Adobe adds Customer Journey Analytics, designed to be accessible to all marketers

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 careGetting 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 newsThe 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. About The Author Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.


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