Unlocking the Power of Adobe Real-time CDP Customer AI - Part 1: Real-World Scenarios to leverage Intelligent Audiences

[#1]

Image credits: Adobe Firefly

Imagine if you could peek into the future and know exactly who would respond best to your marketing efforts, what actions would drive conversions, and how to maximize each campaign's ROI. This isn’t just a dream—it’s Adobe Real-time CDP Customer AI in action. In this post, we’ll explore common marketing scenarios and show how setting up clear prediction goals and audience strategies can help you make smarter, data-driven decisions. 

1. Promotions with Precision: Targeting the Right Customers for Your Promo Codes 

Scenario: You’re planning a promotional campaign and want to prioritize customers who would benefit the most from promo codes. But who really needs them? 

Business Goal: Drive conversions with the minimum amount of discounting to maximize profitability. 

Prediction Statement: Predict which customers are most likely to purchase in the next 30 days. 

Audience Strategy: Split your audience based on their likelihood to convert. Some customers may need only a gentle nudge (low-to-no promo), while others might need a significant incentive to purchase. Lastly, avoid wasting promo codes on people unlikely to buy, no matter the offer. This precision targeting saves budget and ensures your promos hit the mark. 

Takeaway: Customer AI can help you use promos wisely targeting the right segments while optimizing conversion rates. 

2. Navigating Long Sales Cycles: Capturing Leads and Nurturing Prospects 

Scenario: You sell high-value products that require a lot of consideration, like cars, smartphones, or educational courses. Your leads take time to make purchase decisions, and you need to keep them engaged throughout the funnel. 

Business Goal: Improve lead volume at the top of the funnel and boost conversions at each stage. 

Prediction Statement: For each stage, predict which leads are most likely to move to the next stage in the purchase funnel over the next 30 days. 

Audience Strategy: Focus your re-engagement efforts on leads that are more likely to take the next step. Use tailored content or stronger CTAs to keep them moving forward, without overwhelming those who aren’t ready yet. 

Takeaway: With Customer AI, you can nurture leads through complex funnels by delivering the right message at the right time, maximizing your chances of conversion along the way. 

3. Getting the Most from Your Paid Media Budget 

Scenario: You’re running paid media campaigns to boost awareness and sales but find yourself close to, or even over, budget. How can you stretch each dollar to get better results? 

Business Goal: Maximize ROAS (Return on Ad Spend) for paid media marketing campaigns 

Prediction Statement: Predict which customer is most likely to make a purchase in the next 30 days. 

Audience Strategy: Concentrate your ad spend on a select group of customers most likely to convert. You can also incorporate past purchasers to strengthen the pool, creating a high-conversion, high-value audience. This could then be passed to Paid Media platforms as a seed audience to look for similar (look-alike) people to target. 

Takeaway: Using Customer AI to focus on high-intent customers enables you to drive better returns without increasing your budget, making your campaigns more efficient. 

4. Personalized Newsletters: Boosting Conversions through Tailored Recommendations 

Scenario: You’re sending newsletters or promotional emails based on products that may interest different customers. How do you ensure each message resonates and drives conversions? 

Business Goal: Improve conversion rates for the products featured in your communications. 

Prediction Statement: Predict which customers are most likely to purchase specific products (e.g., product X, Y, Z) in the next 30 days. 

Audience Strategy: Personalize content and audience segments based on each customer’s likelihood to buy specific products. By aligning each email’s content with a customer’s predicted interests, you can increase engagement and conversion rates. 

Takeaway: Customer AI can help make every newsletter feel tailored to the recipient, increasing the relevance and impact of your marketing efforts. 

5. Next Best Action/Product: Recommending the Right Offer to the Right Customer 

Scenario: You want to implement a "Next Best Action" or "Next Best Product" feature to show each customer the most relevant offer or recommendation. However, building a custom propensity model for each product isn’t feasible. 

Business Goal: Improve the effectiveness of offers by showing customers the most relevant products or actions. 

Prediction Statement: Predict the likelihood that a customer will purchase specific products (e.g., product X, Y, Z) in the next 30 days. 

Audience Strategy: Use propensity scores as rules to create personalized experiences through tools such as Adobe Decisioning Management. With these predictions, you can automate recommendations based on individual preferences, without needing to build custom models for each product. 

Takeaway: By leveraging Customer AI predictions, you can implement sophisticated personalization at scale, guiding each customer toward their "next best action" based on their interests and needs. 

6. Churn Prevention: Winning Back At-Risk Customers 

Scenario: You’re concerned that certain customers might stop engaging or purchasing, and you want to proactively re-engage them before they churn. 

Business Goal: Reduce customer churn and retain valuable relationships. 

Prediction Statement: Predict which customers are likely to churn within the next 90 days. 

Audience Strategy: Focus on customers with medium to high churn risk by sending personalized messages or exclusive promo codes. Reaching out proactively, and at the right time, helps you address their concerns, provide incentives, and remind them of the value they can get from staying engaged. 

Takeaway: Customer AI enables you to shift from reactive to proactive retention strategies, helping you maintain customer loyalty and reduce churn. 

Bringing It All Together: Embracing Customer AI for Smarter Marketing 

Customer AI allows you to transform your customer data into actionable insights, helping you make data-driven decisions tailored to each unique scenario. Whether it is boosting conversions, optimizing ad spend, nurturing leads, or preventing churn, Customer AI can elevate your strategy to the next level. By clearly defining business objectives, prediction statement, and audience strategies, you can tackle each marketing challenge with precision and confidence. It’s time to stop guessing and start predicting—your marketing strategy will thank you! 

Part 2 for this blog post series: Part 2: From a Prediction Plan to Adobe Real-time CDP Customer AI App

Part 3 for this blog post series: Part 3: Understanding Adobe Real-time CDP Customer AI Predictions