Built on Adobe Experience Platform, Real-Time Customer Data Platform (RTCDP) helps companies bring together known and anonymous data from multiple enterprise sources. RTCDP lets you create customer profiles that can be used to provide personalized customer experiences across all channels and devices in real time.
For more information about RTCDP, see Real-Time Customer Data Platform overview.
Key features include:
The following sections show which type of personalization use case (next-session or same-page) is available when using different implementation methods:
Solutions | Use Case Enabled |
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Next-session personalization |
Solutions | Use Case Enabled |
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Solutions | Use Case Enabled |
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The following table shows the segment evaluation time for events coming from different implementation scenarios:
Scenario | Edge segment (millisecond evaluation) | Streaming segment (minute evaluation) | Batch segment evaluation |
---|---|---|---|
Events/data from Adobe Experience Platform SDKs | Yes | Yes | N/A |
Events from at.js | No | Yes | N/A |
Events from Target Mobile SDKs | No | Yes | N/A |
Events from batch upload | No | No | Yes |
Events from offline data (stream) | No | Yes | Yes |
Using audiences created in Adobe Experience Platform provide richer customer data that leads to more impactful personalization. The Real-Time Customer Data Platform (RTCDP), built on Adobe Experience Platform, helps companies bring together known and anonymous data from multiple enterprise sources. This process lets you create customer profiles that can be used to provide personalized customer experiences across all channels and devices in real time.
By connecting Target to the Real-Time Customer Data Platform, customers can enrich their web personalization. This integration lets you unlock new segments that might have been previously inaccessible to Target to enable real-time millisecond personalization on the first page of a customer’s web visit. Using audiences and profile attributes created in Adobe Experience Platform lets you expand the available data points for richer personalization.
This integration unlocks key use cases with Real-Time CDP:
Real-Time CDP Profile Attributes can be shared with Target for use in HTML offers and JSON offers.
Consider the following:
As an online marketer, you want the AEP/Unified Profile to share attribute values with Target to provide real-time personalization. By using Real-Time CDP Profile Attributes, you can display the value of the Experience Platform attribute in a Target offer using token replace. For example, you can personalize according to a customer’s favorite color using ${aep.profile.favoriteColor}
, or their loyalty tier and loyalty point value using the tokens ${aep.loyalty.tier}
and ${aep.loyalty.points}
.
To create a JSON offer to share AEP/Unified Profile attributes with Target:
The following illustration shows that two profile attributes: loyalty.tier
and loyalty.points
have been added to the JSON offer.
For more information, see the following topics:
The following videos and blog post provide more information about enhanced personalization with Target and RTCDP:
Learn how to personalize on the next hit with Real-Time Customer Data Platform and Adobe Target. The Adobe Target destination in Real-Time CDP allows you to use Experience Platform segments in Adobe Target for same page-personalization and next-page personalization with governance and privacy support.
For more information, see Next-hit personalization with Real-Time CDP and Adobe Target in the Platform Tutorials guide.
Learn how to configure the Adobe Target destination in Real-Time Customer Data Platform to start sending segments and profile attributes from Real-Time CDP to Target.
Learn how to activate segments and profile attributes from Adobe Real-Time Customer Data Platform to Adobe Target to display real-time personalized content in your websites, mobile apps, and other digital properties.
Learn how to use Real-Time Customer Data Platform segments in Adobe Target to deliver personalized experiences on your website and mobile apps.
Learn how to use Adobe Real-Time Customer Data Platform profile attributes in Adobe Target to deliver personalized experiences on your website and mobile apps.