Mia our soon to be high school graduate starts researching universities in Queensland using ChatGPT. Being an avid soccer player she's interested in the sport facilites offered. Following an Altura university citation she lands on the Altura website and browses their sports pages. Returning to the home page she sees a personalised banner encouraging her to register for the upcoming open day, which she does.

In this exercise you will experience:

You will learn as a marketer:

Click to open the Altura website .

We've added to the site a debugging widget so you can see Adobe Experience Platform understands about the current customer.

Click through to the About page and from there into Sport:

Every interaction on the site is being tracked you can see these events as they're recorded through the profile viewer widget:

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

While the behaviour is anonymous, we’re able to track every click and store it in Adobe Experience Platform and we can use that information to qualify the customer into real-time audiences which we can use to personalise the website.

You'll noticed the banner image is now personalised to reflect what we know about you so far - you're interested in sport.

Click on the Register Now button in the banner.

Enter your details and complete the registration. If you don't wish to provide your real email address, use any address ending in @gmail.svpoc.io, emails to this domain will be routed to our webmail server and can be displayed at the front of the class.

Submitting the form has sent an event to Adobe containing both the ECID and the EMAIL address which we've configured as an Identity. These identities will now be stitched in the identity graph.

The profile has also qualified into some additional audiences. Refresh the profile viewer on the site to see the updates.

Now you've experienced it from the student perspective, let's take a look behind the scenes.

In Adobe Experience Platform, all profile data is shown alongside event data, as well as existing audience memberships. The data shown can come from anywhere, from Adobe applications and external solutions. This is the most powerful view in Adobe Experience Platform, the true experience system of record.

To view your profile from the UI:

The detail tab shows the profile dashboard, providing an overview of everything we know about the profile so far.

Most of the profile attributes can be found in the dashboard but a comprehensive list is available on the Attributes tab.

The Events lets you explore how the customer has been interacting, events are listed in timestamp desc order and default to the last 2 days but you can search for specific dates as needed.

The Audience Membership tab shows which audiences the profile is currently a member of.

From the profile dashboard click to View the Identity Graph

The Graph Viewer shows how the different Id's have been stitched in the graph.

Use the slider to see how the graph has changed over time.

Edge (or real-time) audiences are designed for personalisation use cases occurring on your website or app where response time in milliseconds is required. The open day banner appearing on the home page was controlled by an Audience evaluated on Adobe's Edge Network before the data has even arrived in Adobe Experience Platform. This exercise will show you how to create an Edge Audience to qualify visitors who have recently browsed Sport related content.

Go to Customer -> Audiences and click to Create audience

Select to build a rule based audience:

In the audience builder you have access to all of the profile attributes and events.

Now let's give your audience a Name - add a prefix, something unique to distinguish your audience from everyone else's like your last name Eg. [last name] - Interested in Sport

Add a description to help others quickly understand your audience logic.

Now set the Evaluation method to Edge. This specifies that the audience can be calculated on the edge for qualification within milliseconds.

Click Publish. To save your audience and enable it for further use.

Now that we have a real-time audience defined, we can leverage an optimisation tool to modify the experience when customers qualify for the audience.

This can be managed through tools such as Adobe Target, Dynamic Yield or Optimizely but for this exercise we'll use Adobe Journey Optimizer a part of Adobe Experience Platform.

Use the solution switcher on the top right to change from Adobe Experience Platform to Adobe Journey Optimizer.

Navigate to Campaigns and click to Create campaign

Adobe supports many types of campaigns but this exercise we will use a Scheduled - marketing campaign - these campaigns deliver single or recurring outbound messages as well as ongoing inbound actions - such as web experiences.

Give your campaign a name, something unique you'll recognise[your name] - home page banner personalisation

On the Actions tab, click to add a Web action - you can see the full list of supported channels here.

Select the website-homepage as web channel configuration. The configuration controls the location on the website where the experience will be triggered. These configurations are controlled under the Admin -> Channels and will usually be configured by an admin user and do not need to be modified by marketers.

Click to Edit Content or move to the Content tab. You should see a preview of the default home page. Click to Edit web page.

Click on the banner image and use the Image Properties on the right side to open the Asset Selector to choose a new image source.

There are a number of options for selecting an image:

By default it prompts you to use Adobe's AI Tools to generate an image based on a text prompt. You can use this if you want, otherwise click the top icon to select a pre-existing image from the asset repository.

Next we need to define the campaign audience and schedule. Click on the Audience tab and click to select audience.

Select your real time audience created in the previous exercise - or Altura - Interested in Sport. Being an application built natively on Adobe Experience Platform Journey Optimizer has direct access to all AEP audiences - no need to transfer data between solutions. You can see the "real-time" audiences are those defined as "On demand" for Update frequency.

Lastly the Schedule tab lets you assign a start and end date for your campaign. You can leave the default values here.

Your campaign is now ready to activate.

Understanding who someone is, from the very first anonymous visit through to a fully known, registered profile is the foundation of any effective personalisation strategy. The unified real-time profile brings together behavioural data, declared attributes, and cross-channel identities into a single view, giving marketers a level of insight that simply isn't possible when data is fragmented across separate tools.

The identity graph shows how individual touch-points stitch together over time, meaning you can connect an anonymous website browse to a known profile the moment someone identifies themselves. With this in place, you're no longer guessing who you're talking to, you're responding to real signals with real context, and the onsite personalisation you experienced firsthand demonstrates just how immediate and impactful that can be.