Powerful personalization with Virtusa’s Cookieless Accelerator and Adobe Real-Time CDP

Previously, we discussed how Adobe Real-Time Customer Data Platform can streamline anonymous customer experience personalization by enabling real-time data collection and insight generation from multiple sources. In this article, we will address the challenges of Real-Time CDP and how Virtusa’s Cookieless Accelerator can alleviate these obstacles and optimize your onsite personalization experience.

Understanding and navigating Real-Time CDP challenges

Despite the bountiful benefits of using Adobe Real-Time CDP for onsite personalization, there are also some notable challenges to be aware of:

• Data quality and accuracy. Companies must obtain high-quality and accurate customer data to deliver personalized and relevant experiences for their website visitors. However, the process of collecting and unifying customer data from multiple sources can be complex, time-consuming, and error-prone, especially when dealing with data silos, data fragmentation, data duplication, inconsistency, etc.
• Obtaining consent and permission. To deliver personalized and relevant experiences for your website visitors, authorization, and consent to use their data is a must. However, privacy regulation and standard compliance, such as GDPR, CCPA, and ePrivacy, can be challenging and costly, especially when dealing with data from different regions, jurisdictions, and providers.
• Data activation and integration. Delivering personalized and relevant experiences requires activating and integrating your customer data with various platforms and systems. However, activating and integrating customer data in real time can be difficult and time-consuming, especially when dealing with data latency, data loss, security, and compatibility issues. 
• Cookie deprecation and identity resolution. To track unknown visitors on your website, you will need to identify and track them across multiple channels and devices. This can be monumentally challenging and unreliable, especially with the deprecation of third-party cookies and the rise of privacy-conscious consumers and browsers.

Overcoming obstacles with cookieless personalization

Virtusa’s Cookieless Accelerator is an Adobe Real-Time CDP complimentary solution that helps enable cookieless personalization. It leverages Real-Time CDP’s anonymous profiles and segments and adds two additional capabilities: journey cataloging and prospect personalization. 

Journey cataloging captures and analyzes the onsite behavior of unknown visitors and maps them to predefined customer journeys. For example, identifying if an unknown visitor is browsing for a specific product, comparing different options, or simply seeking more information. Journey cataloging leverages this information to tailor a particular onsite experience and guide visitors toward the best action.

Prospect personalization enriches the anonymous profiles with additional data from third-party sources, such as social media, email, and phone. This allows you to create more detailed and accurate segments for the visitor and target them with more relevant and personalized experiences. Prospect personalization can be used to infer the demographics, interests, and intent of unknown visitors to offer them incentives, discounts, and content that match their preferences and needs.

Virtusa’s Cookieless Accelerator enhances your data in the following ways:

• Enriches your anonymous profiles with additional data from third-party sources, such as social media, to help create more detailed and accurate segments and target more relevant and personalized experiences. 

Matches anonymous profiles with existing customer profiles and merges them into a single customer view. This can create a consistent and seamless experience across channels and devices and build customer trust and rapport. 

• Activates and transports matched data to various destinations, such as Adobe Experience Cloud and third-party platforms. This can help you deliver personalized and relevant experiences to your website visitors and increase their likelihood of taking action.
• Privatizes the security of your customer data, respecting the consent and preferences of your website visitors to avoid legal or reputational risks.  
• Optimizes your customer data and experiences in real time using Adobe Real-Time CDP’s AI/ML capabilities to discover new opportunities, trends, and patterns and generate actionable insights and recommendations to improve your customer experience strategy.

By combining Adobe Real-Time CDP and Virtusa’s Cookieless Accelerator, your business helms a powerful solution that can help you overcome data quality, privacy, and activation challenges and cookie deprecation to deliver exceptional customer experiences that are personalized and relevant.

Best practices for optimized results

Real-Time CDP’s data ingestion capabilities and identity graph can link customer data and ensure data quality and accuracy. Cookieless Accelerator also enriches and matches customer data to ensure data privacy and compliance.

Leverage Real-Time CDP’s data activation capabilities to transport customer data to various destinations and minimize data latency, loss, security, and compatibility issues. Use the Cookieless Accelerator to activate enriched and matched data to maximize data relevance and personalization.

Adobe Real-Time CDP’s analytics and reporting tools monitor and measure the effectiveness of your personalization efforts and deploy AI/ML to optimize your customer data and experiences in real time. Virtusa's Cookieless Accelerator optimizes enriched and matched data and generates actionable insights and recommendations.

Test and refine your customer data and experiences frequently and creatively with Real-Time CDP’s experimentation and personalization capabilities. Generate insights and recommendations through Adobe’s AI/ML functionalities. Cookieless Accelerator can further test your enriched and matched data to provide refined insights and recommendations.

A winning combination: Real-time Customer Data Platform with Cookieless Accelerator

Transform the unknown into insights with Adobe Real-Time CDP and Virtusa’s Cookieless Accelerator. By leveraging journey cataloging to identify an unknown website visitor’s demographic and preferences, businesses can craft personalized experiences that drive upselling and increase conversion rates. 

Furthermore, going cookieless ensures customer data integrity, upholds security and privacy standards, and optimizes user experience.

Redefine anonymous user personalization with Virtusa and Adobe. Contact us to schedule a demo, start a trial, or upgrade to a subscription to unlock the full potential of Adobe Real-Time CDP and Virtusa’s Cookieless Accelerator.