Adobe expands its data analytics tools to customer journeys
Adobe Inc. today added a new tool to its Adobe Analytics offering that’s meant to give companies more advanced insights into their customer’s behavior.
The new offering, Customer Journey Analytics, draws on data from multiple enterprise systems to try to provide users with better perspectives on how customers engage with their brand.
Adobe reckons that’s something most companies struggle with. It says most customer journeys are complex interactions that span both digital and physical touchpoints, and that the data on these tends to be scattered across numerous information technology systems. As a result, most companies’ customer journey data is incomplete, which means few insights can be drawn from it.
Customer Journey Analytics in Adobe Analytics is Adobe’s attempt to fix this problem. The service draws on the Adobe Experience Platform that creates individual profiles for each customer and tracks their interactions with the brand. It stitches together the data from every interaction customers have with a company, providing a more complete picture of their behavior.
The new service also takes a cue from the “underlying logic” of Photoshop, enabling layers of multichannel data to be stacked on top of each other to create new perspectives on customer engagement. In turn, that enables employees to get creative with their customer data, mixing and matching different kinds of information to discover more insights.
Simply put, Adobe aims to make it easier for companies to curate and explore their customer data in a way that provides some interesting benefits.
The company said the services enables brands to compare customer segments, analyze fallout behavior and uncover high-performing journeys, among other things. For instance, retailers can start to understand how physical stores and e-commerce interact.
Adobe has also thrown in a bunch of pre-built machine learning models that can be trained on Customer Journey Analytics’ data. They allow users to create predictive models, provide recommendations on next best steps and automate some of their more cumbersome processes. For instance, a subscription service could see when segments of users are likely to deactivate their membership as well as figure out content or promotions to keep them.
The service also caters to more advanced users such as data scientists. Through its Query Service, data sets can be queried using the Structured Query Language and integrated with common business intelligence tools such as Microsoft Power BI.
Constellation Research Principal Analyst and Founder Ray Wang told SiliconANGLE the scope of Adobe’s Customer Journey Analytics offering was extremely ambitious.
“Successful customer journey analytics requires both the ability to orchestrate processes at the micro-services level and the ability to build digital feedback loops,” Wang said. “This is essentially business process management meets robotic process automation meets journey mapping. To date, very few vendors have successfully delivered this capability out of the box.”
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