To provide personalised experience, an enterprise needs real-time access to a complete view of the customer. This holistic view is provided by the Profile service. The Profile service can ingest data from various enterprise repositories including first party data as well any third-party data. This data may consist of CRM data, ecommerce transactions, off-line transactions, loyalty programme data, behavioural data from mobile, web or emails, social interaction data etc.
Data from multiple data sources is stitched together to provide a unified view of the customer. Each data source has its own notion of identity of a customer. These identities are matched against each other. For first party data, this requires de-duplication, data merge and survivorship rules. For online behavioural data, identities are often based on cookies and require cookie-matching techniques. Mobile and IoT have their own notion of identities based on device. The Identity service uses deterministic and probabilistic algorithms to match identities and model these relationships as a graph.
The Profile service enables creation of audience segments for campaign execution as well as real-time profile access based on ID. Fast access to this data is necessary for real-time activation use cases, such as web personalisation, advertising or mobile marketing. This real-time activation occurs in a large, geographically distributed network of decision-making nodes called the edge. A subset of the Profile is made available on the edge for decisioning and can be accessed directly from Adobe Solutions or any application via the Profile service API.