Matt Skinner 08-04-2020
When talking to B2C and B2B
customers, conversations frequently center around the following three
priorities: evolving data strategies, turning insights into action, and the
importance of delivering instant personalization. In order
to help brands turn these challenges into opportunities, Adobe offers its
Real-time Customer Data Platform (Real-time CDP), a winner in Adweek’s Reader’s Choice: Best of Tech
Awards. These 3 priorities are the biggest challenges and are more
relevant today for B2C and B2B marketers than ever before.
Evolving
data strategies
With cookie and device
restrictions serving as catalysts, forward-thinking organizations are evolving
their first party data strategies to futureproof data management practices.
They are focused on bringing together known B2C and B2B customer data (e.g.,
name, personal and work email and address, account, and opportunity
information) and unknown pseudonymous data (e.g., first-party cookies, device
IDs, hashed customer IDs) to build complete people and account profiles and
better understand individual customer needs and expectations. Supporting this
architecture is Adobe’s patented Data Governance framework which
simplifies the process of categorizing datasets to comply with regional or
organizational policies for both B2C and B2B brands.
Insights
to action
A big reason why B2C and
B2B marketers are interested in CDPs is because of the access to rich data and
speed of activation. Adobe’s Real-time CDP gives marketers access to insights
at their fingertips, starting with unified people and account profiles.
Marketers can track events being added to profiles in real-time, with quick
visibility into things like linked namespaces, channel preferences, and
customer counts to buying group coverage, associated sales opportunities and
linked target accounts for account-based marketing. Marketers are also
interested in leveraging artificial intelligence to expedite workflows and
uncover more actionable insights from first party data. Adobe recently
launched Customer AI, which allows
marketers to generate custom propensity scores such as churn and conversion for
individual user profiles. Customer AI helps marketers evolve their data
strategy with rich data-driven insights that can be used to build valuable
audiences and power relevant personalization.
Once insights are
discovered using centralized and more complete data, marketers can activate
their audience segments of people and accounts across connected channels from a
single place. Because CDPs are built to connect data sources and activation
channels using a uniform data model, marketers can quickly and conveniently
activate their audience segment to execute a wide variety of use cases from
reporting and A/B testing to cross-channel engagement and real-time responses.
Instant
personalization
Marketers acknowledge that
customer expectations around digital experiences have never been higher, but
delivering relevant personalization requires an ability to keep unified people
and account profiles up to date. As a consumer navigates through a site, makes
a purchase in-store or online, and engages with advertising or email
campaigns, B2C marketers must be able to update the user’s profile with data
from each point of engagement to execute retargeting, suppression, and other
personalization tactics. Or as a key decision-maker from the buying group of a
strategic target account visits your homepage, clicks on a registration email,
fills out a form and attends your event, B2B marketers must be able to update
not only the person profile but also the unified account profile to ensure all
those touchpoints are personalized based on the most recent activity, the
person’s role, title and interest, as well as the account’s industry, location,
and other attributes.
Adobe’s Real-time CDP
offers streaming segmentation,
which conducts segment qualification as data lands in Experience Platform. With this capability,
marketers can be confident that their audience segment membership is up-to-date
and delivering great customer experiences without running scheduled or batch
segmentation jobs.
We know these issues are
top-of-mind for many marketers, and by extension those who voted in Adweek’s
Reader’s Choice: Best of Tech Awards. Adobe is proud of this recognition and we
look forward to continuing customer conversations (and more accolades!) in the
future.
What to
read next
·
The ABCs of CDPs (Q&A)
·
Watch the one and half-minute real-time CDP demo video
·
“Learn more about the Adobe Real-time CDP”
https://business.adobe.com/blog/basics/3-reasons-marketers-are-talking-about-real-time-cdp
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