Adobe has released Customer Journey Analytics as part of its Adobe Analytics platform. The new analytics offering is powered by Adobe Experience Platform and is touted as an easy-to-use, interactive analytics interface that enables “anyone in an organization” to work with data, not just data scientists.
“From the start, the team developed the Customer Journey Analytics interface with cues taken from Photoshop,” writes Adobe Analytics Product Marketing Manager Nate Smith, “Both are rooted in the concept of layers…In Customer Journey Analytics, the layers are data sets.”
According to Smith, brands can pull together metrics around orders, conversions, visits and more across different channels using a drag-and-drop model. With Customer Journey Analytics, teams can bring in data sets from point-of-sale systems and call centers, for example, to gain product insights that are better aligned with how consumers interact.
Why we should care
Getting as comprehensive view of the customer journey across online and offline campaigns and channels as possible is a key challenge for marketers. With more avenues for customers to engage with companies than ever and data sets in far-flung systems, the amount of data to wrangle and make sense of is overwhelming. Adobe is attempting to make both the stitching together of disparate data and the analysis much more user-friendly for the average marketer.
Further, it aims to help marketers act by giving them recommendations derived from predictive modeling.
More on the news
- The Customer Journey Analytics platform includes pre-built AI and ML models from the Adobe Experience Platform that offers predictive analytics attached to the customer journey and suggest recommendations on best next steps.
- Adobe Analytics also released Cross-Device Analytics as part of the Journey IQ. The technology leverages private device graph and data from Adobe Experience Platform to analyze behavior from different devices and merge into a “single stream” of information.
- In May, Adobe Experience Platform announced an integration with Qualtrics to help customers identify gaps in their consumer-facing digital experience.
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