Just using a small data set and calling it a profile isn't enough. An Experience Business uses the power of artificial intelligence (AI) and machine learning to enrich, augment, and unify every scrap of data to create a dynamic experience for each customer. To do this at scale, we need easy access to complete information about each customer. This holistic view of customer information is provided in Adobe Cloud Platform as a unified profile, called the Experience Cloud Profile. This unified profile includes CRM data, e-commerce transactions, offline transactions, loyalty program data, behavioral data from mobile, web or emails, and social interaction data.
In order to unify all data, we need a common standard for all customer records. This requires a variety of processes, including de-duplication, data merging, survivorship, and cookie-matching techniques. We also integrate identities from mobile and IoT with matching algorithms, creating an interconnected identity graph. Then we optimize access to all this data with a well-crafted data, storage, and access model that allows rich customer segmentation.
Using artificial intelligence and machine learning for predictions and insights to help personalize your customer experiences is table stakes. But getting from data to insights can come at a high cost. It typically takes skilled data scientists who conduct time-consuming data exploration, along with engineers who develop machine-learning models. The process is lengthy, the technology is complex, and skilled experts are hard to find.
Adobe's XDM does the heavy lifting by providing curated data, from CRM to marketing and support, for the entire customer experience through APIs. In addition, Adobe Cloud Platform comes with a framework for authoring, managing, and consuming pre-built and custom-developed intelligent services. These machine learning services give you real-time engagement with consumers based on an ever-evolving Experience System of Record. Which means people of all skill levels in your company can find insights faster and deliver more relevant customer experiences.
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