Adobe Real-Time Customer Data Platform vs. Hull CDP (discontinued)

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

Hull is definitely the leading CDP for the small to mid-sized business in which the marketing team wants or needs to have a fair amount of autonomy from engineering, or when it's unrealistic or cost-prohibitive to use internal engineering resources to maintain the marketing database. It's also a great choice for companies who are trying to bring newer and smaller best-of-breed elements into place in their marketing--enabling you to sync customer data records to CTAs/ Chat scenarios/ Email Service Providers, or any type of 3rd party campaign tools. It's probably not the best fit for companies trying to stay in a larger Marketing Cloud Ecosystem, e.g. Adobe/ Oracle.

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

• Slack integration - we revolve around slack as our central comm hub and having our customer information surfaceable is just gold.
• Making back-end data easy to read and digest - there is a lot of data that gets generated by our customers and it's impossible to sift through without Hull consolidating that information for us.
• Customer support - we have only had a couple issues in the many months using Hull and it's always been a quick resolution. They use Slack to support BTW which I love.

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

• Needs a deduplication engine
• Needs to be able to perform bulk and automated data cleansing (unified data is messy)
• Needs to integrate with more tools
• Needs to be able to be tailored to different use cases, such as a retail/ecommerce use case, with RFM metrics

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

We had initially identified Segment as a solution due to the number of integrations they supported. The problem is that with Segment we would have still had to build and maintain a database along with query tools. Overall Hull emerged as a better starting point for us

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

• Positive: No longer asking engineering for customer activity data
• Positive: Allowing additional data integrations for where our customer activity data can be seen

Incentivized