At the Adobe Summit-The Digital Experience Conference, Adobe announced new customers and innovations in the Adobe Real-Time Customer Data Platform (CDP).
The announcement:
Adobe Real-Time CDP is now the choice of brands in all major sectors, including retail, healthcare, financial services, technology and media and entertainment. With new innovations announced at Adobe Summit 2022, Adobe Real-Time CDP now offers a range of capabilities that help businesses maximize the value of their customer data. Some of the latest brands to choose Adobe include Major League BaseballTM, 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 change their data strategy and personalization efforts,” said Amit Ahuja, senior vice president, Adobe Experience Cloud platform and Adobe products.
“The fact that so many of the world’s leading brands are choosing Adobe Real-Time CDP demonstrates that real-time customer data and tight integration across the Adobe Experience Cloud are essential to building powerful and personalized digital experiences. . “
Adobe Real-Time CDP enables brands to view and manage customer profiles, update in real-time and activate customer insights through Adobe Experience Cloud applications throughout the journey of the customer.
“Adobe Real-Time CDP is a market-leading customer data platform that enables brands to build actionable unified profiles to create tailored customer journeys that build loyalty and trust. of the customer, ”said Mila D’Antonio, chief analyst of Omdia’s Business Platforms and Applications. “The widespread use of Real-Time CDP across a range of industries translates into brands being able to deliver proactive and relevant experiences to millions of customers in real-time.”
New Real-Time CDP Power Capabilities with Next Generation Customer Experience
With Real-Time CDP, Adobe is constantly changing how brands engage with their audiences by unlocking new capabilities, including data collection, enrichment and distribution in a market leader. Adobe delivers real-time data with more than 24 trillion audience segment reviews and more than a petabyte of data processed on average per day. New innovations include:
• Instant personalization with Adobe Target: Adobe Target makes it possible to activate customer insights at record speed. The new integration of Adobe Real-Time CDP with Adobe Target allows brands to use the complete customer profile consisting of online and offline data for enhanced experiences. Digital customer engagement data is collected and tied to a customer profile that will qualify for an audience segment and be delivered as personalized content – all in milliseconds. It allows customer insights to be assessed and become personalized experiences on websites and mobile apps in the blink of an eye.
• Enforcement of authorization and marketing preferences: To deliver personalized customer experiences that build trust, brands need to securely collect, activate, and store customer insights and authorization data. With OneTrust’s permission management platform integrated with the Adobe Experience Platform, brands can build unified profiles that include permission and preference data. Direct integration with OneTrust allows brands to directly capture Real-Time CDP consent data, making it easy to enforce consumer consent and preferences, and gain key insights from consumer preferences. consumers to deliver improved experiences, focused on privacy.
• Real-Time CDP Connections: Brands can now streamline data collection, enrichment and distribution with a fast and low-cost code execution to drive accelerated time-to-value for real- time personalization based on behavioral events. Real-Time CDP Connections offers real-time performance on Adobe Experience Platform Edge Network servers distributed geographically. This enables fast data distribution with high fidelity while also allowing brands to send data from Adobe servers to Adobe and non-Adobe destinations.
• B2B intelligence: Using Adobe Sensei, Adobe’s AI engine, brands can measure their marketing efforts and deliver personalized scalable experiences. Adobe Real-Time CDP B2B Edition gives businesses predictive intelligence about a user’s intent to purchase. A new integration with Adobe Marketo Measure gives B2B companies an unparalleled pipeline and revenue attribution.
• Build a rich customer profile using key data from Adobe Commerce: To help brands further customize shopping experiences, Adobe Commerce links to commerce data-such as browsing or consumer purchase history-in Real-Time CDP and other Adobe Experience Cloud applications. It empowers brands to evaluate customer behavior, build a rich customer profile and deliver personalized shopping journeys that drive sales, retention and loyalty. The capability is expected to be available in the second half of the year.
Customer Momentum
Leading brands in various industries use Real-Time CDP to personalize scale experiences:
• Coles: Australian supermarket and retail chain Coles has partnered with Adobe to redefine the supermarket shopping experience. Coles’s vision is to become the most trusted retailer in Australia. By implementing Real-Time CDP, Coles will be able to consolidate customer data into a single view to deliver personalized experiences for consumers that respect data privacy regulations and deepen brand relationships. to customers.
• General Motors: Leading automaker General Motors (GM) is shaping the future of personal mobility, contributing $ 27 billion to the development of electric vehicles. Throughout the life of car ownership, consumers expect high-touch and personalized experiences for a product in which many invest for the first time. GM activates its digital channels to support this and uses Real-time CDP to aggregate customer data across multiple touchpoints to personalize the online experience.
• Major League BaseballTM: Major League Baseball (MLB) is re-imagining the Adobe fan experience. Real-Time CDP’s unified customer profile, will make it possible for MLBTM to provide fans with a tailored experience. Fan -tailored features may include personalized promotions or notifications tailored to individual fans.
• Real Madrid: Spanish sporting giant Real Madrid CF will take a modern, innovative approach to fan interaction with the Adobe Experience Cloud amid its transformation. Adobe Real-Time CDP fan insights will be collected and then activated across various digital channels to provide fans with the highly personalized content needed to connect, excite and drive deeper interaction.
• TSB Bank: TSB Bank, a leading retail and commercial bank in the UK, uses Real-Time CDP to meet the expectations of its growing digital-first customers. With Real-Time CDP, TSB Bank is armed with a single view of each customer that is updated in real-time. The profiles are then used to determine the best communications to be sent to each customer at the right time on their journey, increasing customer engagement and loyalty.