An Overview of Adobe Experience Platform- Introduction
Adobe Experience Platform helps you deliver the right experience every time by transforming your data into robust real-time customer profiles and AI-driven insights you can activate in every channel powered by continuous intelligence.
Datasets are at the heart of AEP, they represent the streams of data coming into and going out of the experience platform and batches represent individual jobs. The Data is stored in the experience platform Data Lake. Machine learning analysis and cross-channel queries can be run on top of these data. It may contain categories such as attributes, identities, segments and behaviours. “Segments” can be used to personalize content. AEP has a query service and a data science workspace to uncover/analyse data and provide a better real-time experience to the customers.
Adobe Experience Platform combines analytical and operational capabilities and provides an open intelligent real-time Platform that accelerates time to value(TTV).
Unique Capabilities:
- You can create actionable, intelligent, real-time customer profiles-
AEP can break down data silos by centralizing and standardizing all the customer experience data in one place. Real-time customer profiles are built from profile fragments which are partial views of customers based on customer interactions via different channels including websites, mobile apps, etc. AEP creates an identity graph dynamically.
- You can enrich data and derive insights using AI/ML models and data queries.
AEP provides an easily accessible data store which can be accessed via queries, data science workspace and sensei services. The data science workspace gives the capability to create, import or use pre-build models from Adobe. On the other hand, the query service provides multi-channel, multi-platform analysis.
- You can innovate with open and composable services.
AEP provides open APIs, and system integrators so you can innovate faster with Adobe and non-adobe systems. You can integrate the platform with external applications and design new customer experience applications or use the data lakes and AEP capabilities including data governance and privacy services, edge compute services, and real-time customer profiles.
- You can enhance delivery and personalize real-time.
AEP's open and extensible architecture, lines of business can look up real-time customer profiles and use them to personalize and deliver experiences faster in any channel and device.
- You can gain trust with governance, security, and privacy controls.
AEP provides brand loyalty and from a services perspective, AEP offers a strong and flexible privacy service. Additionally, AEP’s data governance service allows the categorisation of all customer data using metadata.
AEP Services
Application Services —
- Real-Time Customer Data Platform
- Journey Orchestration- each journey starts with a real-time event using customer interactions and profile updates and guides customers into the most optimal in-moment experiences.
- Customer Journey Analytics
Intelligent Services —
- Attribute AI- quantifies the market impact on individual marketing touchpoints across customer journeys at every level of granularity. Uses AI/ML to assign contribution values to touchpoints.
- Customer AI- generates customer predictions at the individual level with explanations.
How Adobe Experience Platform relates to Adobe Experience Cloud Applications?
- Adobe Analytics helps with minimal latency.
- Adobe Target feeds the decision made and content presented to AEP.
- Adobe Campaign feeds profile and event data to AEP.
- Adobe Audience Manager feeds its traits and audiences to AEP.
- Customer Attributes data can be easily consumed by AEP, Target and analytics.
- All adobe experience cloud applications can also consume audiences from AEP.
- Experience managers can personalize experiences inside of sites and forms using AEP.
Key use-cases
- Real-Time Customer Data Platform
- Customer Journey Intelligence
- Delivery & Cross-Channel Experience
- Customer Experience Application Development
