- New innovations use real-time data to drive personal experiences for millions in milliseconds
- Extensive use of Adobe Real-Time CDP in major brands, including The Coca-Cola Company, Nike, General Motors and Real Madrid
- Adobe now processes more than a petabyte of data on average per day
At the Adobe Summit-The Digital Experience Conference, Adobe (Nasdaq: ADBE) announced new customers and innovations in the Adobe Real-Time Customer Data Platform (CDP). Adobe Real-Time CDP is now the choice of industry-leading brands in all major sectors, including retail, healthcare, financial services, technology and media and entertainment. With the innovations announced at Adobe Summit 2022, Adobe Real-Time CDP is even more powerful, with a range of capabilities that empower businesses to maximize the value of their customer data. Some of the latest brands to choose 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 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. Innovations include:
- Instant personalization with Adobe Target: Adobe Target makes it possible to activate customer insights at record speed. The 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 marketing consent and 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 to deliver enhanced privacy experiences.
- 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 events in behavior. 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 business-to-business (B2B) companies an unparalleled pipeline and revenue attribution.
- Build a rich customer profile using basic data from Adobe Commerce: To help brands further customize shopping experiences, Adobe Commerce associates commerce data-such as consumers ’browsing or purchase history-with Real-Time CDP and other applications of Adobe Experience Cloud. It empowers brands to evaluate customer behavior, build rich customer profiles 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 is partnering 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 it and uses Real-Time CDP to aggregate customer data across multiple touchpoints to personalize the online experience.
- Major League Baseball: Major League Baseball (MLB) is redesigning the fan experience at Adobe. Real-Time CDP’s unified customer profile will make it possible for MLB ™ 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 engagement 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 give fans the very personalized content they need 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.
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