Overview diagram of Real-Time Customer Profile

This video walks you through an overview diagram illustrating the Real-Time Customer Profile capability of Adobe Experience Platform. For more information, please visit the Real-Time Customer Profile documentation.

Transcript
Hi, this is Nick Hecht. Solution Architect on the Adobe Experience Platform team. Today, I’m going to walk through an overview diagram we’ve created that demonstrates the Real-time Customer Profile of Adobe’s Experience Platform. There are several components in the real-time customer profile, that we will walk through, and each of these components are necessary for building out that unified customer profile and allowing that profile to be accessed and activated across channels. The first step in building out this Real-time Customer Profile, is collecting and ingesting data from multiple sources. And this is possible through various mechanisms. Whether it be collecting data natively from a mobile applications or websites with the Adobe launch tool or from our Adobe solutions, such as Adobe analytics, audience manager and others. We also have connectors and the ability to onboard data from other data sources. Whether it be from CRM systems or support and loyalty systems or any other relative enterprise source. Now what happens in Experience Platform, is when we label this data for processing into Real-time Customer Profile is that for each data source, a profile fragment is created. This represents essentially a single profile document of data, for each profile, for each source. So for example, if I engage with a brand on a mobile app, I will have a mobile app fragment of Nick’s profile. And if I’ve engaged on the website, I’ll have a website profile fragment for all the activity I’ve done from that device while on the web. And if I have activity or data from other sources, I’ll have profile fragments for each of those sources as well. Each of these fragments has its respective primary ID, which we’ve labeled PID here. The primary ID is the key identifier for that source. And this ID is the mechanism for looking up these fragments. Additionally, each of these fragments will have secondary IDs. And these may all vary across the different fragments. There can be any number of secondary IDs. And these IDs allow us to stitch and relate to other fragments that may have been uploaded into the system. The way this works is as data is processed into Experience Platform, the identity service process these IDs, and their ID stitches into the identity graph.
The identity graph keeps a record of all the relationships that exist between these identities. And therefore, all the relationships that exist across these different fragments.
The other thing that happens is that customers are able to establish a governance policy. And this governance policy enforces how this data can be accessed and how these fragments can be stitched together. So for example, we may have a governance policy that allows the stitching of anonymous web data with mobile data, but our policy may prevent us, for example, from stitching together PII data from a CRM system or an ERP system directly with anonymous web data.
Consumer consent on the use of the data can also be enforced. This governance policy is configurable to align with your brand’s data governance and consumer privacy policies. Once the governance policies are in place, and we have profile fragments and the identity graph built, we can now define how these various fragments are stitched together into a unified Real-time Customer Profile. The key thing to understand here, is that both the governance policy and the identity graph are dynamic. In the sense that different governance policies based on different use cases can be enforced. And we can have different identity graphs that can be leveraged as well. So for example, we may have a probabilistic identity graph that determines how to stitch nonnamous fragments together. Or we may have a deterministic graph or even a third party graph from a third party vendor that we want to leverage to define how these various fragments are stitched together. All of this can be done dynamically on the fly in real-time as the profile is being accessed. And this is a really unique capability of Experience Platform. All of this data is being processed and stitched in real-time at massive scale. And we have the flexibility to provide various unified profile views based on the governance policy and identity graphs that are being leveraged. Once that Real-time Customer Profile is built, we now have the ability to activate it. And that can happen through several different access patterns. As shown here, the activation and access of Real-time Customer Profile, is governed to ensure proper use and access. And the first example of an access pattern is, if we need to build audiences to be shared out to an advertising ecosystem, we have the ability to do segmentation and activate this profile through audiences to audience manager and the real-time customer data platform. And this can happen for both streaming and batch segmentation scenarios. If we need this profile to be available for customer interactions, regardless of channel, whether that’s outbound interactions, such as emails, or inbound interactions, such as website personalization, this can be powered with the Real-time Customer Profile as well. Next, since we are building this rich Real-time Customer Profile, we may also want to access this digital profile view for journey analysis, data science and machine learning. So we can actually allow this profile to be exported on a regular basis, into Experience Platform data lake where it can be accessed for insights and data science. And lastly, this is an open platform and we have all the APIs available for customer and partner applications to be built against this profile. They can be sent profile segment memberships, or they can access the profile directly just to look up specific profile attributes. So what we are seeing here is an end to end of all the core components needed to collect data and assemble these Real-time Customer Profiles, and then allow them to be activated and accessed, regardless of the customer interaction that is taking place.
And here’s another view that illustrates this in additional detail. As we were describing these profile fragments are created from these various data sources. They each have a primary identifier, which defines the primary key for each of the fragments, and they each have secondary IDs that are part of the data that’s being ingested from this source. And these can happen from things like authentication events, or purchase events, where we have multiple identities being collected that we can use to link different profile fragments. When these IDs come into the system, they are processed into the identity graph that stores the relationships across these identifiers. The identity graph is what allows the stitching of these various fragments together into the Real-time Customer Profile view. So as shown here, by virtue of there being a link between these views various IDs, the various fragments are able to be stitched together into one single customer profile. With that, we hope this video was helpful and provided you with a better understanding of the components and capabilities of Experience Platform’s Real-time Customer Profile. -
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