Adobe Real-Time Customer Data Platform vs. Helixa

In any scenario where we have a unique offline and online 'Person ID,' we are able to see great results with profile stitching within CDP. In cases where we do not have a unique Person ID between datasets, we find ourselves at a point where we would need to change our architecture to have the same Person ID to see results.

Incentivized

Users have to be upfront with clients on where Helixa is pulling data from or they could get the wrong idea about the insights. Helixa pulls from a number of sources to gain insight but may not specifically be from the owned channel social audience. By using total social view, you can potentially get the audience data for your Twitter channel which can add specificity to your insights but they can differ from the overall consumer audience. Helixa is best used as a starting point, a place to get ideas and pull supporting data to understand patterns in behavior about an audience. I would not necessarily take its word as gospel, just one piece of a larger insight. My favorite section are the opinions as they show what is most important to the specific audience and can really help get the wheels turning. My least favorite section are the influencer categories. From my experience with Helixa, the influencers tend to skew political and mainstream which is not necessarily what clients are looking for when trying to understand what kind of people are influencing audiences. I also mind that Helixa pulls in a lot of unnecessary social apps like Flickr or Foursquare which are hardly used anymore.

Incentivized

• Real time segmentation and profiling on high volume of customer data
• Integration of various customer data sources, ranging from CRM, Web Analytics, EDL and other custom sources
• Data governance of customer data in the platform, down to attribute based access controls
• Activation across paid media, marketing automation and experience optimization platforms
• Easy to use interface for marketers

Incentivized

• Visualization
• Category organization
• Valuable intelligence

Incentivized

• Some features that are not yet released to all customers are necessary to manage cases like device sharing
• The methodology of how data is stored and manage is relatively unique and requires some ramp-up to fully understand
• There are some areas, like deduplication, where the platform doesn't provide the flexibility one would expect

Incentivized

• Loading times
• Navigation
• Easier Social Audience Uploads

Incentivized

As I mentioned earlier, there are many reasons such as preparing a unified customer profile so you can easily evaluate your customers, generating segments or audiences for similar types of customers based on city, country, or attributes, and targeting them for campaigns. You can also create individual personalized journeys based on the data available at the customer level.

Incentivized

Activation - great Segmentation - in UI, there should be the possibility of writing advanced code Tags. Both Mobile and Desktop Data Ingestion - might be pain in the ass. Changing one customer attribute is time-consuming. It should be some super admin or some feature. One user can change some customers' attributes easily. Data Transformation - Maybe there are some modules for that in AJO?

Incentivized

Its my favorite tool in the entire Adobe Experience Platform ecosystem. I thought that its important to be connected with your customers and the best way to do it its to have a really good description to reveal what they like and prefer, that's the most important thing, so that's why I like Adobe Real-Time CDP

Incentivized

Helixa is just a completely different beast entirely. Where other consumer research boils down their insights into reports, Helixa allows you to go through audience data with a fine tooth comb, also providing the opportunity for direct comparison across different brands or demographic groups. While we did pick Helixa, I can’t emphasize the need for making Helixa one tool in a tool box. While Mintel was a tool we considered that was similar-ish, we also use Mintel now to help complement Helixas insights

Incentivized

• Improved ability to target users across different marketing DSPs
• Increased click and conversion rate for Adobe Target
• Lowered opt out and bounce rates for email
• Decreased time to value on audience segmentation

Incentivized

• More creative pitches
• The allure of data driven services
• Signed scopes

Incentivized