Digital Transformation through Adobe Analytics and Real-Time Customer Data Platform Integration

About Customer

Our customer is a multi-diversified conglomerate with interests in FMCG, hospitality, agri-business, and more based in India.

They wanted to offer enhanced customer experiences based on available data and insights on strategic decision-making.

Business Challenges

1. Siloed Systems: The legacy systems were dissimilar, leading to inefficiencies in data management and seamless collaboration with other departments.
2. Data Integration: Integrating data from multiple sources was confusing, impacting decision-making and strategic planning.
3. Data Hygiene Techniques: ETL(Extract Transform Load) carried out through AWS & Matillion was missing the Cleansing Techniques. It impacted the data quality & validation process.
4. Real-Time Insights: There was an immediate need for real-time insights into customer interactions and market trends to facilitate agile decision-making and proactive response to changing market dynamics.
5. Scalability and Flexibility: Imperative need for an analytics solution that could scale and adapt to customer’s increasing data needs and business growth.
6. Customer Data hub: All the historical data from customer’s various sectors was stored at AWS warehouse. The log files did not have logical relations between the data tables.
7. CDH Data Modelling & Frameworks:  Data Modelling & Frameworks logics were introduced as one time practice on sample data , instead of regularizing at the organization level.
8. Limited Personalization: Customer’s existing digital channels lacked personalized content which resulted in lesser user engagement and conversion rates.
9. Complex Customer Journey: Understanding and catering to the diverse needs of customers across various touchpoints proved challenging due to the complexity of customer’s business verticals.

Our Solution

We implemented Adobe Analytics and Real-Time Customer Data Platform (RTCD) across their business sectors. Here’s quick overview of the various aspects of the collaboration with the customer team.

1. Adobe Analytics:
• Our customer utilized Adobe Analytics to gain a deeper understanding of customer interactions, engagement trends, and the effectiveness of marketing campaigns on digital platforms.
• Utilizing sophisticated analytics tools, our customer team obtained valuable data that informed the refinement of marketing approaches, enhancement of customer conversions, and acceleration of corporate expansion.
2. Real-Time Customer Data Platform (RTCDP):
• They leveraged Adobe’s Real-Time Customer Data Platform to consolidate data across multiple touchpoints instantly, establishing a unified customer profile.
• The integration of both digital and physical channel data, from websites to mobile applications and in-store systems, provided the team with a comprehensive view of customer engagements.
• This complete insight into customer behavior facilitated the delivery of tailored experiences and the execution of precise marketing initiatives.
3.  Adobe Target:
• Adobe Target was smoothly incorporated into customer’s data framework, unifying various customer data streams to form detailed customer profiles.
• Utilizing the AI-driven features of Adobe Target, our customer tailored website content, product suggestions, and promotional deals dynamically, in response to user engagement.

Embitel Impact

• In-depth Customer Understanding: Utilizing Adobe Analytics and RTCDP, our customer developed a profound comprehension of customer inclinations, activities, and buying trends, which helped in crafting of customized marketing approaches and focused initiatives.
• Enhanced Marketing ROI: Our customer saw a heightened return on investment and better allocation of advertising expenses through the precision of Adobe Analytics.
• Agile Decision-Making Process: Utilizing real-time data from Adobe RTCD, our customer quickly adapted to market changes and customer interactions, delivering relevant and timely experiences to customers.
• Adaptable Growth Support: The scalability and adaptability of Adobe’s offerings were well-suited to handle the expanding data needs and changing objectives of the customer, enhancing its long-term success and sustainability.

Tools & Technologies:

• Adobe Experience Manager
• Adobe Analytics
• Adobe RTCDP
• Adobe Target