The use of comprehensive customer experience data and analytics is shaping the future of many key marketing initiatives. As organizations move data out of silos, integrate it, and develop a single cohesive view of the customer and prospect, true personalization can be achieved. One important way brands can use this capability to personalize in real time will be through the delivery of more engaging content.
As Anjul Bhambhri, vice president of Platform Engineering at Adobe, noted, “Utilizing the data from Adobe Experience Platform provides a holistic, real-time view of the customer that supports many different brand initiatives.
