May 25, 2022

Adobe today announced several new features for Customer Journey Analytics, a cross-platform customer tracking tool that is part of the company’s Experience Cloud portfolio.

As the pandemic has accelerated the transition of many brands and their customers to online shopping, there has been a need to manage and personalize the user experience across channels (web, mobile, stores, etc.). But keeping track of all that data and displaying it in a dashboard is one thing, making it usable is another.

To help companies better understand how even small changes can affect a customer’s overall journey across resources, Adobe today introduced a new “Experiments” feature in Journey Analytics that allows them to visualize real scenarios, run tests, and analyze their results. For example, a company might want to know if changes to their mobile app reduce interactions with call centers or if changes to their website result in more downloads of their mobile apps. It’s essentially A/B testing with a focus on the overall customer journey, with the added benefit that companies can use this data to fine-tune the user experience for individual users or a broader segment of users.

All this is made possible by machine learning models that make it easy to find these types of correlations in huge datasets. Adobe says this algorithm takes into account “historical data, comparable campaigns, ongoing tests, and more.”

“Often now we see people start digital – where they may not have been before – but they still combine multiple channels on multiple devices for the same result,” said Nate Smith, Director for marketing products. adobe Analysis, told me. “Ultimately, this has made multi-channel analytics a priority for many brands with a focus on lifetime value and retention. The way the analysis is done was a problem. ,

Smith argues that the traditional data warehouse or data lake approach, with a data pipeline topped with a SQL layer and visualization tools, is too cumbersome in an environment where stakeholders need quick answers to questions that often seem simple but complex. encode.

“Customer Journey Analytics, along with our customer journey analytics platform, we have a number of purpose-built components based on our experience platform, fully built over the years for all of our acquisitions in this area,” Smith said. “You have seen many other vendors make major acquisitions to form these marketing cloud portfolios and we were the ones who actually developed the platform for this because at some point you ran out of duct tape and girdled wire. Get it all.” work.”

This is a special platform that allows the team to enter data into a new experimental object. As Smith mentioned, this also means developers can work with any of the existing tools to create these tests.

Adobe has also created a new integration between customer journey analytics’ ability to discover customer segments and customer data platforms. [CDP]I explain Smith: “You can actually share any audience you find in customer journey analytics with CDP and then act on it in any system.” “This is a very exciting moment for us. […] Ultimately, look not only at discovering insights, but also at activating insights.”

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