Delivering Personalised Customer Experiences in Real-Time
In today’s digital economy, personalisation has advanced from a marketing buzzword to a baseline expectation of customers. And to reach the next level of personalisation for customers that delivers bespoke experiences in the moment, capturing the right data and analysing it at scale in real-time is key.
Businesses have invested heavily in digital solutions to obtain and organise the data their customers share with them to ultimately improve the experiences they deliver, but up to now there have been some tough obstacles standing in the way of the holy grail of real-time personalisation.
Collating, organising and drawing actionable insights from the vast amount of structured and unstructured data coming in from multiple sources has required time, resources and expertise. Add to this the ever-evolving regulatory frameworks like GDPR and CCPA making consent more complex by adding extra steps to customers, and an increased awareness among consumers that sharing their data should result in a notably better and more personalised experience, and it’s clear that the task at hand isn’t just solvable by investing a new technology.
Except, actually, it is.
This is where Adobe Real-Time Customer Data Platform (RT-CDP) comes in.
Creating a single, integrated, real-time view of customers and automating recommended actions gives businesses the ability to personalise on a scale which has never been possible before.
In short, every customer can be understood and interacted with as an individual across all platforms, making them feel truly valued, building trust between brand and customer and, ultimately, boosting the bottom line.
Built on Adobe Experience Cloud, Adobe’s Real-Time Customer Data Platform is an open and extensible enterprise platform which delivers personalised experiences to millions of customers in milliseconds. This scalable solution provides a complete picture of customers, dynamically adapting and adjusting to changing data and events to create audience segmentation to enable companies to make business decisions immediately.
Three ways Adobe Real-Time CDP can help your business, are:
Rapid and flexible real-time segmentation with consent
Adobe’s Real-Time CDP generates genuine in-the-moment personalisation and orchestration across all customer and business touch points. Before CDP’s, user behaviour data would have to be ingested and processed before being re-categorised so that a business can be more effective with content targeting. Now, real-time segmentation of data is taking place based on consumer’s actions – instantaneously including or excluding each user from targeted segments. This automatic segmentation ensures more accurate targeting and reduces page loads.
As is the case with all customer data management, respecting customer privacy and consent preferences are of utmost importance. Adobe’s Real-Time CDP helps businesses easily identify and layer consent information onto their data using a scalable model. Every item of data has a label, which ensures a low risk of data misuse and ensures it is only be used for the specific purpose for which consent was given.
Removing data silos for improved personalisation
Having siloed marketing technology tools is a problem for businesses because data can’t be leveraged or managed quickly. Within the compliance mandates and regulatory requirements, multiple business departments may want to benefit from data gathered by marketing colleagues but transferring data into disparate systems is fraught with delays and added complexities. Adobe’s Real-Time CDP prevents disconnected customer experiences that result from separate data sets and organisational silos by understanding who customers are and where they have come from across their entire lifespan of engagement. This ensures that marketing, servicing and post-sales all have visibility of data at the right time, making the entire business more aware of their customer base.
Consent-based data sharing and partnerships
Working alongside Adobe Experience Platform Segment Match, Real-Time CDP gives businesses the opportunity to collaborate and expand their own first-party data sets through partnerships. This empowers immediate sharing of segment information with shared customers to give marketing teams better and wider insights to improve personalisation. By using secure, consent-based data partnerships, businesses can create richer customer profiles and achieve more holistic insights into a customer’s needs.
For example, a clothes retailer could partner with a sunglasses brand, to exchange non-sensitive segment data about their matching customers, such as the types of apparel that a subset of their customers is buying so that the sunglasses brand can recommend relevant product for those groups. For security, this non-sensitive data can only be referenced if both brands and customers permit them to do so.
As organisations re-evaluate how they can harness their data to benefit their entire business, Adobe’s Real-Time CDP provides a next-generation experience offering actionable business insights in real-time. Those late to adopt this technology will find it tough going to constantly try and amalgamate disparate data sets to deliver worthwhile experiences for customers, all while meeting compliance requirements. The only way to truly gain an accurate perspective of prospects and customers is to have this unified source of truth through a Real-Time CDP.
Learn more about how the Adobe Real-Time CDP can help you deliver more personalised customer experiences and grow your entire business.