Customer & Attribution AI: predictions you can act on

Customer & Attribution AI: predictions you can act on

Softwhale builds the two predictive services of Adobe Experience Platform — Customer AI for individual-level propensity, Attribution AI for multi-channel credit — on data that is actually shaped to train them.

Enhance marketing with Customer and Attribution AI

Customer AI and Attribution AI are part of Intelligent Services on Adobe Experience Platform. Marketing analysts set them up with business-level configurations, without data science expertise, then activate the predictions in Adobe Experience Cloud and in third-party applications.

The convenience is charged back in data preparation. Both services read event data through Experience Data Model, and the questions that decide whether a model is worth trusting come first: which datasets carry the outcome, which identity joins them, whether the history is long enough. Softwhale answers those, then configures the services against them.

Why Customer and Attribution AI?

Most marketing organizations have two open questions that reporting cannot close: which customers are about to churn or convert, and why; and which of the touchpoints before a conversion actually moved it rather than merely came last. Rule-based answers to both are cheap and quietly wrong — these services replace them with models trained on your own history.

Our Managed Services for Customer and Attribution AI

We deliver these services as a data product with a marketing owner: history shaped for training, configurations that match a real decision, and scores that land where segmentation and reporting can pick them up.

Scope & Readiness

Use case and boundary definition

Which decision each model is meant to change, which propensity type it needs, and — just as important — which questions belong to a different tool entirely.

Data readiness assessment

Whether the history clears Adobe’s minimums: 500 qualifying and 500 non-qualifying events for Customer AI, with eligibility defaulting to the last 45 days; 90 days and 1,000 conversions for Attribution AI.

Consumption design

Whether scores need to reach Real-Time Customer Profile for segmentation, or land as a dataset for analysis — the two paths need different provisioning, and choosing late is expensive.

Predictive AI Advantages

Customer AI: propensity scores with the reason attached

Customer AI produces individual-level propensity scores — churn and conversion are the two types you configure. Each eligible profile gets a score from 0 to 100, a probability Adobe recommends for comparing goals, and influential factors rated low, medium or high — a brief you can segment on.

Attribution AI: credit spread across the whole journey

Attribution AI assigns credit to the touchpoints leading to a conversion, from Adobe or non-Adobe sources. It produces algorithmic scores — incremental and influenced — and rule-based ones: First touch, Last touch, Linear, U-shaped and Time-Decay. Stakeholders recognize the second set; the first changes budgets.

What these two services are not

The fastest way to waste a predictive project is to expect the wrong thing from it, so we set the boundary early. Adobe is explicit that Customer AI is not a recommendations tool — that is what Adobe Target is for. It cannot report journey stage or drive dynamic pricing, and a high score is not a discount.

Schemas & Connectors

Data work first: Intelligent Services need Consumer ExperienceEvent datasets with a history holding both positive and negative journeys. We configure goal, population and events for Customer AI; identity, channel and windows for Attribution AI. Scores reach Real-Time CDP through Real-Time Customer Profile.

Model Quality

Models decay quietly. We review run history and scoring frequency, watch model quality — Adobe treats an area under the ROC curve below 0.65 as unacceptable and tells you to retrain rather than ship it — and check that the score still matches the business question.

Softwhale — Your Trusted Partner in Customer and Attribution AI

The working change for marketers is that a prediction becomes an attribute rather than a project. A propensity score and its influential factors sit on the profile, so a segment can be built on likelihood to churn and on the reason behind it, in the same interface as every other audience, and activated through the same destinations. The working change for analysts is that attribution stops being a single rule applied to everything: algorithmic and rule-based scores arrive side by side on the same conversions, broken down by channel, campaign and other dimensions the output carries.

For the business, that means budget conversations supported by incremental impact rather than by last-touch convention, and retention effort aimed at named individuals with a stated reason.

Why Choose Softwhale for Customer and Attribution AI?

Why Choose Softwhale for Customer and Attribution AI?

These services are easy to switch on and easy to mislead. The value is in the data preparation, and in the discipline of saying out loud what a model cannot do.

Expertise in Customer and Attribution AI

We work the whole chain: Experience Data Model schemas, source connectors, configuration for both propensity types, and the output in Real-Time Customer Profile. Wider work sits in our Adobe AI services.

End-to-End Support and Training

24/7

24/7 Dedicated Technical Support: Our experts are always available to ensure smooth operation, rapid troubleshooting, and continuous optimization.

Training is split by audience: marketers learn what a propensity score means and how to build segments on it, analysts learn the attribution output, administrators learn access control and audit logging.

Business-Focused Approach

We start from the decision you cannot currently make and work backwards to the smallest model that makes it. Data prerequisites are stated before the project starts: a service that cannot be trained on your history is a fact for the first week, not the third month.

Testimonials

What our clients says about us

For over five years, we have trusted SOFTWHALE with critical projects involving Adobe technologies. Their dedication and in-depth knowledge have made them a truly invaluable partner. We look forward to many more years of successful collaboration and innovation together.

Marc Haarmeier

Thanks to SOFTWHALE’s expertise, we successfully optimized several of our business processes, enhancing data integration across departments and automating key workflows. Their work has led to increased efficiency and productivity, helping us achieve strategic goals with precision.

Ganesh Kumar

We appreciate SOFTWHALE’s invaluable assistance in developing our new e-commerce platform. This site has become essential in expanding our commitment to a sustainable future, aligning perfectly with our mission to provide eco-friendly solutions for our customers.

Federica Giuseppini

Daniil was one of our AEM Leads for our digital products. He worked on www.usopen.com and www.usga.org to name some of the projects he collaborated on. At that time, he demonstrated his deep technical skills and knowledge in AEM development. Apart from working on new features and innovations, his experience also included migration of our existing code from Classic to Touch UI interface. He is a reliable and a professional resource on any AEM related dev projects.

Almer Matias

Working with SOFTWHALE has transformed our content management processes, allowing us to connect with audiences more efficiently. With SOFTWHALE’s support in Adobe Experience Manager, we’ve streamlined workflows and improved content delivery. Since our partnership began, their expertise has consistently enhanced our operations.

Marc Marheineke

Partnering with SOFTWHALE has been instrumental in modernizing our digital infrastructure. Their team brought a level of skill and precision that helped us implement Adobe Experience Manager seamlessly, resulting in a faster, more responsive platform. This partnership has directly contributed to enhanced user engagement and overall customer satisfaction.

Ilse De Vocht

Our collaboration with SOFTWHALE has been transformative for our digital platforms at Sisal. Their expertise in Adobe Experience Manager has enabled us to streamline content delivery and enhance user experiences across our site. With SOFTWHALE’s support, we’ve seen significant improvements in both efficiency and engagement, making them a highly valued partner in our journey toward digital excellence.

Antonio Margheriti

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Ready to get more out of Customer and Attribution AI?

Ready to get more out of Customer and Attribution AI?

Tell us what you need working and we will scope the next step with you — a discovery, an implementation plan, or a second opinion on what you already have.