Adobe Real-Time Customer Data Platform vs. Commanders Act Enterprise Tag Manager

Adobe Real-Time Customer Data Platform is well suited for organisations that have extensive PII data with attributes & consumer behaviors. Also, who wants to run omnichannel customer acquisition and focus on middle- or low-funch campaigns? Also, having multiple digital assets (i.e., website, mobile application, CRM, SMS campaign channels, etc).

Incentivized

If you need a single place where you can handle all the third party pixels, this is a well-suited platform. As well as if you want to keep the deployment independent from all other (and more complex) deployments driven by IT. If you need a pixel to be fired not just when the page loads, but based on user actions, you should use the events and that's pretty complex to handle.

Incentivized

• Real time segmentation and profiling on high volume of customer data
• Integration of various customer data sources, ranging from CRM, Web Analytics, EDL and other custom sources
• Data governance of customer data in the platform, down to attribute based access controls
• Activation across paid media, marketing automation and experience optimization platforms
• Easy to use interface for marketers

Incentivized

• Creating new pixels is very easy, as well as organizing all of them, handling prioritization between different partners' pixels.
• Defining the perimeters and constraints where the pixels need to be fired is a breeze.
• Deploying the container and keeping track of all the modification is very well done.
• The configuration of the deduplication rule is pretty flexible.

Incentivized

• Some features that are not yet released to all customers are necessary to manage cases like device sharing
• The methodology of how data is stored and manage is relatively unique and requires some ramp-up to fully understand
• There are some areas, like deduplication, where the platform doesn't provide the flexibility one would expect

Incentivized

• Reports. Tag Commander lacks in term of reports of what's happening. There is an additional module called Attribution Management System that gives you a lot of insights, but more basic reports to understand what has been fired will be useful.
• Support. Tag Commander support is very low responsive. It took several days to have the first feedback and generally, it takes a lot of emails to get what you need.
• Deduplication engine flexibility. The engine is there and it works pretty well, until you have a slightly different need. In that case you need to implement something custom in terms of implementation, reports, etc. A more flexible approach would be useful.

Incentivized

Adobe Real-Time Customer Data Platform quickly becomes a must-have once you are through the "build it" phase. Direct integration with a wide variety of disparate systems makes it a difficult proposition to remove once users are trained in its various systems and fully bought into the strategy behind its use. Support for a wide range of teams is helpful in adoption and continued use of Adobe Real-Time Customer Data Platform - everyone in data engineering, martech, frontend marketing can find a use case to pursue.

Incentivized

Activation - great Segmentation - in UI, there should be the possibility of writing advanced code Tags. Both Mobile and Desktop Data Ingestion - might be pain in the ass. Changing one customer attribute is time-consuming. It should be some super admin or some feature. One user can change some customers' attributes easily. Data Transformation - Maybe there are some modules for that in AJO?

Incentivized

Adobe CDP is a very capable product that offers all of the features that its competitors offer and more. The only differences can be noticed while connecting with other external tools. Adobe can help easily connect with tools within its ecosystem: Analytics/Marketo/Target, etc.

Incentivized

• it has allowed us to gain more insights into our profiles
• we have been able to manage our schemas with ease

Incentivized

• It let us deploy new pixels/fixes to pixels independently from the IT deployment process.
• It let us easily turn on/off and sort the pixel execution based on partners' priority, assuring better data tracking for more important partners.
• It provides out of the box pixel implementation for tons of partners, but really often we need to rewrite the pixel from scratch as they're not up to date.

Incentivized