Customer Journey Analytics Migration Readiness

Transcript

All right, everyone. We’re just going to wait another minute or two for attendees to filter in before we get started. All right, welcome, everyone. We’re just going to wait another couple of moments for attendees to filter in, and then we’ll begin today’s session. All right, I think we’re good to go ahead and kick things off. So without further ado, hello, everyone, and welcome. Thank you for joining today’s session. My name is Katie Yoder. I’m a Senior Customer Success Strategist within Adobe’s Integrated Architecture team, and I will be the host for today’s session focused on CJA migration readiness. Please note that this session will be recorded and available to all who have registered. During today’s presentation, please do feel free to post any questions that you have in the chat pod. We will look to address as many questions as we can in session via chat, and then we’ll also have time reserved at the end to discuss those questions a little bit broader as needed towards the end of the session. So at this time, I will go ahead and turn things over to my colleague and our presenter today, Monica White, Customer Success Manager, to take us through today’s session. Great. Thank you, Katie. So as Katie said, I am a Solution Customer Success Manager on the D&I team, and today I’m excited to talk to everyone about CJA and migration readiness. So let’s get started. Today, we will go into how CJA is different from analytics at the start. Then I’ll provide a CJA overview, and that will go into some future proofing with first party data collection and some top CJA business outcomes and use cases. Next, we will be highlighting CJA use cases by industry, and we’ll go into migration readiness. And like Katie said, we’ll have a Q&A at the end. But if there are questions, feel free to pop them in the chat pod, and we will address them as we go. And if there are questions that come up that I don’t happen to know the answer to, we’ll get back to you after the session. And I will turn my camera off as I’m going through just to make sure everything is smooth, just in case there’s some connectivity issues. All right, getting into the differences between CJA and Adobe Analytics. How is it different? Let’s start with right now, what happens when there is a cross-channel data question to answer? Right now, they can often take days or weeks because you need to submit a request, have it routed to the analyst team, and wait for results. By the time you have an answer back, the findings might not even be relevant anymore. So you have to submit another request, and the cycle continues. That is largely because analytics only focuses on digital data at the visitor level. CJA can consolidate data across multiple channels, in-person and digital, and it allows for scale. Customer Journey Analytics stitches online data with offline data for a unique, in-person level view that empowers analysts and marketers to leverage visualizations for quick answers to critical business questions. It is designed to empower anyone in the organization to visualize complete customer journeys and surface insights in real time. CJA enables a 360 customer view. Here’s some additional differences with analytics and CJA. Analytics data is captured in app measurement. CJA can ingest online and offline data via AEP. Analytics is limited to 200 eVars and Props and 1,000 events. CJA has unlimited metrics and dimensions and an unlimited number of rows and unique values. Analytics data is stored in report suites. CJA data is in datasets in AEP and added to CJA as a connection. Analytics can bring in some historic data, but is usually out of order and can impact the sequence of events and attribution. CJA can pull in historical data into the correct order of events. Analytics identity is primarily based on cookies for client-side web tagging. CJA is tied directly to the identity namespace within AEP and can be anything. Moving on to future planning and the importance of a first-party data strategy. With the eventual deprecation of third-party cookies, brands need to evolve new approaches to marketing and advertising. That is why implementing a future-proof cookie list strategy is so important. Although first-party cookies are popular now, they are not the most effective. There can be inaccurate demographic targeting, missed conversations, and media waste. Among other use cases we’re about to cover, CJA will help you maximize your first-party cookie strategy and focus on authentication. That way, you will understand your pro-customer journey and own the relationship. Moving into some top CJA business outcomes and use cases. We’ll start with call center deflection. Calls to the call center are expensive. Industry benchmarks suggest that an acceptable cost per call could range anywhere between $2.70 and $5.60. With CJA, companies can now dig in to see what the customer was doing right before the call. Was it an underperforming page? Do instructions need to be more clear in a certain area? Additionally, when a call still does come through to the call center, the support can now view the previous actions to expedite a solution. Cross-device experience optimization. By tracking the cross-channel journey, you can ensure that customers have a seamless and consistent interaction with your services and content across various devices, such as smartphones, desktops, call center calls when they do happen, and in-person interactions. By strategically aligning design, content, and functionality, we enhance user engagement, reduce friction, and ultimately drive higher conversion rates and retention. Marketing optimization. By continuously analyzing real-time data, testing different approaches, and adapting to changing trends, you can enhance customer targeting and engagement while minimizing resource waste. This process empowers you to deliver the right message to the right audience through the most effective channels. Quantifying the value of CS initiatives. You will be able to dig in to how customer satisfaction scores and net promoter scores are related to customer conversion, LTV, and churn. Cross-sell and upsell. You will be able to identify cross-channel experiences that lead to success, customer, upsell, and cross-sell. Additionally, you’ll be able to identify segments most likely to convert to upsell, cross-sell offers. Reducing customer churn. You will also be able to identify sequential cross-channel experiences that lead to customer churn or cancellation of their service or subscription. Finally, reducing analyst workloads. You will be able to reduce the amount of time analysts spend on data wrangling, hunting, integrating, and analyzing data from multiple channels to arrive at an actionable insight. Here are some of the top CGA business outcomes. It will facilitate democratized data within your organization, increase customer retention and loyalty through analyzing and targeting customers based on loyalty status, be able to scale performance insights and capabilities by building reporting and insights to measure promotions performance. You’ll be able to personalize customer journeys across all touchpoints. Through a holistic view of customer journeys for online and in-store purchases. Additionally, you can expect to increase revenue by reduced abandoned cart rates through retargeting, upsell or promote offers via personalized communication, and text communication to customers with a high risk of attrition. You will know your customer at a 360 level. You’ll increase click-through rates on advertising with more accurate segmentation, and you will improve customer browsing experience by testing combinations of assets, audience, and placement. Now let’s get into some top CGA use cases by industry with some customer stories. Let’s start with FSI. You will recognize a lot of these top use cases we just discussed in each industry. Rather than going through each one, I will highlight just a couple as we go through with a customer story that relates. Here, we’ll start with marketing attribution, determining which touchpoints in the journey are having the most impact, and call center deflection, identifying breaks in the digital journey, and identifying the impact of the customer story. One of our FSI customers, a mortgage brokerage house, wanted to stitch digital and call center data together to understand which digital experiences can be improved to reduce the number of customers calling to their call centers. Another leveraged measure offering is the cost of the customer’s call centers. They stitched who received what offer with application starts and completes to know which offer was the best at driving applications. Let’s look at the cost of the customer’s call centers. Let’s look at some healthcare CGA use cases. Before we dive into the healthcare section, let’s level set on some key terms. PIPA, the Health Insurance Portability and Accountability Act. PIPA, the Health Insurance Portability and Accountability Act. Let’s look at the cost of the customer’s call centers. Before we dive into the healthcare section, let’s level set on some key terms. PIPA, the Health Insurance Portability and Accountability Act. The privacy rule, security rule, and breach notification rule for safeguarding the use and disclosure of protected health information. PIPA covered entity or business associate. PHI, protected health information or PHI means individually identifiable health information that is transmitted by electronic media, maintained in electronic media, or transmitted or maintained in any other form or medium. For healthcare shield purposes, which is an add-on for our healthcare CGA customers, PHI is customer data that Adobe creates, receives, maintains, or transmits on behalf of a healthcare shield customer that is tied to an individual’s personal data and healthcare data. Last, I’ll highlight BAA. When a covered entity or business associate uses the services of a business associate to create, receive, maintain, or transmit PHI, the covered entity or business associate is required to enter into a business associate agreement, BAA. The BAA contractually requires the business associate to appropriately safeguard PHI. With CGA plus healthcare shield, Adobe can execute a BAA. A few of our healthcare partners have migrated from legacy systems in response to the new HIPAA guidelines released in December of 2022. These guidelines state that IP addresses are now considered individually identifiable health information. Any report built from IP addresses are considered IIHI, and IIHI has to be stored in a HIPAA compliant server. Adobe CGA plus healthcare shield is HIPAA ready. In addition to HIPAA readiness requirements, they need more flexibility on post collection control and less fixed tagging dependencies, data views. Finally, interactions that result in patient upsell and cross sell to adjacent businesses. A great example for a patient who is in a, has been working with a hospital can now have a more seamless experience connecting with their pharmacy afterwards to pick up their subscription. High tech and manufacturing. One of the top use cases here that we’ll highlight is consolidating RSIDs for more streamlined data view. One of our largest tech partners has always had to have separate analytics RSIDs due to their size. This made it difficult to stitch together data between certain business units. With CGA, they were able to consolidate RSIDs since CGA has unlimited metrics and dimensions and an unlimited number of rows and unique values. Another customer story involves tracking registrations for a large event. Previously, there were data silos between analytics data coming in, event registration data with third party event reporting and demand general report. Each would provide a separate report on their data. After using CGA, they can now add their multiple data sources into AEP, stitch together those data sets using CGA and can now provide a connected data view that everyone can access. Media and entertainment. Some top use cases here are identifying the sequential cross channel interactions that lead customers to turn or cancel their streaming subscription and understanding the influence of marketing by days away from subscribing. A couple examples. Our customers have used CGA for faster time to insight across brands, finding the right people to target for ticketing packages across online and offline events and page link fallout reporting. One leading entertainment brand had a data set of members who canceled reservations due to COVID shutdown. Subsequently, they retargeted them via email campaigns and reported in CGA which of those users had previously canceled, completed new bookings post shutdown as a result of those campaigns. Retail use cases. One big trend for retail is that due to economic hard times, consumers are spending less and are less loyal. Because of this, retailers are focusing on retention, increasing LTV and doing so in hyper personalized experiences, bridging digital and person to help them get to the right place. One leading home improvement retailer wanted to see if products purchased online are being picked up or returned in store to understand the true ROI of digital campaigns and provide a deeper understanding of the impact of digital and in person shopping experiences. One leading home improvement retailer wanted to see if products purchased online are being picked up or returned in store to understand the true ROI of digital campaigns and provide a better online to offline experience, ultimately boosting the enterprise conversion rates. They also have the ability to consolidate the dashboards of brand category and product performance across channels. Travel and hospitality. Here we’ll focus on the impact of in-app offers on driving, buying and dining behaviors and understand the full customer journey across devices and channels from initial research to booking event by booking type and kiosk upsells based on previous purchasing behaviors and measure the effectiveness of offers. A hotel can now provide an upsell offer at the kiosk based on previous purchasing behaviors online, then measure the effectiveness of those offers and test and measure the effectiveness of different offer versions. A restaurant can measure the effectiveness of marketing, even if the offer is not available online. A restaurant can measure the effectiveness of marketing, email or text on driving dining sessions. Then they can measure survey results of dining experiences tied to restaurant locations and servers. Were there locations or servers that are bringing down survey scores? They’ll be able to see exactly that. Additionally, hotels and restaurants can measure the impact of in-app offers on driving, buying and dining behaviors. If you’re thinking about starting your migration journey to CGA or already have CGA but are early on in your journey, here are some top things to consider to set yourself up for success with CGA. First, create an implementation and enablement plan and training structure. This will include identifying a partner to work with on your implementation and enablement. That could be an Adobe Adobe SaaS or an Adobe Adobe Adobe App Store or an Adobe Google Play Store. Next, you will want a high authentication rate. CGA relies on first party data and authenticated users to track the full journey. Ensure your authentication process is a seamless and user-friendly way to track your journey. Next, you will want a high authentication rate. CGA relies on first party data and authenticated users to track the full journey. Ensure your authentication process is a seamless and user-friendly as possible, starting with clear instructions, minimal data entry and clear error handling when errors do occur. You will also need the same unique identifier for customers to connect data across platforms. Starting off with a strong data strategy and well-defined use cases is another key to success. Finally, have a strong team structure in place to support running CGA post-implementation. If you do decide this is a path that you want to start on, reach out to your Adobe team and they’ll work with you directly on this. All right. That is what I have prepared for you today. Thank you for listening. I do hope this has been a helpful overview of CGA and some of its top use cases. We do have some time for Q&A, so let’s jump into that. Katie, we’ll start with… Did you have any questions come through the chat pod? No. It doesn’t look like we’ve had anything surface yet, but let’s give everyone a moment to collect their thoughts and go ahead and add any questions that you have today into the chat pod, and we’ll take it from there. Any CGA migration concerns that people have that you might want to add in that we didn’t get to, feel free to put that in. It looks like we’ve had one come in, Monica, which is, how long does a typical implementation and rollout take? I, for this question, have to give the broad… It really depends. It can take two months to six months. It depends on your current analytics setup, the use cases you want to set up with CGA, and even the partner that you’re working with. So it can depend. Would you say on average the standard is a little closer to two or closer to six? Probably right now closer to six. It is, but it just depends. Yeah. Makes sense. Thank you. That’s slightly helpful. Yeah. Great. Another question that’s come through, Monica, is typically do you see people need to add staff to manage CGA? That can depend on your current staff as well. It is made to be able to be flexible. So it depends on the staff that you have now and who can be enabled currently, or if you want to bring on some experts to focus on CGA. But the power is definitely to empower anyone in the organization to leverage CGA. Sounds good. All right. The next question is, do you usually see the Adobe Analytics admin team take ownership of CGA, or does it typically fall to another org within a business? I’ve generally seen the Adobe Analytics team take ownership of CGA. But because it is a versatile tool, some additional people have been taken on from additional teams because it is a bit more versatile. So it doesn’t need to stay with the Adobe admin org or the Analytics admin org. But that is pretty typical. I would add that’s what I’ve seen as well. And in regards to the staff and team, typically it falls within the same analytics users and resources. And it’s typically just a matter of onboarding them to some of the new features and functionality of CGA. Exactly. All right. Another question that’s come through is, do you know if Adobe currently has any type of certification available for CGA yet? That is a good question. I think a lot of the enablement has been through ACS or our partners. I don’t know if a certification is set up for after that. So we can get back to you on that. Unless, Katie, you know off the top. I’m not sure on that piece. I think that’s a great one to research and then follow up with to see what’s currently available. So we’ll look to do a follow up on that question. Thank you. All right. One more that’s come in is, in terms of training, how different is CGA from analytics and how long does it take to train up? It is a different tool and training can depend. But I have seen a typical enablement structure and workshops that be about a month for teams to go through. Two weeks to a month. Yeah, I would add that I learned pretty closely with what I’ve seen as well. And the exact timing to feel up to speed on it all can kind of depend on the bandwidth of the resources to kind of have that time to dig in and just get comfortable with the new methodologies that they’ll be performing tasks with within CGA. There’s a good amount of material out there, though. So I would say, you know, probably within like the first week or so, you know, things are pretty, you know, straight across. You start to figure out, you know, how you are doing what you used to do. And then probably to your point, as you get closer to the one month mark, you can expand out and really get more comfortable with the full aspects of CGA as you, you know, get more usage of it day in and day out. Exactly. Those are great questions. All right. A couple more that have come through. One question that is here, Monica, that would be great to get your take on is, do we have to learn the basics of AEP in order to get the hang of CGA? So CGA is a standalone solution. So that’s not necessarily required. But for the full benefits of AEP, and if you wanted to start looking into RT, CDP, and AJO, that’s when you would want to, you know, start looking at expanding that. But for in order to specifically leverage CGA, it is a standalone solution. I will add that I think it can help, you know, if you’re already comfortable with AEP because there’s some similarities across the interfaces. And, you know, some of the terminology, you know, is consistent across, but to your point, definitely not a requirement. All right. So one more question that’s come through, and there’s a couple of pieces to this one, but I’ll go ahead and just read it through here for you, Monica. What kind of integration methods with CGA are possible? For example, does CGA offer APIs, any standard integrations with other systems, perhaps Salesforce? And can CGA produce real-time events and publish those out in cases where profile is updated? So CGA can produce real-time events. I’ll answer that first and publish those out. In terms of integrations, those are mostly right now through other Adobe solutions such as analytics and RT, CDP, and AJO, and AEP. I am, to be honest, not familiar with the integrations with other systems, but I think currently it is mostly Adobe solutions, though. Katie, is that your understanding as well? I would say, you know, that’s a great one to check with your Adobe team on for the specifics. I know CGA is meant to be pretty flexible. I would definitely check with your Adobe team for a firm yes, no on that piece. All right. Let’s pause a moment and see if any other questions come through. All right. Well, I know that was a lot to go through, Monica, and a good amount to absorb. So if there are any questions that the attendees have that you maybe didn’t have come to mind and pop into the chat while we’re here, feel free to follow up with your Adobe team after the call. I know that we’d love to discuss further with you anything that is top of mind. So again, thanks again, Monica, for taking us through the finer points of CGA Migration Readiness. And again, for all of the attendees, thank you for joining us today, and we look forward to connecting with you in future sessions. Have a great rest of your day. Thanks, Katie. Thanks, team. Bye.