target audience: TECH SUPPLIER  Publication date: May 2022 - Document type: Market Note - Doc  Document number: # EUR146452720

Adobe Leverages its Customer Journey and CDP Plays


  • Gerry Brown
  • Van Valdez


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This IDC Market Note presents IDC's opinions on Adobe's approach to personalization at scale, presented at its 2022 summit. Adobe presents its Experience Cloud platform as both a modular and an end-to-end suite of tools, featuring Real-Time CDP, Journey Optimizer, and Workfront, all geared toward delivering individual customized experiences at enterprise scale.

"Adobe's stepwise, modular presentation of its personalization solution does a good job of demystifying personalization at scale and making it more accessible. Its consultative approach to building customized journeys based on clients' existing estates and breaking the task down into manageable steps should be welcomed by buyers. Interconnectivity with Creative Cloud and new addition Workfront also brings added benefits," said Van Valdez, associate research director, European Customer Experience, IDC Europe.


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