distributed personalization in edge computing...
TRANSCRIPT
Sandeep NawatheSenior Director of Engineering
Experience Platform
A DOBE
Distributed Personalization in Edge Computing Environment
© 2020 Adobe. All Rights Reserved.
© 2020 Adobe. All Rights Reserved.
Unleashing Accelerating Powering
© 2018 Adobe. All Rights Reserved.
Buy Use RenewTryDiscover
Customer Experience Management
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
CONTENT &
COMMERCE
DATA &
INSIGHTS
CUSTOMER JOURNEY
MANAGEMENT
OPEN
ECOSYSTEM
EXPERIENCE
INTELLIGENCE
Product Strategy Pillars
© 2020 Adobe. All Rights Reserved.
Challenges to accomplish Real-time Experiences
6
Disconnected Identities
Slow, vulnerable profile unification
AI/ML operates in a silo
Data governance is not enforced
Fragmented Experiences
DATA PIPELINE&
GOVERNANCE
REAL-TIME CUSTOMER
PROFILE
AI &MACHINE LEARNING
CROSS-CHANNEL ACCESS &
ACTIVATION
Adobe Experience Platform
Applications
Services
Platform
Analytics Cloud Advertising CloudMarketing Cloud Commerce Cloud
AnalyticsAudience Manager
DSPSearch
TVCreative
Experience ManagerCampaign
Marketo EngageTarget
Magento Commerce
Application Services | Intelligent Services
Adobe Experience Platform
Adobe Experience Cloud
Real-Time Customer Profile AI & Machine Learning Open Ecosystem||
© 2020 Adobe. All Rights Reserved.
Adobe Experience Platform
Front Office | Back Office
ERPInventory Mgmt. Store Operations CRMCustomer Support POS Custom Apps
Unified Experiences
Social EmailVideo/TV IoTMobile Web KioskDesktop
Data Ingestion/Multi-Modal Data
Real-Time Edge Delivery
NAME: Sarah RoseEMAIL: [email protected]
GENDER: FemaleAGE: 33
COUNTRY: United StatesMORE…
ECID
4647729…
UUID
46378701…
CRMID
YAuPQ1K…
srose@
outlook.com
Desktop Mobile
Creative Cloud Desktop
Premiere Rush CC iOS
Creator
Followed Guide
DownloadSocial
Web
Paid User
Opened, Clicked
Opened, Clicked
Completed Purchase
Edit Sequence
Add Media
Name Your Project
In-app Offer
App Guided TourCreate Adobe ID
Install Premiere Rush CC
Scrolling on Instagram
Visit Adobe.com
“Thank You for Renewing”
“Upgrade Premiere Rush”
Install Premiere Rush
Login with Adobe ID
Open Creative Cloud Desktop App
Premiere Rush CC
Premiere Rush CC Single App Plan
M O B I LE
D E V I C ES
S E G M E NT ATI ON
C U S T O ME RS ar ah Ro s e
NAME: Sarah RoseEMAIL: [email protected]
GENDER: FemaleAGE: 33
COUNTRY: United StatesMORE…
I D EN TI TI ES
C R O S S - CHAN NEL
E X P E RI EN CE E V E N T SC U S T O ME R P R O F I LE
D E S K TO P A D O BE P R O D UC TS
Semantic Model of Customer Profile
Experience Intelligence Customer.ai Journey.ai Attribution.ai Leads.ai Content.ai
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Real-time Customer Profile
10
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Adobe Real-time Customer Profile Access Patterns
TriggeredCampaigns
Example:Triggered outbound,Confirmations,Cart Abandons
Real-timePersonalization
Web/Mobile Offers,Targeted Ads,Real-time support
BatchCampaigns
Scheduled campaigns, Weekly promos
ProfileLookup
Batch Segmentation
StreamingSegmentation
Access Pattern Use Case Examples
Adobe Real-time Customer
Profile
Adobe Experience Platform – Real-time Customer Profile
Data Collection Real-time Profile Unification Process
Real-timeCustomer Profile
Activation
Mobile
Web
AAM
2P/3P Data
Analytics
Sales
Support
Commerce
Marketing
Loyalty
CRM
Kno
wn
Dat
aU
nkn
ow
n D
ata
Go
vernan
ce -P
rivacy -C
on
sent
IDEN
TITY GR
AP
Hcro
ss device -
on
line/o
ffline -
iden
tity resolu
tion
Engagement
Profile
Fragments
Email Direct Mail
SMS Mobile
Call CenterDesktop
Ads
Apps
Video Display
Personalize/Orchestrate
Advertising
Custom and Partner
Applications
Analysis
Data U
sage/Access En
forcem
ent AI/ML Journey
Analytics
Audiences
Profiles /Segments
ProfileLookup
ProfileExport/Access
Dynamic – Use Case specific Unified Profile
PIDSID
PIDSID
PIDSID
PIDSID
PIDSID
PIDSID
PIDSID
PIDSID
PIDSID
PIDSID
PIDSID
Real-time Customer Profile
14
CUSTOMER INPUTSFrom web form
OTHER DATAFrom CRM source
LINKED IDENTITIESStitched by Identity Service
SegmentsFiltered groups of customers
BehaviorsTime series digital and physical
Adobe Experience Platform – Unified Profile and Activation Profile
Unified Profile RepositoryEdge
Activation Profile Cache
Personalization Service
Edge
Activation Profile Cache
Personalization Service
Edge API Access
Edge API Access
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• Blogs
• A New Architectural Approach to Building a Unified Customer Profile in Today’s Ever-Changing Big Data Landscape, 4/9/2020
• Reimagining the Customer Profile — Lessons Learned from Customer Implementations, 4/1/2020
• (Part 1) Solving the Conundrum of Disparate Data and Different System Architectures to Build a Truly Unified Profile, 3/19/2020
• (Part 2) Solving the Conundrum of Disparate Data and Different System Architectures to Build a Truly Unified Profile, 3/27/2020