CDP Migration

CUSTOMER DATA PLATFORM (CDP)

Here are the key considerations when migrating from another CDP to Adobe Experience Platform (AEP)

Data Architecture Planning

When planning your data architecture for AEP, consider the following:

Data Sources: Identify all data sources, including CRMs, marketing automation tools, web analytics, and offline sources.
Data Mapping: Create a detailed mapping of data points, types, and sample values from your current CDP to AEP’s XDM model.
Data Quality: Implement data cleansing and validation processes to ensure high-quality data ingestion.

Schema Creation and Modification

XDM Framework: Utilize Adobe’s Experience Data Model (XDM) to standardize data structures.
Schema Flexibility: AEP allows for custom schema extensions to accommodate unique business needs.
Schema Evolution: Plan for schema versioning and evolution as your data requirements change over time.

Datasets

Intermediary Role: Datasets in AEP act as a bridge between source data and target fields.
Dataset per Schema: Create separate datasets for each schema to maintain data organization.
Batch vs. Streaming: Configure datasets for batch or streaming ingestion based on your data sources and latency requirements.

Identity Management

Identity Namespace: Define and map identity namespaces (e.g., email, customer ID, device ID) to unify customer profiles.
Identity Graph: Leverage AEP’s identity graph to resolve customer identities across channels and devices.
Privacy Considerations: Ensure compliance with data privacy regulations when managing customer identities.

Data Ingestion

Ingestion Methods: Choose between bulk ingestion for large datasets and streaming ingestion for real-time data.
Native Connectors: Utilize AEP’s pre-built connectors for common data sources to simplify integration.
API Integration: Implement API-based ingestion for custom sources or real-time streaming requirements.

Marketing Activation

Destination Mapping: Create a migration plan for existing marketing destinations to AEP’s activation channels.
Audience Activation: Configure audience segments for activation across various channels like email, ads, and personalization tools.
Real-time Activation: Leverage AEP’s real-time CDP capabilities for immediate audience activation and personalization.

Segment Preparation

Segment Migration: Recreate existing segments using AEP’s segment builder, ensuring consistency with your current CDP.
Advanced Segmentation: Utilize AEP’s AI-powered segmentation capabilities for more sophisticated audience targeting.
Dynamic Segmentation: Implement real-time segment evaluation for up-to-date audience management.

Data Governance

DULE Framework: Implement Adobe’s Data Usage Labeling and Enforcement (DULE) framework for data governance.
Policy Enforcement: Set up data usage policies to ensure compliance across all data operations within AEP.
Consent Management: Integrate consent preferences into your data governance strategy for privacy compliance.

By carefully considering these aspects, you can ensure a smooth transition from your current CDP to Adobe Experience Platform, leveraging its advanced capabilities for unified customer profiles, real-time activation, and data-driven marketing strategies.

15+ years of IT work experience as Technical delivery Lead, Analytics Architect, AEP/CJA Implementation Consultant.

Adobe certified expert in Adobe Analytics, Adobe Target, Adobe Experience Platform (AEP), Real-Time Customer Data Platform (RT-CDP), Customer Journey Analytics (CJA), Journey Optimizer (AJO). Well versed with Google Analytics Server-side, Conversion API (CAPI), Privacy & Consent Management (OneTrust).

Deputed to Canada, USA, Netherlands, Germany, UK to work closely with business clients, business analysts, solution architects, solution designers, and other key stakeholders. Passionate to decode the online consumer behaviour by using an analytics data-driven approach.