The appetite for business intelligence continues to grow at pace. Customer journeys to conversion are complex, involving multiple touchpoints in most sectors. Visibility of customer behaviours during every stage of their journey is crucial to inform decision making. Decisions for improving experiences and driving conversations. Many organisations are craving a holistic view however are facing such challenges as siloed customer data and centralised technology in the hands of a few.
Whilst traditional digital analytics solutions are still delivering on the data needs of many organisations, some are finding themselves in a position whereby as their customer’s journeys have evolved, so have their data requirements. Omnichannel marketing driving the need for a cross-touchpoint view is an increasingly common use case.
Technology vendors such as Adobe identified this shift in data needs and have evolved their Analytics applications. In Adobe’s case, whilst Adobe Analytics continues to be a powerful digital analytics solution, their next generation analytics application – Customer Journey Analytics (CJA) delivers on additional use cases beyond web and mobile app. Designed to democratise data access and visibility for modern businesses. It provides analytics, marketing & product teams visibility and insights on their customer’s behaviours across complex journeys. Insights that can allow businesses to create consistent and personalised experiences that their customers demand.
The decision to switch to CJA should be driven by specific organisational needs and ambitions. Here are some key challenges that businesses face and how CJA can overcome them:
Siloed Customer Data: CJA unifies data from multiple sources, including CRM systems, loyalty programmes, and offline data sources, providing a comprehensive view of customer interactions.
Complex Customer Journeys: Analyse data sequentially across multiple channels, combining data from online and offline sources into a single reporting view.
Limited Data Expertise: Analysis and insights accessible to business users for immediate action.
Personalisation Ambitions: With features like identity stitching and field-based profile stitching, CJA helps create unified customer profiles, enabling personalised experiences based on comprehensive data insights.
Performance Measurement: CJA offers advanced data attribution features, including algorithmic and rules-based attribution models, to measure marketing performance and ROI more accurately.
Scalability Issues: It supports unlimited dimensions and metrics, using scalable database technology to manage large volumes of data efficiently.
Customer Churn: By providing a holistic view of the customer journey, CJA helps identify pain points and areas for improvement, aiding in customer retention efforts.
Data Privacy And Governance: Built on Adobe Experience Platform (foundation of Adobe Experience Cloud products), it offers robust data governance features, including privacy controls and compliance with evolving data policies.
If your organisation is facing similar challenges and requires support in assessing the right analytics solution for your business, our team of certified Adobe Analytics and Adobe Customer Journey analytics experts are on hand to help – so please do get in touch.