What is Adobe Experience Platform?

Adobe Experience Platform is a data platform that collects customer data from multiple sources, standardizes it using XDM schema, and builds unified real-time customer profiles.

It enables businesses to analyze customer behavior and activate personalized experiences across multiple channels.

What is RT-CDP?

RT-CDP (Real-Time Customer Data Platform) is built on top of Adobe Experience Platform and is used to create audience segments and activate them in real time.

• Segmentation: Create audience groups
• Activation: Send data to marketing channels

What is XDM Schema?

XDM (Experience Data Model) is a standardized data model used to structure customer and event data inside Adobe Experience Platform.

It ensures consistent data across systems and enables unified customer profiles.

What is the difference between Profile Schema and Event Schema?

• Profile Schema: Stores static customer data like name, email, and phone.
• Event Schema: Stores behavioral data like product views, clicks, and purchases.

What is Identity in XDM?

Identity is a field used to uniquely identify a user, such as email, phone number, or customer ID.

It helps in merging data from multiple sources into a single unified profile.

Explain the end-to-end AEP workflow

The complete AEP workflow includes the following steps:

• Data Ingestion (via API or batch)
• Schema Definition (XDM)
• Dataset Storage
• Identity Resolution
• Real-Time Profile Creation
• Segmentation
• Activation

What is data ingestion in AEP?

Data ingestion is the process of bringing data into Adobe Experience Platform from different sources.

• Streaming: Real-time API-based ingestion
• Batch: Bulk data upload (CSV, files)

What is Real-Time Customer Profile?

It is a unified view of a customer created by combining data from multiple sources using identity resolution.

This profile is updated in real time as new data arrives.

What is segmentation?

Segmentation is the process of grouping users based on behavior or attributes.

Example: Users who viewed a product but did not purchase.

Give a real-world segmentation example

A common example is identifying cart abandoners:

• User adds product to cart
• User does not complete purchase
• Segment created for targeting

What is activation in RT-CDP?

Activation is the process of sending segmented audience data to external platforms like email tools, ad networks, or personalization systems.

How do you connect data to business logic?

By translating customer behavior into actionable insights.

Example: If a user frequently views a product, trigger a discount offer.

How does data ingestion via API work?

Events are captured from applications like Magento and sent to AEP using APIs in XDM format.

These events are stored in datasets and used to update customer profiles.

How would you handle cart abandonment use case?

• Capture add-to-cart event
• Send event to AEP
• Update user profile
• Create segment (cart without purchase)
• Trigger email or ad campaign

How can Magento be integrated with AEP?

Magento events like product view, add to cart, and purchase are captured and sent to AEP using APIs.

This enables real-time profile updates and segmentation.

Why is SQL important in AEP?

SQL is used to query datasets, analyze customer data, and support segmentation logic.

Do you need certification for RT-CDP roles?

Certification is helpful but not mandatory. Strong understanding of AEP concepts, XDM schema, and real-world use cases is more important.