Default guardrails for Real-Time Customer Profile data and segmentation
- Topics:
- Profiles
CREATED FOR:
- User
Adobe Experience Platform enables you to deliver personalized cross-channel experiences based on behavioral insights and customer attributes in the form of Real-Time Customer Profiles. To support this new approach to profiles, Experience Platform uses a highly denormalized hybrid data model that differs from the traditional relational data model.
This document provides default use and rate limits to help you model your Profile data for optimal system performance. When reviewing the following guardrails, it is assumed that you have modeled the data correctly. If you have questions on how to model your data, please contact your customer service representative.
Getting started
The following Experience Platform services are involved with modeling Real-Time Customer Profile data:
- Real-Time Customer Profile: Create unified consumer profiles using data from multiple sources.
- Identities: Bridge identities from disparate data sources as they are ingested into Platform.
- Schemas: Experience Data Model (XDM) schemas are the standardized framework by which Platform organizes customer experience data.
- Audiences: The segmentation engine within Platform is used to create audiences from your customer profiles based on customer behaviors and attributes.
Limit types
There are two types of default limits within this document:
Data model limits
The following guardrails provide recommended limits when modeling Real-Time Customer Profile data. To learn more about primary entities and dimension entities, see the section on entity types in the Appendix.
Primary entity guardrails
Dimension entity guardrails
Data size limits
The following guardrails refer to data size and provide recommended limits for data that can be ingested, stored, and queried as intended. To learn more about primary entities and dimension entities, see the section on entity types in the Appendix.
Primary entity guardrails
Dimension entity guardrails
Segmentation guardrails
The guardrails outlined in this section refer to the number and nature of audiences an organization can create within Experience Platform, as well as mapping and activating audiences to destinations.
100 per year (development sandbox)
Expected availability
The following section outlines the expected availability for audiences and merge policies in downstream services such as Real-Time CDP destinations:
Appendix
This section provides additional details for the limits in this document.
Entity types
The Profile store data model consists of two core entity types: primary entities and dimension entities.
Primary entity
A primary entity, or profile entity, merges data together to form a “single source of truth” for an individual. This unified data is represented using what is known as a “union view”. A union view aggregates the fields of all schemas that implement the same class into a single union schema. The union schema for Real-Time Customer Profile is a denormalized hybrid data model that acts as a container for all profile attributes and behavioral events.
Time-independent attributes, also known as “record data” are modeled using XDM Individual Profile, while time-series data, also known as “event data” is modeled using XDM ExperienceEvent. As record and time-series data is ingested in Adobe Experience Platform, it triggers Real-Time Customer Profile to begin ingesting data that has been enabled for its use. The more interactions and details that are ingested, the more robust individual profiles become.
Dimension entity
While the Profile data store maintaining profile data is not a relational store, Profile permits integration with small dimension entities in order to create audiences in a simplified and intuitive manner. This integration is known as multi-entity segmentation.
Your organization may also define XDM classes to describe things other than individuals, such as stores, products, or properties. These schemas, which are modeled using XDM classes other than the XDM Individual Profile class, are called “dimension entities” (also known as “lookup entities”) and do not contain time-series data. Schemas that represent dimension entities are linked to profile entities through the use of schema relationships.
Dimension entities provide lookup data which aids and simplifies multi-entity segment definitions and must be small enough that the segmentation engine can load the entire data set into memory for optimal processing (fast point lookup).
Profile fragments
In this document, there are several guardrails that refer to “profile fragments.” In Experience Platform, multiple profile fragments are merged together to form the Real-Time Customer Profile. Each fragment represents a unique primary identity and the corresponding record or complete set of event data for that ID within a given dataset. To learn more about profile fragments, refer to the Profile overview.
Merge policies
When bringing data together from multiple sources, merge policies are the rules that Platform uses to determine how data will be prioritized and what data will be combined to create that unified view. For example, if a customer interacts with your brand across several channels, your organization will have multiple profile fragments related to that single customer appearing in multiple datasets. When these fragments are ingested into Platform, they are merged together in order to create a single profile for that customer. When the data from multiple sources conflicts the merge policy determines which information to include in the profile for the individual. A maximum of five (5) merge policies that use the _xdm.context.profile
schema are allowed per sandbox. To learn more about merge policies, please read the merge policies overview.
Adobe Analytics report suite datasets in Platform
Multiple report suites can be enabled for Profile as long as all data conflicts are resolved. You can use the Data Prep functionality to resolve data conflicts across eVars, Lists, and Props. To learn more about how to use the Data Prep functionality, please read the Adobe Analytics connector UI guide.
Next steps
See the following documentation for more information on other Experience Platform services guardrails, on end-to-end latency information, and licensing information from Real-Time CDP Product Description documents:
- Real-Time CDP guardrails
- End-to-end latency diagrams for various Experience Platform services.
- Real-Time Customer Data Platform (B2C Edition - Prime and Ultimate Packages)
- Real-Time Customer Data Platform (B2P - Prime and Ultimate Packages)
- Real-Time Customer Data Platform (B2B - Prime and Ultimate Packages)