Adobe Announces Industry’s First CDP Architected For First-Party Data
27 April 2021 - 11:00PM
Business Wire
Major Brands Partner With Adobe to Deliver Personalized
Customer Experiences in a World Without Third-Party Cookies
Adobe (Nasdaq:ADBE) today announced the next generation of its
Real-time Customer Data Platform (CDP), the only enterprise
application architected from the ground up for first-party
data-driven customer acquisition and engagement. Adobe Real-time
CDP helps brands activate known and unknown customer data to manage
the entire customer profile and journey seamlessly in one system,
without the need for third-party cookies.
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The relationship between consumers and brands is rapidly
evolving. Consumers today are more attentive to the data they
share, which has resulted in a patchwork of privacy regulations
globally. At the same time, expectations for personalized brand
experiences remain at an all-time high, while third-party cookies,
which marketers have historically relied on to track unknown
visitors, will no longer be supported in browsers. This means
brands will have to contend with reduced insight about unknown
visitors to their digital properties while still trying to provide
a compelling customer experience.
In light of these changes, it is imperative for companies to
recalibrate their customer acquisition strategy to place quality,
permission-based first-party data at the center of all their
customer engagements. Adopting a first-party data strategy allows
them to provide customers with the most relevant, personalized
experience by only using the information that customers choose to
share. And yet, a recent survey of digital marketers shows that
despite optimism around the benefits of first-party data, marketers
believe they have tapped only 47% of their first-party data
potential.
“As consumers, we now expect personalized brand experiences
while being in control of the data we share,” said Anil
Chakravarthy, executive vice president and general manager, Digital
Experience Business and Worldwide Field Operations at Adobe. “With
Adobe Real-time CDP, we are partnering with brands to deliver
relevant, responsive and respectful experiences through first-party
data.”
Using First-Party Data to Power CXM
- A Centralized Hub for First-Party Data: Adobe Real-time
CDP serves as a centralized hub for brands to bring together
varying types of first-party event and attribute data to form a
more complete view of their customers. It allows brands to combine
first-party web, app and media data (from publishers) coming from
interactions such as a prospect’s web browsing activity, as well as
emails or phone numbers from customers who opt to register on a
brand’s site. As additional data is added and richer customer
profiles are built, brands can use Adobe Target to personalize
experiences. In addition, out-of-box data governance capabilities
help brands ensure that data usage policies are strictly enforced
and followed by everyone in an organization.
- Real-Time, Machine-Learning Powered Personalization at
Scale: Encouraging an unknown visitor to register on a brand’s
site with their email or phone number can be a challenge. There’s
no one-size-fits-all approach as every customer’s journey is
different. As Adobe Real-time CDP allows brands to build a
prospect’s profile based on brand interactions, Adobe Target
ingests available data and orchestrates in real-time the next best
content, offer or experience, including identifying the right
moment in between clicks to trigger registration and consent from
the unknown visitor. In addition, Adobe Target allows brands to
bring prospects’ propensity scores (the likelihood that a visitor
will perform certain actions like a purchase) from Adobe Real-time
CDP into Adobe Target to deliver relevant experiences that will
likely turn a prospect into a customer.
- Segment Match: New Segment Match lets brands collaborate
to expand their own first-party data sets through partnerships. It
allows marketers to securely enrich their matching first-party
profiles with segment metadata for better insights and improved
personalization. For example, an apparel retailer may partner with
a jewelry brand to exchange non-sensitive segment data about their
matching customers, like the type of dresses that a subset of their
customers is buying so that the jewelry brand can recommend
accessories for those groups. The non-sensitive customer data can
only be referenced in Segment Match when the customers for both the
apparel retailer and the jewelry brand permit them.
- Look-Alike Segments: New Look-alike Segments allow
brands to identify additional customers who share similar
attributes to their best-known customers. For example, using a
sample audience of existing customers, marketers can build a
look-alike segment that consists of other customers within the
brand’s database who share comparable traits. Another way to use
Look-alike Segments is in tandem with Segment Match. In this
instance, a brand can identify and send a sample audience of
existing customers to a Segment Match partner. Based on the data,
the partner can build a look-alike segment that consists of other
customers within the partner’s own database who share similar
characteristics and have granted permission for the partner to use
their data.
- New B2B CDP Capabilities: In today’s increasingly
digital economy, B2B companies must find new ways to connect with
customers across an ever-expanding set of touchpoints in a
personalized, relevant way and do it at scale. Available today, the
B2B edition of Adobe Real-time CDP brings together both individual
and account profiles for complete intelligence and activation to
help B2B companies think and act like B2C brands.
“No customer experience initiative will be successful without a
data infrastructure to support it,” said Gerry Murray, research
director, marketing and sales technology at IDC. “Customers expect
brands to act as one regardless of where, when, how or with whom
they interact. The only way to do that is by making customer data
an enterprise service free from application and departmental silos
with a solution like Adobe’s Real-time CDP.”
“The preservation of our customers’ privacy has long been a
priority for IBM," said Jason Andrews, vice president for digital
marketing at IBM. "With first-party data rising in importance in
this new era, we place tremendous value on our close collaboration
with strategic partners such as Adobe to put the interests of
consumers at the forefront of what we do.”
“As a customer-obsessed company, we recognize the vital role
that first-party data plays in helping to contextualize our
customers’ journeys to ultimately deliver a winning brand
experience,” said Josh Rab, vice president, marketing technology at
Intuit. “Intuit has been a long-standing Adobe customer, and we’re
excited to extend this partnership as we ramp up our data strategy
and raise the bar for the type of brand experience that Intuit
offers.”
Supporting Resources
- Introducing Adobe Real-time Customer Data Platform
- Learn more about how Adobe is helping brands reach customers in
a cookieless future
- Check out this report from Forrester Research: “Get Your Data
Deprecation Plan Together”
About Adobe Adobe is changing the world through digital
experiences. For more information, visit www.adobe.com.
© 2021 Adobe. All rights reserved. Adobe and the Adobe logo are
either registered trademarks or trademarks of Adobe in the United
States and/or other countries. All other trademarks are the
property of their respective owners.
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Andrew Cha Adobe 415-531-7764 acha@adobe.com
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