Adobe’s Experience Data Model (XDM) is a formal specification used to describe this journey of experiences, as well as the resulting actions and events. XDM describes not only the journey, but also the measurement, content offers and other details of the journey. XDM is more than just a “data dictionary” for companies working with data from customer experiences — it’s a complete language for the experience business. XDM has been developed by Adobe as a way to make experience data easier to interpret and to share.