A real-time CDP turns marketing’s 3 biggest challenges into opportunities

by Matt Skinner

posted on 08-04-2020

We are thrilled to announce that Adobe has been recognized as a winner in Adweek’s recent Reader’s Choice: Best of Tech Awards. Our win in the mar tech: customer data platform (CDP) category not only demonstrates the excitement and interest marketers have shown in Real-time CDP, launched last November, but also validates that our recent innovations in marketing technology address industry needs.

When talking to customers, conversations frequently center around the following three priorities: evolving data strategies, turning insights into action, and the importance of delivering instant personalization.

Evolving data strategies

With cookie and device restrictions serving as catalysts, forward-thinking organizations are evolving their first party data strategies to futureproof data management practices. They are focused on bringing together known customer data (e.g., name, email, address) and unknown pseudonymous data (e.g., first-party cookies, device IDs, hashed customer IDs) to build complete customer profiles and better understand individual customer needs and expectations. Supporting this architecture is Adobe’s patented Data Governance framework which simplifies the process of categorizing datasets to comply with regional or organizational policies.

Insights to action

A big reason why marketers are interested in CDPs is because of the access to rich data. Adobe’s Real-time CDP gives marketers access to insights at their fingertips, starting with the customer profile. Marketers can track events being added to profiles in real-time, with quick visibility into things like linked namespaces and channel preferences to streamline activation. Marketers are also interested in leveraging artificial intelligence to expedite workflows and uncover more actionable insights from first party data. Adobe recently launched Customer AI, which allows marketers to generate custom propensity scores such as churn and conversion for individual user profiles. Customer AI helps marketers evolve their data strategy with rich data-driven insights that can be used to build valuable audiences and power relevant personalization.

Instant personalization

Marketers acknowledge that customer expectations around digital experiences have never been higher, but delivering relevant personalization requires an ability to keep customer profiles up to date. As a user navigates through a site, makes a purchase in-store or online, and engages with advertising or email campaigns, marketers must be able to update the user’s profile with data from each point of engagement to execute retargeting, suppression, and other personalization tactics. Adobe’s Real-time CDP offers streaming segmentation, which conducts segment qualification as data lands in Experience Platform. With this capability, marketers can be confident that their audience segment membership is up-to-date and delivering great customer experiences without running scheduled or batch segmentation jobs.

We know these issues are top-of-mind for many marketers, and by extension those who voted in Adweek’s Reader’s Choice: Best of Tech Awards. Adobe is proud of this recognition and we look forward to continuing customer conversations (and more accolades!) in the future.

The ABCs of CDPs (Q&A)

Watch the one and half-minute real-time CDP demo video

“Learn more about the Adobe Real-time CDP”

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Topics: Digital Transformation, Personalization

Products: Experience Platform