Customer Journey Analytics (CJA) is an innovative technology that delivers cross-channel customer engagement insights. It helps identify new audiences and segments, run experiments to determine effective engagement tactics, and explore a more holistic view of customer interaction with a brand. CJA has become increasingly important as the traditional third-party data sources relied upon by brands become less reliable, and there is a shift to first-party data sources. Adobe’s CJA is a powerful platform that enables deep analysis of multichannel datasets and provides the ability to quickly deep dive into segments and filtered views.
Adobe’s Customer Journey Analytics (CJA) is built on top of the Adobe Experience Platform (AEP), which enables real-time and personalized customer experiences through a combination of solutions and smart services. AEP’s real-time data lake is purpose-built for customer data, enabling the ability to act on new data as it updates. Its unified and extensible customer data profile enables rich, flexible segmentation of customers, and smart services such as Customer AI and Attribution AI assist with data stitching and analysis. Adobe CJA is one of a number of integrated solutions that sit natively on top of AEP, including Adobe’s Real-Time Customer Data Platform (RT-CDP) and Customer Journey Optimizer.
Adobe CJA provides a wide array of use cases for exploring the many data sets available in AEP, including cross-channel algorithmic attribution, click-to-brick, call center deflection, and augmented analysis. Beyond the use cases, the tactical benefits of Adobe CJA include reduced need for SQL skills to drive insights, reducing time to insight and action, making more advanced analytics and data science techniques more accessible/approachable to a broader set of team members, rapid data exploration for multiple channels of data, consistent metrics, the ability to explore total customer journey questions beyond web analytics, and cross-device analysis.
In conclusion, customer journey analytics is a critical tool for brands seeking to deliver personalized experiences that engage customers on their preferred terms. Adobe’s CJA is a powerful platform that enables deep analysis of multichannel datasets and provides the ability to quickly deep dive into segments and filtered views. Its real-time data lake, unified and extensible customer data profile, and smart services make it an ideal solution for businesses looking to close the gaps in traditional third-party data sources and deliver truly personalized experiences to their customers.
