如何记账才能一目了然_分析工作量和实时客户资料-一目了然的同一大脑的两个方面-CSDN博客

如何记账才能一目了然

Learn how Adobe Experience Platform combines both streaming and batch data into one data workflow that supports both analytical and operational workloads, reducing complexity and eliminating latency to deliver real-time personalized experiences at scale.

了解Adobe Experience Platform如何将流数据和批处理数据组合到一个数据工作流中，该数据流同时支持分析和操作工作负载，降低复杂性并消除延迟，以大规模提供实时个性化体验。

Adobe Experience Platform is rapidly transforming the way brands interact with their customers with an open, intelligent, and real-time platform for customer experience. The ability to extensible, and holistic platform capable of combining data across the enterprise to power real-time profiles enhanced through experience intelligence and governance, and activates these profiles to deliver real-time personalized experiences at scale.

Adobe Experience Platform通过一个开放，智能，实时的客户体验平台，正在Swift改变品牌与客户互动的方式。可扩展的整体平台能够结合整个企业中的数据，以通过体验情报和治理增强实时配置文件的能力，并激活这些配置文件以大规模提供实时个性化的体验。

This has been very challenging for enterprises. Most maintain their customer data in separate analytical and operational systems (Figure 1). Their data is constantly moving between these systems incurring latency, inaccuracies, and not able to respond to the ever-increasing demands of consumers for better customer experiences.

对于企业而言，这是非常具有挑战性的。大多数客户将他们的客户数据保存在单独的分析和操作系统中(图1)。他们的数据在这些系统之间不断移动，从而导致延迟，不准确，并且无法响应消费者不断增长的对更好的客户体验的需求。

Image for post — *Figure 1: Overview of how most legacy enterprise systems function to support their data workflows to support both analytical and operational (activation) needs.* *图1：大多数传统企业系统如何运行以支持其数据工作流以支持分析和运营(激活)需求的概述。*

Adobe Experience Platform has built architecture with two sides of a single “brain” to solve these problems (Figure 2). Both sides serve very different functions integral to the goal of providing better customer experiences. In Adobe Experience Platform, there is one data workflow that supports both operational and analytical use cases in one system, which increases ROI, reduces complexity, and eliminates latency issues.

Adobe Experience Platform建立了具有单个“大脑”两侧的体系结构来解决这些问题(图2)。双方在提供更好的客户体验的目标中扮演着非常不同的职能。在Adobe Experience Platform中，有一个数据工作流可在一个系统中同时支持操作和分析用例，从而增加了ROI，降低了复杂性并消除了延迟问题。

The left brain is responsible for analytical workloads, bringing together data from Adobe Experience Cloud, Adobe Analytics, and Adobe Audience Manager and combining it with data coming from your domain (e.g. transactional data or operational data for the same consumers). Then in the right brain, what we call the Real-Time Customer Profile brain, we are able to craft a picture of your customer in real-time that can be used both Adobe applications or your own applications via our APIs to deliver better customer experiences in real-time.

左脑负责分析工作负载，将来自Adobe Experience Cloud ， Adobe Analytics和Adobe Audience Manager的数据汇总在一起，并将其与来自您域的数据(例如，同一消费者的交易数据或运营数据)组合在一起。然后，在我们称为“ 实时客户资料”大脑的右脑中，我们可以实时制作客户的图片，可通过我们的API将它们用于Adobe应用程序或您自己的应用程序，以提供更好的客户体验实时。

The two brains serve very different but important purposes in Adobe Experience Platform. The Analytical side of the brain sits over in the Data Lake and shows all the history of what happens with a profile every time you load a new record into the system. Data Lake allows you to do a lot of useful analytics because you can see your values changing over time. In contrast, the Real-Time Customer Profile over in the right side of the brain doesn’t care about historical data or the patterns that exist in it. Real-time Customer Profile Profile is only concerned with the latest data because that is what we need to action on in the present to support our real-time use cases. For example, in Adobe Analytics, you might see that Profile 1 is increasing in value. So, that might become a net new attribute that we want to compute for all our profiles to change a marketing behavior to take advantage of the customer’s demonstrated propensity to buy more over time.

在Adobe Experience Platform中，这两个大脑的作用截然不同但很重要。大脑的分析面位于Data Lake中，并在每次将新记录加载到系统中时显示配置文件发生的所有历史记录。 Data Lake允许您执行许多有用的分析，因为您可以看到您的价值随时间变化。相反，大脑右侧的“ 实时客户资料”并不关心历史数据或其中存在的模式。实时客户配置文件配置文件仅与最新数据有关，因为这是我们目前需要采取的行动以支持我们的实时用例。例如，在Adobe Analytics中，您可能会看到配置文件1的价值在增加。因此，这可能成为我们要为所有配置文件计算的净新属性，以更改营销行为，以利用客户证明的随着时间推移购买更多商品的倾向。

建立将批处理和流数据导入单个平台以增强新功能的能力 (Building the ability to ingest batch and streaming data into a single platform to power new capabilities)

In order to bring the customer profile, activation side of the brain, and the analytical workload side of the brain together within the platform, we first had to solve the problem of how to get very different types of data into the platform. We had to think about streaming data and how to ingest near real-time event-based data, customer attribute-based data, audience membership, as well as the identities associated with those records. With the batch methodology, there were analytical workloads required to get the data into the same system.

为了在平台内将客户资料，大脑的激活方面和大脑的分析工作量方面整合在一起，我们首先必须解决如何将非常不同类型的数据输入平台的问题。我们必须考虑流数据以及如何提取近实时的基于事件的数据，基于客户属性的数据，受众成员身份以及与这些记录相关的身份。使用批处理方法，需要进行分析的工作量才能将数据输入同一系统。

Once we were able to ingest these different types of data into the system (Figure 3), we wanted to next look at how we might be able to use the data now in Adobe Experience Platform’s Data Lake and begin to start leveraging tools, such as Query Service through a pSQL, Power BI, or Tableau connection to do some holistic reporting on that data. We also wanted to be able to leverage data science capabilities on top of that data to build and train models that can expose net new attributes that we can add to our profiles to help drive additional personalization use cases out in the web and ecosystem.

一旦我们能够将这些不同类型的数据摄取到系统中(图3)，我们接下来便要看一下我们现在如何能够在Adobe Experience Platform的 Data Lake中使用这些数据，并开始使用诸如通过pSQL ， Power BI或Tableau连接的查询服务可以对该数据进行整体报告。我们还希望能够利用这些数据之上的数据科学功能来构建和训练模型，这些模型可以公开净新属性，可以将这些新属性添加到配置文件中，以帮助在网络和生态系统中推广其他个性化用例。

Solving these challenges on the analytical side, bringing together the ability to ingest all types of data in a way that allows us to leverage existing tools to enhance its value for important use cases, provided the foundation for new capabilities on the operational side. In the Real-Time Customer Profile, we were now able to do streaming segmentation on the data coming in, qualify those elements and profile fragments in real-time for the audiences and segments they should be a part of. We can now start to leverage some of these segmentation features in batch and begin to batch activate segments.

在分析方面解决这些挑战，以一种使我们能够利用现有工具来增强其在重要用例中的价值的方式，整合各种数据的能力，从而为操作方面的新功能奠定了基础。在“ 实时客户资料”中，我们现在能够对传入的数据进行流式分割，实时为这些元素和资料片段确定其所属的受众和细分对象。现在，我们可以开始批量利用其中的某些细分功能，并开始批量激活细分。

大脑的两侧，共同支持重要的用例 (Both sides of the brain, functioning together to support important use cases)

Where you start seeing all of this come together is in the outbound pieces coming out of Adobe Experience Platform both from the Real-Time Customer Profile and the analytical brain, now functioning together to provide all-new capabilities (Figure 4).

您可以立即看到所有这些结合在一起，它们来自实时客户档案和分析人员从Adobe Experience Platform发出的出站单据中，现在它们一起起作用以提供全新的功能(图4)。

With the ability to stream data into the system in real-time, we needed to provide a way for Adobe Experience Platform users to easily extract enriched customer profiles in real-time for activation through their various channels. So, we have built into Adobe Experience Platform the ability for users to stream their real-time customer profile and segment data to any Adobe or non-Adobe applications they may be used for activation.

为了能够将数据实时流式传输到系统中，我们需要为Adobe Experience Platform用户提供一种轻松，实时地提取丰富的客户资料以通过其各种渠道激活的方法。因此，我们在Adobe Experience Platform中内置了功能，使用户能够将其实时客户资料流化并将分段数据传输到可用于激活的任何Adobe 或非Adobe应用程序。

We also have the Point Lookup (REST) endpoint where you can look up a single profile and view its attributes data and event data. One of our large telco customers recently leveraged this powerful capability to deliver real-time customized email content to its customers the moment they opened the company’s email message. With the lookup capability, the system was able to use the attributes coming back from the platform for each customer to inform the content that should be displayed in the email at time of opening.

我们还有Point Lookup (REST)端点，您可以在其中查找单个配置文件并查看其属性数据和事件数据。我们的一家大型电信公司客户最近利用这一强大功能，在客户打开公司的电子邮件时即向其交付实时的自定义电子邮件内容。借助查找功能，系统能够为每个客户使用从平台返回的属性来告知应在打开电子邮件时显示的内容。

The system also gives our users the ability to do batch exports of the data we are bringing in both on the analytical side of the brain as well as the events data we are streaming in on the real-time side of the brain. These batches can be delivered to other systems within Adobe Experience Platform or to external systems to support reporting and modeling needs. For example, an enterprise can use batch data in Adobe Analytics to do Customer Journey Analytics and then export those results to a tool like Power BI for reporting.

该系统还使我们的用户能够批量导出在大脑的分析方面以及我们在大脑的实时方面正在流传输的事件数据的数据。这些批处理可以交付给Adobe Experience Platform中的其他系统，也可以交付给外部系统，以支持报告和建模需求。例如，企业可以使用Adobe Analytics中的批处理数据来进行Customer Journey Analytics ，然后将这些结果导出到Power BI之类的工具中进行报告。

With the ability to combine both streaming and batch data into one data workflow, Adobe Experience Platform eliminates the complexity in many enterprise systems that prevent their ability to fully support multiple needs. By bringing these two worlds together, enterprises can actually activate the insights faster for marketing because the latency of “FedExing” the data between various IT infrastructure is now removed. Likewise gathering insights on the marketing actions a customer takes feeds directly back into the analytical brain eliminating the need to FedEx that data back into the system. As a result, profiles are continually being enriched as this data seamlessly flows into the system.

通过将流数据和批处理数据组合到一个数据工作流中， Adobe Experience Platform消除了许多企业系统中的复杂性，从而阻止了它们完全支持多种需求的能力。通过将这两个世界融合在一起，企业实际上可以更快地激活见解以进行营销，因为现在消除了各种IT基础架构之间的“ FedExing”数据延迟。同样，收集有关客户采取的营销活动的见解，也可以直接将其反馈到分析大脑中，而无需将FedEx的数据返回系统。结果，随着这些数据无缝地流入系统，配置文件不断地被充实。

In Adobe Experience Platform, two brains — analytical workloads, such as machine learning and deriving deep insights from the data through business intelligence applications, and operational workloads to support real-time use cases — think as one to allow enterprises to deliver real-time personalized experiences at scale.

在Adobe Experience Platform中，两个大脑-分析工作负载(例如机器学习和通过商业智能应用程序从数据中获得深刻见解)以及支持实时用例的操作工作负载-被认为是一种使企业能够提供实时个性化服务的大脑大规模的经验。

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