Steps

This tutorial includes the following steps:

Customer profile

When customers first visit your site, you don’t know anything about them.

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As they navigate, data is captured in real time and sent not only to a report suite in Adobe Analytics, but also sent directly to Adobe Experience Platform. As data is collected, you begin to form a single view of the consumer, based on behavioral data in Experience Platform’s real-time customer profile.

Many visitors to the website are probably repeat customers who have previously purchased from Luma. It’s important for Luma to personalize messaging and offerings to address both new and repeat visitors, as well as known customers.

New customer’s first visit

For example, an unidentifed visitor navigates to the Men’s section on the Luma site, and views a couple running sweatshirts.

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As the customer navigates to learn more about these products, these product views are collected in Adobe Analytics and sent to Experience Platform.

Luma can map the visitor’s behavior to a user profile on Adobe Experience Platform and begin to assemble a richer view of that consumer’s behavior.

Getting a more detailed view of the customer

As the customer continues to interact with the website, a more clear picture emerges. For example, assume the visitor adds a product to the shopping cart and logs in.

When the customer logs in, she identifies herself as Sarah Rose.

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Two identies are merged:

  • The anonymous browsing data
  • The existing data associated with Sarah Rose’s account

Both identies are combined into a single profile in Experience Platform. Luma now has a unified view of this consumer.

Based on the browsing behavior of the anonymous visitor in the Men’s section of the site, it might have been assumed that the customer was a male. Now that she’s logged in, Luma recognizes Sarah Rose. Luma uses the power of the Real-Time Customer Profile to refine the messaging delivered to her across channels.

Personalizing the user experience

Sarah is welcomed with a loyalty message and thanked for being a Bronze member with more information on benefits and how to increase her status and points.

She navigates to the home page to browse some more.

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Sarah receives a personalized home page experience that is dynamically delivered, based on her Real-Time Customer Profile in Adobe Experience Platform.

She sees relevant content, thanks to Adobe Sensei-powered personalization in Adobe Target, which takes into account her past purchases and affinity toward running apparel and gear. Luma also tailors the men’s catalog content toward running gear for men based on her most recent browse.

Further down the page, Sarah is shown featured products, as well as a new recommendations tray based on her most recently viewed items.

This personalized content helps Sarah find relevant items quickly. This increases conversions and provides a more delightful customer experience.

Bringing the customer back

Sarah gets distracted and leaves the site, ending her session. Luma can use her data in Adobe Experience Platform to help bring her back to the site.

Real-Time Customer Data Platform, powered by Adobe Experience Platform, is built for customer experience management. It enables organizations to:

  • Simplify data integration and activation
  • Govern known and unknown data usage
  • Accelerate marketing use cases at scale

Using multiple data sources

The team at Luma has all of their behavioral and customer data in a single place.

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They can ingest data from all of the following sources:

  • Existing Adobe Experience Cloud solutions data
  • Non-Adobe sources, such as Luma’s loyalty program, call center, and point-of-sale system data
  • Real-time streaming data from Luma data sources
  • Real-time data from Adobe solutions (no new tags required)

All this data from disparate sources is merged into a single unified customer profile.

Configuring a data source

Use Real-Time Customer Data Platform to bring new sources of data into Experience Platform. Real-Time CDP includes a catalog of data sources that can be quickly and easily added to the profile.

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For example, to ingest Luma’s CRM data, filter the catalog by CRM, and all out-of-the-box connectors containing CRM are listed. To add Microsoft Dynamics CRM data:

  1. Authorize the connection.

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  2. Choose what you want to import from a recommended list of XDM pre-mapped tables.

    For example, select Contacts. A preview of the contacts data automatically loads so you can make sure everything looks as expected.

    Real-Time CDP takes a lot of the manual work out of this process by auto-mapping standard fields to the Experience Data Model (XDM) profile schema.

  3. Review the field mappings.

    For example, double check that the email field for contacts is mapped correctly.
    You have the option to preview the data and perform advanced mapping.

  4. Set a schedule.

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It’s done. You just added Microsoft CRM as a data source into Experience Platform.