What is Adobe Experience Platform?

The Adobe Experience Platform is a centralized suite of customer experience management solutions. With this tool, businesses can easily collect, organize, and analyze customer data to craft more personalized and scalable marketing campaigns.

Customer journey analytics forms the backbone of your marketing campaign, providing you a well-rounded viewpoint of what your customers enjoy or dislike. Thanks to the Adobe Experience Platform, you can consolidate your customer's purchasing, browsing, and engagement behaviors in one convenient place.

Your Adobe Experience Platform provides the raw data to feed Adobe Experience Cloud applications like Adobe Analytics, Adobe Target, and Adobe Experience Manager. Let's take a look at how you can finally start using your customer data more insightfully and start creating more delightful, unforgettable experiences for your target audience.

Key Takeaways:

• The Adobe Experience Platform is a centralized digital platform to integrate customer data, content, and personalized experiences in one place. It syncs with Adobe Experience Cloud applications to provide further versatility in data analytics, insight generation, and content creation.

• Businesses will have an easier time collecting, organizing, and analyzing raw customer data to create more personalized marketing strategies. They'll also have access to cutting-edge tools such as agentic AI and machine learning to automate their workflow and save time.

• Rightpoint is an Adobe partner that helps B2C, B2B, and D2C brands personalize, optimize, and scale their customer experiences. We provide digital marketing consultation, implementation, and content creation services to help brands stay ahead of the curve.

What's the Difference Between Adobe Experience Platform and Adobe Experience Manager?

Think of the Adobe Experience Platform as the foundation where you build your marketing strategies. It provides a centralized overview of real-time customer data, then syncs up with applications like Adobe Experience Manager to help you use that data.

For example, a business may turn to Adobe Experience Platform to get valuable data collection on their most recent email marketing campaign. Their development team can turn to the platform's built-in machine learning and data science features to help them design, tweak, and modify each customer's experience at scale.

This same business can then turn to the Adobe Experience Manager to start optimizing content for delivery, such as crafting more succinct emails or generating quick videos for social media.

The 6 Major Benefits of Adobe Experience Platform for Digital Marketing Teams

While the Adobe Experience Platform sounds wonderful to start with, what direct results will it help your digital marketing teams deliver? These five benefits are some of the most impactful and will help your team work smarter and faster.

1. Quickly Adapting to Evolving Customer Preferences

You don't have time to constantly pivot to brand new digital platforms to keep up with customer demand. Implementing new software, apps, or cloud-based solutions takes valuable time in the form of training and onboarding.

With Adobe Experience Platform, you have a holistic solution that dynamically grows with your business. Not only does it provide a stream of real-time customer data for your team to analyze, you can immediately sync that data with a collection of Adobe applications. Whenever customer trends shift toward new brand messaging or new content types, you can stay agile and meet them halfway quickly.

You can integrate a new Adobe application, add more assets to cloud-based storage, or connect new marketing sources to stream more real-time data.

Since Adobe prioritizes a SaaS-based model that provides routine security checks and updates, you'll be using these tools for several years to come.

2. Keeping Track of Complex Customer Touchpoints

Your digital customer journey is constantly feeding you new information about abandoned shopping carts, five-star reviews, trending posts, and more. Keeping track of all this data -- and consistently using it -- is far easier with a customer data platform that keeps everything in one place.

The Adobe Experience Platform provides a Real Time Customer Profiles feature gives you a cohesive and time-stamped view of every customer interaction. No matter how spread out or complex your online presence is, you'll be able to track each interaction across blogs, websites, social media channels, email marketing efforts, and even television.

These data management solutions make it far easier to spot trends, tweak messaging, and quickly adapt customer touchpoint to match their needs. You'll also have every last detail you need to create proactive customer journey mapping to anticipate future needs in your target audience. Without a steady and organized stream of raw data, you'll miss valuable marketing opportunities.

3. Personalizing Content at Scale

Customers want to know they're spending their dollar at brands who care about their audience. Personalized experiences are one of the most reliable ways of delighting your customers by carefully tailoring your websites, blogs, or marketing channels to suit their unique needs.

A 2024 Global Consumer Study, 64% of customers vastly prefer businesses to tailor their experiences to their needs. With Adobe Experience Platform, there are endless opportunities to tweak your offerings to target customer needs and leave them delighted at every stage. Even better, its ongoing gathering and collection of raw data saves you time having to meticulously scour each interaction for new insights.

For example, a customer who enjoys purchasing eyeshadow at an ecommerce fashion store could receive specialized promotions on their favorite eyeshadow brands. They could also receive targeted upsells related to eyeshadow, such as mascara, eyeliner, or primer.

Another example could be a customer who signs onto an email marketing newsletter to keep up with an electronics brand after only purchasing one time. Instead of sending constant product promotions, you can strategically encourage another purchase with a special discount to get them purchasing again.

4. Eliminating Expensive Data Silos

Data silos are one of the most obstructive elements of any marketing strategy. While each member of your marketing and sales teams have different duties, too much compartmentalized data runs the risk of missed opportunities.

When one department has no ability to share key customer insights with other departments, your workers are missing out on important information that could lead to new insights. The Adobe Experience Platform fundamentally works against the data silo by making sure data is all collected, managed, and shared in one place.

Even when you need to use that raw customer data and send it over to linked applications like Adobe Target or Adobe Analytics, you can trace all this information back to the same platform. At the end of the day, your entire team will have access to everything they need to know to do their jobs best.

5. Automating Marketing Efforts to Save Time and Money

What happens when you need to create an even larger volume of content for a brand new website, new email marketing effort, or series of television promotions? With Adobe Experience Platform's automated toolsets, you can save time personalizing or updating your marketing efforts.

Let's paint a picture on how this could work. One business could find themselves in need of a few customer surveys to get a better idea on how well their marketing efforts are or aren't working. With the aid of an automated survey feature, their websites can trigger short online surveys after customers complete a specific action.

Every time a customer fills out this survey, the platform receives important information on how businesses can improve the customer journey with more personalization or different messaging. There's no need to manually double-check whether or not customers are interested in reaching out.

Another example of automating your marketing efforts is through the platform's AI assistant. This helpful tool shaves hours off your marketing team's week by automating marketing schemas for SEO, simulating customer journey outcomes with data modeling, or quickly analyzing the system's performance.

6. Stay Updated on Fluctuating Data Privacy and Collection Laws

Customers are becoming more cautious about businesses storing and using their data. According to a McKinsey survey, all industries saw 50% or less of customers trusting them with their data collection.

Adobe Experience Platform provides you with an easy means of addressing customer expectations, maintaining data governance with access to data labeling, data cataloguing, and data lineage. While you still need to consider the unique needs of your industry (such as HIPAA for the healthcare industry), this platform provides you with the tools and oversights to easily stay in compliance.

Improving customer engagement while maintaining data privacy best practices are just a few of the benefits we offer at Rightpoint.

Rightpoint Will Help You Implement the Adobe Experience Platform Into Your Business Model

The advantage of Adobe Solutions is right at your fingertips. Instead of trying to overhaul your marketing workflow, let Rightpoint speed up the process so you can start reaping the benefits faster.

Rightpoint is an Adobe partner that helps businesses create personalized experiences for their audience faster, smarter, and at scale. If you have multiple channels that need a smoother customer journey, or you just want deeper understanding into your customer behavior, we're ready to help.

Create customer satisfaction from every digital touchpoint. Reach out to us today to start integrating Adobe into your workflow.