Redpoint + Adobe Experience Platform

Architecture summary

In this reference solution architecture document, we present a strategic framework for integrating Redpoint Global's Customer Data Platform (CDP) with a variety of data warehousing platforms along with Adobe's customer engagement platform, Adobe Experience Platform (AEP). This integration is designed to leverage the strengths of each platform, facilitating a seamless flow of unified customer data from Redpoint CDP using your data warehouse of choice and connecting AEP for targeted and personalized customer engagement.

By outlining the technical and strategic considerations, this document serves as a comprehensive guide for our internal users, partners, and clients, empowering them to effectively unify customer data, derive actionable insights, and make data-driven decisions with unparalleled speed and accuracy. The architecture aims to optimize data utilization across platforms, enhance data governance and security, and provide a single source of truth for customer data to the Adobe platform ecosystem.

The flexibility to use a variety of data warehousing technologies allows organizations to choose their own technology to support storing data and making it actionable for insights and tailored customer experiences.  Configuring the Redpoint CDP with your data warehouse of choice allows you to start with a solution that aligns with your current needs and corporate standards or requirements while allowing you to adapt to changes in technology stack as well as corporate strategy as the business evolves. Additionally, by working in tandem with AEP, businesses can enhance interactions across multiple channels, including web, mobile, email, SMS, and mobile apps, further enriching the customer experience.

Example use cases

• Unified customer view for personalized campaigns and experiences across multiple channels

• Advanced customer segmentation for targeted outreach

• Real-time customer insights for immediate action

• Predictive analytics to forecast customer behavior

• Simplified data governance and compliance management

• Enhanced data security and privacy controls

• Scalable data storage for growing customer data volumes

• Personalized customer journeys

• Real-time triggered campaigns

• Experience optimization

• Customer lifecycle management

Logical diagram

Key components and roles

• Redpoint CDP

  • Unified profile of individuals

  • Identity resolution with key persistence

  • API-accessible single customer views

  • Audience definition / segmentation

• Data Warehouse

  • Data warehouse and storage

  • Secure data sharing

  • Data governance

  • Data modeling

  • Scalable point of data integration

• Adobe Experience Platform

  • Audience definition / segmentation

  • Orchestration

  • Personalized messaging

  • Real-time engagement - triggered messages

  • Real-time engagement - on-site personalization

Data flows

Why does this architecture/solution make sense?

This architecture integrates Redpoint CDP as the core platform for collecting, unifying, and enriching customer data. Redpoint CDP serves as the single source of truth for customer data, both ingesting data from and storing data in the data warehouse of your choice. AEP acts as both a source and a destination for the CDP, enabling campaign execution through AEP.

Redpoint CDP gathers and refines customer information from multiple sources, using robust data matching and quality control to create reliable and comprehensive customer profiles. When integrated with any compatible databases, it offers versatile and scalable data storage and activation, adjusting seamlessly to evolving business requirements and ensuring your customer profiles are always accessible.

By integrating disparate data, Redpoint CDP eliminates silos, offers a holistic customer perspective, and supports informed decision-making. Redpoint CDP also delivers an effective customer data management and analytics tool, enabling personalized customer interactions, improving marketing approaches, and promoting growth in the modern, data-centric business environment.

Furthermore, integrating AEP streamlines outbound communications by supporting robust marketing campaigns, personalized customer journeys, and uniform messaging across diverse channels. This approach ensures all communications are cohesive, enhancing customer engagement. Moreover, AEP captures essential marketing disposition data during these interactions and relays it to Redpoint CDP. This process enriches the CDP, offering a holistic view of customer behaviors and enabling more precise adjustments to engagement strategies. Collectively, Redpoint CDP and AEP forge a seamless, data-driven communication ecosystem that meets the demands of contemporary marketing.

Business benefits

1. 360-Degree Customer View: By integrating Redpoint CDP and AEP, organizations can achieve a comprehensive, unified view of their customers, enabling them to deliver highly personalized experiences, improve customer satisfaction, and increase customer lifetime value.

2. Enhanced Data-Driven Decision Making: The combination of Redpoint CDP's data unification and enrichment capabilities with AEP’s outbound multi-channel execution and disposition data feedback empowers businesses to make informed, data-driven decisions that drive growth, optimize marketing strategies, and improve operational efficiency.

3. Scalability and Performance: Redpoint CDP's robust data management capabilities allow organizations to efficiently store, process, and analyze massive volumes of customer data, ensuring optimal performance and the ability to grow with the business. Integrating AEP for outbound delivery further increases the resources of the platform and by proxy extends the scalability and performance.

Technical benefits

1. Unified and Enriched Customer Data: Redpoint CDP's advanced data unification and enrichment capabilities consolidate customer data from various sources, creating a single, comprehensive view of each customer and enhancing data quality for accurate analysis and targeting.

2. Scalable and High-Performance Data Warehousing: Each database platform supports various scalability options to enable organizations to store, manage, and process large volumes of customer data efficiently, ensuring optimal performance and the ability to handle growing data needs.

3. Real-Time Data Processing and Analytics: Redpoint CDP's data streaming features allow organizations to analyze customer data and derive actionable insights in real-time, enabling faster decision-making and more responsive customer engagement.

4. Seamless Data Integration and Connectivity: The integration between Redpoint CDP and AEP offers various connectivity approaches, including APIs and direct connection methods, further extending seamless data integrations. This simplifies the process of connecting the platforms and reduces the complexity of managing data pipelines, saving both time and resources.

Overall architectural considerations

The Adobe stack is vast, and AEP contains a fundamental set of tools that populates its data layer that supports its marketing applications. The integration patterns for data warehouses are well known and very straightforward to set up and maintain. Using this data to hydrate Adobe and fuel Adobe-powered CX provides a robust combined ecosystem.

Given the various database options, there are a few considerations to review when determining your deployment architecture.

Data Warehouse Considerations

Customers can choose from a variety of database options. Given that, below are few of the considerations when selecting a database technology.

• Corporate Guidelines: What are your corporation's guidelines for databases? Some companies have mandates on what technology should be used when there is an option. It may reflect around a specific cloud-based alignment or it may be based on some other reasoning, but it is good to start here when considering database options so that you don’t select one that is not within the guidelines. If you do select one that is out of alignment, it would be helpful to have the reason why you would choose that solution over an approved option.

• Cost: Cost is clearly an important consideration. You may want the most expensive options for all of the bells and whistles that it offers, but you need to weigh that with the actual business requirements to ensure that you align your needs with your wants and make the correct technology investment.

• Performance and Scalability: Both of these options usually come with a tradeoff of cost, so this flexibility should be considered for growth and expansion while keeping costs in mind.

There are various database technologies that Redpoint supports. The following are popular selections:

• Snowflake

• Azure SQL

• Google BigQuery

• Redshift

• PostgreSQL

Refer to the following for a full list of supported databases:

• Redpoint Data Management (RPDM) Supported Databases

• Redpoint Interactions (RPI) Supported Databases