Modern Marketing Data & Privacy Brand Strategy

Adobe unveils innovations, new partners for its customer data platform

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By Webb Wright | Junior Reporter

March 15, 2022 | 5 min read

A growing number of brands have come to rely on Adobe Real-Time CDP for its data collection and management capabilities. Today, the company has announced a few changes to its CDP platform, as well as some new high-end clients.

Adobe has announced new innovations to its Real-Time Customer Data Platform (CDP), which amalgamates and analyzes data from a wide variety of sources, leveraging them “to create customer profiles that can be used to provide personalized customer experiences across all channels and devices in real time.” The announcement, made at the Adobe Summit – ‘the digital experience conference’ – also included the unveiling of a handful of leading brands that have recently adopted Adobe’s CDP.

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Adobe chief exec Shantanu Narayen at this year’s Adobe Summit

The Abobe CDP can enable brands to view detailed customer profiles that are continuously updated. The platform is currently being leveraged by brands across a number of industries. “Adobe Real-Time CDP is a market-leading customer data platform that allows brands to build actionable unified profiles to create tailored customer journeys that build customer loyalty and trust,” said Mila D’Antonio, principal analyst of Omdia’s Business Platforms and Applications. “The widespread adoption of Real-Time CDP across a range of industries translates to brands being able to deliver proactive and relevant experiences to millions of customers in real-time.”

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The brands that have just been announced as new partners of the Adobe Real-Time CDP platform include Major League Baseball (MLB), Coles (an Australian retail chain), General Motors (GM), Real Madrid and TSB Bank.

Here are the new innovations to CDP that were announced today by Adobe:

Instant personalization. Adobe Target now enables brands “to activate consumer insights at record speeds,” according to Adobe. This includes customer digital engagement data, which can now be integrated into consumer profiles in a fraction of a second.

Prioritizing safety and trust. “To deliver personalized customer experiences that build trust,” says Adobe, “brands need to safely collect, activate and store customer insights and consent data.” To that end, the company has integrated OneTrust’s consent management platform into its Adobe Experience Platform, so that brands can build customer profiles based on consent and individuated data preferences.

CDP connections in real-time. Adobe’s CDP platform, leveraging the company’s vast network of servers, will now enable brands “to drive accelerated time-to-value” – in other words, providing and updating the data that brands rely on faster.

Enhanced B2B capabilities. Adobe’s artificial intelligence (AI) platform, called Sensei, now makes it easy for brands to expand their marketing strategies and audiences. The company’s ‘Real-time CDP B2B edition’ leverages AI to predict consumer behavior.

Enriched customer profiles with Adobe Commerce. Adobe Commerce, which the company describes as a “future-proof technology ... that’s endlessly flexible, extensible and scalable,” can now help brands to build higher-resolution customer profiles by incorporating metrics such as browsing and purchase history. The fusion of its CDP and Commerce platforms, Adobe says, will enable “brands to analyze customer behavior, build rich customer profiles and deliver personalized shopping journeys that drive sales, retention and loyalty.” This feature is expected to roll out in the latter half of 2022.

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