Adobe Real-Time CDP helps brands and customers deliver trusted experiences
For years, consumers, regulators, and companies have advocated for increased privacy online. In recent weeks, it has become clear that the long-anticipated tipping point is here. Major device and app providers are now fully rolling out their consumer privacy changes, just as regulators are cementing these efforts in legislation and consumers are embracing the changes positively. But not everyone is benefitting from these changes. Brands that once relied on a multitude of customer data including both third-party and first party to help deliver personalized experiences will now be faced with still delivering compelling and personalized experiences with less customer insight.
The first-party data solution
As privacy continues to take center stage, brands will still need to connect with audiences in a way that builds trust and drives sales. It is imperative for companies to recalibrate their customer acquisition strategies to place quality, permission-based first-party data at the center of their customer engagements. Adopting a first-party data strategy allows them to provide customers with the most relevant, personalized experience only by using the information and data that customers choose to share. This can best be accomplished with a customer data platform (CDP), which allows marketers to unify their customer data across their organization, including known user data, to deliver consistent experiences across channels.
Adobe Real-Time CDP is designed for first-party data-driven customer acquisition and engagement. It helps brands build unified profiles from known and unknown customer data to power personalized customer journeys, without the need for third-party cookies.
Using first-party data to power personal customer experience
- Centralized hub for first-party data: Real-Time CDP serves as a centralized hub for brands to bring together varying types of first-party data to form a more complete view of their customers. It allows brands to combine first-party web, app and media data (from publishers) coming from interactions such as a prospect’s web browsing activity, as well as emails or phone numbers from customers who opt to register on a brand’s site. Adobe’s patented out-of-box data governance capabilities help brands ensure that data usage policies are strictly enforced and followed by everyone in an organization.
- Real-time, machine-learning personalization: Encouraging an unknown visitor to register on a brand’s site with their email or phone number can be a challenge. As Real-Time CDP allows brands to build a prospect’s profile based on brand interactions, updated in real-time, Adobe Target ingests available data and orchestrates in real-time the next best content, offer or experience, including identifying the right moment in between clicks to trigger registration and consent from the unknown visitor. In addition, Adobe Target allows brands to bring prospects’ propensity scores (the likelihood that a visitor will perform certain actions like a purchase) from Adobe Real-time CDP into Adobe Target to deliver relevant experiences that will likely turn a prospect into a customer.
- Built for B2C and B2B: Real-Time CDP can manage data from B2C and B2B lines of business in a single system. In today’s increasingly digital economy, B2B companies must find new ways to connect with customers across an expanding set of touchpoints in a personalized, relevant way and do it at scale. The B2B edition of Adobe Real-Time CDP brings together both individual and account profiles for complete intelligence and activation to help B2B companies deliver differentiated experiences for their customers and accounts.
CDP means real-time, customer experiences with real-time customer data
Leveraging Adobe Real-Time CDP helps build mutually beneficial relationships between consumers and brands. Consumers receive personalized brand experiences that honor their consent preferences. While brands are set up to deliver relevant, responsive, and respectful experiences through first-party data.
For example, IBM is an Adobe customer who is using first-party data to give consumers a great experience that puts privacy first. Jason Andrews, vice president for digital marketing at IBM notes, “The preservation of our customers’ privacy has long been a priority for IBM. With first-party data rising in importance in this new era, we place tremendous value on our close collaboration with strategic partners such as Adobe to put the interests of consumers at the forefront of what we do.”
Privacy versus personalization (and the accompanying profits) is not a zero-sum game. By pivoting to first-party data and using the right technology, brands, regulators, and consumers can interact with the digital world in a more personalized way. A recent survey shows that digital marketers believe they have tapped only 47% of their first-party data potential. There is certainly more work to be done and organizations must pay attention and pivot now if they want to succeed in the years ahead.