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ADOBE REAL-TIME CDP FEATURES

Actionable unified customer profiles

A single, unified view of your customer ensures every team member has consistent customer data to improve engagement and deliver the right experiences. With Real-Time CDP, unified customer profiles are updated with data from all sources and ready for real-time activation.

https://business.adobe.com/fragments/products/modal/videos/real-time-customer-data-platform/actionable-unified-profiles/experience-data-model#xdm | Experience Data Model demo video | :play-medium:

Experience Data Model (XDM)

Standardize how customer data is managed across teams, systems, and tools with an industry standard, open-source data model that can be leveraged with B2C and B2B data from any channel.

  • Open-source model. Analyze consumer behavior by tapping into an extensible channel-agnostic data model.
  • Interoperability. Apply a thorough understanding of data across all business units to increase consistency between applications.
  • Pre-built schemas. Power internal workflows using out-of-the-box B2B and B2C data schemas, or customize them to intake insights faster and fulfill your unique and complex enterprise data needs.

Identity service

Gain a comprehensive view of your customer, and their behavior, across devices and systems.

  • Identity collection. Ingest identity data, including standard IDs, and standard and custom namespaces.
  • Graphing. Use a deterministic algorithm to reconcile devices and logins across customer activity.
  • Visualization and validation. Map relationships between identities and validate identity stitching within a graphical user interface.
https://business.adobe.com/fragments/products/modal/videos/real-time-customer-data-platform/actionable-unified-profiles/identity-service#identity | Identity service demo video | :play-medium:

https://business.adobe.com/fragments/products/modal/videos/real-time-customer-data-platform/actionable-unified-profiles/real-time-customer-profiles#real-time-customer-profiles | Real-time customer profiles demo video | :play-medium:

Real-time customer profiles

Establish a consistent customer view into a single customer unified profile from both online and offline sources. Profile data can be validated by building profile snapshots, metrics, and detailed views.

  • B2C, B2B, and hybrid profiles. Link B2C customer data and B2B account data within a single unified profile that spans audiences and lines of business.
  • Real time. Update profiles instantly as customers interact with your brand.
  • Validation and dashboarding. Validate and understand profile data through profile snapshots, metrics, and detailed views.
  • Differentiated data for use cases. Maintain separation between customer and prospect profiles for flexibility in supporting various marketing motions.

Data ingestion

Unify customer data with pre-built connectors, APIs, and SDKs for access to disparate data at speed and scale.

  • Real-time streaming and batch collection. Stream data in real time to and from Adobe and non-Adobe client- and server-side devices for faster insights, quicker time-to-market, and more timely responses to customer engagement.
  • Pre-built connections. Choose from dozens of ready-made data sources and destination connectors from our catalog or easily customize data intake and activation configurations to meet your data management needs.
https://business.adobe.com/fragments/products/modal/videos/real-time-customer-data-platform/actionable-unified-profiles/data-ingestion#data-ingestion | Data ingestion demo video | :play-medium:

More about actionable unified profiles.

https://main--bacom--adobecom.hlx.live/fragments/products/cards/rtdcp/actionable-unified-profiles/more-actionable-data-profiles

Learn how to use actionable unified profile features.

Adobe Real-Time CDP unifies customer data in real time, enabling personalized experiences across both B2B and B2C contexts. Its AI-powered insights, federated audience composition, and use-case playbooks empower marketers to build complete audiences and deliver targeted campaigns efficiently.

Find what you need in Experience League, our vast collection of how-to content — including documentation, tutorials, and user guides.

Learn more | Learn more on how to use actionable unified profile features

Questions? We have answers.

What is a unified customer profile?
A unified customer profile is a single, complete view of an individual customer. They’re created by combining data from various sources, like CRM, website, and apps, for example – into one record. It helps to understand their behaviors and attributes.
What are the four types of customer profiling?

1. Demographic profiling.

Demographic profiling is usually the first step in understanding your customer base. It covers basic statistical categories like age, gender, income, education level, occupation, and marital status.

While this type of profiling is a great starting point, it only tells part of the story. Just because two users fall within the same age or income category, doesn’t necessarily mean they think, shop, or live the same way. That’s where the next layers of profiling come in.

2. Geographic profiling.

Where your customers live can reveal a lot about their preferences and needs. Geographical segments such as country, city, climate, or urban vs. rural setting are useful for localizing campaigns and understanding regional trends.

For example, a clothing retailer uses geographic profiling to promote winter coats to customers in colder northern regions while advertising lightweight jackets to those in warmer southern areas. This ensures region-specific relevance and boosts campaign effectiveness.

3. Psychographic profiling.

Psychographic profiling looks at user’s attitudes, values, interests, lifestyles, and personality traits. What motivates them? What do they care about? What kind of content do they engage with when they’re not shopping? This kind of insight is essential when it comes to creating brand messaging that resonates with your target audience.

For example, a fitness brand targets health-conscious consumers who value sustainability by promoting eco-friendly workout gear. By aligning messaging with customers’ values and lifestyle choices, the brand builds stronger emotional connections and drives loyalty.

4. Behavioral profiling.

Behavioral profiling analyzes customer actions such as purchase history, product usage, browsing patterns, and brand interactions. It helps predict future behavior and personalize experiences. By understanding patterns in how people interact with your brand, you can anticipate their needs and identify opportunities to upsell. Behavioral data is especially useful for delivering timely, relevant experiences that feel custom-built for the individual.

For example, an e-commerce site notices that a customer frequently browses running shoes but hasn’t made a purchase. Using behavioral analytics, it sends a personalized email with a discount on running shoes, encouraging conversion based on the customer’s browsing behavior.

What is the difference between data unification and data integration?
Data unification merges data into a single, standardized dataset, requiring transformation. Data integration connects disparate systems for continuous data flow without necessarily creating a single, unified dataset.
What is an example of data unification?
Imagine a customer with separate records in your CRM, email marketing platform, and ecommerce system. Data unification would merge these records into a single profile, recognizing them as the same person despite different IDs, devices or slight variations in information.