What is Customer Journey Analytics?
Experience Businesses are brands that are hyper-focused on crafting customer experiences that resonate with their audiences. Nothing is more vital to these businesses than a clear understanding of their customers’ needs and interests: past, present and future. Therefore, a critical capability for the Experience Business is placing customer insights—derived from data—in the hands of every person who touches the customer in time to influence the micro-moments that constitute experiences. These insights come from analytics that think experience first.
To meet this need, Adobe has developed the next generation of its Analytics offering. Customer Journey Analytics (CJA) allows you to analyze your customer's journey across channels using any data available to you in Adobe Experience Platform, leveraging the power of Analysis Workspace for rapid insights. Customer Journey Analytics lets you control how you connect your online and offline data in Analysis Workspace on any common person ID, finally allowing you to do attribution, segmentation, and journey analysis across your entire customer dataset in Adobe Analytics.
Key Use Cases
Customer Journey Analytics enables you to:
- See the customer in a journey context: You can view and analyze data sequentially, spanning multiple channels. Data from call center, point-of-sale systems, and online properties can be combined into a single reporting view.
- Make insights available to everyone: Democratize data access and let more people make business decisions with data-derived insights. Anyone in the organization with responsibility for any aspect of the customer experience can make real decisions faster, based on more complete data.
- Harness the power of data science for your analysts: Customer Journey Analytics lets normal humans use data science to unlock deep insights and analysis.
- Visualize and interact with your datasets using ad-hoc reporting: Workspace can use any dataset from Adobe Experience Platform that conform to some basic rules.
- View non-web data: Workspace is no longer limited to a rigid definition of a 'hit' or 'event'. Custom schemas allow complete control over data and definitions.
- Exert greater control over your data manipulation: Change data you've uploaded, create new datasets, and import them into Workspace. Adobe Experience Platform provides querying, extracting, transforming, and loading tools through the Experience Cloud Query Service.
On the remainder of this page, you will learn about:
- CJA compared to other technologies
- Prerequisites for CJA
- How CJA Works
- Analyzing Cross-Channel Journeys in Analysis Workspace
- Frequently Asked Questions
You can also watch a recording of our 2020 Adobe Summit Customer Journey Analytics presentation below:
You may be wondering how CJA relates to existing Adobe Analytics capabilities, as well as other market offerings.
CJA vs Traditional Adobe Analytics
CJA expands the scope of Adobe Analytics by offering easy-to-use cross-channel capabilities and removing limitations in previous versions of Adobe Analytics. Some notable improvements are:
- Unlimited dimensions and metrics: The concepts of eVars, props, and events no longer exist. Data is primarily focused on dimensions and metrics. Datasets can have an unlimited amount of unique dimensions and metrics.
- Unlimited unique values: Adobe Experience Platform is not constrained to any unique cardinality limitations, such as the 500k unique value limit in traditional report suites. You can now see every cookie ID, IP address, and customer ID directly in Analysis Workspace.
- Alter historical data: Using Adobe Experience Platform, data can be removed or corrected.
- Cross-report suite data: Existing implementations from multiple datasets can be combined in Platform.
- The initial release of Customer Journey Analytics includes many of the features included in Analysis Workspace. For a complete list, see Customer Journey Analytics feature support.
CJA vs Cross-Device Analytics
Cross-Device Analytics integrates with Adobe Experience Platform Identity Service, utilizing either the Co-op Graph or Private Graph, to identify how digital devices map to people. It is available for Adobe Analytics Ultimate customers.
CJA integrates with Adobe Experience Platform datasets and enables cross-channel analysis in Analysis Workspace. Although CJA does not yet integrate with the Co-op or Private identity graphs, you can "bring your own ID" to join datasets together, and those datasets can go beyond digital data to include both online and offline touchpoints. CJA prerequisites are covered in more detail below.
CJA vs Traditional Business Intelligence (BI) Stacks
CJA brings the ease and flexibility of Analysis Workspace to deeply integrated, cross-channel data. Data points are not merely connected by day, they are tied together down to timestamp and person ID. CJA unlocks capabilities above & beyond traditional BI stacks, including:
- Attribution, segmentation, and journey analysis (e.g. Flow, Fallout, Cohort, Sequential segmentation) across any customer experience touchpoint
- Removes the burden of constructing SQL queries by providing users with an interactive & visual data exploration tool
- Connects analysis to points of action through deep integrations with the Adobe Experience Cloud
Prerequisites for CJA
CJA is available for customers who are Adobe Analytics Select, Prime, or Ultimate customers, provisioned for Adobe Experience Platform, and have purchased the CJA App Services add-on. Please contact your Adobe account team for further details.
How Does CJA Work?
Adobe Experience Platform Datasets
The first step of CJA is to bring your data into Adobe Experience Platform. Ingested data becomes an Experience Platform dataset, from which a CJA connection can be built.
Experience Platform offers lots of ways to ingest data for both streaming and batch use cases including APIs and a graphical interface for data upload. Experience Platform can bring in data from things like:
- S3 Storage
- Azure Blob Storage
- Kafka Streams
- SFTP Transfers
- CSV File Uploads
- JSON File Uploads
Experience Platform also has out-of-the-box data connectors that make it easy to bring over data you already have in the Adobe ecosystem, such as Adobe Analytics data. Data can be backfilled into Experience Platform historically, as well as streamed to make sure your data is always up to date. You can even tag your digital properties to send data directly to Experience Platform, or have Adobe Launch send the data directly to Experience Platform as well.
A CJA connection allows you to combine multiple Experience Platform datasets into a single analysis environment in Analysis Workspace. CJA connections leverage the power of the Experience Data Model (XDM) to manage user/customer/cookie unification, and to combine datasets together into a cohesive whole.
There are 3 dataset types that connections can be built from:
Dataset types supported in CJA
Data views are built from connections and are similar to virtual report suites in Analytics in that they can be "filtered" views of the data with distinct session, timezone, and attribution settings. Multiple data views can be created for a single dataset. For example, you could have one data view where all dimensions are set to "Last Touch", and, simultaneously, another data view (based on the same dataset) with all dimensions set to "First Touch".
CJA Workspace projects are based on data views, allowing you to toggle to different data views much the same as you would report suites today.
Analyzing Cross-Channel Data
After you have created your data views, you are ready to analyze the data using the power and flexibility of Analysis Workspace.
More Data Than Ever Before
With CJA, you can dive into both online and offline channels that have traditionally been difficult to explore in digital-only analytics products.
Call center data, collected offline
Display advertising data, collected before a person reaches your site
Customer satisfaction data, collected by a 3rd party
Multiple Data Sources in a Single View
In a single data view, you can analyze & visualize many data sources together - e.g. web/app behavioral data, ad impressions, point-of-sale, email deliveries, and call center.
Multiple channels of data in a single data view
Cohesive Data No Matter the Source
During the creation of a connection, like-data columns are combined together to create a cohesive view of your data from one source to the next. For example, if your customer can make a purchase in-store, through the call center, and on your website, the 'orders' metric across these 3 sources of data will be combined.
This allows for cross-channel views of your most important dimensions and metrics.
Cross-channel analysis of orders
Person-Level Data Integration
Event datasets are stitched together by timestamp + a common person ID that you determine; the data is not simply combined at a summary level. Because of this, CJA journey analysis tools can help you visualize any brand touchpoint in the exact order that it occurs. For example, you can see customers that call into a call center, see a display ad, and then visit your store.
Cross-channel Flow analysis
The deep integration of data sources extends to every facet of Analysis Workspace. For example, the Venn visualization can be used to explore people that purchase through multiple channels.
Cross-channel venn diagram
Enriching Your Analysis
Lookup & Profile datasets can further enrich your event data analysis. For example, profile attributes can be added as dropdowns that let you slice & dice your visualizations.
Filter dropdowns with profile attributes
Sequential Journey Filters
Filters (formerly called segments in Adobe Analytics) can be created on-the-fly as you dive deeper into your cross-channel datasets. Sequential filters, in particular, become even more powerful in CJA because they account for the entire customer journey, no longer just digital.
Turning Insight into Action
Audience Publishing to Adobe Experience Platform Unified Profile is a planned improvement in CJA. This will enable you to turn your insights into action through Adobe Experience Cloud's various activation channels.
Visit our Adobe Analytics YouTube channel for more inspiration on the cross-channel analysis made possible by CJA.
Visit our documentation for a list of frequently asked questions & answers related to all things CJA.
Ready for more content?
Visit adobe.ly/aaresources for a full list of Adobe Analytics Spark pages & other helpful resources.