Experience Data Model

Countless data points.

One central data model.

With seemingly endless data collected by non-integrated sources, it's no wonder that acting on it is often time-consuming. But with Experience Data Model (XDM), you can standardize all your customer experience data, regardless of source, to make it equally useful across the enterprise. For both analytics and creating great data-driven experiences.


Better insights — faster
Interpret all your customer data and uncover faster, more comprehensive customer insights.

Easily share data
Democratize data across your business by standardizing the way you name, categorize, and format your data.

Flexible, open, and extensible
Create and extend XDM schemas to better support your organizational needs.

Improve interoperability
Simplify new deployments, channels, and sources. Any application that reads XDM will understand the new data automatically.

Move faster and get more value
Repeatedly implement and adopt intelligent services that understand the structure of XDM-based data.


Experience Data Model features

Discover data’s very own Rosetta Stone.

XDM creates a standard data model, or language, that makes customer data equally useful across your organization by using standard schemas and schema-based workflows to semantically normalize data from any channel. So instead of constantly interpreting, translating, and retranslating data, you can concentrate on your efforts in making data-driven recommendations for real-time customer experiences. Plus, XDM is open source, so you can extend standard schemas with your own attributes and entities.

Use a hierarchical schema with JSON-Schema and JSON-LD.

Use XDM to standardize record and time series data from multiple channels or touchpoints.

Take advantage of our rich library of schemas for customer experience. Or, extend and create new schemas to fit your needs.

Visit Adobe XDM Github

Visit Microsoft CDM Github

Because XDM is published under a Creative Commons Attribution 4.0 International license, you can capture all concepts of digital experiences, whether they’re part of an Adobe product or not.

Experience Data Model resources

White paper

A total XDM guide

Check out our white paper for Adobe Experience Data Model and dig deeper into the details.

