Customer 360 and identity resolution
Build a governed Customer 360 on Adobe Experience Platform: source unification, identity strategy, real-time profiles, consent and activation readiness.
A Customer 360 on Adobe Experience Platform unifies CRM, web, app, commerce and offline data into real-time customer profiles. It depends on an XDM data model built around use cases, a deliberate identity strategy that avoids merging different people, consent-aware governance, and merge policies that decide which source wins.
The business problem
Most organisations hold customer data in many systems that disagree about who a customer is. Marketing, service and analytics teams each build their own version, which leads to duplicated messages, poor personalisation and reports nobody trusts.
Reference architecture
Sources
CRM, web and app events via Web SDK, commerce orders, service interactions and warehouse tables.
Model
XDM Individual Profile and ExperienceEvent schemas with custom field groups only where needed.
Identity
Ranked namespaces (CRM ID, hashed email, ECID) with rules that exclude shared identifiers.
Profile
Real-Time Customer Profile with documented merge policies and consent attributes.
Read more: identity resolution · profiles & merge policies
Delivery approach
- Inventory — map every source, identifier and owner
- Model — design schemas for the first use cases
- Identity — agree linking rules and test graphs in a dev sandbox
- Ingest — batch and streaming dataflows with reconciliation
- Validate — inspect sample profiles end to end
- Operate — monitoring, data quality ownership and runbooks
How success is measured
- Share of profiles with a known identifier
- Graph health: no oversized or collapsed graphs
- Source reconciliation within agreed tolerance
- Time from source change to profile update
- Audience build time for marketing teams
- Number of teams using the shared profile
This page describes a solution pattern we deliver. It is not a client case study, and results depend on each organisation's data, licensing and execution.
Frequently asked questions
How long does a Customer 360 take?
It depends on the number of sources and data quality. We recommend delivering one use case end to end first, then adding sources in phases.
Related pages
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Real-time personalisation on Adobe Experience Cloud: streaming and edge audiences, Journey Optimizer, Target, consent and holdout-based…
AEP identity
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