Insights from Adobe
Guides, reports and research to help you make better decisions.
Choose a Adobe asset to read
Report · 9 min read
Trust Report. The digital economy is personal
Adobe's Trust Report shares EMEA findings from a survey with Advanis of more than 6,000 consumers and 924 senior business leaders across seven countries, including Belgium, Denmark, France, Germany, the Netherlands, Sweden and the UK. It looks at how data practices, personalisation, content, AI and employee treatment shape customer trust, with country breakdowns throughout. It suits marketing, CX and data leaders who want evidence on what builds and breaks trust, what happens when it is lost, and how trust affects spending.
13 min read
When Moments Matter
This Adobe eBook argues that great customer experiences happen in the moment, not days or weeks later. Using examples from Netflix, Disney and Hulu, retail and travel, it shows how real-time customer profiles, streaming segmentation and journey analytics help brands act on insights as they happen. It also covers preparing for the end of third-party cookies through first- and second-party data, with attention to GDPR and CCPA. It closes with capability tables comparing Adobe's analytics and customer data platform tools. It is written for marketing and technology professionals.
Guide · 12 min read
A guide to how CMOs can build trust in the digital economy
This Adobe guide examines why many brands are losing customer trust in their digital interactions and how chief marketing officers can act as guardians of that trust. Drawing on Adobe's 2022 global consumer trust survey and research by marketing leadership expert Thomas Barta, it explains three drivers of trust: value, customer experience and data confidence. Written for CMOs and senior marketing leaders, it offers practical advice on making customer data useful to customers, measuring trust across touch-points, and building alliances with the CTO, the CFO and their own teams.
Whitepaper · 7 min read
Prioritize trust – increase customer loyalty
This Adobe guide argues that building customer trust, especially online, may be the C-suite's most important job. Drawing on Adobe's 2022 global survey of consumers and senior executives, it looks at why customers lose trust: weaker value, poor or impersonal digital experiences, and concerns about personal data. It highlights the gap between what executives believe and what customers say about data use. It then offers three questions to help leaders close trust gaps, including a rapid trust audit. Written for senior executives responsible for customer experience, technology and growth.
Why it matters
70%
of leaders plan to invest this year
21%
Increase
34
More Leads
1M
Contacts
When Moments Matter
This Adobe eBook argues that great customer experiences happen in the moment, not days or weeks later. Using examples from Netflix, Disney and Hulu, retail and travel, it shows how real-time customer profiles, streaming segmentation and journey analytics help brands act on insights as they happen. It also covers preparing for the end of third-party cookies through first- and second-party data, with attention to GDPR and CCPA. It closes with capability tables comparing Adobe's analytics and customer data platform tools. It is written for marketing and technology professionals.
This content is provided by Adobe. Your details are shared with Adobe only when you fill in a form on this page, and are handled in line with the Adobe privacy policy. All trademarks belong to their owners.