Adobe’s Real-Time Customer Data Platform (RT CDP) that sits on Adobe Experience Cloud lives up to its promise of delivering connected and personalized experiences at scale. Its native integrations within and outside of the stack serve as the path to rapidly activate meaningful and measurable omnichannel experiences.  Some highlights of its capabilities include:

• Data Collection & Management: Once you establish your set of use cases, required data, and initial schema, there are many ways to kickstart your data collection. Whether you require streaming events as fuel for customer engagement in the moment or batch-based upload for segmentation refinements, it’s simple to configure and get started – simply draw from RT CDP’s catalog of data sources. RT CDP doesn’t require you to start from scratch with a data model or necessarily go through manual steps to load and map data – you can instead use Adobe’s library of standard data structures to determine the best fit with your data. 
• Profile Management: Acquire a single view of your customer through RT CDP and enrich it over time. You can quickly create and analyze your audience to give you confidence in audience size, what signals make up a profile, overlap with other audiences, and more. Another great feature of RT CDP is its native merge policy to keep your profiles clean and relevant – especially when you observe conflicts stemming from bringing in multiple data sources. As an example, you may elect to use a system timestamp to initiate a merge or merge based on where profile data is sourced. 
  
• Activation: Akin to the vast catalog of native applications and services for data collection, draw from the robust catalog of native destinations to quickly activate across media, social, email/mobile, web, CRM, cloud storage applications.
   

Adobe's New Capabilities That We're Most Excited About

I’m personally excited about RT CDP and Merkle’s Merkury integration, which will help brands more quickly get insights around unknown audiences so they can devise strategies and tactics to successfully onboard unknowns (or prospects). This integration, combined with Adobe’s continuous innovation around automation and AI, make for a very exciting journey for us and our clients.
 

Is Adobe’s RT CDP A Good Fit for Your Brand?

Whether you are B2C, B2B, or business-to-people (B2P), Adobe’s RT CDP delivers a robust, integrated solution to activate measurable personalization at scale for your organization. Its library of inbound and outbound connectors, pre-built schemas, profile look up utility, and practical applications to best govern and protect your customers’ data all naturally converge as you evolve to a customer-first approach.

For more information on Adobe’s CDP solution and how it can help your organization, please reach out to our team.