Evonik implemented Adobe Real-Time CDP to unify customer data, enable real-time activation, and deliver personalized B2B engagement—breaking down silos across marketing, sales, and service while ensuring global GDPR compliance.

The Challenge

Evonik’s customer data was siloed across CRM, web, marketing automation, and ERP systems, making a unified 360° view impossible. Marketing relied on manual segmentation, lacked real-time capabilities, and faced strict GDPR compliance requirements.

The Solution

Building a Unified, Privacy-First Customer Data Foundation

Evonik selected Adobe Real-Time CDP as the backbone for its global customer data strategy, creating a central, privacy-compliant environment where marketing, sales, and service teams share the same single source of truth. The initiative connected previously siloed systems—Microsoft Dynamics 365 (CRM), Adobe Marketo Engage, Adobe Experience Manager, e-commerce, SAP ERP, pricing, and forecasting systems—into a unified, real-time data layer.

Robust identity resolution stitched together B2B account data and individual customer touchpoints, linking anonymous browsing behavior to authenticated interactions. This enabled the creation of dynamic, multi-dimensional customer profiles that are always up to date.

The MVP phase prioritized two high-impact use cases:

• Automated Follow-Up Campaigns: When a customer requests a product sample and provides feedback, the system triggers an immediate, personalized follow-up in Marketo—turning interest into action.
• Lead Scoring & Prioritization: Engagement scoring based on cross-channel activity (web visits, downloads, webinars) triggers real-time alerts for sales, ensuring timely and relevant outreach.

To ensure business value beyond marketing activation, Adobe Customer Journey Analytics (CJA) was integrated for end-to-end journey visibility. This replaced fragmented, manual reporting with unified, role-based dashboards accessible to both marketing and sales teams. A formal Center of Excellence was established to oversee governance, onboarding of new data sources, and the continuous development of new real-time use cases.

How we did it

Phased Rollout with Strong Governance and Global Scalability

The implementation followed a phased approach to deliver quick wins while building a sustainable architecture for long-term growth.

We began with the Adobe Real-Time CDP platform setup, establishing ingestion pipelines from key systems: Dynamics 365 CRM, Adobe Marketo Engage, AEM-powered websites and portals, SAP ERP, e-commerce, and pricing systems. This was coupled with the deployment of Adobe Web SDK for consistent, real-time behavioral data collection.

Using Adobe’s XDM data modeling, we designed standardized schemas for accounts, contacts, and events. Identity stitching via Adobe ECID ensured that anonymous and known interactions could be linked into a single profile—critical for B2B account-based marketing.

Consent and compliance were embedded from day one by integrating Usercentrics CMP, enabling GDPR-compliant data collection with region-specific consent logic.

For faster delivery and reduced complexity, we leveraged the Adobe Customer Data Platform Migration Accelerator, which provided best-practice mappings, preconfigured workflows, and standardized identity resolution strategies. This allowed the team to migrate relevant datasets, configure audience segments, and activate use cases in record time without starting from scratch.

The MVP phase focused on building the first high-value campaigns and dashboards while validating data accuracy. Cross-functional workshops ensured alignment between IT, marketing, and sales stakeholders, and a Center of Excellence was formed to manage governance, train users, and standardize processes.

By following this structured, modular approach, we ensured the platform could be rolled out globally—onboarding new business units, systems, and regions without downtime or disruption to existing operations.

About the Client

Evonik Industries AG is a global leader in specialty chemicals, operating in over 100 countries. The company focuses on delivering sustainable, high-performance solutions for industries including automotive, pharmaceuticals, agriculture, and consumer goods. As part of its Digital Customer Experience 2030 strategy, Evonik invests in cutting-edge technologies to drive innovation and customer-centric growth.