Adobe has released Customer Journey Analytics as part of its Adobe Analytics platform. The new analytics offer is based on the Adobe Experience Platform and is presented as an interactive and easy-to-use analysis interface that allows "anyone in a business" to work with data, not just data. data scientists.
In the beginning, the team developed the Customer Journey Analytics interface with indications from Photoshop, "says Nate Smith, Product Marketing Manager for Adobe Analytics," Both are rooted in the concept of layers … In Customer Journey Analytics, layers are sets of data.
According to Smith, brands can collect statistics on orders, conversions, visits, etc., on different channels, using a "drag-and-drop" template With Customer Journey Analytics, teams can import datasets from point-of-sale systems and call centers, for example, to get product information that's better tailored to how consumers interact.
Why We Should Care
Getting the most comprehensive insight into the customer journey through online and offline campaigns and channels is a critical challenge for marketers. With more opportunities than ever for customers to interact with businesses and datasets stored in remote systems, the amount of data to process and understand is enormous. Is trying to make the combination of disparate data and analysis much more user-friendly for the average marketer.
It also aims to help marketers to act by providing recommendations from predictive modeling.
More about the news
The Customer Journey Analytics platform includes predefined AI and ML templates from the Adobe Experience Platform that provide predictive analytics related to customer journey and offer recommendations on best steps to follow. Adobe Analytics is also available. Cross-device analysis as part of the Journey IQ. This technology leverages the graphical and private device data from the Adobe Experience Platform to analyze the behavior of different devices and merge into a single "feed of information". In May, the Adobe Experience Platform announced the integration of Qualtrics to help customers identify gaps in their consumer products. digital experience.
About the Author
Amy Gesenhues is Senior Editor of Third Door Media, which features the latest news and updates from Marketing Land, Search Engine Land and MarTech. Today & # 39; hui. From 2009 to 2012, she was an award-winning columnist in several dailies from New York to Texas. With over ten years of experience in marketing management, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO and Sales and Marketing Management Magazine. Read more articles from Amy.