The marketing landscape has undergone rapid evolution, witnessing an explosion of diverse channels. While the ultimate goal remains unchanged – delivering the right message at the right time through the right channel – the accompanying complexity has grown exponentially. Amidst these challenges, a pivotal question surfaces: How can organisations optimise their existing investments? To construct an ideal marketing technology stack that propels superior customer experiences, the selection of the right technology becomes paramount.
Whether an organisation is striving for a centralised customer view or contemplating the replacement of a fading Data Management Platform (DMP), the decision-making process becomes critical. The spotlight shifts to the selection of an adept Customer Data Platform (CDP) that seamlessly integrates and aligns with the existing tech stack.
Zeotap CDP stands out with key strengths, particularly its seamless compatibility with Adobe’s products. This characteristic makes Zeotap CDP an uncomplicated and advantageous choice for enterprises seeking a robust solution. In this blog, we’ll explore the flexibility of Zeotap CDP’s integration, showcasing how enterprises can maximise both platforms to boost customer engagement. We’ll also delve into the compatibility between the two platforms and provide detailed insights into Zeotap CDP’s integration with Adobe Target for effective personalisation.
Empowering Brands with Cutting-Edge Technology
Zeotap CDP takes pride in assisting enterprise organisations to enhance the value of their investments. The expertise lies in seamless integration with various Adobe Experience Cloud products, ensuring a harmonious environment for enhanced customer engagement and increased conversion rates. Zeotap CDP seamlessly integrates with the Adobe products in your stack (starting from Adobe Experience Platform Launch – the next-generation tag management system to Adobe Audience Manager, to Adobe Target, to Adobe Campaign and more) with your non-Adobe tools, but also give you the flexibility to switch components if you want to. No matter whether the reason is performance, cost, innovation or a mix of all these reasons.
Adobe Target, a prominent component of the Adobe Experience Cloud, serves as a comprehensive solution for customising and personalising customer experiences. In Europe, Zeotap CDP has risen as a leader in the Customer Data Platform (CDP) space, particularly in its integration with Adobe Target. By combining Zeotap CDP and Adobe Target, you can elevate visitor profiles on your website and maintain the ongoing accuracy of user profiles through regular synchronisation. Let’s delve into maximising the benefits of your integration with Zeotap CDP and Adobe Target.
Driving Efficiency and ROI, the Joint Value Proposition
Zeotap CDP is tailored for non-technical business users, offering a marketer-friendly interface for swift access and actionable insights from precise customer data. This empowers enterprise brands to deliver seamless final-mile experiences. Its seamless integration with the full Adobe suite adds value to the client’s Adobe stack, outperforming the capabilities of Adobe CDP. Business users can independently analyse audiences and orchestrate automated experiences, streamlining operations without relying on technical resources.
Crafting Seamless Journeys: Same and Next Page Personalisation
Customers seek personalised experiences tailored to their specific needs and preferences. Real-time personalisation empowers businesses to deliver content and offers precisely when customers interact, ensuring each touchpoint remains relevant and engaging. Zeotap CDP’s integration with Adobe Target excels in executing both same-page and next-page personalisation. Same-page personalisation dynamically adjusts the current page based on user behaviour and preferences, while next-page personalisation anticipates the user’s subsequent actions, creating a seamless journey. These strategies rely on a comprehensive user profile, additional attributes, and extra data and insights provided by Zeotap CDP, fostering a deeper understanding of customers.
Same Page Personalisation: Instantly Tailored Experiences
Same Page Personalisation focuses on dynamically adapting the current webpage in real-time, aligning it with the user’s immediate behaviour and preferences. By leveraging Zeotap CDP’s sophisticated data ingestion and audience creation capabilities, brands can instantly curate dynamic audiences. Upon a customer’s arrival on the website, Zeotap CDP’s integration with Adobe Target springs into action, utilising these audience insights to deliver a hyper-personalised experience on the same page. With the Same Page Personalisation approach, you can ensure that each visitor’s experience is uniquely tailored from the moment they land on the site, significantly boosting engagement and conversion rates through highly relevant and contextual content.
Next Hit Personalisation: Anticipating Future Interactions
Next Hit Personalisation goes a step further by anticipating and preparing for the user’s subsequent actions, creating a consistently personalised journey across multiple pages. Utilising Zeotap CDP’s integration with Adobe Target’s Delivery API, this strategy enables near real-time updates to user profiles. For example, when a user adds a product to their cart, this action immediately informs the personalisation of their next interaction with the website. With the immediacy and accuracy of the Next Hit Personalisation approach, you can ensure that each subsequent page visit is a continuation of a tailored narrative, resonating with the user’s ongoing journey. Whether it’s refining recommendations or adjusting messaging based on recent interactions, Next Hit Personalisation ensures that every step of the customer journey is intuitively aligned with individual preferences and actions.
Mechanisms of the Integration
The collaboration between Zeotap CDP and Adobe Target primarily operates through two mechanisms, depending on the desired type of personalisation.
Segment ID Integration for Same-Page Personalisation
This method utilises Segment IDs created within Zeotap CDP’s Audience module. These Segment IDs are transmitted to Adobe Target as profile attributes with boolean values (True/False). With the Segment IDs now sent to Adobe Target, you can create campaigns to deliver personalised experiences directly on the current page a user is viewing.
Through the Segment ID, you can send user profiles in bulk to Adobe Target, making profile updates for same-page personalisation highly effective. This results in the immediate adaptation of the webpage based on the user’s segment, enhancing the relevance and engagement of the content.
Delivery API for Next-Page Personalisation
The Delivery API operates similarly to Single Profile Updates but with the additional benefit of near real-time execution. This custom integration between Zeotap CDP and Adobe Target enables real-time data synchronisation. Primarily employed for next-page personalisation, this method ensures that the content a user sees on their subsequent page visit is dynamically tailored based on their previous interactions. This approach provides a highly responsive personalisation experience. As users interact with the site, their actions are quickly reflected in their profiles, enabling the next page they visit to be personalised with up-to-the-moment accuracy.
Privacy-Focused Marketing with Zeotap CDP
While the availability of data grows, unlocking its full potential presents challenges. Enterprises can depend on Zeotap CDP to shape privacy-focused marketing campaigns, building trust through the ethical use and collection of customer data to reduce risks such as data breaches. Zeotap CDP contributes to data transparency by providing clear information to users about data collection and usage, aligning with the highest European standards for consent, security, and privacy, such as GDPR. By systematically addressing the hurdles to personalisation, Zeotap CDP enables marketers to deliver targeted messages and offers, adjusting content based on psychographic triggers for campaign precision.
In the world of digital transformation, the journey has just begun, and the future looks personalised. The collaboration between Zeotap CDP, Adobe Target, and Adobe Campaign offers a versatile solution for businesses seeking impactful customer experiences, empowering brands to stay ahead in the competitive digital landscape. To delve into the intricacies of this collaboration, feel free to reach out to us at . Our team is prepared to assist you on this expedition!
As enterprises strive to embrace a more data-driven approach, they encounter various challenges that can hinder their ability to fully harness the power of data. Each enterprise presents unique challenges, including intricate data formats, structures and transformation requirements. Overcoming these challenges is crucial for unlocking the true potential of data.
Zeotap CDP, a market leader in addressing diverse data challenges within enterprises, offers a solution to expedite time to market through faster onboarding, timely data validation, data mapping and by being prepared to tackle the complexities of data. Our developed ingestion layer effortlessly handles these issues, ensuring that onboarding to Zeotap CDP becomes a seamless process for enterprises.
By integrating with Zeotap CDP, organisations can pave the way towards a future where data becomes a strategic asset, fueling innovation and fostering sustainable growth. This blog explores the common data challenges faced by enterprises and how Zeotap CDP efficiently solves them.
Our Commitment towards Simplifying Data Challenges
Effective data management is pivotal for enterprises navigating the expansive, diverse and rapidly evolving data landscape. Despite the significance of data management, enterprises often face challenges in this domain. The influx of data from multiple sources creates silos that not only impede informed decision-making but also impact overall operational efficiency. Without a robust centralised data foundation, processed data becomes error-prone, leading to inaccurate understanding of their customer profiles. Poor data quality not only influences decision-making but also hampers team productivity. Teams must invest time in revalidating and standardising anomalies before utilising the data for their purposes. Legacy systems and outdated technology infrastructure present a dual challenge for enterprises. Beyond incurring high operational costs, these systems lack scalability and performance, particularly when dealing with substantial data volumes or evolving business requirements.
A Customer Data Platform (CDP) acts as a linchpin in addressing shared data challenges for enterprises. Handling large volumes of data may seem technically demanding, requiring end-users to be technically savvy. Enter Zeotap CDP—a solution that effortlessly manages data and its challenges, tackling silos, ensuring governance, enhancing data quality and promoting standardisation through its user-friendly, flexible and scalable platform.
Zeotap CDP offers seamless flexibility for onboarding customer data, understanding the diverse challenges in enterprise data. Unlike many other CDPs, we openly address challenges during data ingestion, fostering transparency. Our platform evolves to handle data complexities, ensuring a robust and interactive experience. Zeotap CDP is designed to meet your data challenges with practical solutions, allowing a focus on leveraging insights for strategic decisions.
Faster Onboarding of your Data
A Catalogue is at the heart of data standardisation and governance. In the context of a CDP, the traditional process of configuring the catalogue involves a series of manual and time-consuming tasks from multiple stakeholders, impacting onboarding efficiency. Zeotap CDP changes the game with its Catalogue featuring do-it-yourself capabilities, offering enterprises control and functionality.
With a centralized view of all attributes against a user profile from multiple sources, the catalogue standardises data from disparate sources. Our user-friendly interface eases the mapping of ingested customer data. The do-it-yourself (DIY) capabilities offer flexibility to extend or create brand-specific custom attributes, allowing you to define and categorise the custom attributes for reference, visibility into all available unmapped fields for data ingestion, along with contextual categorisation such as user traits, consent, marketing preference, and more.
Not just this, Zeotap CDP also lets you choose which attributes to show or hide in the catalogue, making the user interface simpler. This feature allows users to declutter downstream modules, ensuring a more focused and organised workspace.
Streamlined Data Standardisation
Zeotap CDP addresses the challenge of diverse data formats by incorporating both standard and custom data transformers into its platform. Standard data transformers like country enricher and timestamp enricher ensure seamless and standardized data onboarding, while Zeotap CDP recognizes the need for custom transformers to handle scenarios beyond standard formats. The platform offers marketers the flexibility to ingest data in any form through an easy-to-use interface, bridging the gap for non-standard or complex data. Zeotap CDP’s custom transformers provide an extensive toolkit for users, including directives for parsing, case change, find & replace, split separator, encoder & decoders, date-time transformations, hashing & masking, column operations, and various transient aggregators & setters. This comprehensive collection empowers users to tailor data workflows based on specific business needs or system requirements, ensuring precision and efficiency in data transformation.
Prevalidation Layer for Data Ingestion
Ensuring data accuracy from the outset is a priority for Zeotap CDP. Before ingesting data into our system, we conduct sample data validation to ensure its integrity. This crucial step allows us to proactively identify and rectify errors, maintaining the quality of the data entering our platform. If discrepancies or mismatches are detected during this validation process, our system promptly sends alerts. This proactive approach ensures a smooth and error-free data ingestion process, contributing to overall data quality.
Let’s consider a scenario involving ID resolution challenges due to data quality issues. Zeotap CDP implements measures to identify and flag problematic profile unifications. Our system recognizes instances of common data values causing disruptions and blacklists them. This process ensures that blacklisted values do not participate in the profile unification and resolution flow.
Dynamic Data Mapping and Customisation Capabilities
Zeotap CDP surpasses static data management by providing dynamic insights into how data changes over time. We recognize the evolution of your data and the importance of incorporating those changes seamlessly into our system to prevent disruptions in the data pipeline. We enable dynamic modifications to previously mapped data, accommodating changes from the source system and ensuring a more adaptive and responsive approach to data understanding.
We offer flexibility to realign previously mapped data when adjustments are necessary. For example, changes in the location of “age” and “gender” columns in source files since their initial mapping to Zeotap CDP can be accommodated. This ensures an uninterrupted data pipeline working towards data enrichment.
Zeotap CDP empowers users to modify mapped fields, addressing manual errors or adapting to evolving requirements. Streamlining attribute names with business terminology allows users to replace generic labels with personalized terms for a more user-friendly experience. For instance, transforming “email_raw” to “Primary Customer Email” enhances clarity without altering the underlying database name. The inclusion of unique display names in the catalogue prevents conflicts, while the consistent field database name serves as a reference for unified data access via API or data export.
Handling Data Complexities
Unlike other CDPs that require incoming data to be associated with at least one user identifier, Zeotap CDP provides flexibility by allowing the ingestion of both customer entity data and non-customer entity data. The unified customer profile created by Zeotap CDP extends beyond data directly associated with the customer’s identifier to include entity data linked to the customer through the entity’s identifier, such as transactional data, account data, and product catalogue information. Once the relationship between the non-customer data and customer data is defined and established, our system takes care of enriching these customer profiles at every step of activation.
Acknowledging the challenges posed by nested data complexities, we understand the need for a solution that seamlessly supports the ingestion of complex data, maps that data in our centralised catalogue, and ensures consistency across the system. We are working towards addressing the intricacies associated with handling complex data structures.
In conclusion, Zeotap CDP stands as a comprehensive solution to the multifaceted challenges encountered in enterprise data management. From addressing data silos and ensuring governance to improving data quality and promoting data standardisation, our platform provides practical and effective solutions. With features such as a prevalidation layer for data ingestion, standardization and flexibility, dynamic data understanding, support for non-customer entity data, countercomplex data handling, and a centralized catalogue empowered by DIY capabilities, Zeotap CDP offers a robust and interactive experience, simplifying complex data scenarios effortlessly. Ensure you unlock the full potential of your data—schedule a demo now and embark on a journey towards data-driven success with Zeotap CDP.