Introduction
Customers are interacting with brands at more than six touchpoints across channels. Every customer expects a seamless journey and personalized experiences, but brands find it difficult to engage across touchpoints. If we include offline interactions, then this makes marketers’ job more complicated to deliver consistent, connected experiences across touchpoints. Though brands and marketers are working day and night to meet these expectations, the gaps between expectations and delivery make the desired experience a distant dream, so it elucidates the need for an advanced customer data platform that helps them dive into rich customer insights and redefine their strategies. Adobe Real-Time CDP is an insightful AI-powered Customer Data Platform (CDP) that bridges the gaps. Here, we have this detailed blog that helps you understand everything you need to know about Adobe’s Real-Time Customer Data Platform.
What is Adobe Real-Time CDP?
Image Source: Microsoft
Adobe Real-time CDP or Adobe Real-time Customer Data Platform is a robust customer data platform that uses real-time cross-channel audience data to create customer profiles and enables brands to craft real-time experiences across all channels, touchpoints, and connected devices in no time. Built on the Adobe Experience Platform, this powerful CDP has changed the way focused and personalized campaigns across channels for more insightful, engaging, and secure that deliver more efficient results for businesses.
It has various tools like data governance, data science, advanced segmentation, and identity management to extract rich insights about your audiences and stay compliant, adhering to the respective regulations or data governance policies. Being an Adobe solution, Adobe Real-time CDP has the ease of mutual integration with various Adobe Experience Cloud applications, making it deliver astonishing customer experiences across channels without any hiccups.
Adobe Real-time CDP Helps You:
- Get a single centralized view of combined customers’ data from various sources
- Manage customer data security and privacy for known and anonymous identifiers
- Understand audience behavioral actions with Adobe Sensei-powered AI
- Deliver real-time personalized CX wherever your audiences navigate
How Does Adobe Real-Time CDP Work?
Adobe Real-time CDP brings intelligent and rich customer data platform capabilities and enables brands to deliver a connected, personalized customer experience (CX) in real time with security at its core. Let’s understand how this Adobe Experience Platform-powered CDP works for businesses.
It consists of three processes that execute the desired experiences across channels.
Image Source: Adobe
Ingest Data – First, it collects and ingests audience insights from multiple sources and first-party, including CRM systems, eCommerce web and mobile apps, POS, and more, to get rich insights. It has the capability to manage large volumes of data from various sources and formats to process it for a meaningful one.
Unify and Merge Data – The next step is to unify and merge them into a single real-time customer profile using various identity resolution techniques. This helps create a unified view of each target audience with granular details for focused engagement.
B2B & B2C Activations for CX– In this final stage, Adobe Real-time CDP activates audience insights across various channels, including email, web, mobile, apps, social media, and other advertising, to bridge the gaps in marketing campaigns with customer expectations and provide a connected, consistent, focused, and personalized experience across devices.
If you still have more queries about how Adobe Real-time CDP works, connect with an expert from an Adobe Real-time CDP services partner and discuss.
What are the Adobe Real-time CDP Features?
1. Unified Profiles
Image Source: Ziffity
Adobe Real-time CDP helps create and unify actionable customer profiles from customer data across all online and offline channels and touchpoints where customers interact with brands (B2B and B2C, both). It enables brands to understand their customers with their respective real-time insights and pace up the time to market for enhanced engagement with each interaction.
2. Audience Management
Image Source: Nextrow
Adobe Real-time CDP brings the enriched capabilities of end-to-end audience management that uses insightful segmented customer profiles in real time. Thanks to the built-in AI capabilities that enable real-time analysis of changing customer behavior create profiles, predict the likelihood of similar customers, and help to deliver more targeted and focused campaigns that convert.
Image Source: Adobe
It enables recommendations based on similar demographics, customer behavioral traits, and profiles, making connections and engagement more impactful.
3. Cookieless Marketing
Image Source: Adobe
Cookies are harmful to our health and do not even support this new-age personalized, targeted marketing goals. A recent KPMG study showed that 68 percent of US consumers are concerned over the amount of data collected by businesses using third-party cookies. In fact, it has been noticed that cookie-based campaigns lack audience insights and behavioral patterns; in a nutshell, the humanized experience is missing.
Built on the robust Adobe Experience Platform, this Adobe Real-time CDP boosts marketing effectiveness across funnels and channels. Powered by data-rich audience profiles, it creates and targets audiences with advertising-focused integrations. It securely collaborates with trusted partners and collects first-party data and audience insights to retain scale in your marketing campaigns.
4. Data Governance
With the growing privacy concern over audience data and security issues with third-party cookies and large volumes of data from various channels (online and offline), the role of managing customer data became crucial. Additionally, the introduction of various compliances and regulations like GDPR or Data Protection Laws made it difficult for businesses to deal with data management.
Adobe Real-time CDP brings a centralized customer data management solution that empowers you with consent data collection, labeling, and data usage enforcement with relevant compliance readiness. Additionally, it reviews data sources and policies before activating audiences for campaigns to ensure they align with respective regulations.
5. Audience Activation
The difference Adobe Real-time CDP brings is that it enables brands to focus on more targeted customer experience (CX) across channels with ‘in-the-moment’ personalization using real-time audience insights. With the help of partner data, Artificial Intelligence (AI), and use-case playbooks, it helps in the easy activation of B2C and B2B audiences on Adobe and non-Adobe marketing applications for better engagement, earning loyalty, and improved ROIs.
6. Data Collaboration
Image Source: Adobe
Data collaboration with a trusted partner in a secured ecosystem to find and reach high-value audiences for more meaningful interactions and engagements through targeted campaigns while keeping privacy at its highest. It enables advertisers and publishers to work collaboratively to reach these audiences across multiple channels and touchpoints and drive them to productive engagements.
What are the Benefits of Real-time CDP?
Adobe Real-time CDP empowers brands to deliver engaging and personalized experiences across multiple interactions, channels, and touchpoints in real-time. Here are more detailed insights about its benefits for your business.
1. Real-time Insights
It gives real-time audience insights to redesign your marketing campaigns and strategies to align with customer requirements and interests.
2. Unified Profile
It collects data from multiple sources (offline and online) and builds customer profiles to personalize and segment customers according to their expectations.
3. Connected Experiences
The rising demand for consistent experiences across touchpoints and various channels made Adobe Real-time CDP initiate and activate connected experiences irrespective of channels for seamless customer journeys with real-time profiles, automated workflows, and quicker activations.
4. Personalization at Scale
It helps brands create and deliver personalized, connected experiences at scale and meet each customer’s expectations to their satisfaction.
5. Market Responsibility
It prioritizes the audience’s data security and privacy and follows regional regulations by enforcing usage policies to keep their trust and faith in your brand intact.
6. Improved ROIs
It helps brands to deliver real-time connected personalized experiences at scale in a secure environment with their utmost satisfaction level that results in improved ROIs.
How to Implement Adobe Real-time CDP?
With Real-Time CDP, powered by Adobe Experience Platform, you can easily set it up and implement it with your business and experience its power. The implementation of Adobe Real-Time CDP has the following steps to start your targeted campaign.
Image Source: Adobe
- Define your business goals
- Use multiple data sources to ingest
- Configure a data source
- Collect the data for a specific customer
- Build the customer profile based on various data insights
- Set up your target audiences for different channels
- Set up destinations against various interaction points
- Stitch the profile across devices
- Analyze the profile and identify their expectations
- Personalize the user experience in real-time and earn ROI with customer satisfaction
However, in order to integrate Adobe Real-time CDP with your business, you should contact an expert from an Adobe Real-time CDP services partner to have them take care of all the complexities with their finest expertise.
Conclusion
The eCommerce industry continues to evolve and introduces innovations for seamless customer journeys with connected experiences with the ever-evolving customer expectations. It makes the role of eCommerce marketers and experts to evolve their campaign marketing strategies for their targeted customers and use appropriate technologies.
Adobe Real-time CDP is made to deliver personalized experience at scale, enhance engagement, improve ROIs, and improve conversion rates. eCommerce brands and other businesses who wish to navigate successfully in this era and stay relevant to their customers and industries should look for an Adobe Real-time CDP services partner to enable this advanced platform and leverage it for their future.
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Abhilash is a coffee-fanatic marketer and storyteller, always seeking new experiences and captivating stories from life. With his meticulous research and vivid narratives, he simplifies complex technologies accessible to all. He spends much of his spare time on traveling and stories from life.
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What are the Adobe Real-Time CDP Benefits?
6 June, 2024 Talking about personalized customer experiences that make them feel special is a challenge for many. Brands and marketers are constantly trying to meet customer expectations but are unable to bridge performance gaps. Though businesses collect customer data, they lack efficient data management with real-time insights and profiling capabilities.
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