Real-time customer profiles
Gaining clear insights into each customer’s unique interests and needs is the key to delivering personalised experiences that have impact. But for many companies, customer data is trapped in silos throughout the enterprise and bringing it all together can be daunting. It’s a challenge Adobe is actively working to solve—both for its customers and itself—through the Adobe Experience Platform.
“Our goal is to create comprehensive, real-time customer profiles that satisfy a wide range of business needs—not just a single use case,” says Joel Huff, Director of Engineering, Solution Architecture for Adobe Experience Platform. “That’s the vision at Adobe, both internally and for our customers.”
Leading up to the launch of Adobe Experience Platform, Adobe spent a lot of time making sure the platform would solve the needs of its very first customers—the IT, Marketing Tech and Product teams at Adobe, known internally as “Customer Zero.” As the data team worked with developers and data engineers, it found a common pain point in the disconnected approach to building customer profiles.
“Teams were spinning up separate customer profiles for each use case, so there was one for audience segmentation, one for product usage, one for CRM, one for email campaigns and so on,” Joel says. “That works to a certain degree, but it becomes hard to maintain and isn’t scalable.”
With the number of profiles growing over time, teams would soon find their capacity tested—as well as the capacity of the on-premises Apache Hadoop infrastructure used to host the data. In addition, with so much data coming from so many sources, it was difficult to keep data synchronised and up to date.
“Reducing data latency is crucial as we help end-users deliver consistent customer experiences in real time,” says Joel. “For example, when a customer opts out of email, marketers want to know straightaway. They can’t wait 72 hours for the profile to update.”
Now, Adobe Experience Platform gives Customer Zero teams a new way to approach customer data, enabling Adobe to deliver personalised experiences at scale. Gradually moving data into the platform’s Unified Profile Service, they’re laying the groundwork for a 360-degree customer profile that combines everything from marketing activity to product usage to sales and support, with insights from artificial intelligence and machine learning.