New Adobe Real-Time CDP Innovations Drive Personalization for Global Brands
June 14 2022 - 9:00AM
Business Wire
- Enriched customer profiles with commerce, AI-powered
targeting, new privacy and security tools and Segment Match
accelerate first-party data strategy
- Major brands using Adobe Real-Time CDP include Dick’s
Sporting Goods, Major League Baseball, Panera Bread, ServiceNow,
The Coca-Cola Company and The Home Depot
- Adobe delivers real-time data with more than 24 trillion
audience segment evaluations and over one petabyte of data
processed on average per day
Adobe (Nasdaq:ADBE) today announced innovations for its customer
data platform (CDP), Adobe Real-Time CDP, to help brands transition
from third-party cookies to first-party data. As businesses across
all industries adopt Adobe Real-Time CDP, Adobe is introducing
enriched customer profiles with commerce, AI-powered targeting, new
privacy and security tools and Segment Match across channels.
Adobe Real-Time CDP, part of Adobe Experience Cloud, now
delivers real-time data with more than 24 trillion audience segment
evaluations and over one petabyte of data processed on average per
day, helping global brands deliver personalized experiences to
millions of customers in real time. Customers include Change
Healthcare, Coles, Dick’s Sporting Goods, EY, General Motors,
Henkel, Major League Baseball, Panera Bread, ServiceNow,
Telefónica, The Coca-Cola Company, The Home Depot, T. Rowe Price
and TSB Bank.
“Businesses that invest in putting their first-party data into
action are the ones that will deliver personalized experiences and
beat the competition,” said Anjul Bhambhri, senior vice president,
Adobe Experience Cloud at Adobe. “With changing consumer
expectations in the digital economy, the time to move away from
third-party cookies is now and brands need to adopt a first-party
data strategy to stay relevant.”
“We needed a complete picture of every person who banks with us,
from their history to their needs, to how they move through the
customer journey, and that meant centralizing our data on a single
platform,” said Mike Gamble, director of analysis and design at TSB
Bank. “The rich insights we get from Adobe Real-Time CDP informs
our personalization strategy to enrich customer experiences. Most
importantly, we can deliver that richness consistently online and
offline because our decisions are based on every interaction in
that customer’s past.”
Adobe Real-Time CDP enables brands to gather first-party data
and employ consent-based practices to build rich and actionable
customer profiles, segment audiences and deliver personalized
experiences to customers. Innovations include:
- Enrich customer profiles with Adobe Commerce (Magento):
Now available in beta, retail brands using Adobe Commerce can link
first-party commerce data to Adobe Real-Time CDP and other Adobe
Experience Cloud applications. This allows brands to use insights
from shopping and browsing behavior to build rich customer profiles
and deliver more personalized shopping journeys.
- AI for advanced targeting and more efficient pipeline
building: Now available, predictive lead and account scoring
for Adobe Real-Time CDP B2B (Business-to-Business) Edition and
Real-Time CDP B2P (Business-to-Person) Edition enable brands to
create a more efficient pipeline by identifying people and accounts
likely to become sales opportunities using Adobe Sensei-powered
intelligence.
- Built-in privacy and security tools and Healthcare
Shield: Now generally available, Adobe Real-Time CDP is HIPAA
ready with Healthcare Shield, a new Adobe Experience Platform
offering, empowering healthcare brands subject to HIPAA to securely
leverage certain types of sensitive personal data to deliver
personal experiences throughout the healthcare customer journey.
Adobe Real-Time CDP is also introducing new privacy and security
enhancements designed to manage customer data. These enhancements
include encryption control, tools to automatically honor policies
around consumer consent or preferences and attribute-based access
controls – critical functionality for organizations operating in
highly regulated industries and for those that want to ensure that
data sets are being used as intended.
- Segment Match in Adobe Real-Time CDP: Now generally
available, Segment Match enables brands to manage and activate
audience data across multiple channels and use Adobe’s governance
and consent tools to manage and enforce how audience data is
collected, and for what purpose.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2022 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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version on businesswire.com: https://www.businesswire.com/news/home/20220614005496/en/
Public relations contact Nisa Chavez Taylor Adobe
nchaveztaylo@adobe.com
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