Real-time decisions using synthetic data in the Adobe Experience Platform.
Decisioning is the most important characteristic of the Human Brain. The human brain takes decisions in nanoseconds in fact decisions are taken before we know itself. Most industries are trying to replicate human-like intelligence which is primarily based on rule-based control strategies and known scenarios. Analyzing the characteristics and dimensions of data is key to decision-making problems.
The pace of data generation continues to accelerate. Much of this data isn’t generated from business transactions, instead, it comes from other sources, including cloud systems, web applications, video streaming, and smart devices such as smartphones and voice assistants.
Customers are switching at a rapid pace between devices, digital platforms, and channels posing great challenges in front of enterprises to deliver decisions in real-time. Real-time decisions are not new to the industry, but this time industry must address them.
· Enterprises can’t afford to take decisions in near real-time.
· Enterprises must deal with large datasets for analytics and insights.
· Enterprises must keep costs under control as data will continue to grow at a massive pace.
· Decisions need to be more accurate than in the past.
Can alone onboarding of Customer Data Platforms like Adobe Experience Platform will addresses the above challenges?
Optimal usage of the Adobe Experience Platform will be another challenge in front of customers which can be addressed by making use of synthetic data.
Synthetic Data for real-time decisioning
AEP can make use of synthetic data for “real-time decisions”. Synthetic data refers to artificially generated data that mimics the characteristics and patterns of real-world data but doesn’t contain any real customer information. This type of data can be used for testing, training models, and other development purposes without privacy or security concerns associated with real customer data.
How Synthetic Data can be used in Adobe Experience Platform
Data Collection
Generate anonymized training datasets that maintain the accuracy of real-world data while meeting or exceeding the anonymization standards of GDPR, CCPA, and other compliance protocols. Consume this data by integrating Adobe Experience Platform with the data sources either in the form of
· Data Lake
· Data warehouses
· Other data solutions
Adobe Experience Platform provides a native connection to major data lake solutions as well as data streaming capability. Managing Synthetic data in AEP provides marketers big boost to the capability of playing with the different datasets and generating real-time insights.
Explore Data
During this stage, data practitioners may filter, model, and visualize data, while searching for insights through a range of tools and methodologies. These insights, such as data distributions and relationships, inform the life cycle but particularly help data practitioners as they prepare data for labeling, training, and testing machine learning models.
Training machine learning models
In Adobe Experience Platform, synthetic data can be utilized to train machine learning models. By generating synthetic data that mirrors the distribution of real customer data, you can train and fine-tune AI models to make predictions and decisions without accessing sensitive customer information directly.
Testing and validation
Synthetic data is valuable for testing and validating different scenarios in a risk-free environment. It allows you to assess how your systems and algorithms would behave without using actual customer data, ensuring that your real-time decision processes are effective and accurate.
Privacy and Compliance
Using synthetic data in AEP can help organizations comply with data privacy regulations and protect customer information. Synthetic data avoids exposing sensitive customer data to potential security breaches or misuse.
Regarding real-time decisions, Adobe Experience Platform can analyze real customer interactions and data in real-time to make immediate and personalized decisions. For example:
Real-time Activation
AEP can analyze a user’s behavior and interaction history in real time to deliver personalized content, offers, or recommendations based on their preferences.
Real-time marketing automation: AEP can trigger automated actions, such as sending personalized emails or notifications, in response to specific customer behaviors or events.
The integration of synthetic data with real-time decisions in Adobe Experience Platform allows businesses to develop and test decisions algorithms effectively while safeguarding customer privacy.
