Introducing Adobe Product Analytics
If you’ve ever watched a symphony orchestra perform, you know how incredible it is to hear the sound of so many individual instruments playing together in perfect harmony. Strings, brass, woodwinds, and percussion sections all produce their own unique notes that are beautiful, but when these different instruments combine into one cohesive sound, it’s truly awe-inspiring.
Like music, brands need to think about how each distinct interaction with a customer combines with others to create one complete experience. At the end of the day, customers see one brand. They don’t always know the difference between a digital product and a marketing channel. They expect one personalized experience across all touchpoints. Customers expect the mobile app to know which pages they were browsing on a desktop, which email ad they clicked on, and which items they purchased in-store. They expect brands to know who they are and what they want.
To meet these ever-increasing customer expectations, cross-functional teams must work together to choreograph a seamless, personalized customer experience (CX) across all digital and offline channels. This internal alignment around customer personalization has been shown to make a big difference to the bottom line. In a recent report, Forrester found that “enterprises with high levels of alignment across customer-facing functions like marketing, CX, and digital report 2.4x higher revenue growth and 2.0x higher growth in profitability than those with some or no alignment.”
While it’s vital for product, marketing, and CX teams to coordinate their efforts, many barriers stand in the way. For years, product teams have invested in ways to understand their customers better using different processes, tools, and data than the rest of their organization. But how can a brand orchestrate a seamless customer experience when teams are reading off two different sheets of music? Organizations have struggled to align these practices and reconcile differences in the insights they find using various tools and datasets.
Adobe is looking to fix that. With the release of Adobe Product Analytics, Adobe is empowering product organizations to look beyond their data silo to understand the complete customer journey. Unified workstreams, data, and customer profiles will enable product teams to partner closely with their marketing and CX counterparts to coordinate and deliver more personalized experiences across all channels.
This release will solve a major problem for many brands. “We’re excited about the capabilities offered within Adobe Customer Journey Analytics and the potential it will have to enable our product teams to uncover deep subscriber insights while collaborating across teams,” said Lindsey Weaver, vice president of global product analytics at Warner Bros. Discovery. “With this unified view of the customer journey, Adobe is empowering us with the tools to better understand our subscribers and improve customer experiences across all our streaming products.”
With industry-first guided analyses, product teams can quickly self-serve their data needs, saving time and leading to more data-driven product decisions. For the first time, product teams will have a view into how their users interact with marketing campaigns, social media, call centers, emails, in-store materials, and more in seconds. No longer will product teams need to wait weeks for a data scientist to run complex SQL queries. These new workflows will help product teams uncover hidden insights into the complete customer journey at speed.
By tapping into the full power of the Adobe Experience Cloud, product teams can go beyond insights. Through native integrations with Adobe Journey Optimizer and Adobe Real-Time Customer Data Platform (CDP), product owners will be able to act immediately by publishing real-time audiences for activation. Once a campaign has launched, they can close the loop and fully measure its impact on their own for ongoing optimization.
Adobe Product Analytics truly opens the door for cross-functional teams to orchestrate their efforts into one harmonious customer journey. As product, marketing, and CX teams align their processes and use the same data, metrics, and customer profiles, they will be empowered to drive growth through experiences.
Learn more about how Adobe Product Analytics can help your customer-facing functions play together in perfect harmony.
Amber Thornton is a senior product marketing manager for Adobe who focuses on driving the strategy, messaging, and go-to-market approach for Adobe Analytics and Adobe Product Analytics. In this role, she partners with product, sales, and global marketing teams to empower the world’s biggest brands with the insights they need to drive customer experience management. Prior to joining Adobe, Amber worked in management consulting and investment banking. She received her MBA with an emphasis in marketing and entrepreneurship.