AEP

CDPs solves a variety of problems

The 'Cookie Less' Future

26% of third-party cookies are already phased out. This will increase even more once Google ban them as well in Chrome.
As consequence of cookie ban, AZ Germany estimates ~ 15 % of new business at risk due to data loss (already in 2022).

Shift to 1st Party Data

High-quality customer data, centralized and available in real-time for activation is a requirement to avoid lock-in to advertising networks (especially Google) and to deliver performant personalization at scale on-site and off-site.

Enforcement of Differentiating Privacy

Conforming to regulations while enabling business drivers (digitalization, personalization, AI, analytics) and supporting brand values transforms a constraints into a competitive advantage.

Core Capabilities for Customer Data Platform

User-Centric
Data Model

Data model supporting data about prospects and customers, and data about un-authenticated and authenticated users

Data Ingestion
Services

Ingest data via real-time streaming and batches
Ingest several sources (web/app browsing, CRM,
off-site marketing, data base…)
Technologies like beacon/tag, SDK, S2S API,…
Monitoring and alerts on the data ingestion

Identity Management
Service

Stitch the data collected to user profiles
Save persistent identifiers like email, phone, cookie IDs, device IDs, Universal IDs, …
Working in real-time and retroactively

Audience Management
Service

Segmentation engine to create static and dynamic audiences, incl. basic combinations of operators (AND, OR, IF, …) and sequential operators (THEN)

Activation
Service

Send data via real-time streaming and batches to marketing solutions and advertising partners (S2S)
Make data attributes and segments available in real-time for on-site activation
Up-to-date catalogue of connectors
Audience analytics
Monitoring and alerts on the data activation

Profile Management
Service

Able to consult a profile to perform quality check or to answer a data access requests from end-users
Able to delete a profile and ensure the propagation of the profile deletion to all activation partners

Orchestration of
User Journeys

UI based ability to visually configure multi-channel scenarios (sequence of activations according to a set of rules)

Machine Learning Services

Multichannel attribution modeling, able to use all the attributes available in the customer profiles
AI-driven customer insights capabilities
Batch and real-time scoring and predictions

Adobe Experience Platform - An enhanced Customer Data Platform

Adobe Experience Platform (AEP) is a powerful tool for businesses to manage customer experiences across different channels, like websites, mobile apps, and in-store interactions. It allows businesses to collect customer data from different sources and use it to create a more complete understanding of their customers.

AEP provides a unified view of customer data that includes information about their behavior, preferences, and interactions with the business. This data is constantly updated in real-time, which means businesses can make faster and more informed decisions about how to engage with their customers.

One of the key features of AEP is its ability to create customer profiles that are based on a variety of data points, such as purchase history, website visits, and social media activity. These profiles are used to personalize customer experiences across different channels, which can lead to higher engagement and better conversion rates.

AEP also has advanced analytics capabilities that allow businesses to gain insights into customer behavior and preferences. This includes predictive analytics, which can help businesses anticipate customer needs and provide more relevant offers and recommendations.

Overall, AEP is a powerful tool that helps businesses create more personalized and engaging customer experiences. By leveraging customer data and advanced analytics, businesses can build stronger relationships with their customers and drive better business outcomes.