- Adobe Real-Time Customer Data Platform, used by leading global brands such as Chipotle, Major League Baseball, ServiceNow, Thermo Fisher Scientific and US Bank, now delivers more than 600 billion annual predictive insights based on real-time customer profiles and powers the Personalization in all industries.
- New product innovations are empowering brands to drive experience-based growth through precise personalization, with solutions addressing pain points in areas like healthcare and high tech.
- With Adobe Real-Time CDP, brands are now creating more than 30 trillion audience segments every day and testing content and messages to increase conversions and retain customers.
Adobe has on the Adobe Summit – the world’s largest digital experience conference – new innovations for Adobe Real-Time Customer Data Platform (Real-Time CDP) announced, which now delivers over 600 billion predictive insights per year based on real-time customer profiles. Adobe’s recent innovations are designed to drive experiential growth, enabling better acquisition and conversion, improved B2B customer marketing, and leveraging online shopping behavior for deeper personalization.
With insights from Adobe Real-Time CDP running on Adobe Experience Platform Based on this, teams can reach out to customers at key moments in their customer journey. Adobe Real-Time CDP helps companies make better use of their data by delivering a unified view of customer experiences and key insights that enable one-to-one personalization at scale. Adobe Experience Platform’s trusted ecosystem of 450+ partner integrations and Adobe Real-Time CDP connectors enables the ingestion, enrichment, and distribution of data from multiple sources at tremendous speed and scale.
“Adobe Experience Cloud applications – from Adobe Real-Time CDP to Adobe Journey Optimizer and Customer Journey Analytics – help brands take the next phase of their digital transformation, which will be anchored in deep personalization,” said Anjul Bhambhri, senior vice president , Adobe Experience Cloud Platform Engineering at Adobe “In a highly competitive business climate, where consumers are re-evaluating products and services every day, a brand’s ability to demonstrate to its customers that it fully understands their current needs is critical , the key long-term growth driver.”
Adobe Real-Time CDP has become the preferred customer experience solution for leading brands across multiple industries. Most recently, companies such as Chipotle, The Dow Chemical Company, Novo Nordisk, Petco, Qualcomm, Thermo Fisher Scientific, Truist Financial and US Bank opted for the solution. Additionally, Meta chose Adobe to improve Facebook ad targeting and analytics. Real-Time CDP enables Meta to leverage first-party data in a privacy-compliant manner to enhance customer personalization. Leading and long-time users of Adobe Real-Time CDP include Coles, Dick’s Sporting Goods, FC Bayern, Major League Baseball, Panera Bread, Real Madrid, ServiceNow, Signet Jewelers, Suncorp, T. Rowe Price, and TSB Bank.
Brands use Adobe Real-Time CDP to create customer profiles that update in real-time as interactions occur across online and offline channels. Across multiple brands, Adobe Real-Time CDP processes over 30 trillion audiences daily and activates personalized campaigns across all channels to drive growth.
New innovations in Adobe Real-Time CDP
Adobe Real-Time CDP introduces new innovations that accelerate personalization at scale and drive experience-based growth:
- Creating audiences and journeys: Adobe Real-Time CDP will leverage Adobe’s new Sensei GenAI Services on Adobe Experience Cloud to automatically generate multiple variations of rich audience segments that provide high precision for personalization campaigns targeting millions of customers. With Adobe Journey Optimizer Brands can simulate customer experiences across online and offline channels and thus gain real-time insights into their customers’ best offers and touchpoints.
- Generative Playbooks: To accelerate time to value, Adobe introduces Generative Playbooks. They provide marketers with use case templates to help brainstorm and build customer journeys. With Adobe Sensei Generative AI The Generative Playbooks we create leverage Adobe’s deep expertise, proprietary data, and experience across multiple industries. Marketers can use conversational AI to simulate customer journeys, create new use cases, and get suggestions for better alternatives to customer use cases based on marketing goals—all leading to better, more meaningful results.
- Acquiring, Onboarding and Activating with Partners: Adobe announces new product enhancements and partner integrations for Real-Time CDP to solve the challenges marketers face in the cookie-free future. The new extensions enable integrations with partners like Merkle and Epsilon, while integrations with Amazon Ads and TikTok offer the ability to reach customers via an expanded range of channels – including short videos, and a new integration with LiveRamp enables activations in Connected TV and audio. With 60 percent of all experience personalization currently dependent on third-party cookies, these native integrations will help brands reach new audiences.
- Improving account-based B2B marketing: Brands that sell directly to other brands face unique challenges, including long sales cycles and complex buying processes. Rather than targeting individuals, B2B brands need to understand and target entire teams of customers. Adobe Real-Time CDP’s new capabilities enable B2B brands to connect with unknown prospects at known customers. By using insights from Marketo Engage and third-party platforms like LinkedIn can intelligently target new contacts for brands to encourage cross-selling opportunities within teams.
- Leveraging e-commerce for deeper personalization: Adobe Real-Time CDP and Adobe Commerce integration enables brands to maximize their e-commerce operations and respond to online commerce dynamics. Brands can use insights into digital shopping behavior to improve personalization. For example, industries such as retail and consumer goods can use the analysis of buying habits on the website to target content across different channels. In addition, brands using the customer preferences stored in Real-Time CDP can improve the online shopping experience and personalize advertising offers.
- Responsible handling of consumer data: Adobe Real-Time CDP develops each new feature with privacy in mind and ensures appropriate governance for every step from data collection to activation. Adobe’s Privacy and Security Shield is now generally available, enabling brands in regulated industries to offer personalized experiences while managing the customer data lifecycle and ensuring the highest level of data security and compliance. Specifically, Healthcare Shield supports HIPAA-compliant use cases that enable healthcare brands to uncover real-time insights and find new ways to improve patient experiences.
