Adobe adds Customer Journey Analytics, designed to be accessible to all marketers
The company said the platform was inspired by Photoshop.
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
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.
Snapshot: Customer journey analytics
Businesses know they need to be customer-focused in each aspect of their marketing operations. As a first step, brands need to understand how consumers are finding them. Whether it be via search, advertisement, or word of mouth, the medium used will set the trajectory for the rest of their journey.
Capturing their interactions post-discovery, such as communication with a call center or visit to a retail outlet, helps brands see which of their assets are helping them along their path. What’s more, brands need to know what those who convert do post-purchase–this information helps companies win repeat business and encourage customer advocacy.
These questions aren’t easily answered, but customer journey analytics tools do just that. Interest in these solutions has grown due to the increasing complexity of the customer journey, spurred on by the proliferation of devices and evolving consumer behavior and expectations.
The average person uses many devices to access the internet. Cisco forecasts that the number of devices connected to IP networks will increase to more than three times the global population by 2023. With so many devices, people shift back and forth depending on the task at hand and their current environment. Consumers and business buyers turn to an average of nine channels to browse product inventory, look for advice, and make purchases.
Customers expect to have consistent experiences at each of these touchpoints. They want personalization, a trend that continues to grow. Tools like customer journey analytics software give brands the ability to gain insights from their audience and act on them. Learn more here.