As enterprises step up efforts to enhance customer experience, Adobe is integrating data from its commerce suite into its Real-Time CDP (customer data platform) to help drive personalization. In a bid to cater to enterprise efforts to improve customer experience and drive hyperpersonalization, Adobe is integrating its Adobe Commerce suite, formerly known as Magento, with its Real-Time Customer Data Platform (CDP). Retail brands can use the new capability, which is now available in beta, to link first-party commerce data to Adobe Real-Time CDP and other applications within the Adobe Experience Cloud suite, said Ryan Fleisch, director of product marketing for the company’s CDP. This allows brands to use insights from shopping and browsing behavior to build rich customer profiles and deliver more personalized shopping journeys, Fleisch added. Adobe’s announcement is in synch with similar announcements from rivals such as Oracle and Amplitude. Last month, Oracle said that it was enabling the integration of data from company’s Unity Customer Data Platform into its customer service offering, dubbed Oracle Service, to let customer service agents gain a complete view of the customer, improve agent efficiency, and enhance service quality. On its part, Amplitude recently launched a customer data platform with analytics capabilities complemented by an aggressive pricing strategy to take on rival vendors. In addition to the CDP data integration, Adobe said that the predictive lead and account scoring feature for the B2B (business-to-business) and B2P (business-to-people) editions of Real-Time CDP had become generally available. AI to help identify sales opportunities This feature, according to Adobe, allows brands create a more efficient marketing pipeline by identifying people and accounts likely to become sales opportunities, via Adobe’s artificial intelligence engine, dubbed Adobe Sensei. Adobe also announced the general availability of Segment Match inside Real-Time CDP, which allows two or more Adobe Experience Platform users to exchange market segment data. It was developed to manage customer data overlap among brands, allowing companies to join the personas or profiles of mutual customers and generate a more complete view that could help in marketing or personalization. Adobe this week also released its HIPAA-compliant, Real-Time CDP with Healthcare Shield. The tool is designed to allow healthcare companies subject to HIPAA (the US Health Insurance Portability and Accountability Act) to securely use sensitive personal data when personalizing communications and application interfaces for healthcare customers, Fleisch said. In addition to the healthcare CDP, Adobe said that it was introducing new privacy and security enhancements designed to manage customer data. These enhancements include encryption control, tools to automatically honor policies around consumer consent or preferences, and attribute-based access controls, the company added. Related content feature 2024 CIO100 ASEAN Awards: Nominations are now open By Shirin Robert Apr 28, 2024 5 mins IDG Events IT Leadership brandpost Sponsored by Huawei Leading infrastructure to accelerate electric power intelligence By David Sun, Vice President of Huawei CEO of Electric Power Digitalization Business Unit, Huawei Apr 28, 2024 7 mins Energy Efficiency Huawei feature TransUnion transforms its business with IT On the heels of its Neustar acquisition, the consumer credit reporting agency seeks to give customers access to its troves of consumer data to fuel next-generation services through solutions platform OneTru. By Paula Rooney Apr 26, 2024 6 mins Financial Services Industry Digital Transformation Artificial Intelligence feature The 10 highest-paying industries for IT talent The tech industry isn’t the only hot spot for IT jobs, as there’s a growing demand for IT pros across every industry. These 10 verticals pay the most for IT roles, according to data from Dice. By Sarah K. White Apr 26, 2024 7 mins Salaries IT Jobs Careers PODCASTS VIDEOS RESOURCES EVENTS SUBSCRIBE TO OUR NEWSLETTER From our editors straight to your inbox Get started by entering your email address below. Please enter a valid email address Subscribe