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.

The post Adobe adds Cus­tomer Jour­ney Ana­lyt­ics, designed to be acces­si­ble to all mar­keters appeared first on Mar­ket­ing Land.

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