Whew! We’re in the heart of the Autumn martech event season and my air-miles counter is spinning. So is my head—but in a good nerdy way—especially after the practical learnings last week in New York City.

I had the honor of co-presenting at AdExchanger’s Programmatic I/O Conference with Lory Mishra, Sr. Product Marketing Manager for Adobe Real-Time Customer Data Platform (CDP.) The Midtown Manhattan conference was bubbling with how-to ideas and multi-functional use cases for both optimizing media investments and delivering better experiences to every brand’s customer. Lory and I presented amplifying acquisition ideas to a packed room of media practitioners and experts.

Adobe’s Experience Platform (AEP) is on the leading edge of large-scale personalization. And the “Adobe buzz” among the audience in our breakout was palatable … helped by the fact that Acxiom, an Adobe Platinum Partner, specializes in integration and managed services for AEP. And we use our 50+ years of data management and data privacy expertise to ensure our clients are getting the most value out of their Adobe investment. In that spirit, my session with Lory focused on how Acxiom’s identity recognition and data enhancement, in combination with Adobe’s Real-time CDP, is delivering five critical use-cases for our joint clients.

This is how we framed our acquisition advice:

1. Prospecting – To generate top of the funnel awareness, make sure you are partnering with a data provider who has proven prospect audiences with great reach. 
2. Onsite Personalization – You no longer must limit your onsite personalization to just authenticated visitors, you can extend it to your unknown/unauthenticated visitors by using an identity solution which enables probabilistic recognition and serves a more personalized experience based on key insights. Thus, you can better engage unauthenticated visitors, keeping them on your site longer, improving their experience, increasing conversion, and reducing your cost per acquisition.  
3. Offsite Retargeting – You should also take advantage of offsite retargeting using a prescribed mixed of probabilistic data and Identity recognition, in real-time, to deliver tailored messaging that will drive higher engagement by the consumer and move them down the funnel towards conversion.
4. Audience Enrichment – We all want to reach more prospects that look like our best customers. Why not use information about recently converted customers to create look-a-like audiences and drive better campaign performance?  As prospects engage with your brand and turn into customers, you can enrich their information with enhanced identity, data cleansing and data enrichment – which will improve the quality and effectiveness of that 1P customer data.
5. Expanded Activation – Lastly, brands want to reach their customers across more channels and destinations. With a comprehensive understanding of the consumer and their journey, you can activate the channel that will drive the highest engagement. All of this culminates in answering, “what channels are delivering the best long-term and short-term value for your customers and your brand?”

Oh, it’s so martech nerdy, isn’t it!

But Lory, me, our great audience, we all geeked out over the potential in an Adobe + Acxiom partnership, integrations, etc. I sat at lunch with several members of our audience afterword. It was the best birds-of-a-feather lunch conversation and confirmation I’ve had in years. And our results reflect that too—we’re helping our joint Adobe + Acxiom clients recognize 5x more customers, improve personalization, and extend reach across their activation channels. It’s win, win, win.

Adobe and Acxiom’s partnership is focused on enhancing your knowledge about your customers, respectfully recognizing them, and personalizing their experiences, all to enable deeper, more meaningful relationships. As your brand adjusts to the impact of the cookieless cookie jar, strengthening your first-party and third-party data foundation with partners such as Adobe and Acxiom can play a key role.

See you at the next conference! Now, what city am I in today?