CDP Migration

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.

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