AEP Pt.2: Customer Journey Analytics


Introduction

This is the second post in my blog series on Adobe Experience Platform (AEP). In my first post, I discussed how AEP is a comprehensive set of APIs and services that allow you to collect customer data, build customer profiles, and create unique customer experiences. Customer Journey Analytics is an integral part of AEP that lets you use the power of Analysis Workspace with data from Adobe Experience Platform. CJA can break down, filter, query, and visualize years’ worth of data and is combined with the Platform’s ability to hold all kinds of data types/sources. Using the Experience Data Model (XDM), data can be uniformly represented and organized, making it ready for combination and exploration. Experience Query Services allows you to use SQL-compatible tools and frameworks to query and manipulate all your data.

Outline

1. How Customer Journey Analytics works

2. The benefits of Customer Journey Analytics

3. Examples of Customer Journey Analytics in action

4. FAQs about Customer Journey Analytics

How Customer Journey Analytics works

Customer Journey Analytics is a powerful tool that lets you use the power of Analysis Workspace with data from Adobe Experience Platform. The Experience Data Model is a powerful way to organize and represent data. It can break down, filter information in one convenient location ready for combination with other sources - all thanks this uniform representation! Experience Query Services allows you to use SQL-compatible tools and frameworks to query and manipulate all your data.

This image shows a high-level view of the CJA architecture:

Adobe Customer Journey Analytics architecture image
Source: Adobe Experience League

Customer Journey Analytics expands Adobe Analytics capabilities by offering easy-to use cross channel features and removing limitations from previous versions. Some notable improvements are:
Unlimited variables & events, data is primarily focused on dimensions/metrics - there's no longer an emphasis on metrics or eVars; each dimension can have their own set values which means that historical reports will show you how changes impact your business constantly. Another benefit of CJA is the ability to alter historical data, providing flexibility within the platform. As a result of this flexibility, you can ensure the accuracy of your reporting.

The benefits of Customer Journey Analytics

There are many benefits to using Customer Journey Analytics, including the ability to:

- Break down data silos: Customer Journey Analytics lets you access and analyze data from multiple sources, including Adobe Experience Platform, Adobe Marketing Cloud, and third-party data sources.

- You can view and analyze data from your call center, POS systems, and online properties in a single reporting view.

- With customer journey analytics, you can give your analysts the power of data science. What's more, it will help teams access deep insights and analysis they might not be able otherwise due in part because it takes away some complexity. Moreover, those who may have been intimidated by technology before feel empowered when using the tool.

Examples of Customer Journey Analytics in action

Customer Journey Analytics can be used for a variety of use cases, including:

- Segmentation: Customer Journey Analytics can be used to segment customers based on their behavior, such as purchase history, website interactions, and more.

- Churn prediction: Customer Journey Analytics can predict which customers are at risk of churning and take action to prevent them from leaving.

- Lifetime value analysis: Customer Journey Analytics can be used to calculate customer lifetime value and identify which customers are most valuable to your business.

FAQs about Customer Journey Analytics

Q: What data can I access with Customer Journey Analytics?

A: Customer Journey Analytics lets you access data from multiple sources, including Adobe Experience Platform, Adobe Marketing Cloud, and third-party data sources.

Q: Can I use Customer Journey Analytics to get real-time insights?

A: Customer Journey Analytics includes built-in streaming and event processing capabilities to get near real-time insights into customer behavior.

Q: How do I integrate datasets from AEP into Customer Journey Analytics?

A: To report on Adobe Experience Platform datasets, you must establish a connection between them and your CJA workspace. To do this, you will need the specific permissions in Adobe Admin Console.

Conclusion

Customer Journey Analytics is a powerful tool that lets you use the power of Analysis Workspace with data from Adobe Experience Platform. It can break down, filter, query, and visualize years’ worth of data and is combined with the Platform’s ability to hold all kinds of data from different sources and types. Using the Experience Data Model (XDM), data can be uniformly represented and organized, ready for combination and exploration. Customer Journey Analytics also includes streaming and event processing capabilities to get real-time insights into customer behavior. There are many benefits to using Customer Journey Analytics, including the ability to break down data silos. Customer Journey Analytics lets you access and analyze data from multiple sources, including Adobe Experience Platform, Adobe Experience Cloud, and third-party data sources. CJA provides a SQL-like interface for querying data and a visual interface for creating custom reports and dashboards. Customer journey analytics can be used in various ways, such as understanding customer segments, predicting customer churn, or analyzing customer lifetime value. Customer Journey Analytics is an excellent tool for understanding customer behavior data. In our next blog post of this series, we will explore Journey orchestration.

Cover Photo by Desola (Sector-6) on Unsplash

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