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AEP Experience Data Model

White Paper Published By: Adobe
Published:  Feb 29, 2020
Type:  White Paper
Length:  15 pages

Optimizing the enterprise is a challenge facing CIOs today. Decades have been spent managing remote data centers to provide the technological infrastructure needed to support the needs of the enterprise. Today’s CIO has the mandate and opportunity to be the architect of customer experience by implementing horizontal capabilities that empowers the C-suite agenda and grow business. A focal point for this innovation is customer experience management that requires every business to reimagine how experience is central to its success. At no other time is the CIO more critical in enabling an enterprise’s business strategy and effectively delivering business value.

Storyline components or key points in order of importance:

1) Adobe Experience Platform helps customers to centralize and standardize their customer data and content across the enterprise – powering 360° customer profiles, enabling data science, and data governance to drive real-time personalized experiences.

2) Companies want to leverage their customer experience data and share data and insights across all their experience applications (both Adobe applications and third-party applications). Sharing customer experience data in multiple formats from multiple sources can require too much time and too many resources. Adobe’s Experience Data Model (XDM) is a formal specification that you can integrate into your own data model to create a true 360-degree view of your customer, which saves you time and makes moving your data into Adobe Experience Cloud products a seamless process.

3) XDM is a specification that describes the elements of those interactions. XDM can describe a consumer’s preferences and qualify what audiences they are part of and then categorize information about their online journey (such as what buttons they click on or what they add to a shopping cart). XDM can also define offline interactions such as loyalty-club memberships. XDM is a core part of the Adobe Experience Platform, built with partners and global brands that are strategically investing in this shared vision of omnipresent and consistent first-class customer experience.

4) Adobe’s Experience Data Model (XDM) represents all Customer Experience Data in a single standard data model to enable next generation customer-centric Experience Applications to activate customer insights faster, with less cost, and in more ways.

5) Another reason to consider XDM is that XDM is integrated with Microsoft’s Common Data Model (CDM). This makes for easier integrations between systems of engagement (like Adobe Experience Cloud) and systems of record (like CRMs), giving companies a powerful, comprehensive marketing-to-sales service.

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