Adobe has announced Customer Journey Analytics in Adobe Analytics. It utilises Adobe Experience Platform, which standardises and stitches together customer data from across an organisation. The platform opens up new creative ways to understand insights across online, offline and third-party channels. The interactive user interface enables anyone in an organisation to work with data, not just the trained data scientist. AI and machine learning through Adobe Sensei and Adobe Experience Platform provide a helping hand with predictive capabilities and automation.
For brands looking at data to better understand customer journeys, very few have a full picture. Teams have to decode complex interactions across digital and physical touch points, while data is scattered across departments and functions. As a result, teams fall back on incomplete data insights, exacerbating the problem with static dashboards and top-line vanity metrics. Progress has been made linking disparate systems like CRM and ERP, connecting real-time data across enterprise data siloes remains challenging. Brands are using stale insights and legacy analysis tools with little interactivity to inform customer experiences. In the meantime millions of transactions happen across websites, mobile, video and more.
“Understanding customer journeys has been hindered by a lack of real-time data. Brands have been moving one step behind the customer,” said John Watton, senior marketing director for EMEA at Adobe. “Customer Journey Analytics on Adobe Experience Platform is the solution where creativity can activate a real-time, comprehensive view of the customer. Businesses that address creativity gap in data analysis can drive twice the amount of growth according to a McKinsey report.”
With Customer Journey Analytics, brands are able to:
Answer complex questions
Being able to curate omnichannel data means that brands can compare customer segments, analyse fallout behaviour, uncover high performing journeys. Users can dig into layered data sets and curate collections of insights for different audiences in real-time. In the retail industry, brands can bring together physical stores and e-commerce data and insights. For example, a brand could uncover the types of digital experiences on specific days. They can decide the days likely to drive foot traffic and purchases in offline stores and double down on those.
Allow anyone to work with data
Customer Journey Analytics is robust for data scientists. However it is also accessible to a broad set of business users such as a marketer or product manager. A new reporting engine helps foster a more data-driven culture. This gives any individual a visual and creative way to query data specific to their role. A hotel chain for instance, could help UI teams understand what contributes to customer fallout on the web. The availability of Query Service though Adobe Experience Platform delivers flexibility for more technical audiences. They can query data sets using SQL and supports integrations with BI tools such as Microsoft Power BI.
Leverage the power of AI and ML
With Adobe Sensei, brands can counteract resource constraints that are typical of most data science teams. Pre-built AI/ML models in Adobe Experience Platform can be trained to make better predictions on activities happening across customer journey. Over time, the platform suggest recommendations on best next steps or the automation of cumbersome processes. A subscription service for instance, can begin to see when segments of users are likely to de-activate their membership. Or the types of content or promotions that can drive better retention.
With new cross-device analytics in Adobe Analytics, brands are able to understand customers as people and not just devices. Leveraging a private device graph and data from Adobe Experience Platform, behaviour from different devices are merged into a single stream, so that brands can better grasp how users engage with brands across devices. In addition to more accurate metrics to inform resource investment, brands can minimise negative and redundant experiences for customers.
Enterprise Times: What this means for business?
Businesses, irrespective of size or sector face the challenge of extracting value from its data. Often, data sits in silos across different parts of the organisation including marketing, merchandising, customer service, eCommerce, call centre etc. Accessing data enables organisations to be more creative in product development and building relationships with customers.
It helps to close a creativity gap seen in data analysis as well, empowering stakeholders to be more inventive in the way they combine, edit and experiment with different layers of data. Organisations can begin to support decision-making with more comprehensive insights and avoid falling one step behind the customer.
Brands such as T-Mobile, Heathrow, Philips and Hyatt Hotels use Adobe Analytics to understand digital engagement in real-time. Now with Customer Journey Analytics, teams can bring in new data sets. This includes point-of-sale systems and call centers to produce insights that are better aligned with how consumers interact. Adobe adding Customer Journey Analytics in Adobe Analytics give its platform serious competition to other analytics platforms in the marketplace.