Built on Adobe Experience Platform, Adobe Real-Time CDP is a customer data platform that harmonises customer and account data across any source — from zero- to third-party data — and uses AI to intelligently build, manage and activate audiences in real time. By transforming fragmented data into a foundation for relevant experiences, Real-Time CDP enables in-the-moment, privacy-conscious personalisation, helping B2C and B2B brands effectively engage with customers at every step of the lifecycle.
In Adobe Real-Time CDP, data harmonisation means standardising, validating and connecting customer data from online, off-line and pseudonymous sources into a single, unified customer profile. Data is structured using an industry-standard experience data model, validated during ingestion and updated in real time so teams across the organisation can access consistent, trusted customer information for activation and engagement.
The main difference between a data management platform (DMP), a customer data platform (CDP) and a customer relationship management (CRM) platform is the primary purpose for which customer data is stored and organised. Between managing existing customers, marketing to potential customers and integrating that information to create a unified customer profile, each platform uses data in different ways.
A customer data platform (CDP) builds a robust, varied picture of customers by collecting and harmonising data from a wide array of sources. A CDP combines customer data from your website, customer service interactions, mobile app visits, physical visits to a shop and even your CRM or DMP.
The focus of a customer relationship management (CRM) platform is managing relationships with existing customers and leads. It helps organise data such as purchase history, customer contact information and any communications that might have happened with a customer.
A data management platform (DMP) pulls user data from third parties to target audiences more efficiently and segment key attributes. It captures user data, anonymises it and then exchanges it with other companies for targeted advertising.
Yes. Adobe Real-Time Customer Data Platform (CDP) provides customer data management across the customer lifecycle — from prospects to a first-time and return site visitor to converted customers buying various products or services across lines of business.
Real-time segmentation refers to the instant qualification, membership and grouping of users based on in-the-moment data. This can include their current behaviour, recent actions or up to date attributes.
Unlike traditional segmentation, which relies on static or historical data, real-time segmentation responds to what users are doing in the moment. This allows marketers to adapt immediately.
By using real-time data, businesses can personalise content, experiences or offers as users engage. This improves relevance and increases the chance of conversion.
Real-time segmentation helps marketers meet users’ needs and preferences as they happen. This leads to stronger engagement, faster decision-making and higher campaign performance.
