Adobe adds Journey Orchestration and marketer-friendly CDP to Experience Platform
Adobe has announced several enhancements to its Experience Platform, including a real-time CDP service and customer journey orchestration.
Adobe has announced several enhancements to its Experience Platform, including a real-time CDP service and customer journey orchestration.
Adobe is out with several enhancements for its Experience Platform (AEP), which allows marketers to create apps, deliver content and track data at scale.
The platform now supports customer Journey Orchestration, so that experiences – an email, a particular offer, some personalized content on a web page and so on – are presented to each user at the appropriate time in the sequence of steps between consideration and awareness of a brand’s product or service, and the actual sale.
Announced in June, the real-time Journey Orchestration with Sensei, Adobe’s AI layer, is now generally available. Product Marketing Manager Nina Caruso told ClickZ that while the platform could serve discrete actions previously and had analytics to describe journeys, it didn’t have the capability to automatically execute those actions for a single user at scale.
Adobe has also released a Real-time CDP (Customer Data Platform) service for AEP that collects structured and unstructured data from any source, and allows the data to be grouped into profiles and utilized for creating personalized experiences.
There is also now real-time access to data from some sources, such as email services, call centers or demand-side platforms. Adobe announced the Real-time CDP in March, and it is now generally available.
While Adobe has previously touted its ability to collect and utilize data from any source, Caruso said that incarnation was designed primarily for management by developers and CIOs. In this newest version, there are tools enabling access by marketers – which, according to the Customer Data Institute, is actually one of the requirements for data feeds to become a CDP.
These new marketer-friendly components include a dashboard, campaign workflows, AI and machine learning tools for marketers, and out-of-the-box governance tools to allow marketers some controls on data, such as which data sources are appropriate for targeted marketing.
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
The Merkle B2B 2023 Superpowers Index outlines wha... Download Now
Discover how embracing identity-driven media can pave the way for a brighter future in our ever-evolving global landscape… Read more
As voice technology extends beyond the home we explore its growing usage in public settings and the implications for brands and customer experiences… Read more
QQ is one of the biggest social media platforms in the world, but chances are that you’ve never come across it. What is QQ, and why is it so unknown outside of its home country of China, despite its huge size? And what do brands who are considering marketing on QQ need to know about it?… Read more
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceThe Merkle B2B 2023 Superpowers Index outlines what drives competitive advantage within the business culture and subcultures that are critical to succ...
View resourceThe rise of Large Language Models (LLMs), such as ChatGPT brings opportunities for creative marketing executives to transform not just their brands bu...
View articleExclusive advice from global influencer and CXO leader, Cyril Coste on how to amp up your customer experience (CX) strategy and connect AI with digita...
View articleHow a non-cookie-cutter strategy optimized CX and won the brand a historic average session length Read More...
View articleGoogle’s decision to kill Chrome's third-party cookies shifted to 2023 but that should not lull digital advertisers and publishers into complacency – ...
View articleWall Street Journal Best Seller, Helen Yu shares reflections about the inner workings of AI, the causes for distrust, and the potential route organiza...
View articleOracle CX Sales Strategist, Kayleigh Halko highlights how today’s CRM isn’t cutting it for sellers and why AI needs to be injected to help give intell...
View articleBy 2025, it’s likely that nine dollars of every $10 will be spent on the digital experience versus phone/voice. Oracle Service's SVP and GM, Chris McG...
View articleConversational marketing platforms that utilize automated, personalized, real-time conversations are reshaping digital commerce Read More...
View article