At Adobe Summit in Las Vegas, we introduce new analytics innovations to enhance daily analysis and speed up insights. Past announcements have included improved insights in Adobe Customer Journey Analytics, mobile scorecards for executives, and flexible reporting with derived fields. We’ve also integrated Customer Journey Analytics with Adobe Real-Time Customer Data Platform (CDP) and Adobe Journey Optimizer to improve audience targeting. These features help organizations make smarter, AI-driven decisions.

This year, we’re excited to introduce several new capabilities:

• Revolutionizing customer understanding with AI-powered insights.
• Behavioral intelligence — the center of B2B go-to-market orchestration.
• Converting content — bridging the gap between creation and performance.
• Intelligent onboarding — streamlining implementation to derive insights more quickly.

Revolutionizing customer understanding with AI-powered insights.

The fusion of agentic AI with customer analytics lets businesses unlock new levels of personalization, efficiency, and real-time decision-making. Announcing new AI features in Customer Journey Analytics, including Adobe Data Insights Agent and Adobe Marketing Agent for M365 Copilot:

• Data Insights Agent. A conversational AI interface that users can communicate with in natural language that unveils insights, provides recommendations, and makes a business impact.  The Data Insights Agent empowers users with access to a trusted source of data, meets them where they are in terms of analysis skills, and simplifies insights so they’re shareable and actionable.

• Adobe Marketing Agent for M365 Copilot. The integration between Customer Journey Analytics and Microsoft Copilot allows users to access complex business data through straightforward, conversational queries. By asking questions such as, “Show me my sales last month,” users can quickly retrieve relevant data and visualizations from Customer Journey Analytics via Copilot. This integration connects advanced analytics capabilities with everyday business operations, supporting informed and timely decision-making across the organization.

Behavioral intelligence — the center of B2B go-to-market orchestration.

Effectively engaging buying groups requires a deep understanding of the collective decision-making process and the roles of individual buying group members. With traditional analytics, customers are represented as individuals and their specific touchpoints over time. In B2B, customer journeys are tracked at the account, opportunity, or buying group level — with multiple people and touch-points over a long sales cycle.

• Adobe Customer Journey Analytics B2B Edition. Brands can now address B2B use cases with Adobe Customer Journey Analytics B2B Edition. This release allows easy ingestion of B2B schema from Adobe Real-Time CDP, supports account-level analysis, and provides guided analysis for optimizing account engagement with digital content, lead conversions, and sales funnel progress.

Converting content — bridging the gap between creation and performance.

Marketers are still struggling to determine which content best engages customers. Adobe Content Analytics helps measure all of your content, understand its impact on conversion, and use data to determine the next best experience, so you can amplify brand resonance, reach, and relevance.

• Adobe Content Analytics. Content Analytics will help organizations understand experiences by using AI and machine learning to extract content attributes in a structured metadata profile. Marketers can correlate specific assets and attributes of content with customer interactions and positive business outcomes to gain insights. Those insights will help with effectively optimizing and personalizing content at scale.

Customer-centric analytics — moving from reporting to on-demand intelligence.

Brands are modernizing their analytics stacks to transform data from a static asset into a dynamic catalyst for innovative customer engagement in the moments that matter.

• Real-time reporting. Clients will be able to report on their key metrics in real time with a latency of less than five minutes — from data ingestion into Customer Journey Analytics to reporting. The new panel will include analysis workspace capabilities such as dimension breakdowns and visualizations for real-time, hit-level data. For streaming media customers, they’ll be able to understand their media starts and stops in real-time to get a picture of content performance during live events or major content releases.

• Adobe Experience Platform Data Mirror. Customers have expressed the need for a more seamless integration with their data warehouses to minimize operational overhead, reduce data latency, and improve the overall time to value for Customer Journey Analytics. Experience Platform Data Mirror will automatically keep data updates in sync without the need to maintain multiple copies, simplifying the process of bringing data into Customer Journey Analytics for deeper analysis.

• Audience publishing to Adobe Target. This integration lets users publish audiences from Customer Journey Analytics directly to Adobe Target. It uses the Audience Library core service of Adobe Experience Cloud, pushing segments from Adobe Customer Journey Analytics for activation. This enables quicker activation of insights on inbound channels using Adobe Target.

Intelligent onboarding — streamlining implementation to derive insights more quickly.

Brands need a seamless transition from traditional digital analytics to Customer Journey Analytics without delaying their roadmap plans. These features facilitate the adoption of Customer Journey Analytics.

• Shared metrics and dimensions across data views. The shared metrics and dimensions library is designed to simplify component management across all data views within a connection. The initial phase of this solution will allow customers to import, manage, and deploy their components from a unified library at the connection level.
• Bulk component migration. Adobe Analytics customers who have Customer Journey Analytics need to follow several steps to replicate the value they obtain from Adobe Analytics in Customer Journey Analytics. Bulk component migration will create an efficient workflow for migrating data, reports, components, and other artifacts so that customers can derive value more quickly within Customer Journey Analytics — including using the new dynamic checklist.
• Dynamic checklist. The dynamic checklist provides a step-by-step guide for configuring and transitioning to Customer Journey Analytics. Users answer questions about their Adobe Analytics and desired Customer Journey Analytics setup, identify necessary features, and address additional queries to customize the guide. The result is a clear plan for configuring and moving to Customer Journey Analytics.

Customers can use the features mentioned above to meet their business needs and bring more data and insights into their organizations to make more informed decisions. For regular updates on Adobe Analytics releases, visit this page.