In today’s data-driven dig­i­tal land­scape, vis­i­tors can inter­act with your brand in count­less ways. They can click through an email, fill out a sur­vey, access your mobile site, com­ment on a Face­book post—or they can even make a good old-fashioned pur­chase at a retail store. Each of these actions cre­ates its own data stream, which makes it more chal­leng­ing than ever to cre­ate a holis­tic, well-rounded view of cus­tomers. Mod­ern mar­keters are tasked with uni­fy­ing all that diverse data and act­ing on it in real time. That’s where our Mas­ter Mar­ket­ing Pro­file comes in.

Dur­ing last week’s Sum­mit, we talked a lot about the new Adobe Tar­get Pre­mium. Mar­keters have the same abil­ity to get a con­sol­i­dated view of data across all Adobe Mar­ket­ing Cloud solu­tions and lever­age real-time audi­ences with the Mas­ter Mar­ket­ing Pro­file. In the Pre­mium solu­tion, they can lever­age all of that robust data to achieve auto­mated personalization.

By uni­fy­ing audi­ence and seg­ment infor­ma­tion across all chan­nels, the new Audi­ences Ser­vice pro­vides an even deeper, broader view of cus­tomers across Web and mobile. Mar­keters have seam­less access to all facets of data—from cus­tomer rela­tion­ship man­age­ment (CRM) infor­ma­tion to third-party audi­ence data and offline variables—to see not only the big­ger pic­ture, but the biggest.

The More You Know, the More You Sell

How well do you truly know your tar­get cus­tomers? You may know their gen­der, pur­chase his­tory, and maybe even their income—but do you know what dri­ves them? Under­stand­ing your cus­tomers’ needs, wants, and moti­va­tions is key to keep­ing them around and attract­ing more qual­i­fied buy­ers. Build­ing an in-depth cus­tomer pro­file is key to cre­at­ing effec­tive tar­geted campaigns.

Demo­graph­ics are a good place to start, but they’re not the end-all, be-all. For a well-rounded view, you also need to con­sider behav­ioral attrib­utes, such as what types of items are pur­chased (online or off), aver­age order value, order com­bi­na­tions, and post­ing of reviews and com­ments, just to name a few.

Become the Mas­ter of Your Data

Each cus­tomer that vis­its your site leaves behind a trea­sure trove of data: page views, pur­chases, shares, and count­less other tid­bits. Adobe’s Mas­ter Mar­ket­ing Pro­file helps you get a han­dle on all that infor­ma­tion by com­pil­ing all of that data. The Mas­ter Mar­ket­ing Pro­file includes both known data (pur­chases made while logged into a cus­tomer account, for exam­ple) and anony­mous data (such as users who were not logged in when they viewed a page or aban­doned a cart). This gives you a solid spring­board for launch­ing tar­geted, rel­e­vant cam­paigns that cater to cus­tomers’ real-time inter­ests and activities.

Rel­e­vant, Real-time Data at Your Fingertips

With other pro­file man­age­ment ser­vices, mar­keters often find them­selves drown­ing in data, over­whelmed by bloated cus­tomer pro­files that include unnec­es­sary or irrel­e­vant details. Armed with the sophis­ti­cated toolset in Adobe Ana­lyt­ics, mar­keters can per­form robust data analy­sis and iden­tify rel­e­vant audi­ences. With the new Audi­ence Ser­vices capa­bil­ity, a sin­gle click sends these audi­ences to the Adobe Mar­ket­ing Cloud, where they can be lever­aged in tar­get­ing and per­son­al­iza­tion work­flows across all solutions.

The Mas­ter Mar­ket­ing Pro­file includes the most impor­tant, real-time infor­ma­tion in a real-time data stream. This gives mar­keters access to smarter, more refined pro­files as well as con­text about their prospects and customers.

How do you access the Mas­ter Mar­ket­ing Pro­file? It’s in plain sight, across all of the solu­tions in the Adobe Mar­ket­ing Cloud. Whether you’re using Ana­lyt­ics, Tar­get, or Cam­paign, for exam­ple, your pro­file data is eas­ily acces­si­ble and ready to use for real-time tar­get­ing. And with Adobe Audi­ence Man­ager, you can aug­ment this pro­file with sec­ond– and third-party data, per­form sophis­ti­cated look-alike mod­el­ing, and apply those audi­ences both onsite and off in your retar­get­ing activities.

The Com­pre­hen­sive Pro­file: Every Marketer’s Sharpest Tool

In today’s fast-paced, com­pet­i­tive mar­ket­place, it’s not enough to merely rec­og­nize your cus­tomers … you’ve got to under­stand them. And tak­ing it a step fur­ther, you need to use that con­text to deliver a rel­e­vant, engag­ing expe­ri­ence when they inter­act with your brand. You may not know what they had for break­fast, but with the advanced tools avail­able in the Adobe Mar­ket­ing Cloud, there’s no excuse for not know­ing what sparks their buy­ing appetites.

Start reap­ing the ben­e­fits of pow­er­ful pro­file man­age­ment with the Mas­ter Mar­ket­ing Pro­file. Con­tact your Adobe account man­ager to dis­cuss your easy imple­men­ta­tion, or request enable­ment here.