Adobe’s Customer Journey Analytics (CJA) application is a powerful tool to help you analyze and measure the customer experience across every touchpoint in your marketing portfolio. CJA offers several advantages over Adobe’s other web analytic tool, Adobe Analytics, and over other marketing analytical tools in the market. Below is a sample of four key advantages CJA can offer your marketing analysis team members.
Customer Journey Spotlight:
CJA not only uses website and app data, but it also adds data from all your other touchpoints (email, social media, SMS, CRM, operational systems, etc.) to create a rounded-out view of the customer journey. This is different from Adobe Analytics (AA) which predominantly focuses on the data from website and app customer communications.
Analysis at the Personal Level:
CJA provides you with the ability to stitch information together using customer IDs, allowing deep analysis at the individual customer level across your channels. Conversely, AA analyzes data at a session or visit level, making it more difficult to track individual customers.
Sophisticated Functionality:
Adobe’s CJA allows you to create your own unique data schemas to measure targeted customer interactions, offering greater flexibility than AA’s pre-defined metrics. CJA is also HIPAA-compliant, making it suitable for businesses handling sensitive health information, while AA may not be able to support HIPPA in every case. Additionally, CJA offers robust ‘consent management’ functionality, allowing you to obtain, record, and manage consent data based on user permissions, which is critically important to maintain a customer’s trust.
Improved User Experience:
The newer user interface of CJA provides a platform that is simpler for various types of non-technical users to generate analytics reports and dashboards. AA’s interface, however, can be more complex for beginners to utilize and gain quick insights. CJA also focuses on assisting the user with understanding the impact of marketing campaigns across the entire customer journey, allowing for more targeted inquiries and exploration. On the other hand, AA requires additional effort and skill to link website actions to broader business goals.
Summary
CJA offers a great solution for businesses seeking to understand, explore, test and optimize the complete customer journey. Its ability to bring together omnichannel data via Adobe’s Experience Platform (AEP), its person-level analysis and more complex analytical features makes it an extremely valuable product for marketing teams. If you’ve got several online channels along with many vital offline touchpoints and you need to know how together those affect a customer’s entire journey, CJA is going to be your best bet!
If you would like additional information or are exploring analytical options, we would love to have a conversation! Feel free to reach out to sean.burrell@celerity-is.com at any time.
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