Using Adobe’s Real-Time CDP Beyond the Common Use Cases Webinar Re-Cap

In this webinar, we concentrate on leveraging Adobe’s Real-Time CDP, but beyond the known activation use cases. There is always a story told about how the CDP allows you to bring audiences together, do segmentation, find the single view of customer etc. and activate on it in an omnichannel type of fashion. But there are things not as sexy but critical where the CDP is solving problems. In this re-cap you will find the high-level use cases that we cover as long as time stamps for where you can find the full answer in the YouTube link below.

Highlights from this Webinar:

• The Common Use Cases of Adobe Real-Time CDP
• Unusual Use-Case: RTCDP to Braze Integration – Large Audience Troubleshooting (Activation Use Case)
• Success Story: Attributing offline sales to online behavior
• Use Case: Anonymous Real-Time CDP Segmentation for Google Ads
• Utilizing Data Distiller for Complex B2B2C Implementation
• Real-Time CDP Powered Kiosk Personalization

Key Highlights:

5:12 The Common Use Cases of Adobe Real-Time CDP

The Real-Time CDP is a platform designed for businesses to assemble a unified customer profile from disparate data sources. It allows unified data streams, the ability to segment and activate audiences, and many possible prebuilt and customizable connections to activate audiences anywhere. Catch our previous general CDP webinar series recaps here.

10:16 Unusual Use-Case: RTCDP to Braze Integration – Large Audience Troubleshooting (Activation Use Case)

Connection, integrating the CDP to Braze.

The krux of the original issue was that our client at the time had mammoth segments with 50 million plus profiles in the CDP. They wanted to integrate audiences in Braze for their markeing campaign. The native integration with AEP and Braze had roadblocks primarily due to API rate limiting. When this was initially set up millions of profiles were being left behind. To fix this we collaborated with Adobe to craft a new native integration between the CDP and Braze. This would allow us to send profiles in smaller more manageable sets via the API. This helped our client create large profiles without issue, and the time it was taking to send these large segments was significantly reduced.

• 15:19 Narrowing Down the Issue: How did we conclude that there was a throttling issue?
• 17:22 For folks who have not worked with Braze: What is Braze?
  Braze is a marketing activation platform. The Adobe equivalent would be AJO. It allows you to build campaigns off of segments or triggers in the tool. Braze is another vendor that does this very well and has a connection from Real-Time CDP that can adjust segments to trigger these types of campaigns.
• 18:21 Did you face any issues with Braze data points while activating these profiles?

20:50 Success Story: Attributing offline sales to online behavior

In this use case we worked with our client a member only wholesale department store with significant online presence. Our client was venturing into a Retail media network (RMN). (A RMN builds relationship between retailers and advertisers.) Our client could run campaigns with a 3^rd party media platform, but they struggled to measure the true performance of the ad campaigns because there was a limitation with connecting online traffic to instore sales. Find the full case study here.

24:00 The solution

We performed a POC to build a pipeline outside of AEP that would allow the data to be delivered to the 3^rd party platform. In our solution AEP identified the online IDs linked to sserved ads, necessitating an upgrade in onsite ad tagging to capture these IDs. Once the data was in AEP, it connected online ad activity to offline sales giving our client the ability to pinpoint the exact IDs for the attribution platform.

In general our solution entailed:

• Adobe analytics tagging to capture in real time the promotions displayed on client’s websites and apps.
• A built out serverless data pipeline using AWS Lambda to get the data of both the online and offline transactions and then matched them to build a data field that we could further enhance the data for attribution reporting through the data pipeline and then send this data to the 3^rd party on a daily basis.

32:02 Use Case: Anonymous Real-Time CDP Segmentation for Google Ads

The overall problem we were trying to solve was that our client was the significant shift in cookie dynamics. We are getting to a point where these primarily first-party tools like the CDP are starting to have issues connecting to typical “cookie-based” destination advertising tools. Engaging these anonymous audiences through native integrations has become a challenge. In the past there were 3^rd party cookie integrations that would satisfy sending pure anonymous audiences from Adobe tools to Google Ads. Now Google Ads and advertising platforms in general are starting to require first party IDs as the linkage that is sent from these tools which presents a predicament when we are trying to send pure anonymous audiences off for targeting, prospecting etc.

This client had additional Adobe tools that we were able to leverage in some creative ways to send these anonymous audiences from the CDP to the advertising platform, mainly using Adobe Target. We were able to use Adobe Target essentially as a TMS to push audiences off to Google ads.

36:51 Questions

• Why did we decide on this solution?
• Why couldn’t we onboard data using the Google Ads connection with the native CDP connection?
• If I’m a business that doesn’t authenticate as much, am I going to run into this issue?
• Why couldn’t we just take the google tag and drop it in my tag manager and have it fire the same way in Target, but why can’t I do this on the TMS directly?
• What was the lift in match rate? (44:55)

46:21 Utilizing Data Distiller for Complex B2B2C Implementation

There was a case where we needed to solve for data coming in that was not in the right form. A data distiller is an additional skew in AEP Real-Time CDP, that gives you the capabilities to do transformations inside AEP. With Query services you won’t be able to do a lot of transformations but with this as an add on to the query services you are able to do many different transformations. For this client, we were trying to merge the online data and the offline data coming from Salesforce Marketing Cloud, into a unified profile in AEP.

50:29 Real-Time CDP Powered Kiosk Personalization

Our client is a major restaurant chain looking to integrate Adobe Target into their kiosks within their cafes to amplify personalization capabilities on these devices. (The kiosk is basically an iPad with an app over the top). Central to this project was addressing the ‘sessionization’ challenge linked to kiosk analytics data but at the time the Experience cloud ID (ECID) was not resetting after each order, so when we would pipe this into AEP without addressing the sessionization issue it posed a gigantic risk of profile collapse where essentially as people were logging into kiosk sessions, their known profiles would stitch together off of ECID which would be a big problem in AEP.

The Questions:

• 54:37 Is the reset on the ECID, was that just logic implemented on the TMS?
• 55:50 Were you able now to get audiences from the CDP to be used on the kiosk?
• 56:55 The way this implementation works on personalization side because they are not on Web SDK
• 58:37 Can this be done using delivery API with AEP Segments?

Adobe’s Real-Time CDP is a great tool, and it helps with the common day-to-day use cases mentioned early in this webinar fantastically. However, these other issues that come up which don’t initially look very sexy or intriguing, can be solved eloquently with the Real-Time CDP. If you have questions about this tool, or if you want to evaluate your current CDP set up with our Solution Architect Group, fill out the form below and our experts will be in touch!