Adobe today (Aug. 19) is expanding its Real-Time Customer Data Platform (CDP) Collaboration with latest tools and capabilities intended to assist brands connect and collaborate with other brands in a way that opens up opportunities for engagement throughout the shopper journey, from acquisition to loyalty. In addition, the offering may also help brands get more out of first-party data and generate richer insights about consumers.
The latest features have been utilized by Major League Baseball (MLB), which manages first-party data for the league and supplies data sets to all 30 clubs. A longtime Adobe partner, MLB piloted the offering alongside brands including The Coca-Cola Company, agencies including GroupM’s Wavemaker and publishers including Warner Bros. Discovery.
“If I collaborate with one other brand, I’d get more data points … around who someone is, what their interests are, what they could have coming up, and ultimately, how we could higher engage with them,” said Ryan Fleisch, senior director of product marketing for Adobe Real-Time CDP. “That’s really where I feel the aperture has been open: to get more extensibility out of first-party data, but then have that really connected to the way you’re managing your centralized look [at] your customers.”
Evolving data needs
To meet the marketing industry’s increased needs around first-party data, Adobe first made its Real-Time CDP Collaboration offering generally available to clients in February. At launch, the platform was pitched as a solution to break down siloes and help brands, agencies and publishers higher partner for first-party data collaborations.
The development of the Collaboration offering and its integration into Adobe Real-Time CDP followed feedback from brands and the evolution of the market. Since their introduction over a decade ago, CDPs had promised to interrupt down data siloes, construct first-party data strategies and supply a single view of a customer.
“Where we’re at now, a number of brands are still asking, ‘How do I actually fill the highest of my funnel? How do I take into consideration my acquisition efforts and connect them to my very own engagement, my very own loyalty?’ Oftentimes, there are other systems that have to get introduced that serve those areas,” Fleisch said. “That’s fundamentally against what CDP got down to do.”
New use cases
The wider launch of Adobe Real-Time CDP Collaboration has opened further opportunities and use cases, resulting in the roll out of the brand new brand-to-brand tools. The goal is to maneuver from a brand-specific view of a customer to understanding other slices of that customer’s life through data collaborations that enable marketers to deepen their understanding of a person.
For example, MLB could work with a consumer packaged goods marketer to tailor the brand’s campaign to a fan’s favorite team, making the hassle more relevant, and possibly more practical, for each consumer and brand.
“As the CDP has evolved to not only sustain [data use] on a team-to-fan level and a club-to-league level, we have began desirous about our data as something that may enhance a few of the broader partnerships that we have now on the league level,” said Will Edmondson, vice chairman of strategy and insights at MLB.
MLB is also ways so as to add more moments of surprise and delight to its Ballpark app and to assist teams automate processes around customer retention. Plus, the league is exploring data collaboration beyond its own marketing and promoting level and in search of opportunities to collaborate with community and national partners, like Rawlings, that may also help grow the game’s fan base with younger players.
“The opportunity to make use of the tools that we have already [done] a lot work on within the Adobe stack, look externally and partner with a few of our national brands is extremely compelling, and we’re attempting to pursue it as quickly as possible,” Edmondson said.
Adobe’s newly announced features deepen the toolbox of brands using the data platform. The tools include bi-direction connections between Real-Time CDP and Collaboration, giving full-funnel options across paid and owned media destinations.
Brands will now give you the chance to send private connection requests to other Adobe customers to find and activate latest audiences and might use audience index scoring to discover one of the best audiences to succeed in based on campaign objectives. The platform this month will roll out support for brand new first-party match keys, taking in phone numbers and IP addresses, not only hashed email addresses, to extend data match rates.
“Enabling marketing conversations, personalization and other elements of digital communication, centrally, with all those different permutations, has been, traditionally, very difficult,” said Edmondson. “Adobe’s tools really help us enable that variety of fan-level personalization that individuals expect.”
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