Adobe announces Same Page Enhanced Personalization with Adobe Target and Real-time Customer Data Platform
By Drew Burns
Posted on 10-05-2021
From their smartphone on a morning commute to a desktop during the day, and a tablet at night, consumers expect personalization at every digital interaction with a brand. Brands that can meet their expectations by tailoring customer experiences based on relationship, loyalty status or interest can rapidly increase conversion and reduce friction. It has never been more critical than now to get personalization right, as the world shifts from primarily digital engagements like telehealth to reopening stores, branches and theaters.
As the personalization engine of Adobe Experience Cloud, Adobe Target has all the tools to launch and deliver personalization at scale, beginning at first touch and across all critical touchpoints: a progressive profile, a three-step visual workflow, a rich content editor, a highly adaptable open implementation, and AI-powered testing and personalization capabilities. Leveraged by over 60 of the top Fortune 100 companies, for over a decade, Adobe Target continues to have a major and exponential impact on the metrics that matter to any business, including acquisition, engagement, conversion, loyalty and revenue.
This fall, we are excited to announce several personalization features that make companies more intelligent and adaptive at managing and delivering personalization at scale.
The power of Adobe Target and Adobe Real-time Customer Data Platform
A new integration with Adobe Real-time Customer Data Platform (CDP) provides Adobe Target with a unified profile sourced from all online and offline interactions. It’s a current, complete view of the consumer and enables instant same-page segment qualification and personalization execution. So, as a consumer, I will no longer be recommended the refrigerator I just bought as an additional purchase. I will be able to see up-to-date rewards qualifications for a discount or package as I’m booking a vacation. Cable providers will recognize my sudden service outage, and suppress upgrade offers and provide personalized current status. Customer service and support will know why I am calling, and prioritize content based on my current investment and inquiry. The challenge in doing this accurately, instantly and consistently in the past, was the availability and actionability of data from previously siloed systems and channels. A recent joint Incisiv and Adobe study showed that brands an increase conversion by as much as 10x, improve Average Order Value by as much as 9x, and improve Revenue Per Visitor by as much as 8x from moving from basic personalization to micro-segmentation, or more 1-to-1 personalization, leveraging enriched data from Adobe Real-time CDP. This translates into massive revenue lift and a significant reduction in operational costs for a brand.
Adobe Real-time CDP ingests data from all systems (Adobe, non-Adobe, proprietary, etc.) that collect data from online and offline consumer interactions. It structures this rich data set into a standardized Experience Data Model (or XDM) for enriched analysis and identification of high value segments. Adobe Real-time CDP can syndicate and stream these segments to destinations of all kinds (both Adobe & non-Adobe), for use across web, mobile, call centers, POS, email, kiosk etc. In addition, with a patented data governance framework and privacy controls, brands can ensure compliance with regional and organizational data usage policies. Generally Available this fall, Target is now a destination for these streaming high-value segments on the EDGE, for real-time, same page segment qualification based on combining a full historical view of the customer with their current behavior on the screen or page. These edge segments apply to both qualifying for manual tests or experience targeting activities as well as real-time segment qualification within our algorithms in AI-powered personalization activities.
Edge segments shared from RTCDP can be combined with real-time Adobe Target audience data like geographical or temporal attributes for even more granular personalization. To support this new integration, we have redesigned the Audiences and Profile Script creation and management on Adobe’s new React Spectrum UI. These updates provide more flexibility in creating audiences in a streamlined fashion, combining audiences from multiple data sources, and introduce new logical operators to combine or exclude audiences in new ways. New capabilities in Profile Script include code validation, code coloring, and dynamic search input hints for profile-based tokens. These updates will be made generally available throughout October.
AI enhancements for personalization at scale
We are also excited to announce enhancements in our AI-powered capabilities that will also make managing personalization at scale easier for brands. Faster runs with our recommendations algorithms will make surfacing trending content and products faster and more adaptive. A streamlined algorithm builder will make customizing your recommendations algorithms for industry-specific use cases faster, simpler and more powerful. We are also expanding our out-of-the-box, customizable algorithm library for recommendations with a new shopping cart-based recommendation algorithm, enabling recommendations based on items added to a checkout cart.
All product enhancements are planned for General Availability this fall.
Topics: Digital Transformation, Insights & Inspiration, News, Experience Cloud,
Products: Experience Cloud, Target,