Lab Use Case Story
Welcome to the Real-Time CDP hands-on lab. In this session, you’ll walk through key UI workflows to gain a practical understanding of how RTCDP supports an industry-centric use case. The experience is based on a simplified scenario in a demo environment using mock data.
Our lab use case revolves around EXP News, a fictitious digital media company delivering personalized, real-time media content across web, mobile, and OTT platforms. Blending modern journalism with data-driven technology, EXP News focuses on audience engagement, transparency, and innovative storytelling for digital-first readers.
EXP News' key digital marketing use cases include:
- Struggles with real-time ingestion + connectivity to householding data component -> requires an advanced audience management system
- Gaps in audience management limit offer personalization, targeting, and orchestration across channels
- Gaps in audience management limit audience & experience intelligence to optimize growth
Through the course of the lab, we will review how EXP News uses the capabilities of Adobe's Real-Time Customer Data Platform to,
- Establish a scalable, governed data ingestion framework to onboard structured data using RTCDP Experience Data Model and Governance capabilities
- Build person and event based profiles by ingesting and stitching onboarded and federated data from CRM (e.g., Snowflake), web analytics and other relevant platforms
- Create dynamic segments for specific product offerings such as their media streaming on web and activate them across Braze, email and other applicable channels