Day in the Life of an Audience Manager Admin in Real-Time CDP
In the ever-evolving landscape of customer data management, the transition from Adobe Audience Manager (AAM) to Real-time CDP (RTCDP) represents not merely an upgrade but a profound evolution. As business use cases mature and become more sophisticated, the need for a unified, real-time customer data platform has become increasingly imperative.
In this blog, let's candidly outline how common tasks will change for an AAM Admin now in charge of RTCDP.
Data Sources
Data Sources in AAM serve multiple purposes:
- Identity Namespace – when a data source is created with the ID Type "Cross device ID" and Inbound Customer ID – This is similar to defining an RTCDP Namespace in the Identity section.
- Data Sources also act as labels for Traits and Segments for Role-based Access Controls (RBAC). In RTCDP, the comparable attribute level feature is Attribute Based Access Controls (ABAC).
Signals
Signals are the raw key and value pairs that are received by AAM servers. RTCDP uses the XDM Schema structure. Standardised out of the box field groups are included to cater for common data attributes.
Traits
Traits are the key data building blocks in AAM. In RTCDP, there is a concept of a unified profile. We do not have to worry about creating trait-level data structures.
Segments
Segments are how we define data that is to be activated. In RTCDP, we do not have Traits, instead we can build rule-based Audiences based on: Attributes, Events, or Other Audiences.
Destinations
The concept of Destinations remains similar for both AAM and RTCDP. The major change is that some RTCDP Destinations enable you to export attributes as well as the audience membership.
Reporting
Reporting in AAM is either at the Trait or Segment level. With RTCDP, there is more flexibility as you will have access to a Query Service to write SQL-like queries.
Conclusion
The transition from AAM to RTCDP will feel reassuringly familiar for power users. While bringing more advanced functionality, RTCDP retains core concepts that allow experienced AAM administrators to leverage their expertise.