The primary value demonstrated in the scenario is the shift from a slow, 7-day batch process to a near real-time data stream for audience activation. This change directly impacts two key areas: speed and campaign effectiveness.

1. Time-to-market (B) is a direct measure of the operational improvement. The time required to activate a segment of "likely-to-churn" customers in Facebook has been reduced from up to 7 days to near real-time. This acceleration is a core value proposition of Real-Time CDP.

2. Cost Per Action/Acquisition (CPA) (C) measures the campaign's financial efficiency and effectiveness. By targeting customers with more timely and relevant data, the retention campaign is more likely to succeed, leading to a higher conversion rate (i.e., more customers retained). This improved performance results in a lower cost for each successful retention action, directly reflecting the value of the new system.

A. CPM: Cost Per Mille (CPM) measures the cost of ad impressions, not the effectiveness of the campaign in driving a specific business outcome like customer retention.

D. AOV: Average Order Value (AOV) is irrelevant in this context, as the campaign's goal is to prevent customer churn, not to increase the value of a sales transaction.

1. Adobe Experience League

Real-Time Customer Data Platform Documentation. The overview emphasizes activating profiles "throughout the customer journey." The value in this scenario comes from acting on a churn signal at the right moment

which was previously delayed. This speed is captured by "Time-to-market." (Source: Adobe Experience League

"Real-Time Customer Data Platform Overview

" Section: "What is Real-Time Customer Data Platform?").

2. Adobe Business Whitepaper

"Reimagine the Customer Journey with a New Breed of CDP." This document discusses how a Real-Time CDP enables businesses to "deliver the next best experience in the moment" and "improve marketing ROI." A lower CPA is a primary indicator of improved marketing ROI and campaign performance

which is achieved by acting on timely data. (Source: Adobe

"Reimagine the Customer Journey with a New Breed of CDP

" Page 4

Section: "Improve marketing ROI").

3. Adobe Experience League

"Sources and Destinations." The documentation on streaming destinations like the Facebook Conversions API connector highlights the ability to "send audience and event data... in near real-time." This capability directly enables a reduction in "Time-to-market" for audience activation compared to batch file uploads. (Source: Adobe Experience League

"Destinations Overview

" Section: "Streaming destinations").