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Adobe introduces Photoshop-inspired functionality to CX analysis

Adobe has announced Customer Journey Analytics in Adobe Analytics. The new software leverages the Adobe Experience Platform, which standardizes and stitches together customer data from across an organization, and opens up ways to understand insights across online, offline, and third-party channels. The interface enables anyone in an organization to work with data, while AI and machine learning through Data Science Workspace in Adobe Experience Platform provide a helping hand with predictive capabilities and automation.

According to Adobe, the Customer Journey Analytics interface was developed with cues taken directly from Photoshop. Both are rooted in the concept of layers: With Photoshop, images and graphics are sourced, edited and layered on top of one another to create a new visual. In Customer Journey Analytics, the layers are data sets instead. Brands can curate metrics such as orders, conversion and visits—across different channels with Adobe Experience Platform—and drag-and-drop layers of data together to uncover new insights about how customers engage with the brand. It provides many different lenses into the overall customer journey.

With Customer Journey Analytics, teams can bring in new datasets such as in point-of-sale systems and call centers to produce insights that are better aligned with how consumers interact. It helps to close a creativity gap seen in data analysis as well, empowering individuals to be more inventive in the way they combine, edit and experiment with different layers of data—a creative process that is familiar to any user of Photoshop. Brands can begin to support decision-making with more comprehensive insights and avoid falling one step behind the customer.

In addition, the availability of Query Service though Adobe Experience Platform delivers flexibility for more technical audiences to query data sets using SQL and supports integrations with BI tools such as Microsoft Power BI.

Pre-built AI/ML models in Adobe Experience Platform can be trained over time to make better predictions on activities happening across the customer journey, suggest recommendations on best next steps or automate cumbersome processes. A subscription service for instance, can begin to see when segments of users are likely to de-activate their membership and the types of content or promotions that can drive better retention.

Adobe is also announcing Cross-Device Analytics in Adobe Analytics. Available as part of Journey IQ, brands are able to understand customers as people and not just devices. Leveraging a private device graph and data from Adobe Experience Platform, behavior from different devices are merged into a single stream, so that brands can better grasp how users engage with brands across devices. In addition to more accurate metrics to inform resource investment, brands can minimize negative and redundant experiences for customers.

More information is available about Adobe's Customer Journey Analytics at https://www.adobe.com/marketing/campaign/customer-journey.html

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