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  • Writer's pictureVani Bhemarasetty

Why should brands move to Customer Journey Analytics(CJA) from traditional analytics solutions?

Data silos are one major and constant barrier that brands have been continuously facing, What are Data silos? To explain in simple terms, when you have information that pertains to a customer or a business and it’s stored in various places.This results in unable to access information and act upon it by a lot of marketing teams.

Over a decade, we had a lot of martech tools or solutions which promise to solve this problem, but according to me, this problem exists even today. When I say this, it is because the integration of a lot of systems is the cause of this.

A typical martech stack and products exist in different categories, just like the below picture

As the categories increase, solutions increase so do the sources of data. Imagine a marketer who needs to create reports from each of these solutions, derive insights from each other, and present them to her boss for the next decision making

This is what I am calling data silos because data exists in different locations, Come on, it is time that all the marketers need one solution which can consolidate this data in one place and derive insights, make reports, and distribute only one dashboard which gives me everything including online, offline, advertising, point of sale, etc.

Don't worry, marketer. Adobe has listened to our problem and has come up with a new solution called Customer Journey Analytics.

Here are some key reasons why brands should consider moving to Customer Journey Analytics from traditional analytics solutions:

1. Provides a more comprehensive view of the customer journey:

Traditional analytics solutions typically focus on individual touchpoints and data silos, providing a fragmented view of the customer journey. However, CJA takes a holistic approach to analyze the customer journey across all touchpoints and channels, providing a more complete picture of the customer experience

2. Helps Identify pain points and opportunities for improvement in the customer journey

CJA allows brands to track and analyze the entire customer journey from initial awareness to post-purchase behavior, providing insights into how customers interact with the brand at each stage of the journey. This can help brands identify pain points and opportunities for improvement, optimize customer engagement strategies, and ultimately increase customer loyalty and retention.

3. Powered by advanced technologies like machine learning and AI for real-time analysis and actionable insights:

CJA is often powered by advanced technologies like machine learning and AI, which can help brands analyze vast amounts of data in real time and provide actionable insights that can be used to make informed decisions. With CJA, brands can gain a competitive edge by staying ahead of customer expectations and delivering a more personalized and seamless customer experience.

Having said that, let me talk a little bit about how it works as well. As you might already know, CJA is built on AEP, they both work together.

AEP is a customer data platform that centralizes customer data from various sources into a unified customer profile. It allows brands to collect, manage, and activate customer data in real time, enabling them to deliver personalized experiences across all touchpoints and channels.

This is a simple data flow between data sources to CJA. Although the architecture might look far more complex.

Considering all these benefits, I can definitely say that CJA helps data analysts, business analysts, and marketing teams to visualize all of their data in one place, which reduces the time to insights, and decision making.

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