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Cutting Through the Noise: What is the Adobe Marketing Cloud CDP? | AEM Community Blog Seeding

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Cutting Through the Noise: What is the Adobe Marketing Cloud CDP? by Ryan Greene

Abstract

The customer data platform (CDP) market is confusing — but it doesn’t have to be. This is part 1 in a series of blog posts exploring different types of CDP vendors, how their products differ from other technologies and what you can do to select the right CDP for your enterprise company.

The Adobe Marketing Cloud CDP is among the most well known in terms of brand recognition, as Adobe is a legacy brand with a long history of providing software for printing and publishing. But being well known is not the same as being well understood.

The Adobe Marketing Cloud, of which the Adobe CDP is one product offering among many, operates similarly to other marketing clouds. It’s a portfolio of point solutions brought together under one roof. Marketing cloud point solutions — which are often the result of vendor acquisition — are ostensibly designed to operate on their own, but this isn’t always the case in practice.

Who is the Adobe Marketing Cloud CDP for?
The Adobe CDP, known as the Adobe Experience Platform, is geared toward data teams within IT departments — not everyday business users. Technical users configure the Adobe CDP to stitch together customer identity data and push the resulting customer 360 to the Adobe Marketing Cloud’s different point solutions.

Because of the massive licensing and support costs required to make it work, the Adobe CDP appeals most to enterprise organizations that have already heavily invested in other Adobe Marketing Cloud point solutions.

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Cutting Through the Noise: What is the Adobe Marketing Cloud CDP?

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