Adobe Analytics & CJA: Quick Start for Basic to Intermediate Analysis Capabilities

Session Overview

• The session is titled “Quickstart for Basic Intermediate Analysis Capabilities” and is led by Dr. Kerstin Schäfer.
• The session is being recorded, and the link to the recording will be sent to all registered attendees.

Introduction of Speakers

• Frederick, a Senior Customer Success Manager at Adobe, introduced the session.
• Dr. Kerstin Schäfer, Principal Customer Success Strategist at Adobe, is the presenter.

Session Content

• The session covers setting up an organization for robust analytical capabilities, governance aspects, and running paths for analytics and customer journey analytics.
• Discussion on when to use different Adobe solutions and Adobe’s recommendations for digital insights.

Key Topics Discussed

• External and Internal Forces Impacting digital analytics, including market shifts, privacy and governance, data democracy, and data complexity.
• Building a Robust Analytical Foundation Measurement strategy, data collection, insight and analysis, learning, data governance.
• Setting Up a Digital Analytics Team Roles and responsibilities, creating a hybrid team, and managing analytics requests efficiently.
• Adobe’s Enablement Options Experience League,on-demand courses, trainer-based classes, community support.

Comparison between Adobe Analytics and Customer Journey Analytics (CGA)

• Adobe Analytics is foundational for digital analysis.
• CGA offers greater data flexibility, privacy controls, and low latency for marketing activation.
• Both solutions can be used simultaneously to support different reporting use cases.

Types of Analytics

• Descriptive Analytics Real-time data visualization, conversion funnels, simple attribution.
• Diagnostic Analyti Root cause analysis, anomaly detection, complex attribution models.
• Predictive Analytics Forecasting, propensity scoring, advanced algorithms for decision-making.

Features and Use Cases

• Conversion and Touchpoint Analysis Data exploration, visualization, guided analysis, and time series analysis.
• Attribution Attribution models, cross-tab attribution analysis, and complex attribution in CGA.
• Segmentation and Audience Generation Segment comparison, audience analysis, and publishing audiences for marketing activation.
• Churn Prevention Cohort analysis, retention rate analysis, and propensity scores.

Q&A Highlights

• Explanation of components and static data schemas.
• Description of offline data.
• Recommendations for migrating from Adobe Analytics to CGA.
• Importance of defining a single source of truth for data reporting.