Adobe Adds Experience Platform Innovations to Power CXM

Adobe has updated its Adobe Experience Platform, an open and extensible platform for Customer Experience Management (CXM), to include industry-first data governance capabilities, availability of Adobe’s real-time Customer Data Platform (CDP) service, and new ways to personalize experiences through Photoshop-inspired analytics.

The additions to the Platform are geared toward helping brands connect dots across touchpoints to deliver personalized experiences to customers by using data available across disparate teams and systems in an organization.

“Customer experience is the new battleground for businesses of any size. Brands must close the gap between the customer, the channels they engage on and the brand experience they expect,” said Suresh Vittal, VP of Adobe Experience Cloud. “Adobe Experience Platform is built to give brands a single, actionable view of each customer in real time without the pain of connecting stale data across siloed systems and different digital and physical customer touch points.”

For real-time personalization, Adobe sees marketers facing common data challenges, including fragmented data, inconsistent experiences and complicated governance. By making available the Adobe real-time CDP service, brands can bring together all sources of customer data, activating customer profiles across channels, and leveraging intelligent decision-making.

With Photoshop-inspired analytics, teams can be creative in how they layer data sets on top of each other, forming new perspectives and insights, using Adobe Sensei, the company’s AI and machine learning framework.

The new features also include the promise of simplifying data governance, giving companies access to frameworks that help them enforce data usage policies, and facilitate the proper use of their data to comply with regulations.