ADOBE ANALYTICS
Intelligence that shapes every customer experience.
Stop stitching tools and start connecting insights. From marketing planning and content intelligence to optimising every customer and account touchpoint, Adobe CX Analytics delivers a single, actionable intelligence engine for customer experience — all in one unified analytics platform, purpose-built for the full customer life cycle.
Accelerate insights to action with AI-powered analytics.
Adobe CX Analytics unifies experience and enterprise data into one intelligence engine, enabling rapid insights and activation at scale. By connecting marketing, content performance and cross-channel behaviour, every team can see what drives engagement across individuals and buying groups. With AI at its core, Adobe CX Analytics moves you from understanding what happened to knowing what works.
- Digital analytics
- Customer journey analysis
- Buying group analysis
- Marketing planning & ROI
- Content intelligence
- Agentic & AI-powered analysis
From digital data to intelligent action.
Get a unified, intelligent view of engagement across websites, mobile apps and connected digital experiences — with powerful analysis and automated insights that help detect friction, uncover growth opportunities and optimise every digital touchpoint.
- Turn high‑volume behavioural data into actionable intelligence with a powerful, enterprise‑level analytics engine that connects and processes data from across channels and adapts as your business evolves.
- Quickly optimise digital performance with AI — including agent‑assisted intelligence — that surfaces what’s changed, explains why it matters and guides faster, smarter optimisation.
Every journey and every moment, always in context.
Understand and optimise how customers move from first touch to long‑term loyalty with AI‑powered, customer‑level journey analysis that connects identities and interactions across every online and off-line touchpoint over time. With a flexible, unified journey view that stays current as behaviour changes, teams can clearly see what’s shaping conversion, loyalty or churn — and use these insights to deliver more relevant, personalised experiences and stronger business outcomes.
- Enable faster, more confident decisions with agentic and AI‑generated intelligence that monitors journey signals, flags emerging opportunities, explains key insights and delivers trusted, context‑aware recommendations.
- Dive deeper and explore the end-to-end journey with powerful AI, analysis and visualisations that let teams follow real customer paths over time — pinpointing the moments that drive engagement and the friction that holds performance back.
Buying group behaviour, connected to outcomes.
In modern B2B sales, growth depends on understanding how buying groups engage — not just individual leads. Move beyond basic contact‑level reporting to complete buying group and account‑level insights, powered by analysis designed specifically for the complexity of B2B sales cycles and decision‑making.
- Analyse engagement at every level — individual stakeholder, buying group, opportunity and account — to uncover what’s driving progress, where opportunities stall and how to optimise your revenue strategy with shared visibility across marketing and sales.
- Use fast, self‑serve journey analysis and agentic insights that connect top‑of‑funnel engagement to bottom‑of‑funnel results — revealing which campaigns, touchpoints and next-best actions drive revenue.
Align teams around smarter marketing investment decisions.
Plan and optimise marketing investments in a unified canvas that brings together advanced measurement, forecasting and AI-powered guidance — so teams stay aligned and make data-backed decisions before and during execution.
- Prove marketing impact using causal intelligence that measures incremental lift across channels, giving leaders the confidence to defend investments and adjust strategy as conditions change.
- Explore scenarios and trade-offs to compare spend options, anticipate outcomes and align budgets to goals — before committing dollars and while campaigns are in motion.
- Move from insight to shared decisions faster with a marketer‑first, agent-assisted canvas that makes it easy to explore insights, collaborate across teams and take action.
Measure content impact, not just consumption.
Get more value from every creative asset by understanding which content and attributes resonate, convert and drive measurable ROI across channels.
- Use AI‑powered analysis to automatically identify content attributes and evaluate asset performance alongside customer behaviour — revealing engagement trends, anomalies and early signs of content fatigue.
- Track how specific content pieces perform everywhere they live, from paid media to your owned website and mobile app, so teams can compare performance consistently across placements.
- Turn insight into action by optimising content strategy, refining targeting and prioritising the assets and attributes that deliver measurable impact.
Agentic and AI-powered intelligence.
Deliver intelligence everywhere decisions are made — with AI and agents built into the analytics experience. Our portfolio brings agentic workflows, generative AI and advanced analytics together on a durable, enterprise-level foundation to help teams move from questions to insights to actions faster, without sacrificing trust, governance or rigour.
- AI‑first insight experiences. Move beyond queries and dashboards with agentic AI that empowers teams to ask questions in natural language, uncover patterns and drivers and surface recommendations — faster and with less manual effort.
- Scaled insights across teams. Put agents to work on everyday analytics tasks, from analysis and visualisation to root‑cause exploration and insight summarisation. Analysts stay in control, while business teams gain faster access to trusted, decision‑ready insights.
- Analytics everywhere, not just in analytics tools. Extend insights into the tools, workflows and surfaces where work happens — so more teams can move seamlessly from insight to action without switching context.
- LLM insights. Treat conversational and AI‑native interactions as first‑class channels. Capture prompts, responses and conversational signals and connect them to downstream engagement, conversion and revenue — measured with the same rigour as any digital touchpoint and in context of the broader customer journey.
Why Adobe CX Analytics?
Trusted data architecture
Secure your data with a unified semantic layer and policy-enforced access that ensures metrics are defined once and trusted everywhere.
Consistent, persistent identity
Unify customer and account signals to understand how interactions connect across the customer journey.
Democratised AI insights
Empower every team to ask questions and get answers instantly with Data Insights Agent and seamless collaboration between analysts and their business stakeholders.
Data-driven activation
Turn insights into revenue by using rich marketing, content and behavioural data to deliver unified, optimised experiences across paid and owned channels.
Trusted data architecture
Secure your data with a unified semantic layer and policy-enforced access that ensures metrics are defined once and trusted everywhere.
Consistent, persistent identity
Unify customer and account signals to understand how interactions connect across the customer journey.
Democratised AI insights
Empower every team to ask questions and get answers instantly with Data Insights Agent and seamless collaboration between analysts and their business stakeholders.
Data-driven activation
Turn insights into revenue by using rich marketing, content and behavioural data to deliver unified, optimised experiences across paid and owned channels.
Adobe CX Analytics drives results.
Learn more about Adobe’s analytics solutions.
Let us show you the full power of Adobe CX Analytics.
Questions? We have answers.
How does Adobe CX Analytics help unify data across channels for connected insights?
Adobe CX Analytics brings together customer behaviour across channels connected with marketing and content data, giving marketing and business leaders a single, robust source of truth for data-driven decision-making.
It connects customer journeys, breaks down data silos and enables fast analysis across all platforms.
- Integrates behavioural data in real time for holistic visibility
- Automates insights and delivers actionable results instantly
How does Adobe CX Analytics help solve data governance and privacy challenges for C-suite tech leaders?
Adobe CX Analytics includes robust data governance controls and privacy features to help organisations meet compliance, protect customer data and manage disparate datasets. C-level tech leaders can implement granular permissions, automated data processing and consistent standards across platforms.
- Integrates privacy safeguards for customer information
- Delivers centralised governance over web and mobile analytics
- Ensures regulatory compliance seamlessly
What problems does Adobe CX Analytics solve for senior analytics and marketing leaders with siloed data systems?
Adobe CX Analytics breaks down digital analytics silos by connecting multiple data sources, enabling holistic audience, product, marketing and content analysis in one place. Leaders gain flexible, AI-powered tools to extract insights and act quickly — without waiting for IT support.
- Real-time integration of digital analytics, marketing analytics and content analytics
- Unlimited data exploration and cross-channel attribution with incrementality
- AI-powered marketing measurement and planning for in-flight budget optimisation
- In-depth audience reporting with unified customer profiles
Why should CMOs choose Adobe CX Analytics for optimising digital marketing strategy and attribution?
CMOs choose Adobe CX Analytics because it helps teams to identify conversion drivers, optimise campaigns and marketing budgets and make informed decisions faster with AI-powered digital analytics and integrated attribution modelling.
- Reveals friction points and engagement opportunities in customer journeys
- Provides marketing attribution clarity across all paid, earned and owned channels, online and off-line
- Accelerates digital marketing ROI through actionable omnichannel analytics
