For many, better customer engagement is a linchpin of their transformation as customer experience supplants product and price as their key differentiator. The ability to deliver unique and personalized customer experiences across an increasing array of channels and touchpoints is foundational to their success.
Unified data is at the heart of creating engaging customer experiences, and as a result a new breed of tools classified as Customer Data Platforms (CDPs) are gaining prominence.
The objective of a CDP is to bring all customer information (personal, demographic, behavioral, engagement, transactional and operational) together and to stitch it into a unified customer profile. Other systems, such as advertising, marketing, sales, service, analytics and ecommerce, use the unified customer profile to deliver unique experiences across multiple channels (email, web, messaging, call center, social, direct mail, retail).
In this paper we discuss the concept of CDP, how it differs from other data platforms, and how Adobe Experience Platform (AEP) provides an open, flexible and powerful solution to delivering enterprise-grade, scalable personalized experiences.
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