xDB

xDB, short for Experience Database, is a term used in Sitecore's Experience Platform to describe the central data store that records visitor interactions and profile information. It is designed to enable real-time analytics, segmentation, and personalized experiences across channels by building a unified view of each contact over time.

The core concepts are Contacts and Interactions. A contact represents an identifiable person and may have multiple facets that store consent, preferences, demographics, and behavioral attributes. An interaction logs a single event or session, such as a page view, form submission, or purchase, and is associated with one or more channels (web, email, mobile).

Data collection and privacy: xDB ingests data from websites, mobile apps, email campaigns, CRM systems, and other sources. It supports identity resolution across devices and privacy controls, including consent management and opt-out handling, to align with data protection regulations.

Architecture and storage: xDB is designed for scale and uses a mix of storage technologies to hold large volumes of raw interaction data and the evolving contact profile. It enables real-time processing for personalization while preserving historical data for analytics and attribution, and integrates with Sitecore components and external analytics tools.

Impact and usage: In practice, xDB supports audience segmentation, targeted personalization, journey analytics, and marketing automation within Sitecore's Experience Platform. The term xDB is closely associated with Sitecore, though analogous concepts exist in other customer data platforms.