![]() ![]() You’re a retailer with both online and offline presence who wants to attribute omni-channel CLTV to web campaigns.You’re a B2B company that wants to understand the web activity of your qualified leads.Here are some illustrative examples of when you’d use CJA: Unlike Adobe Analytics, CJA can also make use of personally-identifiable information, and is one of Adobe’s HIPAA ready products. In addition to data analysis capabilities, CJA can also be paired with other Adobe offerings such as Real-Time Customer Data Platform (RTCDP) to execute more advanced use cases with custom-created audiences. These data sources are not restricted to hit-level data schemas - you have full control over the creation and management of custom data schemas to suit your analysis needs. With CJA, you have the ability to perform analysis using an unlimited amount of variables, events and unique values across a wide variety of data sources. Datasets can then be joined and manipulated to give your organization a fuller picture of cross-device and cross-channel journeys. This could include data from point of sale systems, CRM platforms as well as website and app data. This means that CJA can be used with AEP to pull in any Adobe solution data, customer 1st-party data, or any other Platform data. CJA uses the power and flexibility of Analysis Workspace without the limitations of Adobe Analytics and only web and app data. As we emphasized earlier, CJA is the reporting layer for any and all data stored in the AEP data lake. ![]() How Can I Use Customer Journey Analytics?ĬJA’s power lies outside the narrow (though important!) realm of web analytics. To sum it up, rather than being a tool specifically for “web analytics”, CJA is essentially the reporting-layer for any and all data stored in the Adobe Experience Platform. This includes data ingested from a number of potential sources such as CRM systems, marketing platforms, offline data sources (and yes - even web and app data!) into the AEP data-lake for storage. Referencing the diagram below, we can see that unlike Adobe Analytics, CJA is not a self-contained solution and is instead a smaller component of a more complex stack. To understand this key differentiation requires some knowledge of the larger Adobe Experience Platform architecture. In fact, if you’ve used Adobe Analytics’ reporting and analysis feature: Analysis Workspace, you’ll notice that Customer Journey Analytics looks suspiciously familiar. CJA can incorporate any persona and behavioral data sets from the Adobe Experience Platform data lake, and functions as a reporting tool for analysis of these datasets. Adobe Analytics is commonly adopted as an alternative to Google Analytics, and offers integrations with other tools in the Adobe repertoire such as Adobe Target and Adobe Audience Manager.Ĭustomer Journey Analytics, or “CJA'', is differentiated from Adobe Analytics in its ability to incorporate data sets outside of web and app data. Without getting too much into the history of Adobe Analytics as it is today, AA has evolved over time into a sophisticated platform for web and app tracking, reporting and analysis.Īdobe Analytics, colloquially known as “AA”, functions as a data collection library, data storage, as well as a flexible reporting interface for reporting on web and app trends. CJA and AA Fundamentalsīefore we answer the larger question about which solution is right for you, let's cover some basics of the two tools.Īdobe Analytics is Adobe’s long-standing web and app analytics platform offering in the Adobe Experience Platform set of tools. In the following sections, we’ll offer some guidance on the decision between Adobe Analytics and Customer Journey Analytics and how one or both platforms can suit your business’s needs. Or, perhaps you’ve heard about, or even currently use Adobe Analytics and you're wondering how CJA will factor into your solutioning decisions. Maybe you’re looking to stand up a web analytics platform on your site. If you’ve been following the news from Adobe, you’ll know that Customer Journey Analytics is a hot topic- more than ever, Adobe is looking to highlight the role that CJA plays in Adobe’s emerging tech offerings. If you’ve ended up on this page, you’ve likely expressed some interest in learning more about Customer Journey Analytics, or “CJA”.
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