I have been using it for CDP, real-time data, CJA, and CJAO (Customer Journey Optimization). My current organization is a product-based company. We have multiple products with a wide user base, both B2B and B2C.
We have to track their data, including digital and offline data. We have sales and marketing teams who use different sources. We need to club the data through our CDP and give it to the marketing team to utilize for marketing efforts.
We have a separate team that requires cold calling details, small communications, and push notifications. All these things are required for CJA to optimize our campaigns.
Before, we were using Eloqua, Salesforce, Adobe, AWS, and many other data sources. It was difficult for stakeholders to make decisions because they had to consult multiple dashboards (marketing, campaign, etc.). They had to create slides and then make decisions.
Now, with Adobe Experience Manager (AEM), we have all the data sources in one place and can visualize them together. We can make quick decisions, and we started using this in 2024.