New Adobe Real -Time CDP innovations drive personalization for global brands – CRN

Adobe has announced innovations for its customer data platform (CDP), Adobe Real-Time CDP, to help brands transition from third-party cookies to first-party data. As businesses in all industries use Adobe Real-Time CDP, Adobe introduces enriched customer profiles with commerce, AI-enabled targeting, new privacy and security tools, and Segment compatibility with channels.

Adobe Real-Time CDP, part of the Adobe Experience Cloud, now delivers real-time data with more than 24 trillion audience segment evaluations and more than a petabyte of data processed on average per day, helping global brands that deliver personalized experiences to millions of customers in real -time. Customers include Change Healthcare, Coles, Dick’s Sporting Goods, EY, General Motors, Henkel, Major League Baseball, Panera, ServiceNow, Telefonica, The Coca-Cola Company, The Home Depot, T. Rowe Price and TSB Bank.

“Businesses investing in putting their first-party data into action are the ones who deliver personalized experiences and beat the competition,” said Anjul Bhambhri, senior vice president, Adobe Experience Cloud at Adobe. “With changing consumer expectations in the digital economy, the time to move away from third-party cookies is now and brands need to use a first-party data approach to stay relevant.”

“Data protection and privacy regulations are very important in India and businesses need to quickly monitor the adoption of a first -party data strategy,” said Vyshak Venugopalan, head – solution consulting, Adobe India. “Brands that use a first-party data approach will deliver personalized experiences, beat the competition, and contribute trust to customers.”

“We need a complete picture of every person leading us, from their history to their needs, to how they’re moving on the customer journey, and that means centering our data on one platform,” he said. Mike Gamble, director of analysis and design at TSB Bank, “The many insights we gain from the Adobe Real-Time Customer Data Platform inform our approach to personalization to enrich customer experiences. Most importantly, we can deliver that wealth seamlessly online and offline because our decisions are based on every interaction with that customer’s past. ”

“Home Depot has made an early investment in providing omnichannel shopping experiences, and these digital and physical

Assets continue to guide our strategic priorities, ”said Melanie Babcock, vice president of Integrated Media at The Home

Depot. “Our expanded partnership with Adobe will allow us to further enhance the customer experience, driving

personalization in size and further optimization of The Home Depot’s online and in-store experience. “

Adobe Real-Time CDP enables brands to gather first-party data and use authorization-based skills to build rich and actionable customer profiles, segment audiences and deliver personalized customer experience. Innovations include:

  • Enrich customer profiles with Adobe Commerce (Magento): Now available in beta, retail brands that use Adobe Commerce can link first-party commerce data to Real-Time CDP and other Adobe Experience Cloud applications. This allows brands to use insights from shopping and browsing behavior to build a rich customer profile and deliver more personalized shopping trips.
  • AI for Advanced Targeting and Better Pipeline Generation: Now available, predictive lead and account scoring for the Real-Time CDP B2B (Business-to-Business) Edition and Real-Time CDP B2P (Business-to-Person) Edition allows brands to create more efficient pipeline by identifying people and accounts likely to be sales opportunities using Adobe Sensei-powered intelligence.
  • Built-in privacy and security tools and Healthcare Shield: Generally, now available, Real-Time CDP is HIPAA-ready with Healthcare Shield, a new Adobe Experience Platform offering, which empowers HIPAA-compliant healthcare brands to securely use certain types of sensitive personal data to deliver personal experiences throughout the healthcare customer’s journey. Real-Time CDP will also introduce new privacy and security enhancements designed to manage customer data. These enhancements include encryption controls, tools to automatically respect policies around consumer consent or preference, and attribute-based access controls-critical functionality for organizations running in highly regulated industries and for those who want to ensure that data sets are used according to purpose.
  • Real-Time CDP Segment Matching: Generally, now available, Segment Match allows Brands to manage and activate audience data across multiple channels and use Adobe’s management and authorization tools to manage and implement how brand data is collected. audience, and for what purpose.
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