Article

The ultimate guide to understanding Adobe Experience Platform

Service

Adobe

Industry

Enterprise

Improving your customers’ experiences with your brand is a big deal. But how can a company make sense of all the information out there, reach out to their customers in a meaningful way, and not get drowned in the noise? The Adobe Experience Platform is designed to address those modern marketing challenges.

As the amount of information teams must manage grows, achieving a robust strategy for digital customer experiences gets more complicated. Your customers are interacting with your brand across multiple channels, and you have to be able to engage with them in real-time. All without overwhelming them or creating a disjointed customer experience.

This situation presents a huge opportunity and, at the same time, a significant challenge. But with the right tools —such as Adobe Experience Platform—, challenges can become the biggest opportunities.

The demands of evolving customer experiences call for integrated solutions: Rethinking real-time Customer Experience Management

The Adobe Experience Platform is a real-time customer data management platform that allows brands to unify customer profiles by sourcing data points from multiple channels.

You can quickly and easily make informed decisions about your customers, products, services, and marketing campaigns by using Adobe Experience Platform as your single source of data truth at the speed of business. Since it's all based on real-time customer data, you can easily deliver the right experience in any context.

Adobe Experience Platform works in real time. It takes less than 100 milliseconds from consumer action to decision and experience delivery. So, it's like having a workforce of marketing, sales, IT, and revenue professionals at your disposal.  

We'll dive into the basics of the Adobe Experience Platform with practical information vetted by experts in the field. The team goal? To help you become a brand that excels at providing memorable customer experiences.

Understanding the Adobe Experience Platform

With Adobe Experience Platform, you get a customer data management suite created from the ground up to satisfy the needs of marketing and tech professionals looking to build, optimize and manage customer experiences.

The main selling point of Adobe Experience Platform is the ability to act as a single source of customer data truth. In other words, your one-stop shop for accurate, updated and actionable customer data powered by best-in-class solutions for content management, analytics and marketing automation.

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What challenges are marketers facing and how does Adobe Experience Platform fit into them?

Nowadays, the digital world is an exciting and constantly-evolving space with new challenges and shifting customer expectations that need to be met. Some of the issues companies are facing in this regard include:

  • Consumers' evolving preferences.
  • Privacy concerns.
  • Too many Martech tools.
  • Customer journey orchestration.
  • Data governance, silos, and
  • fragmentation.
  • Lack of automation.
  • Different customer touchpoints.
  • Delivering seamless omnichannel experiences.
  • Personalized content.
Let's break them down and explore how Adobe Experience Platform will help you overcome them.  

1. The challenges of data collection: Forget about manually managing data.

2. Start delivering personalization at scale.

3. The Martech software stack problem.

4. Data governance, security, and privacy.

Looking into the future with Adobe Experience Platform

Being a relatively new platform, diving into Adobe Experience Platform is an exciting learning process into a software already shaping how brands interact with the customer journey.

As such, there’s still much to discover. Over 2022 we've used it in different projects across multiple industries. In that time, we’ve learned a thing or two about its inner workings, but more importantly for you, we now understand client needs better.

This deeper understanding has led our Data and Insights Practice Leader, Alexis Artus, to come up with 3 key elements you should keep in mind when choosing an Adobe Experience Platform implementation partner:

  • Look for a partner who can discover and categorize all your data sources, use cases, and customer journeys to create an architecture that fits the reality of your brand. This will allow you to obtain better insights and design better experiences.
  • Must be able to implement that architecture in Adobe Experience Platform by setting all the schemas, datasets, and connections used to create the customer profile.
  • Must be able to guide your brand to useful insights from the solution that will satisfy their use cases and improve the customer journey.

Exploring such a vast set of tools will take time for both implementation partners and clients to understand and get comfortable with, but you can rest assured that Adobe Experience Platform is here to stay, and it will become an essential part of the Martech and CX spaces for years to come.

If your company is looking to boost its CXM practices, don't hesitate to reach out to us

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Nortal is a strategic innovation and technology company with an unparalleled track-record of delivering successful transformation projects over 20 years.