ADOBE REAL-TIME CDP FEATURES
Intelligent audience management
Create, enrich and segment audiences using direct data ingestion or audience federation with your data warehouse. AI-powered insights help you to build complete, up to date audiences to deliver relevant, in-the-moment experiences to your customers at scale.
Audience Agent
Empower your teams to quickly create, manage and optimise intelligent audiences using natural language prompts for greater ease, efficiency and speed to market.
- Audience discovery and management. Identify audiences proactively while managing data hygiene and tracking changes over time.
- Audience creation. Generate audiences based on recommendations aligned to your campaign goals.
- Audience optimisation. Use forecasting and audience estimation tools to automatically create targeted audiences or identify opportunities based on objectives, such as propensity to support data-driven targeting decisions.
Learn more about Audience Agent.
Segmentation service
Intake existing audiences from other platforms to build new audiences and centrally manage them for your entire organisation.
- Audience Portal. Ingest existing audiences from other platforms, build new audiences with Boolean logic and easily split, rank and curate audiences.
- Intuitive UI. Use a searchable interface with drag-and-drop functionality to design segments, using tags and folders for organisation.
- Adobe Profile Query Language. Leverage a patented query language with dozens of function categories that let you define and execute segmentation queries on the real-time customer profile data.
- Sophisticated logic. Leverage advanced logic to aggregate functions, containers, scheduled dates and merge policies to build segments across attributes, events and existing audiences.
- Audience refinement. Split, rank, curate and more to further refine audiences and engage in audience testing.
- Forecast and validate. Preview size, sample profiles and evaluate segment logic through code view or via API.
Segment types
Real-Time CDP supports multiple segmentation types to balance speed, scale and freshness.
- Batch segmentation. Move profile data all at once and create corresponding audiences. Flexibly evaluate audiences by running segmentation evaluations on-demand.
- Streaming segmentation. Evaluate audiences in the moment by running audience qualification processes on data as it becomes available in Real-Time CDP.
- Edge segmentation. Evaluate segment definitions instantaneously, on the edge, to enable same-page and next-page personalisation use cases.
Federated Audience Composition
Federated Audience Composition lets marketers build audiences from warehouse datasets without copying underlying data as well as enrich audiences by combining customer profiles from partners and external sources, letting them use both batch and real-time data for more effective targeting. By integrating your customer data with data from external sources, like data warehouses, teams can build and activate better audiences.
- Data integration. Boost flexibility and efficiency with the ability to query relevant pre-built audiences and datasets from your enterprise data warehouse and partners into a single environment to augment Adobe Experience Platform use cases.
- Enhanced marketing processes. Unlock additional support for segmentation, targeting and activation use cases with streamlined, adaptable workflows.
- Efficient data management. Minimise data copy, govern sensitive data usage and optimise IT investments to complement real-time cross-channel use cases on Adobe Experience Platform.
Learn more about federated audience composition.
Dashboards and analytics
Surface key audience insights without relying on external systems.
- Out-of-the-box metrics. Use built-in key metrics such as profile, audience size and trends.
- Extended analysis. Get enhanced analysis with natively integrated Adobe Customer Journey Analytics or your chosen analytics tool.
Audience Agent and Customer AI
Generate customised propensity scores and get insights to deliver targeted campaigns — such as cross-sell, upsell or churn prevention — tailored to specific segments, all using highly customisable configurations.
- High accuracy propensity models. Improve market segmentation and targeting at the individual level across any customer dataset.
- Propensity insights. Get the top influential factors of a propensity score to explain the main drivers of your customers.
- Customised configuration. Apply a tailored journey to meet unique scenarios for any business.
Look-alike audiences
Discover and activate high-value profiles that share similarities with an existing audience through algorithmic modelling.
- Trusted delivery. Generate look-alike audiences responsibly with embedded data usage and consent policies.
- AI insight discovery. Use AI to understand key characteristics of existing audiences to discover similar profiles and enhance personalisation.
Predictive lead and account scoring
Grow more leads and advance accounts with advanced insights.
- Propensity scores from unified data. Apply unified data and AI-powered propensity models to score your lead and account profiles based on their likelihood to progress through each stage of the sales cycle.
- Score insights. View the contributing factors in the models and propensity groupings for low, medium and high propensity. Analyse the expected success rate and profile count of each group to fit your personalisation goals.
Learn how to use audience management features.
Find what you need in Experience League, our vast collection of how-to content — including documentation, tutorials and user guides.
Learn more | Learn more on how to use audience management features
Questions? We have answers.
How does Real-Time CDP manage audiences?
Audience management is built directly into Real-Time CDP's foundation, working seamlessly with unified customer profiles and real-time data processing to eliminate data silos and manual work that frustrate most marketing and IT teams.
What this means for your team:
- Harmonised data access: Inherit cross-device identity resolution and real-time behavioural data automatically from your audience management without the need of separate systems to manage.
- Native segmentation: Build sophisticated audiences using drag-and-drop Boolean logic that updates instantly as customer behaviour changes.
- Federated data access: Query your existing data warehouse directly without moving sensitive data, addressing IT security concerns while maximising your current investments.
How does Customer AI propensity scoring work in Real-Time CDP?
Customer AI generates individual propensity scores, identifying prospects with the strongest conversion signals based on actual behaviour patterns rather than demographics.
Key capabilities include:
- Individual-level scoring: Generates a propensity score plus the top influential factors driving that prediction.
- Real-time updates: Refreshes scores automatically as customer behaviour changes.
- Customised configuration: Sets up scoring for purchase intent, churn risk or subscription renewal.
- Native integration: Runs within Real-Time CDP without requiring separate machine learning platforms.
You can segment your database by propensity level and activate different campaign strategies for high-, medium- and low-intent prospects automatically.
How does look-alike audience modelling help discover new customer segments?
Look-alike audience modelling analyses your best customers' behavioural patterns and characteristics, then identifies new prospects with similar high-value attributes to expand your targeting beyond current approaches.
Core functionality:
- AI-powered analysis: Examines top customers to identify behavioural and demographic patterns indicating value.
- Cross-data source discovery: Considers behavioural patterns, engagement frequency, channel preferences and product affinity.
- Look-alike modelling: Reveals customer segments sharing your best customers' engagement and purchase behaviours, helping identify qualified prospects beyond traditional demographic targeting.
