It’s the final moment of an online Black Friday sale. You’re going through your list of gifts to buy and checking them off as you go. You’ve reached the check-out page on the last item for your last purchase on a brand’s website. As a consumer, all you want is to get to the checkout page and know that your checklist is complete. If the experience is anything less than expected and if you have to wait, or refresh, or — worst of all — if something goes wrong and you have to start the process again, missing out on a key gift’s availability, it will tarnish your relationship with the brand indefinitely.

Ultimately, the line toed between good customer experience and bad comes down to milliseconds. Especially during the holiday season — the ability to execute a seamless buying experience and win over customers in the short and long term comes down to a brand’s ability to scale: Meeting the volume of incoming traffic and continuously delivering relevant experiences throughout the customer journey, from awareness to sale.

Since its inception nearly six years ago, Adobe Real-Time CDP has powered customer experiences at scale for the world’s largest brands. From handling 200 million consumer profiles of Coca-Cola and helping deliver 800 segmented campaigns for Real Madrid, to enabling Samsung to manage over 40 online and offline sources — Real-Time CDP helps customers deliver personalization at scale in the moments that matter most. With advanced features across data federation, ingestion, segmentation, AI, collaboration, and activation, Adobe helps marketing and IT teams move with confidence while delivering best-of-breed experiences for their customers.

This blog outlines how Adobe helps customers deliver value at scale, speed, and precision.

Streaming data that delivers real-time value.

At enterprise scale, customer interactions happen across thousands of touchpoints every second. This volume only increases during the holiday season. Streaming data ingestion in Real-Time CDP enables businesses to capture this massive, continuous flow of behavioral and transactional signals in real time. Rather than waiting for batch uploads, companies can use streaming segmentation to process engagement events as they occur and conduct audience qualification, ensuring that profiles, audiences, and downstream engagement remain fresh and relevant. This scalability allows organizations to act instantly upon the most up-to-date customer context.

Managing millions of profiles with confidence.

Maintaining a unified customer view at scale requires consolidating vast amounts of data for each customer into a single, living profile that’s constantly refreshed. Adobe Real-Time Customer Profile brings together identity, behavioral events, and personal attribute data into actionable views that can be updated dynamically as new information flows in. For enterprises with millions of customers, each with unique, evolving, and device-agnostic journeys, the ability to scale profile updates in real time ensures organizations can personalize at depth and breadth simultaneously.

Edge segmentation: Precision at the speed of experience

When operating on a global scale, latency can be the difference between a big holiday order or a missed opportunity. Edge segmentation in Real-Time CDP enables customers to evaluate audiences instantaneously. Using a distributed approach, businesses can assess audiences in milliseconds, regardless of geography, ensuring personalization and decision-making can keep pace with customer expectations. As shopping occurs, with edge segmentation, brands can accordingly affect same-page and next-page experiences to move customers from product evaluation to purchase.

Federated Audience Composition: Enabling data composability.

Large enterprises often manage multiple data environments, and many will rely on a data warehouse as a primary source of customer data. Adobe Experience Platform Federated Audience Composition empowers organizations to enrich and activate audiences without data movement. This flexible approach makes scaling audience creation more efficient, secure, and compliant, enabling various line- of-business teams to orchestrate consistent customer experiences with agility and security.

Activate customer experiences at every step of the journey.

In the end, it all comes down to delivering engaging and relevant experiences at the right moment and in the right channels. With full-funnel activation capabilities, Real-Time CDP can help brands syndicate profiles and audiences to hundreds of different destinations — from paid channels such as social media, paid media and connected TV, to owned channels including email, web, and in-app. Real-Time CDP also supports working with partner data sources for prospecting new profiles or enriching existing ones, and expands the scope of customer data platforms with Real-Time CDP Collaboration for the discovery, activation, and measurement of high-value audiences. Activation is delivered quickly and reliably, ensuring that even the largest enterprises, at the most crucial moments, can engage customers consistently and contextually, no matter the size of the audience.

Don’t let scale get in the way of a great season. Use Real-Time CDP to help your business deliver impactful experiences that drive growth.

Adobe Real-Time CDP offers a comprehensive set of scalable features that empower large organizations. From data ingestion, profile management, audience building at the edge, and real-time activation, Real-Time CDP delivers reliability, security, and the peace of mind that can satisfy the needs of complex organizations with huge volumes of data. With Real-Time CDP enterprises can deliver truly personalized experiences at scale, even in the peak periods of the holiday season.

Learn more about Real-Time CDP here.

https://business.adobe.com/fragments/resources/cards/thank-you-collections/rtcdp