Adobe Real-Time CDP Post 2: Use Cases and Who it’s Best For

Adobe CDP use cases and who can benefit most from the Real-Time Customer Data Platform within the Adobe Experience Platform.
The market for CDPs is both hot and crowded, so this series intends to help readers learn more about one leading CDP. In this post (part 2 of 3), learn important use cases for Adobe’s Real-time Customer Data Platform (Real-time CDP or RTCDP) for the Adobe Experience Platform (AEP) and which companies can benefit from it the most. Let’s jump back into the alphabet soup!

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The first post in this series about Adobe’s RT-CDP touched on the urgency that leading companies are feeling now to get the right CDP in place for their business. It detailed the Adobe Real-time CDP functionality and potential business impact for data engineers, marketers, c-suite decision-makers, and people who have been using Adobe Audience Manager who are interested in learning more about what RT-CDP can do to improve customer experience management (CXM).

This post builds on that information to help you understand how to get the most from the Adobe CDP tool.

Use cases for Adobe’s Real-time CDP for AEP

The use cases for Adobe’s Real-time CDP all revolve around taking your existing disconnected data sets and connecting them. This is a deceivingly complicated task.

Maybe you’ve made attempts in the past to connect them yourself with some kind of data warehouse or data lake, but you’ve not been able to for some reason. Maybe the queries to join those profiles and get that data out are too complicated, or maybe they take a long time to run.

Adobe’s CDP makes connecting data sets easy and fast. But you’ve got to keep in mind that this is a deterministic tool, so you have to define the connection between different data sources. However, once they’re combined, you can make better segments, and you can generate more accurate higher-quality audiences.

You have messages that you want to give to the right people to create excellent customer experiences, and Adobe’s Real-time CDP ensures that your audiences are well-built and primed to receive your message at exactly the right time.

Adobe Real-time CDP features support use cases related to customer experience management, tech stack utilization and consolidation, privacy and governance, and AI. This isn’t an exhaustive use case list, but use cases tend to fall into these categories:

Identity

  • In the case that you want to build a first-party data strategy with complete profiles that include known and pseudonymous customer data and to activate to destinations that require emerging partner IDs. This helps reduce dependency on third-party cookies and device IDs that face restrictions in the coming months.
  • In the case that you want to create a private graph to link devices to a given profile to deliver consistent customer experience across devices.
  • In the case that you want to achieve a holistic view of each customer profile, and to understand linked identities for a given profile. This enables transparency for customer insights and validates identity resolution.
  • In the case that you want to target all people and devices in a given household with improved accuracy of targeting and insights.
  • In the case that you want to target B2B customers and an account or opportunity level with improved accuracy of targeting and insights.
  • In the case that you want to define the conditions for combining identities into a single profile to resolve identity and deliver relevant cross-device experiences.

Destinations

  • In the case that you need adtech destinations with consistent personalization across advertising, site/app, and email channels. Real-time CDP offers prebuilt Adobe-maintained integrations with critical adtech and martech partners.
  • In the case that you need social network destinations to target known customers in walled gardens with durable identifiers. In this case, activation doesn’t require a site visit and you’re not dependent on third-party cookies.
  • In the case that you need activation to Adobe Applications for targeting, personalization, and insights, RT-CDP integration with other Adobe solutions is unmatched.
  • In the case that you need to build custom integrations (destination SDK) to receive audiences for activation, Real-time CDP is open and extensible for destination development.
  • In the case that you need to do bulk audience export.
  • In the case that you want to send audience data to your (CMP) ad server for ad targeting.
  • In the case that you want to support custom destinations or need next page personalization within owned environments.

2nd and 3rd Party Data Sharing

  • In the case that you want to share first-party audiences using people-based IDs in a secure and neutral environment. This supports advertiser-to-publisher direct audience sharing for activation, partner data sharing for insights, and cross-domain data sharing within “house of brands” enterprises.

Who is Adobe’s Real-Time CDP for?

  1. This CDP is best for companies that have a lot of data.
    Whether you’re buying data or you have data from other platforms, or you have your own data that you’ve generated a ton of—if you have a LOT of different data sources that you want to combine, the AEP RT-CDP might be right for you.
  2. This CDP is good for companies that have tried and failed to connect their data before.
    If you’ve taken a swing at connecting all your data sets yourself and have hit a lot of real-world complications, this CDP might be for you. If you have lots of sets of data, it’s because you have systems in place generating data that are not inherently linked. For example, you might have different points of sale, multiple types of products (subscriptions and physical products), or you have data around loyalty programs that are different from purchasing data. Connecting all these data sets makes a lot of sense. And you want to be able to connect all these data sources quickly, so you can act on insights to provide optimal customer experiences.
  3. This CDP is good for companies that use data from one of the supported connectors.
    If you’ve read this far, you’re likely an Adobe Analytics user. You could use this CDP even if you aren’t an Adobe Analytics user, but it makes a lot more sense for you if you are: your website’s tagged with Adobe Analytics tags, and you have a lot of data streaming into that data source. Adobe Analytics is a big, complicated, ever-updating, ever-growing data set. It’s a juggernaut that’s difficult to connect to other data sets, but AEP makes the CDP data connection to Adobe Analytics very easy—like, you can do it in three clicks (Note: this is different than connecting to the AEP web SDK).
  4. This CDP is good for quickly connecting device identifiers to existing information.
    ITP targets cookie life and how long an identifier sits on your machine. As a user moves from phone to laptop, cookies are deteriorating more rapidly. If you want to create an audience to target the person behind their devices, you need to be able to work quickly to connect that device identifier to existing information in the system, and CDP allows you to do that. For example, if a user logs on to a site with a durable identifier—an email address, let’s say—then the CDP will connect that email address to other information about the user quickly, before the device cookie disappears, so the stitched-together audience data remains intact.Adobe CDP, RT-CDP in the Adobe Experience Platform can quickly connect device identifiers to existing information to combat ITP effects.
  5. This CDP is good for companies considering their compliance with ever-changing privacy regulation.
    GDPR, CCPA, and many other privacy regulations are complex and impact many aspects of modern day marketing operations. Adobe’s Experience Cloud tools, including their RT-CDP tool, have been adapting and adhering to this ever-changing landscape. Adobe requests user consent and adheres to modern and emerging regulations.

Closing thoughts on Adobe RT-CDP

Anyone with Adobe Analytics today looking to implement a CDP solution should be giving Adobe RT-CDP serious consideration. It’s been described as an emerging CDP, but don’t confuse its lack of probabilistic matching or its age in the space with any lack of ability. It’s a very capable enterprise CDP and one with real advantages when it comes to integration with on-side Analytics data.

Stay tuned! Part three of this series will cover how to get started with Adobe’s Real-time CDP.

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