What if the sales associate in your physical store could recommend a customer a product they were looking at just the evening before? And what if a customer service agent in your call center could advise an unhappy customer—calling about a return—on a replacement product, based on their interests and buying history? 

These are just two examples of the next steps realized through 1:1 personalization and enabled by a unified real-time customer profile in one platform. To understand your customers, predict their next steps, and offer a great experience with a personal touch in omni-channel—it’s every marketer’s dream, right?

Continue reading and discover how this dream becomes a reality with the Adobe Experience Platform. Find out in this 5-minute read how this platform helps you create truly unique and personalized customer engagements and how you can use it to benefit your organization.

<<< Start >>>

<<< End >>>

Creating a 360-view of your customer: identity stitching

The ability to deliver unique and personalized customer experiences across an increasing array of channels and touchpoints is foundational to the success of many companies, as customer experience supplants product and price as their key differentiator.

Most of the personalization today focuses on online behavioral data or demographic data, which only gives you a 180-degree view of the customer. While that information may be enough to target segments, it's not enough to target individuals. To personalize on a 1:1 scale, a 360-degree view of your customer is required, and you need to combine all the siloed data, such as behavioral, transactional, financial, operational, and third-party data, into one platform.

With many different data sources, it’s hard to keep track of which profiles exactly belong to the same person. How would you know if the customer walking into your local store is the same person that was viewing a product online? What if they used different devices between touchpoints in the customer journey? This requires identity stitching.

<<< Start >>>

<<< End >>>

With identity stitching, you can bring together all customer information—personal, demographic, behavioral, engagement, transactional, and operational—and stitch it into a unified customer profile. Other systems, such as advertising, marketing, sales, service, analytics, and e-commerce, use the unified customer profile to deliver unique experiences across multiple channels like e-mail, web, messaging, call center, social, direct mail, and retail.

Identity stitching enables you to improve your ability to estimate the lifetime value of a customer by having a more complete and optimized single profile of the customer. With the help of machine learning algorithms, you'll be able to define and anticipate your customer's next best action, enabling an experience more seamless and personalized than ever before.

<<< Start >>>

<<< End >>>

The growing need for Customer Data Platforms

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.

A Customer Data Platform should not be viewed merely as a database or data storage.  As opposed to CDPs, data lakes are IT-built enterprise data platforms that support all enterprise data domains, not just those that are marketing-focused. CDPs may be built on top of data lake technology, but they add additional software layers to facilitate making customer information quickly accessible and actionable.

Most CDPs offer a user interface to enable you to act on the data. In fact, we see data lakes feeding CDPs with insights into customer behavior through models and advanced segmentation or provide important information that may impact the customer experience. Data lakes will generally have a superior set of data to focus on analysis, while CDPs leverage a subset for driving customer experience.

<<< Start >>>

<<< End >>>

A long-anticipated arrival: Adobe Experience Platform

Many vendors had already entered the market of CDPs, yet everybody was waiting for Adobe to make a move. Now, it's finally here. Introducing Adobe’s take on the CDP: Adobe Experience Platform (AEP).

AEP is a powerful, flexible, open system for building and managing complete solutions that drive customer experience. It enriches your data with machine learning to predict the next best option for serving the next customer interaction, regardless of whether the interaction is sales, service, or marketing. The platform helps you to dramatically improve the design and delivery of rich, personalized experiences.

We would like to elucidate what’s so special about AEP, by explaining the platform's core offering and highlighting some additional features that make AEP stand out of the crowd.

<<< Start >>>

<<< End >>>

Real-time personalization: how it works

Adobe Experience Platform can be seen as comprising three major functional components:

  • Data Foundation gives developers the power to import data from a variety of sources and map it to a standard Experience Data Model (XDM).
  • Machine learning (ML) offers predefined models that the user can leverage in their own solutions, as well as the capability to develop custom machine learning models for specific needs.
  • Audience activation includes Real-Time Customer Profile, Identity Services, and Edge Services to enable you to build and activate audiences based on customer profiles containing individual attributes and behaviors.

AEP's core offering is called ‘real-time CDP’. Like we highlighted before, data can flexibly be ingested from all sources like ERPs, CRMs, third-party systems, call centers, and other data lakes. Using streaming ingestion, customers' behavioral data can be ingested in real-time.

Since all data is mapped against a standardized data model called XDM, AEP is able to stitch customer profiles together in real-time. When a customer profile is composed, real-time CDP maps the profile against marketing segments and exposes the profiles to all types of destinations. Using real-time queries, destinations like advertising platforms, marketing platforms, or in-store applications can access customer profiles or segments.

<<< Start >>>

<<< End >>>

Four applications for maximizing real-time CDP value

In addition to real-time CDP, we would like to highlight four applications built on top of AEP that maximize the value generated by a real-time customer profile.

  1. First, the Data Science Workspace is the ultimate playground for data scientists. With real-time access to customer data in a standardized data model, building and training machine learning models has never been so easy. Product recommendations or churn prediction are just two of endless possibilities.
  2. Furthermore, Customer Journey Analytics (CJA) builds on the traditional Adobe Analytics solution with data from AEP. Real-time access to AEP’s data lake enables cross-channel analysis and visualization. Visualizing and comparing offline with online metrics is just a matter of dragging blocks.
  3. While the real-time CDP allows personalization based on customer segments, Journey Orchestration enables a true 1:1 personalization in an event-triggered manner. Draw customer journeys and configure actions like push notifications based on events such as 'add to cart'.
  4. Finally, all data within AEP is subject to the Data Governance framework. With data governance, you have the power to classify, manage, and enforce how your data should be used throughout your systems. This ensures you can make the most out of your data while preventing inappropriate data usage.

<<< Start >>>

<<< End >>>

Adobe Experience Platform in practice

The power and capability of AEP can be demonstrated by walking you through a use case. The following example, involving cross-channel personalization, displays the capabilities from almost every angle.

<<< Start >>>

Adobe Experience Platform

<<< End >>>

Want to know more?

Adobe Experience Platform lives up to the leading reputation of Adobe in experience management. It offers a compelling solution for organizations looking to enable a true omni-channel vision of their customer’s interactions.

Continue reading and discover how to make this promise a reality with our Adobe Experience Platform whitepaper. Let us know if you have any questions about implementing AEP in your organization. 

Mehmet Olmez

Managing Director Interactive, Commerce Lead EALA

Subscription Center
Subscribe to Accenture Insights Subscribe to Accenture Insights