Improve the Customer Experience with Adobe Real-Time CDP

Tailoring marketing strategies and digital experiences to match customer preferences aren’t optional for growth-minded businesses; they’re absolute musts. After accepting that there’s no single pathway to conversion, businesses can begin to better understand customers and create personalized experiences that guide them toward taking action. It all starts with collecting, connecting, and harnessing the right customer data. Learn how Adobe Real-Time CDP helps businesses turn customer data into connections that convert.

Understanding the Basics of Adobe Real-Time CDP

Adobe Real-Time CDP unifies customer data from multiple sources, enabling clients to create detailed customer profiles and provide personalized and engaging customer experiences across various channels. The CDP’s real-time insights allow businesses to quickly adapt to customer preferences, and eliminating data silos streamlines the path to action.

Real-time CDP seamlessly integrates with other tools in the Adobe Experience Cloud. When data from Real-Time CDP is used alongside tools like Customer Journey Analytics, Adobe Target, and Marketo, businesses can gain a deep understanding of their customers and take action that leads to better experiences and, ultimately, improved conversions.

But Real-Time CDP doesn’t just work with Adobe solutions; it also integrates well with other tools, such as Google Analytics or CRMs, offering broader applications of customer insights.

What sets Adobe’s CDP apart from other options is the real-time aspect. Typically, it can take weeks for data teams to gather customer data from across multiple sources and stitch it together in a way that allows for meaningful activation. With Real-Time CDP, personalization happens in real-time — literally from one webpage to the next — as shoppers browse through e-commerce sites or web apps, and teams can predict and respond to customer needs without second-guessing the data.

Key Uses for Adobe Real-Time CDP

Customer data is most useful when teams work with the same and most up-to-date information. Provided that the site requires customers to log in to a personal account, Real-Time CDP allows clients to connect the dots between first-party data and second- and third-party data to build a unified customer profile. Consolidating this data into a single source of truth allows Real-Time CDP users to personalize customer experiences across multiple marketing channels and other customer-facing functions.

First-party data collected from websites, mobile apps, and CRM systems is used to personalize future touchpoints along the customer journey. Shoppers who opt out of tracking or don’t create a personal account may not receive the same level of personalization as shoppers who allow sites to collect their first-party data. However, even purchase-order data, such as an email or shipping address, can be used to create a certain degree of personalization.

Real-Time CDP’s features extend beyond this functionality, though, to offer more relevant customer experiences.

Enhances personalization and customer engagement

When someone creates an account on an e-commerce site, for example, they’re agreeing to having some identifying data gathered by the site. In the case of an online apparel store, this data might include clothing sizes, product preferences (including gendered options), and so on. CDPs synthesize the data the person provides, their website experience, and data from their web browsing to present a unique experience that encourages engagement.

With many CDPs, customers may not see any personalization on the site until a few days later. That lag time is considered a failure because the person has likely already purchased the product that triggered the new personalization. The benefit of Adobe Real-Time CDP is its ability to significantly shorten the time between a person viewing a product and making a purchasing decision. Instead of waiting days, customers see more personalized offers or products in minutes or hours. Delivering these changes at scale across multiple touchpoints can have a huge impact on driving customer engagement.

Optimizes targeting and segmentation

Real-Time CDP’s flexibility is especially useful for optimizing targeting and segmentation. Real-Time CDP brings together data from all possible sources to create one holistic dataset, which can then be used to create content and market to specific audience segments with better precision.

Real-time segmentation occurs when businesses can create audiences based on that specific behavioral and transactional data. The data demonstrates how each segment responds to specific tactics and messaging, which allows marketers to fine-tune their content so that they address pain points, interests, and motivations specific to that segment.

Marketers can use their personalized content in conjunction with other tools, such as Adobe Target, to create more customer-specific experiences, from display ads to on-site. Personalization makes it much more likely that the customer will take the action you want them to take.

This isn’t just a benefit for the company, though. The customer benefits by being served content that matters to them and gives them what they want in a shorter span of time. Ultimately, having more information allows businesses to create relevant experiences that drive more conversions.

Real-Time CDP’s Approach to Data Privacy and Compliance

Regulatory requirements around data privacy continue to expand, and first-party data is increasingly important as third-party cookies are phased out. Marketers who currently rely on Facebook, Google, or other third-party tools for customer data will eventually (and inevitably) lose access to this data. Using Real-Time CDP helps marketers retain and export this vital information to other tools in compliance with regulations like GDPR and CCPA without the threat of losing important customer information.

One of the biggest strengths of Real-Time CDP’s security features is the ability to protect data on a granular level. Users can label and categorize every piece of data collected and define when it can or can’t be used in other tools, by creating usage policies that are built into and enforced by the system.

While all customer data should be securely managed, health data is subject to even more stringent privacy requirements. Real-Time CDP is one of very few CDPs that offers HIPAA compliant features. The Healthcare Shield add-on includes additional privacy enhancements to ensure sensitive health data is only accessible in compliance with HIPAA guidelines.

Getting Started with Adobe Real-Time CDP

Adobe Real-Time CDP has extensive capabilities, but the best way for teams to implement this powerful tool is to work with internal teams to identify specific use cases and develop a strategy for how to use the data. Without a plan, teams will fail to capitalize on this valuable information.

Some examples of data that can be leveraged with Real-Time CDP include:

• Adobe (such as Adobe Analytics or Adobe Campaign)

• Commerce Platform

• 2nd & 3rd party data

• Paid media

• Offline data

• Custom products

• Data lakes (such as Snowflake)

Understand that KPIs are an important part of creating the data use cases. Team members must align on what will determine if an implementation or use case was successful. Regularly referring to the established KPIs enables teams to measure their success and determine where they need to either expand their plans or correct course.

When utilized to its full potential, Real-Time CDP empowers organizations to create seamless, personalized customer experiences supported by data-driven decisions. And with Rightpoint as your partner, your business can transform disconnected, disparate data into a plan of action. Contact us today to get started.