AEP

Segments vs Audiences

These terms are often used interchangeably, but there's a subtle distinction:Segment = The rule/definition (the logic) Audience = The resulting group of people who match that rule In AEP, when you create a "segment definition," it automatically produces an "audience." Adobe has been migrating terminology from "Segments" to "Audiences" — so in the UI you'll mostly see Audiences. 2. Types of Audiences a) Batch Audiences (Segment Builder) b) Streaming Audiences c) Edge Audiences For your capstone, you'll use Streaming for the journey trigger (react to events in real-time). 3. Segment Builder — How It Works The Segment Builder UI has these components: Key concepts in the builder: 4. Adobe Journey Optimizer (AJO) AJO is […]

Merge Policy

Intro A merge policy tells AEP how to assemble one person's profile from multiple data sources. Why it exists One customer can have data spread across many datasets: Dataset 1 (CRM)      → Alice, email, account status Dataset 2 (Billing)  → Alice, bill amount, due date Dataset 3 (Usage)    → Alice, 9.2 GB used, 92% AEP needs rules to merge these into one unified profile. That's the merge policy. What it controls (3 things) Setting Question it answers Options Dataset selection Which datasets contribute to the profile? All datasets / Selected datasets Attribute merge If two datasets disagree on a field, which wins? Timestamp ordered (newest wins) or Dataset precedence (you rank them) ID stitching […]

Adobe Experience Platform – Query Service & Data Distiller

1. Overview 1. What is Query Service? Query Service is Adobe Experience Platform’s SQL engine that lets you query and transform data stored in the AEP Data Lake. Important mental model: AEP is a data lake, not a traditional database. 2. Key Doubt #1 “If data already exists, why do we need CREATE TABLE?” Answer: […]

AEP Data Collection

Adobe Experience Platform Data Collection Event Forwarding lets you process and route data at Adobe Edge, instead of only on the client (website or mobile app). Key benefit:Event Forwarding enables server-side, flexible, and secure data routing, reducing client-side complexity and allowing real-time integrations beyond Adobe’s ecosystem.

Real-Time Customer Profile

AEP : Adobe Analytics

The Two Main Disciplines: 2. The Four Types of Business Analytics:This is a maturity model for how organizations use data: 3. Adobe Analytics' Role:Adobe Analytics is the platform that enables this entire workflow. Conclusion: Analytics is the practice of turning data into insights and actions. Business Analytics provides the strategic framework (the four types), and […]

AEP : Identity and identity graphs 

Adobe Experience Platform's Identity Service, which helps you connect your customer's scattered data to build a unified view of them. Think of it as solving a puzzle where each piece is a separate clue about a customer from different places (website, app, in-store). The Identity Service finds how these pieces fit together by linking different IDs […]

AEP - Schema building blocks

An XDM schema is constructed from four main building blocks, which determine its structure, purpose, and the type of data it will contain. You can think of these as a hierarchy, from the most general to the most specific, working together to model your customer data. Here's an overview of these components, starting from the […]