AD7-E601: Adobe Real-Time CDP Technical Practitioner

Adobe Experience Platform is designed to unify identity from an authoritative profile source such as Member Hub, then enrich that profile with transactional behavioral data ingested from every channel that can register a purchase - the Digital Order Line, Brick and Mortar Order Line, and Clickstream - so that segmentation can be based on complete cross-channel purchase recency. Because the requirement is to reach consumers according to their most recent purchase, the qualifying segment must be built on customers who have made a purchase within the defined recency window, and because the activation channel is Instagram advertising, the resulting audience must be delivered through a native Facebook/Instagram advertising destination rather than through a generic cloud storage export, ensuring the audience is immediately usable for ad targeting.

For a campaign that may deliver through either email or text, the destination requires an email address and mobile phone number, while the name enables personalization. Product-page viewing and communication consent are audience-selection criteria used to determine who qualifies for activation; they are not required destination fields for addressing the invitation. Adobe Experience Platform destinations activate selected audiences and allow the relevant profile fields to be exported.

The audience should include customers whose last three orders do not contain bacon, so they can be prompted to add it, and whose next delivery is more than 14 days away, when a change is still permitted. An email opt-in condition would unnecessarily exclude profiles that can be reached through advertising or Adobe Target, while a recent web-visit condition is not required for this use case. Adobe Experience Platform destinations support activation for cross-channel marketing, email campaigns, targeted advertising, and personalization.

Daily ingestion from CRM and Data Lake sources is batch ingestion. Batch segmentation is supported for all eligible audience queries, while streaming segmentation is intended for streaming data as it arrives in Experience Platform.

Eligible recipients must satisfy both requirements: they have not already upgraded and they have opted in to email communications. The appropriate audience filter is hasUpgraded=false AND emailOptIn=true.