms and conditions - “Yes” or “No” |
session_id | string | Cookie based UUID of a user’s session. This cookie persists across sessions, unless cleared |
form_name | string | Title of Monterosa / Interaction Cloud form |
form_id | integer | ID of Monterosa / Interaction Cloud form |
Using session_id to join this information to the interaction data, the final output of this Audience Profile would be similar to the illustration below:
first_name | last_name | email | interaction_date | attribute | option |
David | Wilson | 2022-04-29 | Which team do you support? | Manchester Blue |
Audience Profiles can be exported to cloud storage or be programmatically pipelined into your chosen destination. For example:
- Storage - AWS S3, Azure Cloud Storage
- Streams - AWS Kinesis, Kinesis Data Firehose or Apache Kafka
- Data Warehouse - Snowflake, Teradata
- Marketing - DotDigital
- BI - Tableau, Power BI, AWS Quicksight
Data can be stored in JSON or CSV format on a timed drop.
Pipelines can be set up to stream data, currently with a 5-10 minutes of latency.
This video illustrates a simple example which pipelines a user's voting data into Snowflake, which can then be used to create simple segments.
Monterosa is a data processor and not a data controller. As such, any data collected by our platform is at your direction and the responsibility for consent lies with you as our customer. However, our team will be happy to discuss integration of your consent management solution to ensure compliance.
Last modified 4d ago