In the world of digital marketing, personalization has emerged as a powerful tool to engage customers and drive sales. The need to create good and focused content has increased with the rise of consumers who demand personalized experiences. Adobe emerged as a leader in this space with its Experience Cloud and Experience Platform. Adobe offers various tools to help marketers create and deliver personalized content at scale. The recent addition of Real-Time CDP Profile Attributes sharing with Adobe Target for HTML Offers and JSON Offers promises to transform personalization by increasing the speed of data to create experiences.
Real-Time CDP Profile Attributes allow the Adobe Experience Platform (AEP)/Unified Profile to share values with Target for real-time personalization. This feature means that marketers can display the value of the Experience Platform attribute in an offer using token replace. Brands can create a more exact customer experience, taking into account past activity data, web behavior data, and real-time events. Marketers can create more relevant and personalized experiences that increase engagement, loyalty, and sales by joining these data streams.
This feature allows the assignment of default values for Real-Time CDP Profile Attributes. This feature ensures that personalization can still be delivered, even when certain data is not there. The feature to handle data governance and consent also helps brands comply with data protection laws.
Example Personalization Use Case: Airline Loyalty Seat Sale Offer
An airline has been using a generic offer for its loyalty program members, which includes a basic set of benefits. A 25% off flights in the USA and extra discounts for loyalty program members using points. The airline wants to improve customer experience and loyalty by creating personalized offers. These offers should consider each member's travel search history, choices, and loyalty status.
The airline has decided to use its customer data to provide a more personalized offer to its loyalty program members. The new offer will be made for each member's needs and choices. These choices include their travel search history, loyalty status, and rewards point balance. For example, a member who has recently searched for flights to New York City will receive an offer that includes discounted fares to NYC. A member with a higher tier status will receive a more exclusive offer with different discounts for booking with their loyalty points, and their current loyalty points total will be shown in the offer.
The airline will use its Adobe Real-Time CDP to build this personalized offer. The system captures and reviews travel search history. The Real-Time CDP system will also track loyalty status and rewards point balance. The airline can display the attribute values in an Adobe Target offer using the new Adobe Target Sharing feature. Example attributes, in this case, would be profile.lastOriginSearched, loyalty.status, and loyalty.pointsTotal. The personalized offer will be communicated to each member via a pop-up on the website.
The airline can improve customer satisfaction and loyalty by offering loyalty members a more personalized offer. At the same time, the airline can also increase revenue. Members are more likely to engage and book flights when they receive benefits and offers tailored to their choices. Additionally, the airline can use the Adobe Real-Time CDP system data to further optimize its loyalty program and marketing.
More Personalization Capabilities
In conclusion, the advent of the Real-Time Customer Data Platform (CDP) Profile Attributes marks a large leap forward in personalization. This sophisticated technology, which enables quicker and more efficient generation of suitable, focused content, signifies a notable turning point in how brands interact with customers and leverage data. By affording enterprises the power to access, analyze, and utilize data more readily, it transforms the personalization paradigm and steps the journey toward genuinely individualized customer experiences.
The fundamental premise of this technology lies in its potential to revolutionize how brands approach personalization. By making customer profiling more accurate, comprehensive, and actionable, brands can enhance how they perceive and address customers’ wants and needs. This technology consolidates various customer interactions, behaviors, and choices and generates a holistic, 360-degree view of customers. This, in turn, can significantly streamline marketing initiatives, enhance customer service, and boost customer satisfaction rates.
Data Privacy for Personalization
Moreover, this Real-Time CDP Profile Attributes feature underscores the crucial role of data privacy and protection, particularly in today's digitized era. Equipping brands with the ability to work in tandem with governance and consent policies signifies an important step towards resolving the ongoing challenge of harmonizing personalization with privacy. Brands can better respect and protect their customers' privacy choices while optimizing their personalization strategies. This is a critical balance in maintaining customer trust and loyalty in the age of data-driven decisions.
The feature's capability of sharing Real-Time CDP Profile Attributes with Adobe Target for use within offers takes its utility further. Doing so provides a potent tool for brands to create personalized offers and experiences that resonate with their audience on a deeper level. This, in turn, fosters an intense, emotional bond with customers, enhancing brand loyalty and engagement. This increased loyalty often translates into increased customer lifetime value, reducing churn and promoting sustainable growth.
In essence, the ROI implications of this technology for brands across the spectrum are enormous. Beyond its direct impacts on sales and marketing, its potential to revolutionize customer experiences and relationships brings immense indirect benefits. From improving customer retention to enhancing brand reputation, this technology offers a competitive edge in an increasingly customer-centric business landscape.
In the long run, the Real-Time CDP Profile Attributes feature signifies much more than technological advancement. It marks the dawn of a new era in personalization, privacy, and customer engagement, underlining the ever-growing importance of understanding and serving customers as individuals. With its promise of superior personalization and enhanced data protection, this technology truly stands poised to redefine the future of business.
UPDATE: When this article was first published, this feature was in beta but is now generally available to Adobe Target Customers who also have Adobe Experience Platform and Real-Time CDP.
Learn more about this feature from the Experience Leauge documentation.
For more on personalization in Adobe Target, check out this posts on leveraging profile scripts.