This section describes a typical user journey in the context of Adobe's real-time customer profile.

The journey from unknown to known is one of the most important topics amongst brands these days, as is the customer journey from acquisition to retention.

Adobe Experience Platform (AEP) plays a huge role in this journey. AEP is the brains for communication, the “experience system of record.”

AEP is an environment in which the word customer is broader than just the known customers. An unknown visitor on the website is also a customer from AEP's perspective and as such, all of the behaviour as an unknown visitor is also sent to AEP. Thanks to that approach, when this visitor eventually becomes (identified as) a known customer, a brand can visualise what happened before that moment as well. This helps from an attribution and experience optimisation perspective.

To go through the customer journey flow:

On the WKND Fly homepage, and any other page, you can get access to the Real Time Customer Profile panel. Click on the Adobe logo icon on the top left corner of your screen to open the panel.

Let's behave as a typical customer now, and check out some destination. But first, take a look at the bottom of the home page. There are some default destination. Let's pretend we are not interested.



Browse for the available destinations, and check United Kingdom.

Check on real time customer plugin which events have been captured. You should see the page view on your destination. This is captured in real time and will be used to personalize the next experience.

Now, go back to the home page. You should see the Destinations have been updated with personalised recommendations.

Next, we will search for our next flight

You’ll then see the trip summary page for your chosen flight. Experience events of type Flight Search and Flight Selection have been sent to AEP. To inspect this event:

You will see the interactions you have had with the WKND Fly web site.

While the behaviour is anonymous, we’re able to track every click and store it in Adobe Experience Platform. Once the anonymous customer becomes known, we will be able to merge all anonymous behaviour automatically to the known profile.

We will now continue with our flight booking where we will provide more information to WKND Fly and become a known customer:



You’ve now effectively seen a real-time, customer profile being created, first anonymous, then as a known profile, and continuously being enriched with experience events.

In the next exercise, you’ll go ahead and visualise your profile in Adobe Experience Platform.