Welcome back to the Adobe Experience Platform (AEP) education series. In our last blog post, we reviewed Adobe’s AEP and Real-Time CDP and discussed AEP’s critical role in delivering a connected customer experience. In this installment, we’ll take a closer look at how AEP drives data transformation.
With shifts in consumer engagement channels and media, brands must be laser focused on delivering value to their customers in a nimble way. Brands need to meet customers with personal, meaningful experiences wherever and however they decide to engage.
It is data that powers a brand’s ability to design, orchestrate, and deliver these customer connections at speed and scale. To fully empower this vision while technology, privacy regulations, IT governance practices, and consumer attitudes evolve at a dizzying pace, company’s need to transform the way they collect, manage, and activate that data.
What is Data Transformation?
Data transformation is the privacy-safe acquisition, management, analysis, and activation of valuable data that informs customer experiences in real-time.
Exponential growth in data volumes, compounded by disparate data sources, has exacerbated the already existing challenges of turning data into actionable insights and real-time activation. Brands desire faster, easier ways to drive use cases. Older martech and systems typically limit brands from maturing their marketing.
This is where the modern data platform comes in. Built with the principles of a data fabric, the modern data platform provides a way to setup a new solution in such a way that both IT and marketing can win. The transformed data platform relies on utilizing a cloud platform to provide the scale to remove limits, and the power to process large sets of data, bringing together all data sources in real time with the addition of data science. As we covered in our last post, “customer data platforms (CDP) have become popular in the marketing industry with a promise to bring relevant data together in real-time to action with the goal of instant personalization.”
Adobe Experience Platform (AEP) not only answers the CDP need in the market, but AEP provides a much larger platform that can do a lot more than what a CDP and data transformation suggests.
What does AEP provide?
While many organizations have batch-oriented legacy systems hosted in data centers, AEP provides the foundation to deliver better experiences by ingesting and processing data in real-time, managing identity, and allowing you to run data science/AI/ML and activating experiences. It does this based on these fundamental data transformation principles:
- Cloud-based architecture with data lake at the foundation
- Open platform, intelligent, and API first
- Data science services for AI and machine learning
- Ability to centralize and standardize customer data and content
- Data governance to meet compliance and regulatory requirements
- Offer decisioning and next-best-action to deliver contextually relevant real-time experiences in multiple channels
- Operational monitoring and notification capabilities
In conclusion, data transformation is what creates the fuel that drives your connection with customers. It is important that you to take a flexible and compliant approach to managing your data to achieve CX transformation. Your selection of Adobe’s AEP platform to replace your current technology as your key data platform can be the catalyst to create and execute those customer experiences.
AEP helps data transformation by providing a platform that allows for privacy-safe acquisition, management, analysis, and activation of valuable data, with cloud platforms and AI facilitating and informing customer experiences in real-time.
If you’re interested in learning more, stay tuned for our next blog post: How AEP and Merkury Identity can drive real-time experiences.