Get started with Audience Analysis

Hey everyone, I’m Michelle and welcome to this overview of the Audience Analysis feature in Adobe Customer Journey Analytics. This capability bridges your rich audience segments from Adobe Experience Platform directly into CJA, empowering you to go beyond basic segmentation, turning audience membership into actionable insights that drive better personalization, higher conversions, and stronger customer loyalty. Let’s walk through the key steps to set it up and start analyzing, keeping it simple and focused on what matters most to your work. Start in Customer Journey Analytics under Data Management, Audience Analysis Configuration.

If you’re new to this, you’ll see an empty list. Perfect time to get started. Click to create your first configuration using the guided Audience Analysis wizard. This guides you to select a configuration name, your sandbox, to ensure you’re working in the right environment, a merge policy. This ties directly to how your unified profiles are built in Experience Platform, so it pulls the right audience membership snapshot. The specific connection where you want this audience data ingested. It’s a one-to-one mapping, so choose the one that aligns with your key data sets, like your main e-commerce or cross-channel connection.

Default works great in most cases. The data view is where you want audience dimensions to appear. Select all if you want broad access or just the ones relevant to your current campaigns to keep things focused. Once you create the configuration, CJA handles the heavy lifting behind the scenes. It ingests a profile snapshot data set based on your merge policy, adds a lookup data set for friendly audience names, and automatically adds new audience name and related dimensions to your chosen data views. For a fast start, use the pre-built Audience Overview template in Analysis Workspace. It gives you instant visualizations like total unique audiences, top audiences by membership size, overlap Venn diagrams, and trends for entered or exited audiences. Great for spotting quick wins. Now we’ll dive into Analysis Workspace for deeper exploration. In a freeform table or any visualization, drag the new audience name dimension. Pair it with your key metrics. See which audiences drive the most traffic to high-value pages, like apparel in this example. Break down audiences by device type to discover if mobile audiences and an audience, and in this example it’s greater than two product views, behave right-click on interesting cells to create micro segments or micro audiences on the fly. Then publish them back to experience platform for targeting in real-time CDP or Journey Optimizer. Audience analysis transforms static segments into dynamic journey-aware insights, helping you spot drop-offs, identify high performers, and refine strategies that boost ROI. Give it a try today in your CJA instance and check out the full documentation on Experience League for more tips. Thanks for watching. See you next time.