In a previous blog post, we examined the role of data within a Digital Experience Platform (DXP) architecture. In that article we discussed that in order to stay competitive organizations not only need to “speak” to the customer through engaging interfaces backed by robust content, they also need to “listen” to the data collected throughout the customer’s journey. This data forms the heart of the DXP architecture and shapes the customer’s journey by providing context, personalization, and analytics to drive the overall experience.
Figure 1 shows the Anexinet Reference Architecture for DXP.
Figure 1 – Anexinet DXP Reference Architecture[/caption]
One of the leading Digital Experience Platforms in the market is from Adobe. Over the last few years, they have built upon their Experience Cloud capabilities for delivering content, commerce, and marketing capabilities to establish a holistic platform that can deliver more robust, targeted, and personalized digital experiences.
In this article, we will look at how the Adobe Experience Platform aligns with our DXP reference architecture, focusing on three key aspects:
Figure 2 shows a simplified view of the Adobe platform components that map to our DXP Reference Architecture.
At the heart of the Adobe DXP is the Experience Platform Data Lake. Underpinning this data lake, Adobe Experience Platform offers capabilities for the modeling, governance, and management of the experience data. The platform offers robust schema management and data cataloging that enable the data to be consumed from other layers of the architecture.
Sitting on top of the data lake is the Real-Time Customer Profile which allows you to bridge customer identities and merge customer data to create a unified view of customer interactions across channels.
But how do we get data into the Adobe Experience Platform? Adobe divides the approaches into two general categories: Streaming and Batch. Through these processes you can send profile information and experience events for use by your DXP solution.
Adobe Experience Cloud offers multiple capabilities for leveraging this experience data within a DXP solution. These key components include:
Create real-time account and customer profiles for marketers to deliver unique and personalized digital experiences to customers:
Customer Journey Analytics allows data across all channels to be joined into a single view to provide a 360-degree view of customers and their touchpoints with an organization. This enables:
Leverage Adobe Sensei and Intelligent Services on top of your customer data to make rapid marketing and content delivery decisions to create better marketing experiences for your customers:
Using these capabilities, you can transform Customer 360 data into actionable insights that drive more personalized experiences with Adobe Experience Manager, Commerce Cloud, and Marketing Cloud
If you need help laying out a robust architecture to support your Adobe DXP initiative, please reach out to us. As an Adobe partner we can help you get the most from your investment in this robust platform. From UX design and development—through to the critical data and integration aspects that are the heart of your Experience Cloud architecture—we have helped countless organizations deliver great connected experiences and ensure a successful delivery.
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