Advanced Analytics: Guided Analysis and Graph-Based Stitching in Customer Journey Analytics
In the rapidly evolving landscape of data-driven decision-making, Adobe's Customer Journey Analytics (CJA) is redefining how organizations analyze customer behavior. Two innovative features, Guided Analysis and Graph-Based Stitching, are empowering both analysts and non-analysts, simplifying complex data journeys, and promoting deeper collaboration across teams.
Guided Analysis: Democratizing Data Exploration
Guided Analysis is designed to make complex analyses intuitive and accessible to a wider range of users. This feature, now fully integrated into CJA, brings guided workflows to more users across organizations, streamlining data exploration for both seasoned analysts and business users.
Key Benefits
Unified Data for Enhanced Collaboration
Guided Analysis bridges the gap between marketing and product analytics, ensuring teams use consistent, high-fidelity data to drive decisions. This eliminates friction caused by disparate metrics or siloed point solutions.
Purpose-Built Analyses
From funnels to trends and retention, Guided Analysis offers pre-designed workflows tailored to acquisition, engagement, and retention challenges. These analyses are designed to answer business-critical questions efficiently, enabling faster, data-backed decisions.
User-Centric Insights
Guided Analysis empowers non-technical users to explore data independently. Examples include:
- Funnel Analysis: Track user behavior across key touchpoints to identify drop-offs or friction points.
- Impact Analysis: Evaluate pre- and post-launch performance of features or campaigns.
- User Streams: Investigate individual user journeys to understand behavior or troubleshoot issues.
Currently, 20% of active CJA customers are leveraging Guided Analysis, enhancing their ability to collaborate and analyze data across teams.
Graph-Based Stitching: Unifying Cross-Channel Identities
Customer journeys today span multiple touchpoints and devices. Graph-Based Stitching addresses this challenge by creating a unified identity across datasets, helping organizations visualize complete customer journeys.
Revolutionary Approach
Traditional field-based stitching relies on identifiers within a single dataset, leaving gaps when identities differ across channels. Graph-Based Stitching, powered by Adobe's Identity Graph, fills these gaps by:
- Aggregating identities across channels.
- Elevating datasets to a common preferred identity, such as an email address, ensuring seamless integration.
- Enhancing accuracy with real-time stitching that updates as new data arrives.
Key Use Cases
Improved Identification Rates
Graph-Based Stitching can enrich datasets with identifiers that weren't initially present, increasing the match rate and connecting more data points.
Connecting Diverse Datasets
Organizations can incorporate datasets that were previously excluded due to mismatched identifiers, expanding the scope of insights and reducing data silos.
Consistent Identity Across Platforms
By aligning with Adobe Experience Platform's Identity Graph, organizations achieve a unified view of customers across applications like Adobe Real-Time CDP and Adobe Journey Optimizer.
Implementing Advanced Analytics
With Guided Analysis and Graph-Based Stitching, Adobe continues to innovate in the analytics space, making data more accessible and actionable. These tools are essential for organizations looking to streamline workflows, connect siloed data, or empower teams across their organization.
By leveraging these innovations, organizations can unlock deeper insights and elevate their decision-making processes, transforming their data strategy and gaining a competitive edge in today's data-driven business environment.