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#1 What is Adobe Customer Journey Analytics (CJA)?

A consumer can have different points of purchase from multiple channels such as a mobile, desktop, tablet, etc. However, a user could also make an offline purchase, by visiting the store or may even register a request/complaint at a call center. This could be a struggling point for the business as there is a chance that these interactions are not being tracked with the current solutions. This creates a data gap.

You may expect the user to purchase soon since they have already researched a product on digital platforms and have taken the next steps towards purchase but by visiting a store they might have a change of mind and may no longer be interested in the product.

A business without this knowledge might start making investments to make that last mile for the customer to go and purchase. In simple words, it’s making a decision based on insufficient data.

To bridge this gap we would require a platform with online and offline channel integration capabilities.

The Adobe Customer Journey Analytics provides a solution to this!

You can analyze data in real-time across multiple different channels. Since it is built on top of the Adobe experience platform and offers the complete functionality of the Adobe workspace for analysis, it is a perfect platform for our requirements.

CJA is not restricted to just the evars and props but has a wider range of dimensions and metrics. You can use a custom schema to define your data. Even the historical data can be managed, modified, or even removed since the Adobe experience platform provides the ability to query, extract, transform and load tools from the Experience cloud query service.

Any existing implementation can also be combined in the platform.

Let’s consider a use case for web and call centers. When the user provides an identifiable parameter such as mobile number, email id, etc., the data from the web and call center can be stitched together using an anonymous ID such as user ID. By merging these data, the business can reduce the cost of running a call center. Just by knowing the consumer’s previous activity history, you could predict the outcome of the call. Even before you could pick up the call, the data would be right in front of you which would help in improving the process.

The set-up is quite simple and easy.

Step 1: Data injection

The customer data is stored in the dataset in the Adobe experience platform, which consists of schema and batches of data.

Before we can go ahead, we need to get this data into the Adobe experience platform, and for that, we would require to standardize it so that the data is clean and structured, unlike Data Lake. We can use the XDM (Adobe experience data model) to define the data structure. All XDM schemas data can be categorized as record or time series. You can also use the connectors to retrieve the data from the traditional Adobe analytics platform. Use the one source connection per report suite.

Step 2: Dataset creation

Combine the collected data into different groups based on decided criteria. E.g. Email dataset, CRM dataset, Adobe analytics dataset, etc.

Step 3: Connect dataset and customer journey analytics

A connection lets you pull the data from the Adobe experience platform into your CJA workspace.

Configure connection:

· Under the connection tab, click on the ‘Create new connection’.

· select one or more datasets and click on ‘Add’.

The connection would then be established in CJA.

Step 4: Create a data view

The data view is a filtered view of your raw data. You can have multiple data views for a dataset.

Configure data view:

· In Customer Journey Analytics, go to the Data Views tab.

· Click Add to create a new data view and configure its settings.

Configure dimension and metrics:

· In Customer Journey Analytics > Data Views, click the Components tab.

· Now drag a schema field, such as pageTitle, from the left panel into the Metrics or Dimensions section.

Step 5: Analyses your reports

After the connection has been created, you can start analyzing the data in the workspace.


CJA allows the business to achieve its goal more quickly. So no matter what the channel, no matter what's the device, if it's online if it's offline if it's pre-click if it's post, it can break down, filter, query, and visualize years’ worth of data.

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