Item: Adobe Real-Time Customer Data Platform
Rating: 9
Author: Shruti Kulkarni

Overall Satisfaction with Adobe Real-Time Customer Data Platform

Use Cases and Deployment Scope

We use Adobe Real-Time Customer Data Platform to stitch online customer data to customer data from offline platforms, ERP systems, CRM and Sales cloud platforms. The use cases are for Marketing and Communications teams and the problems it addresses is stitching website data (Adobe Analytics) to data from all the other platforms . We are also using CDP profiles for AJO use cases.

Pros and Cons

Pros

Identity Graph : Keeping events tied to the original IDs, while having separate profile stores that have merged data
Having Edge Profiles separate from Hub Profiles for faster segmentation
Experience event schemas tied to Profile schemas

Cons

Options for De-linking Identities from the graph
categorize namespaces that have unique values and namespaces that have shared values for different profiling in the Identity Graph
Less Deterministic matching and more Algorithm based matching

Return on Investment

Increased Conversion rates with online and offline stitching of data
Increased Page views and Click through rates with better optimized content delivery from AEP audiences

Likelihood to Renew

It is very robust

Real Time Data

We have used the Data governance labels to handle usage of data across different roles - marketers, admins and managers. These are to limit their activation and also handle incorrect records from being ingested.