Explore Activation Toolkit Use Cases
Learning Objectives
After completing this unit, you’ll be able to:
- Identify how multi-key matching improves ad targeting match rates.
- Explain how marketers use the toolkit to activate first-party data.
- Describe the process of activating standard and custom events.
In this unit, you explore a few specific use cases for the activation toolkit. You learn how NTO uses Get Cloudy’s toolkit to solve campaign problems such as low match rates and duplicate messages.
Improve Match Rates with Multi-Key Matching
- Problem: NTO is experiencing low match rates when targeting ads using only an email address match key, as consumers often use corporate emails for sales motions but personal emails on social media.
- Solution: Get Cloudy expands its schema in the toolkit to include match keys like First Name, Last Name, Ad ID, Job Title, Company.
- Result: NTO can target ads with a wider variety of match keys and experience higher match rates.
Measure Campaign Outcomes with Custom and Standard Attributes
- Problem: NTO struggles to measure outcomes of ad campaigns and update ad strategy accordingly. NTO can track ad clicks, but they lack a way to send downstream engagement data, such as when a prospect adds an item to their cart, back to the engagement platform. NTO is unable to optimize ongoing ad targeting based on current behavior.
- Solution: Get Cloudy configures NTOs destination platform metadata to accept specific engagement attributes in its target schema. NTO can now activate both standard and custom attributes directly from Data 360. For example, a marketer can map and activate events like product browses, checkouts, purchases, or B2B lead status changes directly to the engagement platform.
- The Result: By enabling the flow of these rich event signals from Data 360 to the external destination, NTO closes the loop on its data. Marketers can now effectively measure their campaign outcomes, optimize future ad targeting based on actual consumer behavior, and provide a highly connected experience across the entire customer journey.
Avoid Duplicate Messages with Filtering
- Problem: NTO is struggling to execute highly targeted campaigns without unintentionally over-communicating with users. For instance, when activating an audience segment for a B2C SMS notification campaign, the external ad platform receives every single phone number associated with a unified profile, leading to the same consumer receiving duplicate messages on different devices or old phone numbers.
- Solution: Get Cloudy builds its external activation platform to support advanced features like contact point filtering and Activation Membership filtering. This capability allows customers to apply specific filters directly to the data payload during the activation workflow. For example, a marketer can filter the activation membership to only include consumers who have explicitly consented to SMS communications, and then apply a contact point filter to send the payload exclusively to the user’s primary mobile phone number.
- The Result: Marketers successfully narrow down the activated data payload to only the most relevant and consented contact points before it ever leaves Data 360. This prevents redundant ad spend on duplicate messaging, ensures compliance with consumer communication preferences, and ultimately delivers a more respectful and personalized experience across the customer journey.
Wrap Up
In this badge, you learned how ISVs can use the Data 360 Activation Toolkit to package external destination platforms and facilitate guided setup for their customers. You explored use cases with NTO and Get Cloudy, discovering how NTO improves campaign performance while Get Cloudy does most of the implementation.