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2.2 - Configure Schemas and Set Identifiers

In this exercise, you'll configure the required XDM schemas to classify profile information and customer behavior. In every XDM schema, you'll also have to configure a primary identifier to link all the information to.
The URL to login to Adobe Experience Platform is: https://experience.adobe.com/platform

Story

Before you start configuring XDM Schema's and setting Primary Identifiers, we need to think about the business context of what we're trying to do:
  • We Want Data
  • We Want to Link Data to a Customer
  • We Want to Build a Progressive, Real-time Customer Profile
There are 2 types of data that we want to capture:
  • Who is this customer?
  • What does this customer do?
However, the question Who is this customer? is a very open question that has many answers. When your company wants to see this question answered, you're looking for demographic information like First Name, Last Name and Address. But also for contact information like an Email Address or a Mobile Phone Number. And also for information linked to Language, OptIn/OptOut and maybe even Profile Pictures. And finally, what you really need to know, is how we'll be identifying this customer in the various systems that your company uses.
The same thing goes for the question What does this customer do? . It's a very open question with many answers. When your company wants to see this question answered, you're looking for any interaction a customer has has had with any of your online and offline properties. Which pages or products have been visited? Has this customer added a product to his cart or even purchased an item? What device and browser has been used to browse the website? What kind of information is this customer looking for and how can we use that to configure and deliver a delightful experience to this customer? And finally, what we really need to know, is how we'll be identifying this customer in the various systems that your company will use.

2.1.1 - Who is this customer

Capturing the answer to Who is this customer? for your company is done through the Login/Registration-page.
From a Schema perspective, we look at this as a Class . The question: Who is this customer? is something that we define in the Class XDM Individual Profile .
So when you create an XDM Schema to capture the answer to Who is this customer? , first of all, you'll need to create and define 1 schema that references the class XDM Individual Profile .
To specify what kind of answers can be given to that question, you'll need to define Mixins. Mixins are extensions of the Profile-class, and have very specific configurations. For instance, demographic information like First Name, Last Name, Gender and Birthday are part of the Mixin: Profile Person Details .
Secondly, your company needs to decide how to identify this customer. In the case of your company, the main identifier for a known customer might be a specific customer ID, like for instance an email address. But technically, there are other ways of identifying a customer at your company, like using a mobile phone number. In this lab, we'll define the email address as the primary identifier and the phone number as a secondary identifier.
Lastly, it's important to distinguish the channel on which data was captured. In this case, we'll be talking about Website Registrations and the schema that needs to be defined needs to reflect where the registration data was captured. The channel will also have an important role in influencing what data is captured. As such, it's a best practice to define schema's for every combination of channel, primary identifier and type of data collected.
Based on the above, you'll need to configure a Schema in Adobe Experience Platform.
Log in to Adobe Experience Platform by going to this URL: https://experience.adobe.com/platform .
After logging in, you'll land on the homepage of Adobe Experience Platform.
Before you continue, you need to select a sandbox . The sandbox to select is named Module 2 - Data Ingestion . You can do this by clicking the text Production Prod in the blue line on top of your screen.
From the list of available sandboxes, select the sandbox that matches the number you've been assigned.
After selecting the appropriate sandbox, you'll see the screen change and now you're in your dedicated sandbox.
In Adobe Experience Platform, click on Schemas in the menu on the left side of your screen.
Your list of Schemas is currently empty.
You should create a new schema. To create a new schema, click on the button + Create Schema .
After clicking the + Create Schema button, you'll see an empty, new schema.
Let's first name your schema.
As the name for our schema, we'll use this:
ldap - AEP Demo - Website Registrations Schema
Replace ldap by your specific ldap. As an example, for ldap vangeluw , this should be the name of the schema:
vangeluw - AEP Demo - Website Registrations Schema
That should give you something like this:
Next, you need to select the class of your schema. As indicated before, the class of your schema should be XDM Individual Profile .
Click on the button + Assign
In the Assign Class window, select XDM Individual Profile .
Click the Assign Class button to assign the class.
You'll now see an overview of the minimal structure of your schema.
It's important to note that when eventually ingesting data against this schema, that some fields are required. For instance, the field _id is a required field.
  • _id needs to contain a unique id for a specific data ingestion
Now you need to define what an answer to the question Who is this customer? should look like. In the introduction of this lab, we noted the need for following attributes to define a customer:
  • Demographic information like First Name, Last Name and Address
  • Contact information like a Home Address, Email Address or a Mobile Phone Number
  • Other Information linked to Language, OptIn/OptOut and maybe even Profile Pictures.
  • Primary Identifier for a customer
To make that information part of your schema, you need to add the following Mixins to your schema:
  • Profile Person Details (Demographic Information)
  • Profile Personal Details (Contact Information)
  • Profile Preferences Details (Other Information)
  • your company's custom Profile Identification Mixin (Primary and Secondary Identifiers)
You can add these Mixins by clicking the + Add button below the Class that you just defined.
Let's start with Profile Person Details .
Click the + Add button to start adding a Mixin.
In the Add Mixin screen, select the Mixin Profile Person Details .
Click the Add Mixin button to add the Mixin to your schema.
Next, add the Mixin Profile Personal Details .
Click the + Add button to start adding a Mixin.
In the Add Mixin screen, select the Mixin Profile Personal Details .
Click the Add Mixin button to add the Mixin to your schema.
Next, add the Mixin Profile Preferences Details .
Click the + Add button to start adding a Mixin.
In the Add Mixin screen, select the Mixin Profile Preferences Details .
Click the Add Mixin button to add the Mixin to your schema.
Lastly, you need a new Mixin to capture the Identifier used for data collection. As you've seen in the previous exercise, there's a concept of Primary and Secondary Identifiers. A Primary Identifier is the most important one, as all collected data will be linked to this Identifier.
You will now create your own custom Mixin and as such, you'll be extending the XDM Schema to meet your own company's requirements.
Click the + Add button to start adding a Mixin.
Instead of reusing an existing Mixin, you'll now create your own Mixin. You can do that by selecting Create New Mixin .
You now need to provide a Display Name and Description for your new Mixin.
As the name for our schema, we'll use this:
ldap - AEP Demo - Profile Identification Mixin
Replace ldap by your specific ldap. As an example, for ldap vangeluw , this should be the name of the schema:
vangeluw - AEP Demo - Profile Identification Mixin
That should give you something like this:
Click the Add Mixin button to add the newly created Mixin to your schema.
You should now have this Schema structure in place.
Your new Mixin is still empty, so now you'll have to add fields to that Mixin. In the Mixins-list, click your custom Mixin.
You now see a number of new buttons appear. These buttons are named + Add Field .
On the top-level of your Schema, next to your Schema - name, click the + Add Field button.
After clicking the + Add Field button, you now see a new object in your schema. This object represents a custom object in your Schema and is named after your Adobe Experience Platform Tenant ID. You can view the Tenant ID for your Adobe Experience Platform instance in your Environment Variables .
We'll now add a new object under that tenant. To do that, click the field New Field under the tenant-object.
Use these object-definitions:
  • Field name: identification
  • Display name: identification
  • Type: Object
Click Apply to save your changes.
After clicking Apply , you now see your identification object in the Schema.
You'll now add 3 new fields under the identification object:
  • ecid:
    • Field name: ecid
    • Display name: ecid
    • Type: String
  • emailId
    • Field name: emailId
    • Display name: emailId
    • Type: String
  • mobilenr
    • Field name: mobilenr
    • Display name: mobilenr
    • Type: String
Each field will be defined as type String and we'll configure these fields as Identities . For the Schema Website Registration Schema , we assume that a customer will always be identified by their email-address, which means that you have to configure the field emailId as a primary identifier, and the other fields as secondary identifiers.
To add the fields, click the Add Field button next to the identification object.
You now have an empty field. You need to configure the above 3 fields as indicated.
This is how each field should look after your initial field configuration:
  • ecid
To save your field, scroll down in the Field Properties until you see the button Apply . Click the Apply button.
  • emailId
To save your field, scroll down in the Field Properties until you see the button Apply . Click the Apply button.
  • mobilenr
To save your field, scroll down in the Field Properties until you see the button Apply . Click the Apply button.
You now have 3 fields, but these fields haven't been defined as Identity -fields yet.
To start defining these fields as Identity -fields, follow these steps:
  • Select the field emailId .
  • On the right side, in the field properties, scroll down until you see Identity . Check the checkbox for Identity .
  • Now check the checkbox for Primary Identity .
  • Lastly, select the namespace Email from the list of Namespaces . A Namespace is used by the Identity Graph in Adobe Experience Platform to classify identifiers in namespaces and define the relationship between those namespaces.
  • Finally, click Apply to save your changes.
Next, you have to define the other fields for ecid and mobilenr as secondary identifiers.
  • Select the field ecid .
  • On the right side, in the field properties, scroll down until you see Identity . Check the checkbox for Identity .
  • Next, select the namespace ECID from the list of Namespaces . A Namespace is used by the Identity Graph in Adobe Experience Platform to classify identifiers in namespaces and define the relationship between those namespaces.
  • Click Apply to save your changes.
  • Select the field mobilenr .
  • On the right side, in the field properties, scroll down until you see Identity . Check the checkbox for Identity .
  • Next, select the namespace Phone from the list of Namespaces . A Namespace is used by the Identity Graph in Adobe Experience Platform to classify identifiers in namespaces and define the relationship between those namespaces.
  • Click Apply to save your changes.
The identification object should now look like this, with the 3 id-fields now also showing a fingerprint icon to show that they have been defined as identifiers.
You have now defined a Schema, linked existing and newly created mixins and have defined identifiers.
Click Save to save your changes.
The last thing to do here, is to activate the Schema to be linked to the Profile . By enabling your schema for Profile, you're making sure that all data sent to Adobe Experience Platform against this schema will be part of the Real-time Customer Profile environment, which makes sure that all that data can be used in real-time for querying, segmentation and activation.
To do this, let's select the name of your schema.
In the right tab of your schema, you'll see a Profile toggle , which is currently deactivated.
Activate the Profile - switch by clicking it.
You'll see this message:
Click Enable to enable this schema for Profile.
Your Schema is now configured to be part of the Real-time Customer Profile.
Finally, click Save to save your schema.

2.1.2 - What does this customer do

Capturing the answer to What does this customer do? for your company is done through for instance a Product View on a Product Page.
From a Schema perspective, we look at this as a Class . The question: **What does this customer do?**is something that we've defined in the Class ExperienceEvent .
So when you create an XDM Schema to capture the answer to Who is this customer? , first of all, you'll need to create and define 1 schema that references the class ExperienceEvent .
To specify what kind of answers can be given to that question, you'll need to define Mixins. Mixins are extensions of the Experience Event-class, and have very specific configurations. For instance, information about what kind of products a customer viewed or added to their cart is part of the Mixin ExperienceEvent Commerce Details .
Secondly, your company needs to decide how you'll identify the behavior of this customer. Since we're talking about interactions on a website, it's possible that your company knows the customer but it's equally possible that an unknown, anonymous visitor is active on the website. So we can't use an identifier like email-address. In this case, your company will probably decide to use the Experience Cloud ID (ECID) as the primary identifier.
Lastly, it's important to distinguish the channel on which data was captured. In this case, we'll be talking about Website Interactions and the schema that needs to be defined needs to reflect where the interaction data was captured. The channel will also have an important role in influencing what data is captured. As such, it's a best practice to define schema's for every combination of channel, primary identifier and type of data collected.
Based on the above, you'll need to configure a Schema in Adobe Experience Platform.
After logging in, you'll land on the homepage of Adobe Experience Platform.
Before you continue, you need to select a sandbox . The sandbox to select is named Module 2 - Data Ingestion . You can do this by clicking the text Production Prod in the blue line on top of your screen.
From the list of available sandboxes, select the sandbox that matches the number you've been assigned.
After selecting the appropriate sandbox, you'll see the screen change and now you're in your dedicated sandbox.
In Adobe Experience Platform, click on Schemas in the menu on the left side of your screen.
In Schemas, you'll see your previously defined schema.
You should create a new schema. To create a new schema, click on the button + Create Schema .
After clicking the + Create Schema button, you'll see an empty, new schema.
Let's first name your schema. Please use the following naming for your schema:
As the name for our schema, we'll use this: ldap - AEP Demo - Website Interactions Schema
Replace ldap by your specific ldap. As an example, for ldap vangeluw , this should be the name of the schema:
vangeluw - AEP Demo - Website Interactions Schema
That should give you something like this:
Next, you need to select the class of your schema. As indicated before, the class of your schema should be XDM ExperienceEvent . Click on the button + Assign
In the Assign Class window, select XDM ExperienceEvent .
Click the Assign Class button to assign the class.
You'll now see an overview of the minimal structure of your schema.
It's important to note that when eventually ingesting data against this schema, that some fields are required. For instance, the fields _id and timestamp are required fields.
  • _id needs to contain a unique id for a specific data ingestion
  • timestamp needs to be the timestamp of this hit, in the format "YYYY-MM-DDTHH:MM:SSZ" , like for instance: "2019-04-08T07:20:00Z"
Now you need to define what an answer to the question What does this customer do? should look like. In the introduction of this lab, we noted the need for following attributes to define what a customer does:
  • Which pages or products have been visited?
  • Has this customer added a product to his cart or even purchased an item?
  • What device and browser has been used to browse the website?
  • What kind of information is this customer looking for and how can we use that to configure and deliver a delightful experience to this customer?
  • Primary Identifier for a customer
To make that information part of your schema, you need to add the following Mixins to your schema:
  • ExperienceEvent Web Details
    • ExperienceEvent Commerce Details
    • ExperienceEvent Environment Details
    • your company's custom Profile Identification Mixin (Primary and Secondary Identifiers)
You can add these Mixins by clicking the + Add button below the Class that you just defined.
Let's start with ExperienceEvent Web Details .
Click the + Add button to start adding a Mixin.
In the Add Mixin screen, select the Mixin ExperienceEvent Web Details .
Click the Add Mixin button to add the Mixin to your schema.
Next, add the Mixin ExperienceEvent Commerce Details .
Click the + Add button to start adding a Mixin.
In the Add Mixin screen, select the Mixin ExperienceEvent Commerce Details .
Click the Add Mixin button to add the Mixin to your schema.
Next, add the Mixin ExperienceEvent Environment Details .
Click the + Add button to start adding a Mixin.
In the Add Mixin screen, select the Mixin ExperienceEvent Environment Details .
Click the Add Mixin button to add the Mixin to your schema.
Lastly, you need a new Mixin to capture the Identifier used for data collection. As you've seen in the previous exercise, there's a concept of Primary and Secondary Identifiers. A Primary Identifier is the most important one, as all collected data will be linked to this Identifier.
You will now create your own custom Mixin and as such, you'll be extending the XDM Schema to meet your own company's requirements.
A Mixin is linked to a Class, so that means that we can't simply reuse the previously created Mixin.
Click the + Add button to start adding a Mixin.
Instead of reusing an existing Mixin, you'll now create your own Mixin. You can do that by selecting Create New Mixin .
You now need to provide a Display Name and Description for your new Mixin.
As the name for our mixin, we'll use this:
ldap - AEP Demo - EE Identification
Replace ldap by your specific ldap. As an example, for ldap vangeluw , this should be the name of the schema:
vangeluw - AEP Demo - EE Identification
That should give you something like this:
Click the Add Mixin button to add the newly created Mixin to your schema.
You should now have this Schema structure in place.
Your new Mixin is still empty, so now you'll have to add fields to that Mixin. In the Mixins-list, click your custom Mixin.
You now see a number of new buttons appear. These buttons are named + Add Field .
On the top-level of your Schema, next to your Schema - name, click the + Add Field button.
After clicking the + Add Field button, you now see a new object in your schema. This object represents a custom object in your Schema and is named after your Adobe Experience Platform Tenant ID. You can view the Tenant ID for your Adobe Experience Platform instance in your Environment Variables .
We'll now add a new object under that tenant. To do that, click the field New Field under the tenant-object.
Use these object-definitions:
  • Field name: identification
  • Display name: identification
  • Type: Object
Click Apply to save your changes.
After clicking Apply , you now see your identification object in the Schema.
We'll now add 1 new field under the identification object:
  • ecid:
    • Field name: ecid
    • Display name: ecid
    • Type: String
The ECID-field will be defined as type String and we'll configure this field as an Identity . For the Schema AEP Demo - Website Interactions Schema , we assume that a customer will always be identified by their ECID, which means that you have to configure the field ECID as a primary identifier
To add the fields, click the Add Field button next to the identification object.
You now have an empty field. You need to configure the above field as indicated.
This is how the ecid-field should look after your initial field configuration:
Scroll down and click Apply .
You now have a new field, but this field hasn't been defined as an Identity -field yet.
To start defining these fields as Identity -fields, follow these steps:
  • Select the field ecid .
  • On the right side, in the field properties, scroll down until you see Identity . Check the checkbox for Identity .
  • Now check the checkbox for Primary Identity .
  • Lastly, select the namespace ECID from the list of Namespaces . A Namespace is used by the Identity Graph in Adobe Experience Platform to classify identifiers in namespaces and define the relationship between those namespaces.
  • Finally, click Apply to save your changes.
The identification object should now look like this, with the ecid-field now also showing a fingerprint icon to show that they have been defined as identifiers.
You have now defined a Schema, linked existing and newly created mixins and have defined identifiers.
Click Save to save your changes.
The last thing to do here, is to activate the Schema to be linked to the Profile . By enabling your schema for Profile, you're making sure that all data sent to Adobe Experience Platform against this schema will be part of the Real-time Customer Profile environment, which makes sure that all that data can be used in real-time for querying, segmentation and activation.
To do this, let's select the name of your schema.
In the right tab of your schema, you'll see a Profile toggle , which is currently deactivated.
Activate the Profile - switch by clicking it.
You'll see this message:
Click Enable to enable this schema for Profile.
Your Schema is now configured to be part of the Real-time Customer Profile.
Finally, click Save to save your schema.
You've now finished building schemas that are activated to be used in the Real-time Customer Profile.
Let's have a look at datasets in the next exercise.