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Adobe launches next generation of real-time customer data platform
01 May '21
4 min read
Pic: Business Wire
Adobe has launched the next generation of its Real-time Customer Data Platform (CDP), the only enterprise application architected from the ground up for first-party data-driven customer acquisition and engagement. Adobe is changing the world through digital experiences. The company helps customers create, deliver, and optimise content and applications.
Adobe Real-time CDP helps brands activate known and unknown customer data to manage the entire customer profile and journey seamlessly in one system, without the need for third-party cookies, Adobe said in a media statement.
Adobe Real-time CDP serves as a centralised hub for brands to bring together varying types of first-party event and attribute data to form a more complete view of their customers. It allows brands to combine first-party web, app and media data (from publishers) coming from interactions such as a prospect’s web browsing activity, as well as emails or phone numbers from customers who opt to register on a brand’s site. As additional data is added and richer customer profiles are built, brands can use Adobe Target to personalise experiences. In addition, out-of-box data governance capabilities help brands ensure that data usage policies are strictly enforced and followed by everyone in an organisation, Adobe said in a media statement.
Encouraging an unknown visitor to register on a brand’s site with their email or phone number can be a challenge. There’s no one-size-fits-all approach as every customer’s journey is different. As Adobe Real-time CDP allows brands to build a prospect’s profile based on brand interactions, Adobe Target ingests available data and orchestrates in real-time the next best content, offer or experience, including identifying the right moment in between clicks to trigger registration and consent from the unknown visitor. In addition, Adobe Target allows brands to bring prospects’ propensity scores (the likelihood that a visitor will perform certain actions like a purchase) from Adobe Real-time CDP into Adobe Target to deliver relevant experiences that will likely turn a prospect into a customer, according to Adobe.
New Segment Match lets brands collaborate to expand their own first-party data sets through partnerships. It allows marketers to securely enrich their matching first-party profiles with segment metadata for better insights and improved personalisation. New Look-alike Segments allow brands to identify additional customers who share similar attributes to their best-known customers. Another way to use Look-alike Segments is in tandem with Segment Match. In this instance, a brand can identify and send a sample audience of existing customers to a Segment Match partner. Based on the data, the partner can build a look-alike segment that consists of other customers within the partner’s own database who share similar characteristics and have granted permission for the partner to use their data, Adobe said.
In today’s increasingly digital economy, B2B companies must find new ways to connect with customers across an ever-expanding set of touch-points in a personalised, relevant way and do it at scale. The B2B edition of Adobe Real-time CDP brings together both individual and account profiles for complete intelligence and activation to help B2B companies think and act like B2C brands.
“As consumers, we now expect personalised brand experiences while being in control of the data we share. With Adobe Real-time CDP, we are partnering with brands to deliver relevant, responsive and respectful experiences through first-party data,” Anil Chakravarthy, executive vice president and general manager, digital experience business and worldwide field operations at Adobe said in a statement.
“As a customer-obsessed company, we recognise the vital role that first-party data plays in helping to contextualise our customers’ journeys to ultimately deliver a winning brand experience. Intuit has been a long-standing Adobe customer, and we’re excited to extend this partnership as we ramp up our data strategy and raise the bar for the type of brand experience that Intuit offers,” Josh Rab, vice president, marketing technology at Intuit said.
Adobe Real-time CDP helps brands activate known and unknown customer data to manage the entire customer profile and journey seamlessly in one system, without the need for third-party cookies, Adobe said in a media statement.
Adobe Real-time CDP serves as a centralised hub for brands to bring together varying types of first-party event and attribute data to form a more complete view of their customers. It allows brands to combine first-party web, app and media data (from publishers) coming from interactions such as a prospect’s web browsing activity, as well as emails or phone numbers from customers who opt to register on a brand’s site. As additional data is added and richer customer profiles are built, brands can use Adobe Target to personalise experiences. In addition, out-of-box data governance capabilities help brands ensure that data usage policies are strictly enforced and followed by everyone in an organisation, Adobe said in a media statement.
Encouraging an unknown visitor to register on a brand’s site with their email or phone number can be a challenge. There’s no one-size-fits-all approach as every customer’s journey is different. As Adobe Real-time CDP allows brands to build a prospect’s profile based on brand interactions, Adobe Target ingests available data and orchestrates in real-time the next best content, offer or experience, including identifying the right moment in between clicks to trigger registration and consent from the unknown visitor. In addition, Adobe Target allows brands to bring prospects’ propensity scores (the likelihood that a visitor will perform certain actions like a purchase) from Adobe Real-time CDP into Adobe Target to deliver relevant experiences that will likely turn a prospect into a customer, according to Adobe.
New Segment Match lets brands collaborate to expand their own first-party data sets through partnerships. It allows marketers to securely enrich their matching first-party profiles with segment metadata for better insights and improved personalisation. New Look-alike Segments allow brands to identify additional customers who share similar attributes to their best-known customers. Another way to use Look-alike Segments is in tandem with Segment Match. In this instance, a brand can identify and send a sample audience of existing customers to a Segment Match partner. Based on the data, the partner can build a look-alike segment that consists of other customers within the partner’s own database who share similar characteristics and have granted permission for the partner to use their data, Adobe said.
In today’s increasingly digital economy, B2B companies must find new ways to connect with customers across an ever-expanding set of touch-points in a personalised, relevant way and do it at scale. The B2B edition of Adobe Real-time CDP brings together both individual and account profiles for complete intelligence and activation to help B2B companies think and act like B2C brands.
“As consumers, we now expect personalised brand experiences while being in control of the data we share. With Adobe Real-time CDP, we are partnering with brands to deliver relevant, responsive and respectful experiences through first-party data,” Anil Chakravarthy, executive vice president and general manager, digital experience business and worldwide field operations at Adobe said in a statement.
“As a customer-obsessed company, we recognise the vital role that first-party data plays in helping to contextualise our customers’ journeys to ultimately deliver a winning brand experience. Intuit has been a long-standing Adobe customer, and we’re excited to extend this partnership as we ramp up our data strategy and raise the bar for the type of brand experience that Intuit offers,” Josh Rab, vice president, marketing technology at Intuit said.
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