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Greenfield Real-Time CDP implementation in insurance
Sector: Insurance
Context: a large Spanish insurance company
- Adobe Experience Platform
- Real-Time CDP
- Adobe Journey Optimizer
- Query Service
- Data Prep
- Confluent Kafka
- Web SDK
The problem
The insurer had no CDP. Historical data and real-time events needed to feed app personalisation through AEP and AJO. The first step was an MVP that could move into production and support further use cases.
What I did
- I led the architecture from MVP to production readiness. I separated the initial load, events, profile state and campaign configuration.
- I resolved identities arriving from legacy systems with Data Prep and Profile. I scheduled Query Service queries to reconcile them.
- I integrated consent from Kafka through to Profile and activation. I prepared a separate load for historical consent records.
- I built app personalisation in AJO and reconciliation for the state calculated by journeys. I documented dependencies, monitoring and recovery for the team handover.
- I defined the target architecture for Decisioning and new channels, separately from the deployed capabilities. Decisioning was not in production at handover.
Result
- Duplicate profiles created by events and loads from legacy systems dropped by around 30%.
- Emails that arrived unmapped fell to less than half of their initial volume.
- The instance moved into daily operation, with over a million profiles.
How I approach this problem
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