Adobe RT-CDP Proof of Concept Readout
Data Foundation and Identities
Stellantis supplied several data files for use in the proof of concept (POC). Below is a summary of our approach to integrating these files into Adobe Real-Time Customer Data Platform (RT-CDP).
Identity Stitching in RT-CDP: RT-CDP employs an identity graph to deterministically unify multiple identifiers associated with a single individual. These identifiers include durable IDs (such as email and phone), device or cookie IDs, and custom IDs (e.g., CRM ID). This process enables the consolidation of customer data from various sources, providing a comprehensive view of each person's attributes and behaviors.
POC Approach:
- We selected email and phone as primary durable identifiers.
- We also created a contactInfoHash identifier to hash either the email or phone to accommodate cases where a record didn't have an email, but had a phone.
- Names and physical addresses were excluded due to their variability and lack of uniqueness.
- Vehicle Identification Numbers (VINs) were also excluded as person identifiers, since ownership can change over time. They were used as lookup identifiers to get vehicle details information.
The diagram below illustrates how the provided data sources were connected for this POC:
Demo Recording of Data and Identities
During data ingestion, Adobe Experience Platform (AEP) validates that incoming data matches the configured field types in the schema. Some dummy email addresses were found to be invalid (e.g., containing a leading or trailing '.' in the local portion) and were therefore not ingested.
Use Cases
Below are the use cases submitted by Stellantis for the POC, with details and solutions for each.
UC1: New Purchase Welcome
Details Provided:
- Audience: Owners X days after purchase; only 1 email per owner; purchase type: retail; vehicle condition: new; not email restricted
- Activation: First Name, Last Name, Vehicle Brand, Vehicle Nameplate, Date purchased, Activation Date
- Instructions: Email runs 5 days a week (M-F); run for 2 business weeks; present each day’s activation table for review; record activations for future reference
Solution: Two audiences were created to address this use case, both sharing the same core rules:
- One audience uses a longer look-back range (X+2 days) to accommodate Monday delivery, capturing weekend sales.
- The other audience uses a strict X-day look-back for Tuesday–Friday deliveries.
Delivery was scheduled using an Adobe Journey Optimizer (AJO) Campaign, which allows for specifying delivery days.
Demo Recording of Solution
Activation Files
UC2: Private Offer – Highly Engaged Customer
Details Provided:
- Audience: Highly-engaged customers who: 1) submitted a “Request Quote” lead in the last 20 days OR 2) at least 1 site visit/day over any 5-day period; not current owner; 1 offer per address/email; channel: email; not email restricted
- Activation: Email, First name, Last name, Model year, Brand, Model, Trim, Private offer amount, segment name
- Instructions: Email runs once a week on Friday; run for 2 business weeks; present each day’s activation table for review; record activations for future reference
Solution: Audiences were created based on quote requests from the hrleads.csv and online.csv files. To call an external private offer API, we used an AJO Journey with a custom action, enabling API calls and dynamic content activation for each profile.
Deduplication based on physical address was not performed, as AJO Journeys execute in a unitary fashion. This is possible with RT-CDP destinations, but not in this context.
The hrleads.csv file lacked POI codes, but POI codes were available in the online.csv under the VIN header, allowing lookup of model year, brand, model, and trim for those profiles.
Demo Recording of Solution
Audience Files
Since this use case was delivered via an AJO Journey, there aren't "activation files" to review. The journey runs in real time, with activations delivered to the webhook and email shown in the demo video. However, we sent the request quote lookback audience and web visits audience to a destination for profile review, similar to how you might log or track activated audiences to a Stellantis owned cloud storage location.
Note:
- The “Request Quote” audience looked back 100 days from Nov 16th.
- The web visits audience delivered only 6 profiles (out of 124) because the destination was configured to deliver profiles with a linked email identity - most of the web cookie IDs did not have an email associated with them.
UC3: Customer Touchpoint Communication
Details Provided:
- Audience: Current owners of Chrysler Pacifica and Pacifica Hybrid; Channel - direct mail; purchase type: retail new/used; 1 offer per address; not mail restricted; exclude zip codes: 08232, 08758, 08822, 08857, 08904; exclude customers with customer-paid repair orders
- Activation: Campaign name: PacfTouch; segment names: pacifica_ct092025, pachyb_ct092025; ownership type: retail, lease, business, business lease; FirstName + ‘ ‘ + Last Name; Address Line 1/2; City; State; Zip
- Instructions: Campaign runs once (when full data is ingested); present each day’s activation table for review; record activations for future reference and analytics outside platform
Solution: Two audiences were created: one for Pacifica owners and one for Pacifica Hybrid owners. Initially, an AJO Campaign was used to dynamically assign segment names in the delivered CSV file. However, deduplication by physical address was not possible in this setup, so audiences were re-adjusted and delivered via a cloud storage destination.
To identify current owners, a scheduled query updates the array of VINs owned by each profile as new vehicle sales data is ingested. The query can also remove VINs if a disposal date is known, ensuring the VIN array reflects current ownership.
Demo Recording of Solution
Activation Files
UC4: Sign Up for Updates (SUFU) – Real Time Email
Details Provided:
- Audience: Event type = SUFU; event time > 7/1/2025; not SMS restricted (if phone available); must have email if no phone; not email restricted
- Activation: Campaign Name: olsufu, channel: text or email, First Name, Last Name, POI Code, Vin1-3 (unsold VIN with same POI code)
- Instructions: Online activity arrives in real time; data flow simulated for POC; record activations for future reference
Solution: To demonstrate real-time activation, a new Tags property was configured for the POC demo instance, including a Web SDK deployment of AEP and Adobe Target. A real-time AJO Journey triggers when a profile submits a sign-up form, sending activated data to a webhook for demo purposes.
Real-time profiles in AEP are used to deliver Edge-based audiences to Adobe Target for next-hit personalization, including profile attributes (e.g., first name) for personalized content.
Demo Recording of Solution
Audience Files
Since this use case was delivered via an AJO Journey, there aren't "activation files" to review. The journey runs in real time, with activations delivered to the webhook shown in the demo video. However, we sent the SMS and Email (hrleads.csv related signup for updates) audiences to a destination for profile review.
UC5: Personalization – Execute an API Call to CDP
Details Provided:
- Input: API request – send an email as the request
- Output: Number of vehicles owned, last brand purchased, last nameplate purchased, last model year purchased, total number of Stellantis vehicles owned
- Instructions: Please have Postman or equivalent set up to demonstrate API calls; during the POC demo, we will provide email addresses to validate responses
Solution: This use case was demonstrated by making profile API requests using Postman. The default profile API request returns all XDM attributes for a profile; the 'field' parameter can be used to specify which attributes to return.
Note: The 'field' parameter is optional; if omitted, the full XDM profile is returned.