DMP, CDP, 3rd party tool criterion

DMP, CDP, 3rd party tool criteria are segmentation criteria that enable defining a segment.

To learn how to create a segment, please refer to this article.

📖 Definition

Inside AB Tasty, you can use and retrieve data from your Data Management Platform, Customer Data Platform or any other data platform that is integrated with AB Tasty. For more information about our integrations with 3rd Party tools, and how to connect them with AB Tasty, please refer to this section.

Using a DMP/ CDP or any other data platform can enhance your online marketing strategy in several ways. Combined with AB Tasty, you can trigger the right messages, to the right user, at the right time, or launch complex tests based on these segments. It is a great opportunity to improve your user’s experience, and therefore ease the engagement on your website.

⚙️ How does it work?

Basic principle

Technically speaking, integrating a DMP/CDP with AB Tasty only requires activating a bridge, allowing your 3rd party tool to share and send data to AB Tasty’s platform.

AB Tasty will gather those data from the 3rd party tool, and use it to segment and target visitors on your website. This is the general procedure, but each third-party tool may work a little differently, but the game's name will be 'reconciliation'.

When a user visits a website, AB Tasty gives him/her a unique ID
AB Tasty sends this ID and contextual data to the 3rd party tool
The 3rd party tool looks for this information in its database and combines it with other information regarding the same user
The 3rd party tool sends this additional information to AB Tasty through a segment
AB Tasty uses this segment in its targeting

Linking your 3rd party tool with AB Tasty empowers your message customization toward users, to ease their engagement, and give the best customer experience possible.

Walkthrough

You can check your own visitor.id on the website by going to the console and entering the ABTasty.visitor.id command.

We store the visitor's segment information in the Local storage, under your domain, in ABTastyData, used by our data collect :

We also store this information in the session storage, under your domain, in ABTastyCustomSegments, used by the tag for targeting.

The tag will check ABTastyCustomSegments and if the targeted segment is there, the visitor will be targeted accordingly.

Warning

Please note that the synchronization between AB Tasty and your tool depends on the good setup of the pull connector in the Integration Hub (or the custom setup if it is the case).

It also depends on the possibility of connectors offered by the providers.

Some are using webhook allowing us to have a close to real-time synchronization but others do not offer this and only allow a sync once a day (it is the case of GA4 pulled connector).

⚙️ Configuration

Once the bridge is created and activated (see our article), you will be able to use your 3rd party tool's segments directly inside your targeting configuration, in the segment section (“WHO” section), or though the segment builder (recommended to build your segments once and reuse them in any campaign targeting).

Select the desired criteria (each 3rd party tool can represent a criteria) in the Data integration section.
Drag and drop the criteria in the middle column.
Choose the right operator(s) depending on the visitors you want to target. You will find below in the tabs all the configuration differences from one 3rd party tool to another.
Choose from the list the right segment's name, coming from your connected 3rd party tool. For some CDP/DMP, you will also be able to select a value attached to the segment's name.
Creating multiple conditions is also possible and you will even have the possibility to define if the tag will check the conditions alternatively (some operator) or altogether (all operator).

As any segment criterion you have the possibility to QA your conditions using our QA Assistant on Mobile and Desktop.

But you will have more detail on the provider’s segment names and values in the console using the ABTasty.results command.

You will find below the list of every DMP or specific integration available in AB Tasty.

Google Analytics 4

To connect Google Analytics 4 to AB Tasty, please refer to this article.

Operators available:
- Is
- Is not
Segment configuration:
Some/All conditions available when multiple conditions are used

Segment.io

To connect segment.io to AB Tasty, please refer to this article.

Operators available:
- Is
- Is not
Segment configuration:
Some/All conditions available when multiple conditions are used

Mixpanel

To connect Mixpanel to AB Tasty, please refer to this article.

Operators available:
- Is
- Is not
Segment configuration:
Some/All conditions available when multiple conditions are used

Heap Analytics

To connect Heap Analytics to AB Tasty, please refer to this article.

Operators available:
- Is
- Is not
Segment configuration:
Some/All conditions available when multiple conditions are used

Tealium Audience Stream

To connect Tealium to AB Tasty, please refer to this article.

Operators available:
- Is
- Is not
Segment configuration:
Choose whether you want to build your segment on a Tealium Audience or Badge inside the dedicated dropdown:
- Choose Audience: Select the right audience name you want to use in your AB Tasty targeting
- Choose Badge: Select the right badge name you want to use in your AB Tasty targeting
Some/All conditions available when multiple conditions are used

Fullstory

To connect Fullstory to AB Tasty, please refer to this article.

Operators available:
- Is
- Is not
Segment configuration:
Some/All conditions available when multiple conditions are used

Ysance

To connect Ysance to AB Tasty, please refer to this article.

Operators available:
- Is
- Is not
Segment configuration:
Choose whether you want to build your segment on a Ysance Segment or Attribute in the dedicated dropdown:
- Choose Segment
  - Select the right segment name you want to use in your AB Tasty targeting
  - Select the right segment value you want to target
- Choose Attribute
  - Select the right attribute name you want to use in your AB Tasty targeting
  - Select the right condition to match the user you want to target
Some/All conditions available when multiple conditions are used

Krux

To connect Krux to AB Tasty, please refer to this article.

Operators available:
- Is
- Is not
Segment configuration: select a value from your Krux account
Some/All conditions available when multiple conditions are used

Bluekaï

To connect Bluekaï to AB Tasty, please refer to this article.

Operators available:
- Is
- Is not
Segment configuration: list of all segments available inside the Bluekai connected account
Some/All conditions available when multiple conditions are used

Weborama

To connect Weborama to AB Tasty, please refer to this article.

Operators available:
- Is
- Is not
Segment configuration: select a value from your Weborama account
Some/All conditions available when multiple conditions are used

Adobe Audience Manager

To connect Adobe Audience Manager to AB Tasty, please refer to this article.

Operators available:
- Is
- Is not
Segment configuration: list of all segments available inside the AAM-connected account
Some/All conditions available when multiple conditions are used

Commander Act

To connect Commander Act to AB Tasty, please refer to this article.

Operators available:
- Is
- Is not
Segment configuration: select a value from your Commander Act account
Some/All conditions available when multiple conditions are used

Advalo

To connect Advalo to AB Tasty, please refer to this article.

Operators available:
- Is
- Is not
Segment configuration:
Choose whether you want to build your segment on an Advalo Segment or Attribute in the dedicated dropdown:
- Choose Segment
  - Select the right segment name you want to use in your AB Tasty targeting
  - Select the right segment value you want to target
- Choose Attribute
  - Select the right attribute name you want to use in your AB Tasty targeting
  - Select the right condition to match the user you want to target
Some/All conditions available when multiple conditions are used

Eulerian

To connect Eulerian to AB Tasty, please refer to this article.

Operators available:
- Is
- Is not
Segment configuration: list of all segments available inside the Eulerian connected account
Some/All conditions available when multiple conditions are used

Air360

To connect Air360 to AB Tasty, please refer to this article.

Operators available:
- Is
- Is not
Segment configuration:
Some/All conditions available when multiple conditions are used

Piano Analytics

To connect Piano Analytics to AB Tasty, please refer to this article.

Operators available:
- Is
- Is not
Segment configuration:
Some/All conditions available when multiple conditions are used

mParticle

To connect mParticle to AB Tasty, please refer to this article.

Operators available:
- Is
- Is not
Segment configuration:
Some/All conditions available when multiple conditions are used

💡 Use case

It can be very useful to target certain segments of your DMP when creating on-site personalization campaigns.
This could help you identify a segment of in-store buyers who later created an online account, for example. You could send them a message to promote your Click & Collect services and encourage them to plan their next trip to their local store.

Need additional information?

Submit your request at product.feedback@abtasty.com

Always happy to help!