INTEGRATION PLAYBOOK
ADOBE EXPERIENCE PLATFORM
The AEP Integration Checklist Syncing Real-Time Customer Profiles across data sources, identity, activation, and governance.
DATA SOURCES
INGEST
IDENTITY
PROFILE
ACTIVATE
A practical architecture for unified, consent-aware customer context - ready for personalization and service operations.
Salesforce Services & Complete CRM Solutions | XapDigital
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01 | FOUNDATION
Start with the profile you want to trust Define the target customer view before connecting every data source.
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02
03
Business outcomes first
Profile definition
Success criteria
Map the customer moments AEP must improve: acquisition, conversion, service, retention, and cross-channel personalization.
Specify the attributes, events, relationships, and behavioral signals that form the usable customer profile.
Set measurable targets for freshness, match quality, activation latency, consent coverage, and downstream adoption.
OUTCOME → PROFILE → ACTION
Salesforce Services & Complete CRM Solutions | XapDigital
Avoid building a “data lake with a UI.” Build a profile that teams can actually use.
02
02 | DATA INTEGRATION
Integration checklist: sources, schemas, identity AEP works best when data contracts are explicit, consistent, and observable.
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02
03
Connect
Model
Ingest
CRM, commerce, service, web/app, loyalty, offline and partner data.
Align schemas, field semantics, event names, timestamps, and identifiers.
Choose streaming vs batch based on freshness, volume, and operational need.
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05
06
Validate
Observe
Document
Check nulls, duplicates, malformed events, late arrivals, and schema drift.
Track pipeline health, ingestion lag, throughput, errors, and data freshness.
Record ownership, lineage, retention, consent basis, and recovery procedures.
Tip: treat schemas and identifiers as products - version them, test them, and assign clear ownership.
Salesforce Services & Complete CRM Solutions | XapDigital
03
03 | REAL-TIME FLOW
Design the event path for speed and resilience Keep the critical path lean; move heavy enrichment and reconciliation off the request path.
Source systems
Collection
Web / App / CRM / Commerce / Service
Streaming + batch ingestion
AEP data services
Schemas + datasets + processing
Identity & profile
Identity resolution + unified profile
Activation
Journeys / analytics / service / destinations
Architecture rule: isolate credentials, retries, dead-letter handling, and transformation logic from customer-facing applications.
Salesforce Services & Complete CRM Solutions | XapDigital
04
04 | IDENTITY
Build a reliable identity strategy Unification quality depends on deterministic keys, well-defined merge rules, and controlled ambiguity.
CRM UNIFIED
CUSTOMER PROFILE
LOYALTY
WEB
APP
Deterministic match
Probabilistic match
Email, account ID, loyalty ID, customer ID - define precedence and trust.
Use cautiously; validate false positives and establish review controls.
Merge / unmerge rules
Identity governance
Document survivorship, precedence, suppression, and rollback scenarios.
Monitor match rates, collision patterns, privacy constraints, and lineage.
SALESFORCE + AEP ALIGNMENT
Salesforce Services & Complete CRM Solutions | XapDigital
Salesforce integration is strongest when CRM identifiers and ownership rules are treated as part of the enterprise identity model.
05
05 | ACTIVATION
Turn a unified profile into action A profile has value only when the right team, channel, or system can use it with the right context.
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02
03
04
Sales
Service
Marketing
Analytics
Lead/account context, propensity signals, next-best actions.
Context-rich cases, recent interactions, faster resolution.
Audiences, journeys, suppression, personalized experiences.
Trusted segments, measurement, attribution, and trend analysis.
Set latency expectations
Measure business impact
Activation checklist Define destination ownership
Map profile fields to actions
Salesforce CRM Services & Marketing Automation | XapDigital
Salesforce Services & Complete CRM Solutions | XapDigital
06
06 | PRODUCTION READINESS
Operational checklist before go-live Treat AEP as an enterprise product: secure it, test it, monitor it, and assign accountable owners.
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02
SECURITY
CONSENT
Least-privilege access, secrets management, encryption, environment separation.
Consent capture, policy enforcement, suppression logic, retention, auditability.
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04
QUALITY
OBSERVABILITY
Data validation, identity match QA, reconciliation, exception handling.
Latency, throughput, error rates, profile freshness, activation failures.
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06
RESILIENCE
OPERATING MODEL
Retries, back-pressure, dead-letter flows, recovery tests, rollback paths.
Data owners, platform owners, incident routing, change governance.
Salesforce Services & Complete CRM Solutions | XapDigital
Salesforce Services & Complete CRM Solutions | XapDigital
Use a staged rollout: sandbox → pilot → controlled scale → enterprise standard.
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