Adobe Real-Time Customer Data Platform vs. Helixa

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

Users have to be upfront with clients on where Helixa is pulling data from or they could get the wrong idea about the insights. Helixa pulls from a number of sources to gain insight but may not specifically be from the owned channel social audience. By using total social view, you can potentially get the audience data for your Twitter channel which can add specificity to your insights but they can differ from the overall consumer audience. Helixa is best used as a starting point, a place to get ideas and pull supporting data to understand patterns in behavior about an audience. I would not necessarily take its word as gospel, just one piece of a larger insight. My favorite section are the opinions as they show what is most important to the specific audience and can really help get the wheels turning. My least favorite section are the influencer categories. From my experience with Helixa, the influencers tend to skew political and mainstream which is not necessarily what clients are looking for when trying to understand what kind of people are influencing audiences. I also mind that Helixa pulls in a lot of unnecessary social apps like Flickr or Foursquare which are hardly used anymore.

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

• Visualization
• Category organization
• Valuable intelligence

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

• Loading times
• Navigation
• Easier Social Audience Uploads

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

Helixa is just a completely different beast entirely. Where other consumer research boils down their insights into reports, Helixa allows you to go through audience data with a fine tooth comb, also providing the opportunity for direct comparison across different brands or demographic groups. While we did pick Helixa, I can’t emphasize the need for making Helixa one tool in a tool box. While Mintel was a tool we considered that was similar-ish, we also use Mintel now to help complement Helixas insights

Incentivized

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

Incentivized

• More creative pitches
• The allure of data driven services
• Signed scopes

Incentivized