Which Real-Time CDP is Right for You?
Adobe understands that different businesses have different data models and marketing objectives. To address this, Real-Time CDP is offered in several editions, each purpose-built for specific use cases. This ensures you have the right tools to manage your unique customer relationships.
Here’s a breakdown of the primary editions to help you understand which one best fits your company’s needs:
Real-Time CDP Business-to-Consumer (B2C) Edition
This is the most common edition and is designed for companies whose primary customers are individuals.
Focus: Unifying data to create a comprehensive profile for each individual consumer.
Use Case: A retailer wants to combine a customer’s online browsing history, mobile app usage, in-store purchases, and loyalty program status into a single profile. This unified view allows the retailer to send personalized email offers, customize the website experience, and deliver relevant social media ads to that individual.
Key Concept: The central entity is the person. All data revolves around understanding and engaging with individual customers.
!(placeholder_b2c_model.png)
Real-Time CDP Business-to-Business (B2B) Edition
This edition is purpose-built for companies that sell to other businesses, where the customer relationship is more complex and involves multiple people within an organization.
Focus: Unifying data related to both individuals (leads, contacts) and the companies they work for (accounts).
Use Case: A software company wants to understand the engagement of an entire buying group at a target company. The B2B Edition can link multiple contacts from the same company to a single account profile, track their collective activities (like website visits and webinar attendance), and help the sales team identify the key decision-makers.
Key Concepts: The central entities are both the person and the account. It includes specialized features for lead-to-account matching and building audiences based on account-level attributes (e.g., “all contacts at companies in the technology industry”).
!(placeholder_b2b_model.png)
Real-Time CDP Business-to-Person (B2P) Edition
This edition serves as a hybrid model for businesses that have complex relationships involving both individual and group-level interactions, such as in healthcare or financial services.
Focus: Managing relationships where a person’s data needs to be understood in the context of a larger entity that is not a traditional business account (e.g., a household, a patient group, a subscription).
Use Case: An insurance company needs to manage policies at a household level while still personalizing communications for individual members of that household.
Key Concept: Provides the flexibility to model complex, person-centric relationships that don’t fit a standard B2C or B2B model.
When purchasing Real-Time CDP, your company has the choice between three editions, as shown in the table below. All three editions are available in a standard Prime and an Ultimate level. See the sections below for additional information to help you decide which of the three editions is best for your company.