To measure user experience. Or one part of the puzzle that is. What users are doing, where they drop off for example
Pros
Visualise data
Tell a story
Support change
Cons
Simplify ui
Use ai to interpret data
Make sharing the story easier
Likelihood to Recommend
It’s great for most people. But can’t be used as the only piece of the puzzle. Bias can be introduced unintentionally with the tool as we are only seeing what is happening not why.
Customer Journey Analytics (CJA) is used within my organization to provide a window into our web behavioral data, our email marketing data, as well as offline data derived from a enterprise data warehouse connector. It is presented as a tool to provide insights from an "omni-channel marketing" perspective, as well as a tool to determine the relative lift from our series of customer journeys.
Pros
Web Behavioral data analysis
Email marketing performance
Offline data analysis (BI)
Stitching of multiple datasets based on unified ID
Ability to calculate / derive new fields from existing fields
Cons
Requires innate understanding of Adobe Experience Platform
Requires significant investment from leadership, marketing, data teams
Requires understanding of complexity of underlying systems
Needs Adobe WebSDK installed on website for best results
Likelihood to Recommend
If a customer is mature in their marketing technology stack and already has a firm understanding or pre-existing relationship with Adobe, Adobe Customer Journey Analytics is a good addon. If a business finds the historical Adobe Analytics architecture limiting or has a series of complex use cases, Adobe Customer Journey Analytics offers far higher flexibility in ability to code on the front end for a website. Customers should Adobe Journey Optimizer as part of their stack to derive the greatest benefit from Adobe Customer Journey Analytics. Web behavioral analysis enhancements are nice but Adobe Journey Optimizer is needed to realize the full benefit of this tool.
