This article explores a critical identity management concept in Adobe Experience Platform (AEP): how inconsistent casing in identity values can cause duplicate profiles for the same individual, leading to inaccurate audience measurement and journey orchestration. Using a B2B customer example, it ill...

How do you translate business goals into marketer-ready audiences without heavy data movement? In my article on Federated Audiences Composition (FAC) I show how the Audience Design Framework (ADF) maps outcomes → use cases → federated audience definitions, speeding activation while preserving govern...