Adobe Customer Journey Analytics
Insights into every customer and journey.
Customer Journey Analytics connects customer identities and interactions across channels, devices and time for fast, holistic analyses that deliver accessible and precise customer insights.
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Explore the benefits of Customer Journey Analytics.
Purpose-built to support a modern, first-party data strategy, Customer Journey Analytics processes billions of data points in milliseconds and unlocks powerful, actionable, customer-level insights to drive better experiences.
- Customer analysis
- Data flexibility
- Data governance
- AI-driven insights
- Full journey view
- Actionable intelligence
Customer-level insights with speed, scale and efficiency.
Customer Journey Analytics synthesises customer identity and engagement by connecting and standardising behavioural and trait-based data for quick, comprehensive insights and analysis.
- Unify customer data across channels and devices — both online and off-line — and assign it to a single profile.
- Run analyses with a modern data framework that supports all customer data types in their natural state and without loss of detail or structure.
- Analyse integrated marketing performance by connecting customer engagement across campaigns, channels and content.
- Use a drag-and-drop interface to customise and perform complex analyses for a powerful data-driven story.
Unrivalled data flexibility and handling.
Easily integrate data with an adaptable framework that eliminates typical manual constraints. This advanced model simultaneously supports event, profile and look-up data with on-demand self-serve capabilities.
- Adjust your data views and fields right within the UI to help answer business questions as they arise.
- Update your analyses, make changes and fix data errors — instantly, retroactively and non-destructively — without a lengthy IT cycle.
- Empower non-technical users to easily create customised data views without affecting the underlying dataset, freeing up analysts’ from ad hoc reporting requests.
Built-in privacy controls and data governance.
Provide enterprise-wide access to customer intelligence while protecting privacy and adhering to evolving data policies. Built on Adobe Experience Platform, our extensible, patented data governance framework provides controls for establishing and maintaining compliance while meeting customer expectations for privacy and personalisation.
- Create, manage and enforce data usage policies with labelling and catalog capabilities and out-of-the-box, customisable templates.
- Prevent users from activating sensitive data with clear policies and in-product usage alerts.
- View the algorithms used to process and model your data so you understand and have confidence in the results.
- Set role-based permissions and data access for team members to promote collaboration without sacrificing customer privacy or governance controls.
AI-accelerated insight discovery.
Transform your growing amount of customer experience data into enhanced intelligence using generative AI and machine learning (ML) for segmentation, attribution, propensity modelling and queries.
- Use algorithmic attribution to compare marketing channels to determine those responsible for specific conversions.
- Automatically detect anomalies across data to help segment users, as well as trigger in-app alerts.
- Let generative AI automatically produce insights with user-friendly captions about key trends and events.
- Evaluate the lift and confidence of any experiment with AI/ML-supported analysis of customer interactions and outcomes.
- Leverage natural language to query data to answer questions such as, “What are my top 10 pages?” and “Which products have the highest revenue?”
End-to-end customer journey analysis.
With its ability to link customer identity and interactions across channels, devices and time, Customer Journey Analytics gives you a complete contextual map of engagement paths, revealing deeper, previously unreachable insights.
- Track each step of the customer journey sequentially across channels with visualisations that put every interaction into full context for more accurate insights.
- Make it easy for marketers and non-technical users to explore journey views and quickly uncover insights with powerful visualisations and an interactive interface.
- Reduce IT queues and expedite report processing speeds with self-serve capabilities that let users explore and immediately adapt reporting to answer evolving business questions.
Immediate insights to improve experiences.
Activation and integration tools let you quickly put insights to work improving customer experiences and maximising ROI.
- Publish enriched audience profiles, measure campaign element performance across channels and incorporate reporting in critical workflows.
- Define rich audiences based on trait and historical behaviour data and share them for activation and orchestration in Adobe Real-Time CDP and Adobe Journey Optimizer. Then, re-ingest results for further analysis and audience insights.
- Validate the impact of your experience optimisations by measuring marketing and product adjustments across channels. For example, get insight into which email version increased in-store sales or what app screens reduced call centre volume.
Announcing Adobe Customer Journey Analytics B2B Edition.
Give marketing and sales teams cross-channel data visualisation and actionable insights across the B2B customer lifecycle — at the individual stakeholder, buying group, account and opportunity levels.
- Optimise account marketing. Analyse and explore the impact of campaigns, channels and content on buying groups, sales pipeline, upsell and cross-sell opportunities and account health.
- Grow key accounts. Monitor customer lifetime value and identify high-value touchpoints across key buying groups to inform the next-best marketing and sales actions.
- Build product value. Measure the impact of product releases and usage on customer satisfaction to inform feature and capability optimisations at both the account and user level.
- Visualise account journeys. Use visualisation tools to shape strategies that personalise and optimise opportunity, buying group and account experiences, which further drive engagement, conversions and pipeline acceleration.
Forrester report
The Total Economic Impact™ of Adobe Real-Time Customer Data Platform, Journey Optimizer and Customer Journey Analytics.
Learn how this Adobe solution delivered a 431% return on investment.
Providing comprehensive customer analytics to enterprise brands around the globe.
62% more personalised campaigns.
90% reduction in data latency.
Increased sales across 10 million products.
“I’ve always had a vision of looking at marketing data more holistically from an account perspective — not an easy task when dealing with global clients and organisations. Adobe solutions work together to help us to connect teams and find more proactive ways to work with clients.”
Karen Hopkins, Global CMO
EY
Read the EY story
Learn more about Adobe Customer Journey Analytics.
Unlock more with Adobe integrations.
Customer Journey Analytics + Adobe Journey Optimizer
Get real-time customer insights and use them to reach customers instantly across channels with tailored offers.
Customer Journey Analytics + Adobe Real-Time CDP
Enrich customer profiles with cross-channel behavioural insights for enhanced audience creation and activation.
Questions? We have answers.
Adobe Customer Journey Analytics (CJA) is a cross-channel analytics application built on Adobe Experience Platform. It gives brands a complete, real-time view of the customer journey by combining online and off-line data, resolving identities and enabling visual, AI-assisted exploration at scale.
- Connects behavioural and trait data across channels and devices to a single customer profile
- Supports flexible, ad hoc analysis with no-code tools and retroactive data manipulation
- Uses AI and ML to discover insights, predict outcomes and surface next-best actions
- Designed for business users, not just analysts
CJA is purpose-built for enterprise teams who need to align marketing, product and analytics on a single source of truth. It’s especially valuable for:
- CMOs and marketing leaders who need to:
- Optimise journeys across paid, owned and earned channels
- Measure campaign performance at the creative and audience level
- Access real-time insights without technical roadblocks
- Product and digital teams aiming to:
- Improve app, web and in-store experiences
- Understand how features impact conversion and engagement
- Collaborate on data-driven optimisations
- Analysts and insights teams who:
- Require scale, speed and flexibility to explore complex datasets
- Need to run retroactive queries and publish live dashboards
- CIOs and data leaders focused on:
- Enforcing privacy and governance policies at scale
- Enabling safe self-service access to governed customer data
- Supporting first-party data strategies across the organisation
With AI-assisted insights, retroactive data transformation and built-in governance, CJA helps marketers and business teams act faster, smarter and with full confidence in the data.
CJA helps brands overcome the biggest barriers to customer intelligence:
- Data silos — unify cross-channel data into a single journey
- Time-to-insight — enable near-instant analysis and retroactive queries
- Talent bottlenecks — empower non-technical users to self-serve insights
- Privacy complexity — apply policy-based data governance with confidence
- Measurement gaps — measure marketing, product and content impact holistically
Traditional tools often focus on channels or sessions. CJA focuses on the customer.
- Tracks sequential behaviour across channels (web, app, email, call centre, in-store)
- Connects anonymous and known interactions over time
- Supports identity stitching and retroactive event transformations
- Measures content and campaign performance tied to the full journey
While both products offer powerful analytics capabilities, they serve different purposes and are built for different scopes of insight:
Adobe Analytics is designed to measure channel and web performance, primarily focusing on digital properties like websites and mobile apps. It uses Adobe’s native data collection methods to gather event data and generate reports.
Customer Journey Analytics, on the other hand, provides a comprehensive view of the full customer journey—across online and off-line channels, devices and touchpoints—by ingesting any data source via Adobe Experience Platform.
Where Adobe Analytics typically tracks interactions based on session or cookie identifiers, CJA uses person-based identity stitching to connect behaviours over time and build unified profiles.
In terms of user interface, Adobe Analytics relies on prebuilt workspace reports tailored for analysts and developers. In contrast, CJA offers an interactive drag-and-drop environment that enables marketers, product teams and analysts alike to explore data, build visualisations and generate insights in real time.
Ultimately, CJA extends Adobe Analytics into a modern, cross-channel analytics environment, empowering business teams with the flexibility, speed and governance needed for today’s customer experience demands.
CJA combines composability, scale and usability like no other platform:
- Ingests any online or off-line data, structured or unstructured
- Runs report-time transformations — no need to pre-define schemas
- Enables self-serve exploration with AI-assisted queries
- Connects insights to action through native integrations with Adobe Campaign, Journey Optimizer, Real-Time CDP, and Target
Customer Journey Analytics lets business users adjust data fields and views in real time—without reprocessing pipelines or rewriting code.
Update and fix data retroactively, instantly and non-destructively
- Modify data views directly in the UI without affecting the source dataset
- Empower marketers and analysts to self-serve new questions without waiting on IT
This level of agility supports faster decision-making and continuous insight refinement.
CJA is built on Adobe Experience Platform, which includes a patented data governance framework designed for enterprise compliance.
- Create and enforce data usage policies with labelling and customisable templates
- Set role-based permissions and restrict sensitive data access
- Display in-product alerts to prevent policy violations before they happen
- View and audit the algorithms used to model or transform data
These capabilities help ensure trust, transparency and control — without slowing teams down.
Adobe Customer Journey Analytics lets you move beyond basic demographic segmentation to create rich, behaviour-based audiences — in real time.
- Define audiences based on historical or real-time behaviours, traits and campaign response
- Segment customers using web, app, call centre and off-line data stitched to individual profiles
- Use drag-and-drop tools to explore segments without coding or SQL
- Share segments across Adobe Real-Time CDP and Journey Optimizer for activation, then re-ingest performance results for continuous refinement
Whether you’re optimising a campaign or identifying churn risk, CJA makes it easy to pinpoint high-value audiences based on how people engage — not just who they are.
CJA connects identity and interaction data across all touchpoints — online and off-line — to give you a complete, real-time view of the customer journey.
Track every step sequentially across channels with visualisations that show full context
Analyse what drives engagement, drop-off or conversion — at every stage
Compare paths taken by different customer segments to uncover friction or missed opportunities
- Use AI-assisted analysis to surface key trends, anomalies or conversion drivers
- Measure and validate how content, campaigns and product changes affect the journey over time
With this full-journey context, business teams can shift from reactive reporting to proactive experience design — improving outcomes across acquisition, engagement and retention.
Yes. CJA is deeply integrated with Adobe Real-Time CDP, Journey Optimizer and Target to put insights directly into action.
- Build and publish high-value audiences for real-time targeting
- Share segments to orchestrate journeys across channels
- Re-ingest performance outcomes to continuously refine audience strategies
This turns analysis into activation—speeding up decision cycles and maximising ROI.
Let us show you the full power of Adobe Customer Journey Analytics.
