Using Adobe Real-Time CDP to Unlock the Value of Data & Fuel Your Growth
Customer data platform (CDP) use has grown in recent years and shows no signs of slowing down. In fact, a recent article detailed that CDP industry revenue in 2022 rose to $2 billion USD, up 25% from the previous year. Due to this increased adoption of CDPs, individual organizations have seen a corresponding increase in customer data across digital channels. With so many CDPs coming to market in recent years, the opportunity for improved customer modeling, more personalized experiences and optimized messaging and offers has never been greater.
How does a CDP help companies accomplish these lofty goals? Features like identity unification, i.e., the ability to recognize and consolidate customer profiles, and segmentation give organizations a holistic view of customer data across brand touchpoints. This data can be analyzed to determine consumer opinions and preferences before being activated across channels, facilitating more personalized marketing and enhancing the overall customer experience. Additionally, with powerful data management capabilities, CDPs can improve governance and make it easier for organizations to maintain regulatory compliance.
Interested businesses will find many CDPs available, each offering their own advantages and strengths. However, determining the best option will depend on many factors and your organization’s overall goals. Adobe Real-Time CDP is one that many companies find ideal, thanks to native connectivity with existing Adobe products and its fast data streaming and analysis capabilities. These features enable:
- Real-time data profiling and instant activation across every brand touchpoint
- Seamless integration with other Adobe products, including prebuilt connectors to its marketing, advertising and IT ecosystems
- Patented governance, HIPAA-readiness and privacy controls to manage both known and unknown customer data
- Centralized, AI-powered identity resolution
- Real-time (within milliseconds) data streaming across the Adobe ecosystem and the ability to develop data pipelines for streaming to external destinations
Harnessing Data in Real Time
Adobe Real-Time CDP enables you to utilize data through several key features, as well as its extensive integration with the existing ecosystem of Adobe products.
Adobe Unified Customer Profile
Central to Adobe Real-Time CDP ecosystem is the Unified Customer Profile. It combines analytics and operational capabilities into a single platform for reduced latency and consolidates customer data into a single view. This provides valuable, actionable data, timestamped for every customer interaction across multiple channels, which is used to create an identity graph and show a more complete picture of customers. Additionally, Adobe’s Data Science Workspace can be integrated to enable artificial intelligence (AI) and machine learning (ML) models that can be applied to optimize the segmentation process. Adobe Real-Time CDP also supports real-time identity resolution, streaming segmentation and activation. Combined with Adobe Experience Platform Edge Network, this gives businesses real-time access to data.
As the industry moves away from third-party cookies, API and server-to-server integrations are becoming the new standards. Adobe Real-Time CDP Connections supports this by allowing companies to offload tags’ execution from clients to servers. You can also create rules and decide all the criteria to send specific data to a specific destination depending on the conditions you’ve created.
Adobe Experience Platform
Adobe Real-Time CDP is built on the Adobe Experience Platform (AEP). AEP integrates applications and services together with a common ecosystem of data, and because it provides a comprehensive set of APIs, brands can leverage their existing enterprise data sets and other third-party CXM technologies.
While AEP is flexible and provides proprietary experience data model (XDM) profiles, data architecture is still a very important part of the implementation. That means data schema for profiles and datasets must be carefully designed to ensure all data is clean and actionable. Adobe Real-Time CDP includes over 100 prebuilt data sources and destination connectors, allowing for profile-based integrations, extensions and custom-built data ingestion and activation configurations. Data governance frameworks ensure customer data is secure and prevents brands from activating data and personally identifiable information unnecessarily. There are three types of data stores available in AEP:
- Platform data lake, which includes raw profile data
- Profile store, which stores all attributes needed for segmentation and real-time decisioning
- Identity service, which helps stitch multiple profile segments together
To keep storage within license quotas and optimize segment evaluation times, it is important to carefully consider which data stores provide the necessary features and characteristics for your analysis and reporting needs.
Create Value by Understanding Your Customers
Connecting customer activities across channels, analyzing extensive amounts of data and providing actionable insights for every customer interaction and touchpoint is the key to modern customer engagement. Explore more on our Adobe partner page.