Adobe Customer Journey Analytics Use Case
Inform audience segmentation for activation.
Segment customers by behaviors, traits, and activity over time to deliver compelling and relevant experiences.
Data-driven insights drive one-to-one personalization at scale.
Adobe Customer Journey Analytics helps you build high-value audience segments using all your customer data points, to ensure you’re targeting the right individuals with the most relevant experiences.
Instantly turn your insights into targeted audiences.
To deliver the most value, analytical outputs should be used in systems of action. In Customer Journey Analytics, this means using audience analysis and publishing capabilities to analyze and define rich audiences based on traits and behaviors over time. You can then immediately share those audiences for activation in Adobe Real-Time Customer Data Platform and Adobe Journey Optimizer. Additionally, Customer Journey Analytics ingests the results of marketing activities by audience for further refinement, driving increased relevance and personalization over time.
Understand individual customer needs with graph-based stitching.
Audience segments are only as good as the customer profiles that populate them. To build the most accurate view of your customers, you need to make sure you capture every interaction and behavior happening across devices and channels. Graph-based stitching in Customer Journey Analytics creates a more accurate picture of each individual’s engagement over time by connecting all their identities found across multiple datasets and assigning them to a single profile. This ensures that your audience segmentation includes the most relevant, accurate group of customers.
Continuously refine your audiences and their journey experience.
To improve your marketing, you need to continuously evaluate your audience segments and learn how a customer or prospect moves in and out of these segments throughout their journey. Our audience analytics feature lets you analyze the behaviors and performance activity of your segments using AI and machine learning (ML) to measure end-user and audience performance against key KPIs, like conversion rate and churn. With these journey insights, you can continue to build high-value segments and improve low performing ones.
Captures website activity, in-store sales, call center volume, product return volume, order cancellations, and more to improve experiences across all touchpoints.
Follows and optimizes each journey at the individual level, no matter which channel or combination of channels customers use to interact with its services.
Uses 360-degree view of client interactions to identify decision makers and uncover areas of interest, and deliver more meaningful, relevant experiences.
Questions? We have answers.
What is audience segmentation in Adobe Customer Journey Analytics?
Audience segmentation in Adobe Customer Journey Analytics is the process of defining rules to systematically group customers based on behaviors, traits, and activities, enabling delivery of relevant experiences at scale. Segments are generated from data across multiple channels, providing actionable insights for targeted marketing without manual effort from business teams.
- Segments can be based on attributes (such as device or location), interactions (campaign engagement), and events (like purchases or site visits)
How does audience segmentation solve customer data silos for enterprise brands?
Adobe Customer Journey Analytics unifies fragmented data across web, in-store, call centers, and other channels into comprehensive customer profiles, eliminating silos that hinder omnichannel insights. Brands gain a 360-degree view of every customer journey touchpoint for holistic audience analysis.
- Graph-based stitching connects identity data across multiple sources.
How does Adobe use AI to improve audience segmentation and activation?
Adobe Customer Journey Analytics leverages AI and machine learning to automate audience analysis, model conversion propensity, and continually refine segments for optimal relevance. Marketers use predictive insights to identify converting audiences and activate high-value cohorts in real time.
For advanced enterprise audience management, Adobe Real-Time CDP empowers brands to build, optimize, and activate audiences at scale.
