Countless times, Adobe Experience Platform (AEP) clients are dazzled by vendors and even Adobe themselves, showcasing the impressive capabilities of AEP. They're promised rapid returns on investment (ROI) and transformative customer experiences. However, the journey to achieving these results is often more complex and time-consuming than anticipated. Clients become disillusioned when they can't materialize ROI in the timeframe they were led to expect, leaving them feeling frustrated and disappointed. The reality is that AEP's full potential can only be unlocked by progressing through a maturity model that encompasses data management, governance, and analytics. In this blog post, we'll explore the 5 stages of the Customer DataOps Maturity model, providing a roadmap for AEP clients to achieve success and maximize their investment.
Stage 1: Unmanaged
At the unmanaged stage, customer data is scattered across various departments and systems, making it difficult to get a unified view of the customer. Adobe Experience Platform can help by providing a centralized customer profile, but organizations at this stage often struggle to integrate data sources and ensure data quality.
Characteristics:
Decentralized data management
Limited data governance
Inconsistent data quality
Manual data processing
The Adobe Experience Platform capabilities that are recommended for this stage are:
Customer Profile Management
Data Ingestion and Integration
Stage 2: Managed
In the managed stage, organizations have started to centralize their customer data using Adobe Experience Platform. They've established basic data management processes, but data governance is still limited, and data quality issues persist.
Characteristics:
Centralized data management
Basic data governance
Improved data quality and reduced duplication of data
Automated data processing
Now in this stage, we can leverage additional Adobe Experience Platform features:
Data Management and Governance
Data Quality and Validation
Stage 3: Operationalized
At the operationalized stage, organizations have streamlined their customer data management processes using Adobe Experience Platform. Data governance is established, and data quality is consistently high. They're using data analytics and insights to drive business decisions.
Characteristics:
Optimized data workflows
Robust data governance
High data quality
Data-driven decision-making
Here is where start getting serious about automation and intelligence with AEP:
Customer Journey Analytics
Customer Journey Optimizer
Stage 4: Governed
In the governed stage, organizations have implemented a robust data governance framework, ensuring data security and privacy. Adobe Experience Platform's built-in governance features support this stage.
Characteristics:
Strong data governance framework
Data security and privacy prioritized
Compliant with regulations
Data management is highly regulated
Several of the most advanced capabilities of Adobe Experience Platform start to shine:
Data Governance and Privacy
Compliance and Security
Stage 5: Augmented
The augmented stage represents the pinnacle of Customer DataOps maturity. Organizations have implemented advanced data analytics and AI-powered insights using Adobe Experience Platform to drive business growth and innovation.
Characteristics:
Advanced data analytics
AI-powered insights
Real-time data processing
Continuous innovation
Here is where everyone want to be with Adobe Experience Platform:
Customer AI and Attribution AI
Real-time Customer Profile
Climbing the Customer DataOps Maturity model requires a commitment to data management, governance, and analytics. IT IS NOT EASY. Adobe Experience Platform provides the capabilities to support organizations at every stage of their journey but only few people can leverage this. By understanding the 5 stages of maturity, organizations can assess their current state and develop a roadmap for success.