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Greenfield Real-Time CDP implementation in insurance
Client: one of Spain's top insurance companies
- Adobe Experience Platform
- Real-Time CDP
- Adobe Journey Optimizer
- Query Service
- Data Prep
- Confluent Kafka
- Web SDK
The problem
The organization did not have a CDP. The project had to introduce AEP as a shared data, orchestration, and personalization layer, and deliver a working MVP first. The architecture had to support historical loads, real-time events, and later evolution without rebuilding the foundation.
What I did
- I led the architecture from MVP through production hardening, separating the initial load, real-time events, profile state, and campaign configuration.
- I designed and refined identity resolution with Data Prep, Profile, and scheduled stitching through Query Service.
- I carried consent from the event bus into Profile and activation, with a separate load for the existing historical state.
- I built the AJO app-personalization patterns and the reconciliation needed to keep operational state auditable, recoverable, and transferable to the team.
- I defined the evolution toward Decisioning and new channels, clearly separating production capabilities from the target architecture.
Result
- Duplicate profiles dropped by around 30%.
- Unmapped emails went from 100% to under 50%.
- The instance moved into daily operation, with over a million profiles.
How I approach this problem
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