Take a moment and think about all the different ways a potential customer interacts with your brand. He might have heard about you from a random facebook post, or even a flashy ad that he saw on his vacation last weekend. In today's world, the explosion of data-driven digital transformation has enabled industries to gain insights on customer behaviour, in turn allowing them to market smarter and sell better.

While data plays a vital role in understanding the journey of a customer, how a brand utilizes the data can be the real difference between providing an amazing customer experience or a lackluster one.

The World of Customer Journey Analytics

While data helps orchestrate customer journey, it is important to have a framework on how to map the customer journey, how to measure what is working, and understand how to use it to optimize for better profits. This enables professionals to better understand the way customers behave when they interact with the steps involved in a service. These interactions, known as "touchpoints", help marketers define what their measurable targets should be.


In a digital world where smartphones, WiFi and other connected devices allow customers to move smoothly from one experience to an other before the final purchase, businesses need to allow customers to engage in a consistent and seamless experience across multiple channels.

Up-front, this looks very simple. However, there is a lot going on in the back-end. Marketing professionals and analysts need to handle large volumes of data to make such an experience a reality.

They combine all different data sets, use artificial intelligence and machine learning to study the behavioural data. Further, they put together the entire journey that a customer takes with the brand, so that they can identify the best ways possible to make the experience easy, better and satisfying.

And how do they do all this? With Analytics!

Analysis of all of the data that supports the customer journey is the direction every brand heads towards, and it is not the same analytics that you are used to. The earliest versions of analytics was more focused on studying the devices and not the actual "visitors" who were using those devices. Back then, brands did not have the right strategies or the tools to get to know their visitors at an individual level and hence could only study what happened on the devices that they used.

However, in a world of customer journey analytics, it is a different story. Marketers have a carefully constructed personas as stand-ins for their customers. The soccer mom. The grill dad or the yoga enthusiast, and armed with data, each individual behavior is studied before being targeted for further marketing. What makes this better is that, brands can adjust in real time with the changes in customer behaviour to make these interactions even better.

The "Real" Journey With Adobe AEM

While customer journey analytics is all about tracking and analyzing the way customers interact with a business, it also includes the other websites they visit, mobile apps they use, various emails they recieve and the other activities that they have performed on the internet, combined with their offline interactions.

For businesses, delivering personalized experiences at every step of the customer journey helps them build a long lasting relationship with their customers and Adobe AEM is the perfect platform for this.

Adobe analytics helps brands visualize and study every interaction of a customer on his journey, allowing them to look beyond the "walls" and observe the people who use the devices instead.

Adobe customer journey analytics allows you to put together the pieces of information from various Adobe analytics data sets that include customer relationship management system, content management system, analytics, social media, and paid media. In short, Adobe customer journey analytics helps you delve deeper to understand how customers move through their journey and realize where they succeed or where they are having troubles which causes them to drop off.

The "Cross Device" Theory

When a customer logs in to a website, it is always easy to find out what he is viewing and how he behaves. Now suppose, that customer uses multiple devices and does not log in each time, how do you suppose you know that it is the same customer from different devices. You could actually end up strategizing that it is four different people and not the same person from four different devices.

However, with Adobe customer journey analytics, brands can have a better understanding about how people are jumping from one device to another, irrespective of whether they are logged in or not.

So when a person is looking for a particular product or a service on his smartphone, with the help of combination of Adobe audience manager and Adobe Analytics, a brand can showcase the same product on the customer's desktop, send a relevant offer on his email the next time he passes by the physical store.

Consumer Privacy

In a race to provide the consumers with what they want, brands go out all guns blazing to know which device belongs to each person. With Adobe Experience Cloud Device Co-op, this is an easy task as it allows brands to work together to identify customers across touchpoints.

But how safe is it? Do the consumers need to be concerned about their privacy. Is Adobe Analytics taking too much data?

The Device Co-op identifies the touchpoints in an anonymous way by collecting the data about logged-in and anonymous users without gathering any personal data like the name, payment data and others. It then generates a device graph which allows the brands to study the set of people and their associated devices and shares this data within the Adobe Experience Cloud.


Measuring Success One Step At A Time

The question that every brand has is, is it working? Will it increase my revenue? How accurate are my efforts? Adobe customer journey analytics provides the answers for all these questions by recognizing each user, the user's behaviour, and confirms the success of the effort from the brand. With Adobe's audience manager, every single ad or an interaction that influences a conversion - irrespective of the device used - is brought under the equation, allowing brands to narrow down on each and every channel.

Shri Ganesh HegdeJan 15, 2019