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Adobe unveils Real-Time Customer Data Platform improvements

By Zach Thompson
Thu 17 Mar 2022

Adobe has announced improvements to its CDP, which include a range of capabilities that will allow businesses to maximise the value of their customer data.

Unveiled at Adobe Summit - The Digital Experience Conference, the company also announced new customers.

Adobe says its Real-Time CDP is now the platform of choice across a range of major brands and sectors, including retail, healthcare, financial services, technology, media, and entertainment.

The brands that use Adobe include Major League Baseball, The Coca-Cola Company, Coles, General Motors, Dick’s Sporting Goods, EY, Panera Bread, T.Rowe Price, ServiceNow, TSB Bank Real Madrid and Suncorp.

“To meet changing consumer expectations in the digital economy, brands need to evolve their data strategy and personalisation efforts,” Adobe Experience Cloud platform and products senior vice president Amit Ahuja says.

“The fact that so many of the world’s leading brands are choosing Adobe Real-Time CDP shows that real-time customer data and tight integrations across Adobe Experience Cloud are essential to building powerful and personal digital experiences.”

Adobe Real-Time CDP affords brands the ability to view and manage customer profiles, update in real-time and activate customer insights through Adobe Experience Cloud applications throughout the entire customer journey.

“Adobe Real-Time CDP is a market-leading customer data platform that allows brands to build actionable unified profiles to create tailored customer journeys that build customer loyalty and trust,” Omdia Business Platforms and Applications principal analyst Mila D’Antonio says.

“The widespread adoption of Real-Time CDP across a range of industries translates to brands being able to deliver proactive and relevant experiences to millions of customers in real-time.”

Adobe says Real-Time CDP continues to transform engagement between brand and customer through new capabilities such as data collection, enrichment and distribution at a market-leading scale.

Additionally, the company says it delivers real-time data with more than 24 trillion audience segment evaluations and over one petabyte of data processed on average per day.

One of the new capabilities is Adobe Target, which allows for instant personalisation by making it possible to activate customer insights at record speed, both online and offline.

Customer digital engagement data is collected and tied to a customer profile that is then qualified for an audience segment and delivered as personalised content. This allows customer insights to be analysed and instantly turned into personalised experiences on websites and mobile apps.

Furthermore, OneTrust’s consent management platform is integrated with Adobe Experience Platform, meaning brands can build unified profiles that include consent and preference data.

Direct integration with OneTrust also allows brands to ingest consent data directly into Real-Time CDP. Adobe notes that this makes it easy to implement consumer consent and preferences, and generate valuable insights from consumer preferences to deliver improved, privacy-conscious experiences.

Real-Time CDP Connections enable brands to streamline data collection, enrichment and distribution with a fast, low-code implementation to drive accelerated time-to-value for real-time personalisation based on behavioural events.

Adobe adds that this offers real-time performance with Adobe Experience Platform Edge Network’s geographically distributed servers, allowing for the fast distribution of data with high fidelity while also allowing brands to send data from Adobe’s servers to Adobe and non-Adobe destinations.

Moreover, with Adobe’s AI engine, Adobe Sensei, brands can scale their marketing efforts and deliver personalised experiences at scale.

Adobe Real-Time CDP B2B Edition supplies businesses with predictive intelligence around a user’s intent to purchase.

In addition, Adobe says a new integration with Adobe Marketo Measure provides B2B companies with unparalleled pipeline and revenue attribution.

Lastly, to help brands further customise shopping experiences, Adobe Commerce links commerce data, such as shoppers’ browsing or purchase history, to Real-Time CDP and other Adobe Experience Cloud applications.

Adobe says this enables brands to analyse customer behaviour, build rich customer profiles and deliver personalised shopping journeys that drive sales, retention and loyalty. This capability is expected to be available in the second half of the year.

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