Speed to audience creation, reducing time to execution
March 21, 2025

Speed to audience creation, reducing time to execution

Anonymous | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Overall Satisfaction with Adobe Real-Time Customer Data Platform

We currently use the Adobe Real-Time Customer Data Platform to build a true 360 view of our customer, including the data that they provide us directly and their activity on our applications.

Pros

  • Creates a 360 view of the customer as it relates to our brand
  • Demonstrates the path the person took from being anonymous to being a customer
  • Provides the flexibility to group and manage audiences quickly for activation

Cons

  • 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
  • Reduced spend on advertising on existing customers
  • Improved conversion through specific audience targeting
  • Speed to audience creation, reducing time to execution
The vast majority of time and effort required to configure the platform is actually related to organizational readiness from a data perspective. Once the data has been curated, the platform can take advantage of it and begin driving value. The philosophy behind the platform is to test, learn and refine. As such, incremental value derivation is intrinsic design of the platform.
In the area of in-tool data governance, Adobe is leading the way. The platform provides an elegant way of categorizing and controlling access and activation of data. With the labeling approach, it is easy to meet the privacy and security needs of your organization. As with all governance activities, this requires that your organization builds its policies prior to any in-tool implementation.
While the function and features are present, and the platform has some elegant ways to approach identity graphing and resolution, it is not always intuitive. Furthermore, documentation could be a bit better. Many of the nuances of how the platform handles edge scenarios are uncovered by testing through several test cases.
Adobe takes a very different approach to how profiles are stitched together than these other platforms. There are pros and cons, but there are more pros to the way Adobe has approached it. Also, the Adobe approach is designed from the ground up in the context of the other AEP skus, which makes integration a lot more straightforward.

Do you think Adobe Real-Time Customer Data Platform delivers good value for the price?

Yes

Are you happy with Adobe Real-Time Customer Data Platform's feature set?

Yes

Did Adobe Real-Time Customer Data Platform live up to sales and marketing promises?

Yes

Did implementation of Adobe Real-Time Customer Data Platform go as expected?

No

Would you buy Adobe Real-Time Customer Data Platform again?

Yes

Having worked with several CDPs, this products is better than most. Importantly, the Adobe team listens to their customers and works to provide solutions (and workarounds) where necessary. The platform provides the core functionality you need, and is constantly improving. Specifically, it provides an elegant way of demonstrating how a profile is built over time and which events led to its current state.

Adobe Real-Time CDP Feature Ratings

Customer Data Management
7.5
Customer Data Governance
9
Data Connectors
5
Data Enhancement
3
Data Ingestion
8
Data Storage
8
Data Visibility
9
Event Data
9
Identity Resolution
9
Audience Segmentation & Targeting
8.0
Standard visitor segmentation
8
Behavioral visitor segmentation
8
Tag Management
7.8
Tag library
8
Ease of writing custom tags
8
Rules-driven tag execution
7
Mobile app tagging
8

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