Introduction to Customer Journey Analytics

Adobe Customer Journey Analytics (CJA) is an application service built on top of Adobe Experience Platform. It brings the rich analysis tool known as Analysis Workspace into the Platform, to allow you to do multi-channel analysis on any of your Platform data sets.

Hey everybody, this is Doug. In this video, I want to introduce you and give you an overview of customer journey analytics. Now before we jump into an interface, I just want to talk about what we’re going to be looking at and why we’re going to be looking at it. Now first, see if you can relate to this, do you have a business need that is to deliver compelling experiences across engagement points in the moments that matter to your customers? I’m assuming that that’s a yes. But you can see here that people might have a positive experience on a couple of touch points, but they might have a negative experience on another touch point. And then may or may not purchase, or advocate, or you really want to know about their entire journey and you want to be able to do this analysis on their journey and not just on one data point. And so that is one of the key benefits of using customer journey analytics. And as you can see down here on the bottom right, many IT and business leaders saw this as their top priority. So in order to measure a customer journey, many people will turn to business intelligence stacks. But they have some challenges, traditional business intelligence stacks, they might not have any attribution, or segmentation, or journey analysis, you need to know your questions ahead of time so that you can structure SQL queries, etc. And there’s really no ability to ask why something is happening, or to really just look around and get insights in the data. And part of this is because there’s really no interactivity or connection to points of action. In addition, analysis is expensive, slow, inflexible, and disconnected from systems of action. So why is the interactivity such a big deal when you’re using an analytic solution? Well, as you can see here, first of all, business users don’t always know the question ahead of time, it’s good to be able to look around and get insights from the data as you use it. Many of the business users also can’t write their own SQL queries, but they still need rich insights. And interactivity allows you to explore and internalize the customer journey. So you really want a solution that’s going to allow you, not only to just look at a ton of data, but to be able to analyze that data and see insights where you might not have seen them before. Enter customer journey analytics, where you can instantly create value from connected and contextualized multi-channel data by removing friction and irrelevancy from the customer conversion process to deliver compelling experiences in the moments that matter. Good stuff, you can see there I kind of paused on multi-channel and that’s one of the great things is we’re going to be able to have deep omnichannel insight here, as you can see in the middle down at the bottom, we’ll be able to have quick time to value and also have an interface that is easy for non-analysts where you can drag and drop the different data points and get to the insights quickly. Now, I might assume for a moment that you are already familiar with Adobe Analytics. And if you are, then you’re probably also familiar with Analysis Workspace. And in a nutshell, customer journey analytics is Analysis Workspace, sitting on top of Adobe Experience Platform. So Adobe Analytics is Analysis Workspace sitting on top of an Adobe Analytics implementation. Customer journey analytics widens the scope and allows you to have multiple datasets that you can analyze with Analysis Workspace. You can see here in the first bullet, it’s for journey analysis across channels using any data available to you in the Adobe Experience Platform. You can quickly connect to any of the datasets that are on the platform, allowing business users to create tables and visualizations, and all the data points that will allow them to get to those insights quickly. Let’s jump into the interface and take a quick look. When you first log into Customer Journey Analytics, you’ll be right here in Workspace, just like I said, it is Analysis Workspace on Platform. So you’ll see here that we have Workspace, we’ve got a list of our projects, I’ve only got one here so far, but we go into the Projects page in Customer Journey Analytics, and we can go into that project. And I’ll click in to take a look. And you’ll see all the familiar stuff from Analysis Workspace. Now, as I mentioned, this Analysis Workspace interface is not only sitting on top of analytics data, but it could be sitting on top of any number of datasets. And so where we would normally have the reports we listed over here, this is actually a data view, and you can see that that’s right up here at the top. Now we’ll go into each of these parts in another video, but I just wanted to show you how it basically is set up, you’ll have connections here, if I click over to that. This is where you can hook to the datasets that are on the Platform. So as you create a new connection, it will give you a list of the datasets, if I click over to Platform here, give you a list of the datasets that you can bring back into Customer Journey Analytics. Name it, and you can see here if I click on one of these, it will show me the datasets that are in this connection, actually multiple datasets that are in this connection. Once you’ve connected to these datasets, then you build a view or a data view into them. And if I click on this one right here, you can see that it maps to the connection and then it has other settings for timezone, and session, and attribution in another screen as well as which dimensions you’re going to be able to use in this view into your data. And you can think of this basically as a virtual report suite. But once you’ve created this view into your data, it will show up and allow you to create a project based off of it, which we, again, can click on, and see all the analysis that we’ve created here in this project. And just to show you here that, for example, this is online revenue versus in-store revenue. So we are doing cross channel analysis here in this customer journey analytics project. One of the great things that you can do. So I hope that helps to give you a quick overview of customer journey analytics. Thanks for watching.

For more information, visit the documentation.