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Adobe Real-Time CDP features

We built Adobe Real-Time CDP from the ground up to empower B2C and B2B marketers with actionable, unified profiles and tools to deliver relevant, contextual experiences to customers in real time and at scale.

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Here's what Adobe Real-Time Customer Data Platform offers.

Provide marketing with an actionable view of your customers.

Empower your marketing team and free up your IT department with tools that let marketers manage real-time people and account profiles and that provide the rich insights to help ensure consistent B2C and B2B experiences across channels. Learn more

Let Marketing Manage Profiles

Unified people & account profiles

Safely collect and unify personal data, company data or both types of data at the same time to form complete people and account profiles.

Real-time profile enrichment

Enrich your unified people and account profiles with known, unknown, external and internal data as activity happens to drive real-time personalisation and insights for B2C and B2B experiences.

People & account identity resolution

Data cleansing, identity resolution and person-to-account matching capabilities resolve multiple people and account records into unified profiles.

Complete people and account insights

Gaining visibility into attributes and behaviours gives a complete understanding of customer identities at the individual profile level, account level or aggregated segment level.

Marketing-friendly segmentation

Out-of-the-box dashboards, advanced drag-and-drop segmentation and a user interface optimised with marketing-specific workflows let marketers manage and process data efficiently without requiring IT support.

Data collaboration

Build privacy-safe data partnerships with brands and publishers using Segment Match, then supplement first-party data with partner datasets for enrichment and acquisition without cookies.

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Streaming data collection

Capture data from multiple channels and systems to create up-to-the-second profiles, get insights and accelerate downstream personalisation.

Standardised data taxonomy

Translate personal and company data from all sources into a common, flexible language so it's accessible across teams and systems.

Vendor tag management

Easily manage disparate tags from multiple vendors and send event data server side to destinations of choice.

Simplified data management

Simplify implementation with one code library and one edge network, decreasing the volume of code to manage, implementation time and cost of ownership.

Prebuilt B2C and B2B connectors

Integrate with an extensible network of Adobe and non-Adobe partners and applications using pre-built B2C and B2B connectors that speed up campaign set-up and time-to-market.

Make sense of the data, regardless of source.

Simplify data collection, management and activation with a robust streaming platform that unites fragmented personal and company data, systems and teams regardless of source, channel or device. Learn more

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Use trusted, patented data governance tools with confidence.

Adobe Real-Time CDP ensures responsible marketing at scale with tools that help you confidently operationalise data access and use to comply with organisational, industry and regional governance policies. Learn more

Data labelling

Out-of-the box and customisable data tags categorise and label private and public data for managing data access and use.

Data policy tools

Set use-case policies against each data label, identifying appropriate and inappropriate access or destinations.

Data usage enforcement

Ensure data policies are enforced with automatic notifications that alert you if data is being mapped to a destination that’s against policy.

Customer consent management

Data governance tools apply to both known and unknown identifiers across personal and company data, ensuring customers are removed from all marketing initiatives if they opt out.

Data lineage

View the lineage of specific data upon usage and alerts to be conveniently reminded of which sources the data is being ingested from before activating it across connected tools.

Advanced capabilities

Tools for privacy-first brands and regulated industries — including support for HIPAA readiness so brands can enrich profiles with Protected Health Information (PHI).

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People & account profile activation

Prebuilt B2C and B2B integrations connect directly to advertising and marketing ecosystems, allowing real-time activation at scale.

One-to-one personalisation

Orchestrate experiences for individualised personalisation across channels leveraging up to date people and account profiles.

Behaviour-informed experiences

Trigger automatic responses and campaign association based on customer and target account activity or inactivity, such as conversion events, form fills and opt-outs using real-time profiles of people and accounts.

Fast, convenient audience activation

Prebuilt streaming destinations ensure in-the-moment relevant customer experiences, including on-site and in-app personalisation within milliseconds.

Paid media activation

Grow your audience and engage existing customers with retargeting, suppression and prospecting in paid media environments.

Activate B2C and B2B experiences based on real-time data.

Prebuilt B2C and B2B integrations with key marketing and advertising applications allow marketers to personalise people- and account-based experiences with real-time data and CDP features, reaching new prospects and strengthening relationships with existing customers. Learn more

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Get data science-driven marketing workflows.

Make data-informed decisions and generate customer insights with data science capabilities that automate analysis processes and marketing-specific workflows. Learn more

Intelligent workflows

Power your data science workflows and audience use cases with unified people and account profiles to create more complete, granular and accurate segments.

Deployment and testing

Web and mobile SDKs and ad hoc querying let you easily prepare, deploy and collect data with testing mechanisms in place.

Personalisation testing and optimisation

Easily prepare, deploy and collect data with personalisation tools for testing and delivery in owned properties.

AI-powered insights and propensity scoring

Use AI to identify individual profile-level propensity scores, insights and predictions and B2B sales opportunities with predictive lead tools and account scoring — all configured to your business needs.

In-context reports and metrics

Out-of-the box reports, charts and dashboards allow you to visualise profiles, monitor data connections and understand segments right from the start.

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