This article provides conceptual and deployment information about how we are unifying fragmented identities in systems of interaction through Adobe Experience Platform identity services.
Improving experience has become a ubiquitous business strategy. Great experiences are the new currency of brand loyalty. Consumers expect more personalized and contextual experiences. However, in Adobe’s 2019 Consumer Content Survey, 82% of consumers say they’ve received content from brands that isn’t personalized, and 38% of consumers say this happens constantly or frequently.
Delightful consumer experiences that incite return engagement(s) tend to have a common denominator: The journey is frictionless between the various channel and device touchpoints. Consider Forrester Group’s earlier prediction — the average consumer will have 13 or more touchpoints with a brand before a conversion event takes place.
Understanding where a single consumer is in their journey (often among a myriad of disconnected touchpoints) so you can deliver them the next-best experience remains difficult for brands because each unauthenticated touchpoint generates a unique “identity” or profile. To complicate things further, a new and separate “identity” is generated by each system that delivers an experience. Disconnected identities or profiles make real-time experiences challenging due to the huge amount of data processing involved.