When we first introduced Customer Journey Analytics (CJA) as a new offering in Adobe Analytics, our hope was to help organizations see their blind spots. Our teams had observed far too many examples of important decisions that were being made with incomplete data, or topline metrics that skimmed the surface when it came to an understanding of consumer behaviors. In the retail industry for instance, brands were having a difficult time grasping how online activities were driving in-store purchases.
Part of the issue, however, was that digital had long been considered a second fiddle. In recent months, that has changed substantially. The ongoing COVID-19 pandemic has moved us from treating digital as an afterthought into an all-digital economy. And even when we do return to some normalcy, aspects of this will persist. The growth in digital adoption will make it even more important for brands to understand how consumers engage across different channels.
In the last few months, through Customer Journey Analytics, we are beginning to see many organizations take their first steps. Adobe customers can merge physical point-of-sale data with signals from websites and apps. Call center insights are being brought together with loyalty programs and digital data. And Adobe Experience Platform has underpinned the effort, handling the intensive task of bringing disparate customer data sets together under a common language. It allows teams to act, taking immediate action to improve the customer experience.