The Experience Business speaks one Language: XDM
Experience Data Model (XDM) is the common language for the experience business. Applications leverage XDM to make information coming from multiple sources — within the Adobe Experience Platform, Adobe solutions, or your own — immediately understandable and actionable by multiple applications. Enabling you to deliver the right message, offer, experience, and content at the right time. To do this, one requires a common understanding of the journey of people and their assets across multiple touchpoints both online (website, mobile, advertising) and offline (call center, customer support, CRM).
XDM is a data model you can introduce and accept into your own customer data model. Adobe has materialized XDM in the Adobe Experience Platform for a native understanding of data (context, audiences, and metrics) and content (assets and channels).