How each solution fits
Each Adobe solution plays a distinct role across GPC's priorities. Together they answer who to reach, what to say, where the journey goes, and which investments actually moved the business.
RTCDP B2B
Unifies person and account profiles, resolves identity, builds real-time audiences, and activates them to Adobe and media destinations. Determines who can be reached.
CJA & CJA B2B
CJA (B2C) analyzes person-level cross-channel journeys, pathing, attribution, and behavioral audience discovery — explaining individual behavior. CJA B2B extends that analysis to accounts, buying groups, opportunities, and revenue — explaining account behavior, health, pipeline progression, and attribution.
Adobe Target
Delivers and tests personalized owned-channel experiences — offers, content, landing pages, recommendations, onboarding, loyalty, and sponsored placements. Controls the experience.
Marketo Engage
Executes structured lifecycle programs, account-based nurture, scoring, onboarding journeys, and campaign streams. Systematically executes nurture.
AJO B2B
Responds to live customer behavior and account signals with real-time, role-based journey orchestration, dynamic decisioning, and next-best actions. Acts in the moment.
Adobe Mix Modeler
Applies marketing mix modeling, multi-touch attribution, causal AI, and incrementality measurement to prove what worked and recommend where the next dollar should go. Proves impact.
GPC's 11 priorities, solution by solution
Each priority opens with its overview and the applicable Adobe solutions, then details the organized use cases — the problem solved, how Adobe solves it, and the value to GPC — and closes with the business questions it answers.
1
Enhanced Customer Segmentation & Intelligence
Create a multidimensional understanding of each PRO customer and account using shop profile, firmographic, behavioral, channel, category-penetratio…
This priority is primarily about understanding customers, accounts, buying groups, customer health, growth potential, and whitespace opportunities. RTCDP provides the customer intelligence foundation while CJA B2B provides the account intelligence layer. CJA adds person-level behavioral context, and Target becomes relevant only when those insights are used to personalize the experience.
Create a multidimensional understanding of each PRO customer and account using shop profile, firmographic, behavioral, channel, category-penetration, share-of-wallet, revenue-tier, product-propensity, and channel-propensity signals. The goal is to replace disconnected segments with account intelligence that identifies customer health, growth potential, category whitespace, lifecycle stage, channel preference, and the appropriate next treatment
Current customer information is fragmented across systems, making it difficult to create a consistent account view or distinguish high-value, at-risk, mature, under-engaged, and expansion-ready accounts
Real-Time CDP unifies first-party customer and account data into profiles and audiences. CJA B2B analyzes behavior across people, buying groups, accounts, orders, campaigns, programs, and offline interactions. Together, they support fact-based, behavioral, transactional, lifecycle, and modeled segmentation
Improves targeting precision, creates a common customer definition across teams, and establishes the foundation for personalization, retention, sales prioritization, and audience activation
GPC needs a consistent way to determine whether an account is healthy, growing, flat, declining, or at risk before material revenue is lost
CJA B2B analyzes order frequency, revenue trends, category breadth, digital engagement, program participation, support interactions, seller activity, and lifecycle movement. Real-Time CDP converts health classifications into audiences for automated or seller-led intervention
Provides earlier warning of account deterioration, improves retention prioritization, and creates a measurable framework for proactive account management
Current revenue alone does not reveal which shops have the strongest opportunity for future share-of-wallet growth
CJA B2B compares account purchasing patterns, category penetration, engagement, lifecycle position, and behavior of similar accounts. Real-Time CDP creates expansion-ready account audiences based on resulting scores
Helps marketing and sellers prioritize the accounts most likely to produce incremental growth instead of focusing only on current account size
GPC lacks a systematic way to predict which product or adjacent category an account is most likely to purchase next
CJA B2B analyzes searches, product-page activity, quotes, purchases, product combinations, category engagement, and similar-account behavior. Real-Time CDP makes the identified affinity groups available for activation
Supports more relevant cross-sell recommendations, deeper category penetration, larger orders, and stronger revenue per account. The existing master library identifies category correlation and cross-sell audience creation as core capabilities
Accounts may prefer PROLink, email, a seller, phone, branch, store, or another combination of channels, but those preferences are not consistently reflected in engagement strategy
CJA examines each account’s channel sequences and conversion behavior. Real-Time CDP maintains channel-preference segments that can inform activation and orchestration
Increases relevance, reduces unnecessary contacts, and helps determine whether a customer should receive a digital, branch, or seller-led treatment
High-potential and strategically important accounts can receive the same generic digital experience as other segments
CJA B2B identifies strategic account behavior and opportunity context. Real-Time CDP qualifies the account audience, while Target or AJO B2B delivers differentiated content, navigation, recommendations, or journeys
Aligns the customer experience with account value, growth potential, and commercial strategy
- Which accounts are healthy, growing, flat, declining, dormant, or at risk?
- Which accounts have the greatest share-of-wallet growth opportunity?
- Which categories represent the largest whitespace for each account?
- Which products or categories is an account most likely to purchase next?
- Which accounts resemble GPC’s strongest expanding customers?
- Which accounts have high engagement but comparatively low purchasing activity?
- Which segments are best suited for cross-sell, retention, acquisition, or seller-assisted treatment?
- Which accounts should receive automated engagement versus seller intervention?
- Which channel or combination of channels does each account prefer?
- Which account behaviors indicate price sensitivity, seller reliance, or digital readiness?
- Which strategic accounts should receive differentiated experiences?
- Which signals should be included in customer health and growth-potential scores?
- Which buying-group roles are active, and which important roles are absent?
- Which segment definitions produce the strongest conversion, retention, and revenue outcomes?
2
Establish Customer Lifecycle Model for Sales, Marketing & Operations
Create one account-level lifecycle model spanning prospecting, lead management, acquisition, onboarding, engagement, retention, loyalty, expansion,…
The lifecycle model is defined and measured at the account level in CJA B2B, with RTCDP maintaining the lifecycle audiences. Marketo and AJO operationalize the model by executing stage-appropriate engagement.
Create one account-level lifecycle model spanning prospecting, lead management, acquisition, onboarding, engagement, retention, loyalty, expansion, churn prevention, and reactivation. The model should provide shared stage definitions and clarify which function should act at each point
Sales, marketing, and operations can classify the same account differently, preventing consistent measurement and treatment
CJA B2B analyzes progression at the account and buying-group level. Real-Time CDP maintains lifecycle audiences, and Marketo or AJO activates stage-appropriate engagement
Creates a shared operating model for account progression and customer management
GPC cannot consistently identify which interactions accelerate movement or where accounts stall
CJA B2B analyzes transitions and fallout between lifecycle stages and identifies the behaviors, content, seller actions, and channels associated with faster progression
Improves onboarding, growth, retention, and reactivation by focusing investment on the actions most associated with progression
Some accounts research or purchase primarily through sellers, branches, stores, or phone channels even when digital ordering could provide a more efficient path
CJA identifies rep-reliant and manual-ordering patterns. Real-Time CDP creates migration audiences, while Target, Marketo, or AJO supports digital onboarding and adoption engagement
Supports digital adoption, lowers avoidable cost-to-serve, and maintains appropriate assistance for customers who need it. The primary library already identifies mixed ordering channels, journey friction, and channel preference as key issues. GPC_Master...se_Library | Word , GPC_Questi...s-Answered | PDF
It is not always clear when marketing should nurture, when a seller should engage, or when operations should intervene
CJA B2B identifies lifecycle and intent signals. Real-Time CDP builds qualifying audiences. Marketo and AJO coordinate lifecycle engagement, and CRM integration supports seller action
Reduces duplicate engagement and creates clearer ownership at each lifecycle stage
- What lifecycle stage is each account in?
- Which accounts are progressing, stalled, declining, or ready for expansion?
- Which behaviors indicate a meaningful lifecycle-stage change?
- Where is lifecycle friction greatest?
- Which onboarding actions lead to sustained engagement and ordering?
- Which accounts should receive nurturing, service assistance, or direct seller engagement?
- Which accounts remain dependent on manual ordering?
- Which digital experiences increase PROLink adoption?
- Which signals distinguish temporary inactivity from churn risk?
- Which interventions return declining accounts to healthy purchasing?
- When should marketing lead, and when should sales lead?
3
B2B Lead Generation, Scoring & Nurturing
Create an end-to-end account and buying-group program that improves demand qualification, prioritization, nurture, seller follow-up, opportunity cr…
CJA B2B qualifies accounts and buying groups and RTCDP builds the resulting audiences, while Marketo executes lead nurture and scoring. AJO adds real-time follow-up when account behavior warrants immediate action. Salesforce is a connected system, not an Adobe solution, and is intentionally excluded.
Create an end-to-end account and buying-group program that improves demand qualification, prioritization, nurture, seller follow-up, opportunity creation, and revenue progression
A single active person can be mistaken for an engaged, sales-ready account
CJA B2B evaluates engagement across contacts, roles, buying groups, accounts, and opportunities. Real-Time CDP builds audiences from account and buying-group readiness signals
Improves lead quality and reduces premature or poorly targeted sales follow-up
Lead-centric programs may not reflect account context, lifecycle position, category needs, or buying-group activity
CJA identifies stage and behavior, Real-Time CDP creates audiences, and Marketo executes personalized nurture programs
Improves lead-to-opportunity conversion, pipeline quality, and marketing-sales alignment
A priority-account list is more valuable when recommendations are continually informed by account behavior, growth potential, category opportunity, and response to prior actions
CJA B2B analyzes account and seller activity, while Real-Time CDP maintains priority audiences. CRM integration can present qualified account intelligence within the seller workflow
Evolves 5X5 from a static prioritization view toward a measurable seller decision system. Existing onsite material describes a 5X5 program built from GBQ data that identifies five nearby priority accounts and includes category, purchase-history, competitor-location, and business-type details
GPC needs visibility into whether sellers accept recommendations and whether accepted recommendations lead to purchases or account growth
CRM captures recommendation disposition and seller action. CJA B2B connects those events to subsequent engagement, ordering, and revenue outcomes
Improves future recommendations and helps separate useful guidance from low-value alerts
High-intent, abandonment, or churn signals may not reach a seller while the account still requires attention
CJA detects relevant account behavior, Real-Time CDP qualifies the audience, and CRM or journey activation routes the signal for follow-up
Helps sellers act on account behavior rather than relying only on static lists or periodic reviews
- Which accounts and buying groups are genuinely sales-ready?
- Which accounts should each seller prioritize?
- Which behaviors should trigger seller outreach?
- Which stakeholder roles are engaged or missing?
- Which nurture content accelerates qualification?
- Which accounts are active but not progressing?
- Which seller recommendations were accepted?
- Which accepted recommendations led to purchases?
- Which recommendation types work best by account segment?
- Which opportunities are stalled, and what occurred before the stall?
- Which accounts should remain in nurture rather than route to sales?
- Which combined marketing and seller actions improve progression?
4
Identify & Target All Website Visitors
RTCDP is the hero here, resolving identity and building addressable audiences, while CJA interprets pre- and post-identification behavior. CJA B2B adds account-level intent, and Target personalizes routing, authentication, and onboarding experiences.
GPC needs to distinguish known PROLink customers, known customers without access, anonymous prospects, and potential PRO customers using NAPA Online
Real-Time CDP supports identity and profile unification, while CJA analyzes pre-identification and post-identification behavior
Expands addressable demand and creates more accurate visitor treatments
A session alone does not reveal whether activity represents a prospect, returning customer, or broader account-level buying signal
CJA B2B places visitor activity in account and buying-group context when the necessary identity relationship is available
Improves prioritization and reduces overreaction to weak person-level signals
Potential PRO customers can remain in a consumer-oriented experience or fail to authenticate
CJA identifies relevant behavior, Real-Time CDP qualifies audiences, and Target personalizes routing, authentication, or onboarding experiences
Supports conversion of suitable visitors into identified, digitally engaged PRO customers
- Which visitors are known customers with or without PROLink access?
- Which visitors are anonymous?
- Which anonymous behaviors resemble high-value accounts?
- Which known customers show intent but do not authenticate?
- Which visitors should be directed toward PROLink?
- Which visitors should be retargeted or suppressed?
- Which site behaviors predict account value or purchase intent?
- Which accounts are active in stores but unrecognized digitally?
5
Personalized Promotions & Offers
Target delivers and tests offers, RTCDP qualifies the audiences, and CJA measures downstream outcomes. Marketo and AJO deliver promotions across lifecycle and real-time moments, while Adobe Mix Modeler is a supporting capability that measures promotional incrementality rather than driving the experience.
Generic offers do not reflect account needs, lifecycle stage, or health
Real-Time CDP qualifies audiences; Target, Marketo, or AJO delivers the experience; CJA measures downstream outcomes
Improves relevance, conversion, and offer efficiency
Category expansion opportunities are not systematically surfaced
CJA identifies category affinities and whitespace; Real-Time CDP creates audiences; activation solutions deliver recommendations
Increases category breadth and revenue per account
GPC needs to distinguish incremental purchases from demand that would have occurred without a promotion
AMM evaluates incremental marketing impact, while CJA examines the promotion’s role in the account journey
Reduces unnecessary discounting and improves promotional investment decisions
- Which offers work best by segment, lifecycle stage, and health score?
- Which accounts need an incentive?
- Which accounts should be suppressed from discounts?
- Which promotions create incremental revenue?
- Which categories are the strongest cross-sell for each account?
- Which accounts are ready for upsell rather than discounting?
- Which messages work best by buying role?
- Which offers increase repeat buying rather than one-time spikes?
6
Cross-Channel Messaging & Journey Orchestration
CJA supplies journey intelligence, RTCDP supplies the audiences, and AJO orchestrates real-time cross-channel journeys — the role AJO fills most naturally. Marketo supports the structured, scheduled lifecycle programs alongside real-time orchestration.
Engagement is executed channel-by-channel, so activity across the people, roles, accounts, and opportunities in a buying group is not coordinated.
CJA supplies account and buying-group journey intelligence, Real-Time CDP builds the audiences, and Marketo or AJO coordinates activity across people, roles, accounts, and opportunities.
Greater message continuity and less duplication across the account.
It is unclear when engagement should be seller-led versus digitally led, creating overlap or gaps.
CJA journey intelligence and Real-Time CDP audiences clarify the split, while Marketo or AJO executes the digitally led engagement and signals seller-led moments.
Clearer ownership and reduced duplicate engagement.
High-intent or abandonment signals are not acted on while they are still relevant.
CJA detects the signal, Real-Time CDP qualifies the audience, and AJO responds in real time.
More relevant, timely engagement and fewer missed moments.
Messages are delivered without regard to each customer's observed channel behavior.
CJA analyzes channel behavior, Real-Time CDP maintains the audiences, and Marketo or AJO delivers on the preferred channel.
Higher relevance and engagement with less wasted delivery.
Customers keep receiving engagement after they have converted or changed lifecycle stage.
CJA identifies the conversion or lifecycle change, Real-Time CDP updates the audience, and Marketo or AJO suppresses further messaging.
Reduced duplication and irrelevant contact.
Next actions are chosen without systematically using available behavior and intent signals.
CJA supplies behavior and intent, Real-Time CDP qualifies the audience, and AJO applies AI decisioning to determine the appropriate offer, timing, channel, or action.
More relevant engagement and better-timed next steps.
- Which journeys span web, app, email, media, branch, phone, and Salesforce?
- Where do accounts abandon those journeys?
- Which sequences correlate with conversion, retention, or expansion?
- Which accounts require real-time rather than scheduled nurture?
- Which role should receive which message?
- When should a seller act?
- Which accounts should be suppressed because they converted?
- What next action is appropriate for each lifecycle and account segment?
7
Audience Management & Media-Partner Integration
RTCDP is the hero: it unifies first-party data and activates audiences directly to media partners. CJA evaluates downstream account quality and Adobe Mix Modeler measures aggregate investment effectiveness. AJO is optional, adding journey-based audience treatment. Adobe Target is not central to this priority and has been removed.
First-party audiences are fragmented across systems and difficult to manage consistently.
Real-Time CDP unifies first-party data into governed audiences that can be maintained and activated centrally.
Higher audience quality and consistent management across channels.
Activating audiences to each media partner is manual and inconsistent.
Real-Time CDP activates audiences directly to documented destinations including Google, Bing, Meta, Epsilon, Criteo, DV360, Rakuten, Impact, TikTok, and YouTube.
Faster, more consistent activation across paid media.
Media investment is not concentrated on the highest-value accounts and buying groups.
CJA identifies high-value accounts and buying groups, and Real-Time CDP builds and activates those audiences.
Better-targeted paid media and improved downstream account quality.
Anonymous visitors showing intent are not consistently retargeted.
Real-Time CDP builds retargeting audiences from anonymous behavior and activates them to media platforms.
Expanded addressable reach and recovered demand.
Media spend is wasted on existing customers or accounts that already converted.
CJA identifies converters and existing customers, and Real-Time CDP suppresses those audiences from activation.
Reduced wasted spend and cleaner targeting.
Audiences are judged on clicks rather than the account outcomes they produce.
CJA examines downstream account behavior and AMM evaluates aggregate investment effectiveness.
Investment guided by real account quality, not surface metrics.
Paid-media segments are not tuned for the right balance of reach, relevance, and return.
CJA and AMM assess segment performance, and Real-Time CDP refines and re-activates the audiences.
Better balance of reach and relevance and improved media return.
- Which audiences should activate to each media partner?
- Which anonymous visitors warrant retargeting?
- Which existing customers should be suppressed?
- Which audience definitions balance reach and relevance?
- Which channels produce the strongest downstream account quality?
- Which media-exposed accounts later convert through a branch, phone, or seller?
- Which audiences are over-targeted?
- Which audience and channel combinations create incremental outcomes?
8
Stitch Online Activity to Offline Conversions
CJA reconstructs the online-to-offline journey and CJA B2B attributes it at the account, buying-group, and revenue level — the account intelligence this priority previously omitted. RTCDP unifies the underlying data. Salesforce is a connected data source, not an Adobe solution.
Online and offline interactions live in separate systems, so full journeys cannot be seen.
CJA and Real-Time CDP combine PROLink, POS, CRM, campaign, and digital signals to reconstruct the complete journey.
Full journey visibility across digital and offline.
Digital activity that drives branch or store purchases receives no credit.
CJA connects digital behavior to branch and store transactions using combined online and offline data.
Accurate credit for digital's offline impact.
Seller- and phone-assisted conversions are not tied back to the digital journey.
CJA places seller and phone interactions alongside digital behavior in the reconstructed journey.
A clearer view of how assisted channels contribute to revenue.
No single view spans a customer's or account's complete cross-channel journey.
CJA and Real-Time CDP unify PROLink, POS, CRM, campaigns, and digital behavior into one journey.
A shared, complete journey view for analysis and attribution.
Accounts that research or buy offline could be served more efficiently through digital ordering.
CJA identifies manual-ordering patterns and Real-Time CDP creates migration audiences for digital adoption.
Lower cost-to-serve while preserving assistance where needed.
Attribution is limited to last click and misses assisting channels.
CJA applies multi-touch attribution across the reconstructed online and offline journey.
Fairer credit across the channels that influence purchases.
It is unclear which use cases justify real-time rather than batch execution.
CJA and Real-Time CDP validate where real-time signals materially change outcomes.
Real-time effort focused where it creates incremental benefit.
- Which digital interactions precede branch, store, phone, or seller-assisted purchases?
- Which journeys begin with search or quote activity and finish offline?
- Which channels assist revenue without last-click credit?
- Which accounts research digitally but purchase manually?
- Which campaigns create offline demand?
- Which journeys should be migrated toward digital ordering?
- Which use cases materially benefit from real-time activation rather than batch execution?
- What incremental benefit does real-time intervention create?
9
Launch a B2B Loyalty Program for Pros
This priority legitimately spans analytics, audience, personalization, and lifecycle execution. CJA compares member and non-member behavior and RTCDP builds enrollment and engagement audiences, while Target personalizes program experiences and Marketo and AJO execute lifecycle communications.
GPC lacks a comprehensive Pro loyalty program; AutoCare serves only as a proxy.
CJA analyzes member and non-member behavior to inform program design, and Real-Time CDP with Marketo or AJO enables execution.
A foundation for a purpose-built Pro loyalty program.
The best enrollment candidates are not systematically identified.
CJA identifies high-potential accounts, Real-Time CDP creates enrollment audiences, and Marketo or AJO drives enrollment communications.
Higher-quality enrollment and faster program growth.
AutoCare participation varies and is not optimized against comparable shops.
CJA compares participation and behavior, and Real-Time CDP with Marketo or AJO targets optimization communications.
Improved AutoCare engagement and expansion.
GPC cannot clearly quantify how members differ from non-members.
CJA compares member and non-member cohorts across order frequency, category breadth, retention, and account health.
Evidence of program impact to guide investment.
Enrolled members do not always progress to sustained participation.
CJA identifies effective onboarding paths and Marketo or AJO delivers onboarding and adoption journeys.
More members reaching sustained, active participation.
Loyalty engagement is not used to drive category expansion.
CJA surfaces category whitespace, Real-Time CDP builds audiences, and Marketo or AJO delivers cross-sell communications.
Increased category breadth and revenue per member.
Declining or lapsed members are not re-engaged in time.
CJA detects declining participation, Real-Time CDP builds retention and reactivation audiences, and Marketo or AJO runs the programs.
Improved retention and recovered members.
Program content is not tailored to the different buying-group roles.
CJA identifies which roles engage with benefits and content, and Marketo or AJO personalizes by role.
More relevant program engagement across the buying group.
- Which accounts are the best enrollment candidates?
- Which accounts underuse AutoCare relative to similar shops?
- Which onboarding paths lead to sustained participation?
- Which program interactions correlate with retention and category expansion?
- Which accounts are active buyers but weak program adopters?
- Which benefits and content work best by buying role?
- How do members and non-members differ in order frequency and account health?
- Which loyalty campaigns produce incremental business outcomes?
10
Implement Rapid Media Mix Modeling
Evolve marketing measurement beyond a periodic standalone model by establishing AMM as part of GPC’s shared Adobe data and analytics foundation.
Adobe Mix Modeler is the actual business capability. The remaining solutions provide the customer, journey, account, and marketing data necessary to make media measurement and optimization meaningful.
Evolve marketing measurement beyond a periodic standalone model by establishing AMM as part of GPC’s shared Adobe data and analytics foundation. The central value is not merely refreshing the Ipsos model more frequently. It is connecting investment measurement with customer journeys, online-to-offline outcomes, campaign performance, governed data, and executive decision-making
Measurement exists separately from customer, journey, audience, and business-performance analysis
AMM and CJA use a shared Adobe data foundation to connect investment, journey, attribution, incrementality, and business outcomes
Creates more consistent reporting, governance, and reusable measurement data
A traditional engagement may deliver a model without establishing a reusable enterprise measurement environment
Measurement datasets remain available for analysis, visualization, reporting, and broader use cases
The underlying governed data becomes a long-term enterprise asset
GPC needs to understand the outcome of moving spend across channels
AMM supports media-contribution analysis, scenario planning, and budget allocation
Enables more defensible investment planning
Platform reporting can claim credit for demand that would have occurred anyway
AMM applies causal and incrementality measurement to evaluate net-new impact
Increases confidence in marketing ROI
Performance can vary across regions, partners, and co-op programs
AMM compares effectiveness and supports investment decisions across markets and programs
Improves allocation of regional and co-op funding
- Which channels and campaigns generate incremental revenue?
- What would have occurred without the marketing investment?
- Where should the next marketing dollar be invested?
- What happens if spend moves between channels?
- Which channels are saturated or underfunded?
- Which regional programs produce the strongest returns?
- Which co-op campaigns deliver the greatest impact?
- Which campaigns should be expanded, reduced, or stopped?
- How does marketing contribute to acquisition, retention, and revenue?
- How can measurement data be reused across journey analysis, audience creation, and executive reporting?
- How should Adobe measurement complement and evolve the current Ipsos process?
11
Launch the NAPA Retail Media Network
Retail media requires all of these components: RTCDP builds and activates first-party advertiser audiences and Adobe Mix Modeler measures campaign incrementality and investment, while Target delivers and tests sponsored experiences and CJA and CJA B2B provide closed-loop consumer and Pro-account outcomes.
Advertisers need differentiated and valuable audience propositions
Real-Time CDP builds addressable audiences from GPC’s first-party data
Supports differentiated advertiser products and potential new revenue
Sponsored placements can lack relevance or evidence about the best placement and treatment
Target delivers and tests sponsored products, categories, creative, messaging, and placement treatments
Improves sponsored-content relevance and performance
Advertisers require evidence that exposure leads to business outcomes
CJA analyzes digital and offline journeys, while AMM evaluates incremental investment impact
Strengthens advertiser reporting and renewal conversations
Consumer-only reporting can miss PRO account, branch, phone, seller-assisted, and offline results
CJA B2B connects exposure with account, buying-group, opportunity, and revenue activity
Broadens the range of outcomes GPC can demonstrate to advertisers
GPC needs to identify which advertisers, audiences, placements, and campaigns should scale
CJA provides journey and audience performance; AMM provides incremental and investment-level measurement
Supports optimization of retail-media inventory and advertiser investment
- Which first-party audiences are valuable to advertisers?
- How should GPC package and value those audiences?
- Which advertisers, placements, sponsored products, and campaigns produce outcomes?
- Which exposures lead to digital or offline purchases?
- Which campaigns create incremental purchases?
- Which audiences produce the strongest downstream customer quality?
- Which placements should be scaled, optimized, or reduced?
- How should closed-loop advertiser reporting be structured?
- Which retail-media investments improve ecommerce growth and sustainable revenue?
The role of each solution
RTCDP B2B
WHORTCDP B2B is the customer and account intelligence foundation. Its primary purpose is to unify customer, account, and buying-group data into a single profile and make that intelligence available for activation across marketing, sales, personalization, and media channels.
RTCDP sits between data and activation.
It transforms fragmented customer information from PROLink, CRM, POS, media, and other systems into addressable audiences that can be activated throughout the customer lifecycle. RTCDP determines who should receive an experience, campaign, promotion, or sales action.
- Enhanced Customer Segmentation & Intelligence
- Customer Health Scoring
- Growth Potential Scoring
- Identify & Target All Website Visitors
- Audience Management & Media Activation
- Strategic Account Personalization
- Channel Preference Optimization
- Loyalty Program Segmentation
- Account-Based Audience Creation
- Buying Group Qualification
- Who are our highest-value customers?
- Which accounts are at risk?
- Which customers have growth potential?
- Which visitors are known, unknown, or addressable?
- Which audience should receive a campaign?
- Which accounts should be suppressed?
- Which customers should be activated across media channels?
Creates a single source of customer truth, improves targeting precision, increases audience quality, and enables all downstream personalization and activation programs.
Customer Journey Analytics (CJA)
WHYCJA provides behavioral intelligence across channels, journeys, and customer interactions. It explains what customers do, how they move through experiences, and what drives outcomes.
CJA is the analytical engine of the ecosystem.
While RTCDP creates audiences, CJA explains the behaviors, interactions, content, campaigns, and journeys that created those audiences. It is the primary source of insight and measurement throughout the customer lifecycle.
- Full Customer Journey Visibility
- Parts Ordering & Digital Adoption
- Online-to-Offline Journey Analysis
- Visitor Behavior Analysis
- Conversion Optimization
- Experience Optimization
- Content Effectiveness
- Channel Preference Analysis
- Customer Journey Measurement
- Audience Discovery
- What journeys lead to conversion?
- Where do customers abandon?
- What creates friction?
- Which content drives action?
- What happened before an order?
- Which channels influence outcomes?
- Which experiences drive engagement?
Provides visibility into customer behavior, improves conversion, reduces friction, and creates the insight foundation for optimization.
Customer Journey Analytics B2B
ACCOUNT INTELLIGENCECJA B2B extends journey analysis from individual people to accounts, buying groups, opportunities, pipeline, and revenue. It is the intelligence layer behind account-based growth.
CJA B2B powers GPC's account intelligence strategy.
The moment a question depends on the account rather than an individual customer, CJA B2B becomes the primary analytical solution. It connects marketing, sales, customer behavior, buying-group engagement, pipeline progression, and revenue together.
- Customer Health Scoring
- Growth Potential Scoring
- 5X5 Program Modernization
- Sales Rep Effectiveness
- Account Health & Churn Prevention
- Buying Group Targeting
- Sales & Marketing Orchestration
- Account-Based Journey Orchestration
- Strategic Account Personalization
- Opportunity & Revenue Attribution
- Which accounts are growing or declining?
- Which customers should sellers contact?
- Which accounts have the greatest wallet-share opportunity?
- Which buying groups are engaged?
- Which accounts are at risk?
- Which seller activities generate revenue?
- Which opportunities are progressing or stalled?
Improves seller productivity, customer retention, account growth, pipeline progression, and revenue visibility.
Marketo Engage
NURTUREMarketo is GPC's lifecycle marketing and account nurture engine. It operationalizes customer intelligence into structured, scalable engagement programs.
Marketo converts insight into ongoing engagement.
After RTCDP identifies audiences and CJA identifies opportunities, Marketo delivers the nurture, onboarding, retention, educational, and promotional programs that move customers through the lifecycle.
- B2B Lead Nurturing
- Lifecycle Marketing
- Customer Onboarding
- Cross-Sell Campaigns
- Retention Programs
- Account-Based Marketing
- Seller Follow-Up Support
- Promotional Campaign Execution
- Sales & Marketing Alignment
- Which customers need onboarding?
- Which accounts require nurture?
- Which opportunities need additional engagement?
- Which lifecycle program improves progression?
- Which campaigns accelerate movement toward revenue?
Improves lead-to-opportunity conversion, accelerates customer progression, and creates predictable lifecycle engagement.
Adobe Journey Optimizer B2B
ORCHESTRATEAJO B2B delivers real-time account engagement and journey orchestration. It helps GPC react when customer behavior indicates an opportunity, risk, or need for action.
AJO sits at the decisioning and orchestration layer.
While Marketo handles structured lifecycle programs, AJO responds dynamically to customer behavior, engagement signals, account changes, and buying-group activity.
- Real-Time Customer Engagement
- Cross-Channel Orchestration
- Buying Group Personalization
- AI Next-Best Action
- Seller Alerting
- Journey-Based Suppression
- Behavioral Trigger Campaigns
- Opportunity Acceleration
- Role-Based Experiences
- What should happen when behavior changes?
- What is the best next action?
- Which accounts require immediate engagement?
- Which role should receive the next message?
- Which journeys should be accelerated or suppressed?
Increases conversion, reduces abandonment, improves engagement timing, and enables real-time orchestration across the account journey.
Adobe Mix Modeler (AMM)
OPTIMIZE INVESTMENTAMM is GPC's strategic marketing measurement and investment optimization solution. It helps determine where marketing dollars create the greatest business impact and where future investment should be directed.
AMM is the executive measurement layer.
While CJA explains customer behavior and journeys, AMM evaluates the contribution of marketing investments across channels, campaigns, regions, and programs. It brings together attribution, media performance, incrementality, and optimization into a shared measurement framework.
- Marketing Measurement Modernization
- Media Mix Modeling
- Budget Allocation Optimization
- Incrementality Measurement
- Campaign Investment Analysis
- Regional Marketing Optimization
- Co-Op Advertising Optimization
- Retail Media Measurement
- Scenario Planning
- Marketing ROI Management
- Which channels drive incremental revenue?
- Which campaigns create business impact?
- What is marketing's contribution to growth?
- Which investments are underperforming?
- Where should the next marketing dollar go?
- How should budgets shift?
- Which regions deserve additional investment?
Improves marketing efficiency, increases confidence in investment decisions, aligns marketing to business outcomes, and creates a common measurement foundation across GPC.
How the stack works together
A single view of how the solutions divide the work across all eleven priorities.