Adobe announced improvements to its CDP, which includes a range of capabilities that will allow businesses to maximize the value of their customer data.
Released at the Adobe Summit – The Digital Experience Conference, the company also announced new customers.
Adobe says its Real-Time CDP is the platform of choice across a range of major brands and sectors, including retail, healthcare, financial services, technology, media, and entertainment.
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 change their data strategy and personalization efforts,” said Adobe Experience Cloud platform and senior vice president of products Amit Ahuja.
“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 gives brands the ability to view and manage customer profiles, update in real-time and activate customer insights through Adobe Experience Cloud applications throughout the journey of customer.
“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. , ”said Omdia Business Platforms and Applications principal analyst Mila D’Antonio.
“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.”
Adobe said Real-Time CDP continues to transform the relationship between brand and customer through new capabilities such as data collection, enrichment and distribution to a market-leader.
Additionally, the company says it delivers real-time data with more than 24 trillion audience segment reviews and more than a petabyte of data processed on average per day.
One of the new capabilities is Adobe Target, which allows for instant personalization by making it possible to activate customer insights at record speed, both online and offline.
Digital customer interaction data is collected and tied to a customer profile that then qualifies for an audience segment and is delivered as personalized content. It allows customer insights to be assessed and instantly become personalized experiences on websites and mobile apps.
Furthermore, OneTrust’s permission management platform is integrated with the Adobe Experience Platform, meaning brands can build unified profiles that include permission and preference data.
Direct integration with OneTrust also allows brands to directly obtain Real-Time CDP authorization data. Adobe said it makes it easy to enforce consumer consent and preferences, and generate valuable insights from consumer preferences to deliver enhanced privacy -focused experiences.
Real-Time CDP Connections enables brands to 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.
Adobe added that it offers real-time performance on Adobe Experience Platform Edge Network servers distributed geographically, allowing for fast data distribution with high fidelity while also allowing brands to send data from Adobe servers to Adobe and non -Adobe destinations.
Moreover, with Adobe’s AI engine, Adobe Sensei, 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.
In addition, Adobe said a new integration with Adobe Marketo Measure gives B2B companies an unparalleled pipeline and revenue attribution.
Finally, 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 Adobe Experience Cloud applications.
Adobe says it allows brands to evaluate customer behavior, build rich customer profiles and deliver personalized 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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