Adobe announces general availability of CDP, updates to Experience Platform for improved personalization

Adobe has announced the general availability of real-time customer data platform (CDP) features, new governance capabilities and new cross-channel personalization methods. These updates to Adobe Experience Platform will allow users to pull together customer data from across the enterprise in real-time.

Why we should care

Delivering a consistent customer experience across all touchpoints and interactions can be a challenging feat for marketers working with fragmented data and complicated governance structures. Marketers know that they need to establish a single view of each customer, but many brands struggle to leverage that view to deliver advantageous experiences.

“Customer experience is the new battleground for business. Brands must close the gap between the customer, channels they live and the experience they expect,” said Suresh Vittal, vice president of Adobe Experience Cloud. “Adobe Experience Platform is built to give brands the ability to have a single view of each customer, without the pain of decoding complex interactions across digital and physical touchpoints.”

More on the news

Additional updates to the Adobe Experience Platform include:

• Real-time personalization at scale. Brands can leverage Adobe’s Real-Time CDP to join known and unknown customer data to activate customer profiles across channels.
• Adobe seeks to help bridge the gap between marketing and IT teams to bring together disparate data sets and achieve a holistic customer view.
• Photoshop-inspired analytics: Also now generally available, Customer Journey Analytics brings a set of analytics tools to the omnichannel data in Adobe Experience Platform.
• Adobe Sensei, AI and machine learning technology can be used to automate heavy analysis and for predictive modeling.