Our hero image features many air balloons flying, scattered in a blue sky. Each of them has characteristics in their designs that are “part of a whole”, which in this case is an exhibition that is part of a festival. Now, let us leverage this analogy, mapping it to the elements that are relevant for this post’s agenda. Think about the pieces of data scattered through different systems, which combined (behaviour and PII data) becomes part of a whole: an enriched consumer profile that can provide you a “360 view”. This allows corporations to find opportunities, and turn them into value: “enabling ways to engage with that customer(s) to meet a cluster of business goals.” Photo by Lad Fury from Pexels   The objectives for this article are: To provide our takeaways from two (2) Adobe summit 2022 sessions, related to the Adobe Experience Platform and Real-time CDP (Customer Data Platform). Those sessions being S401 (AEP a modern foundation - by Klaasjan Tukler) and  S408 (DMP vs CDP: