Webinar Speakers:
Katie Klein: Principal, Data and Insights, Blue Acorn iCi
Lokesh Alluri: Manager, Digital and Marketing Analytics, Lenovo

During the webinar, Alluri and Klein explained how Adobe Customer Journey Analytics can help solve business problems, shared solutions for how to successfully implement Customer Journey Analytics, explained best rollout practices and how to realize value, and answered various audience questions.

Exciting Customer Journey Analytics Announcements

Alluri shared that he is most excited about Customer Journey Analytics features like insights agents and content analytics.

“Insights Agents in Customer Journey Analytics will drive a lot of Customer Journey Analytics Adoption. You can query and build a table and write things like, ‘Can you show me month-over-month ad impressions?’ And it creates a table that will give you the options to alternate visualizations,” Alluri stated.

In regard to content analytics, Klein was excited to share how it can solve challenges related to metadata. It can help organizations know which content is working and provide insight into how specific content pieces are performing, like the title or background.

Approaching a Customer Journey Analytics Implementation

The number one question viewers wanted answered: How do we approach a Customer Journey Analytics rollout and implementation?

Both Alluri and Klein explained that organizations should focus on data preparation and identify KPIs and use cases for a successful implementation.

There were 3 main points the speakers touched on.

• Data ingestion
• At this point of the implementation, teams should efficiently prepare and integrate data for ingestion into Customer Journey Analytics for an integrated view. Both speakers stressed the importance of listing all the data sources that will be ingested into Customer Journey Analytics and strategizing on which ones to focus on.
• Enablement and adoption
• During this stage, teams should drive widespread adoption and maximize the effective utilization of Customer Journey Analytics through various trainings, a communications plan, and change management.
• Activation and ROI
• Both Klein and Alluri shared the importance surrounding a crawl, walk, and run method and stressed the importance of use cases.

Using WebSDK

Klein remarked that teams don’t need WebSDK to get started with Customer Journey Analytics. Still, organizations should be aware that they won’t realize the full value if they use the analytics source connector as a permanent solution. She did recognize that there can be support issues needed to support WebSDK, but organizations should try to plan to have WebSDK to see the most benefits. Alluri shared that insights with WebSDK enable teams to have real-time data in Customer Journey Analytics and that WebSDK sends only one server call instead of multiple server calls to each Adobe product.

With all the great features of Customer Journey Analytics, attendees were wondering if this was the beginning of the end of Adobe Analytics, and Klein assured them that Adobe Analytics would not be going away anytime soon.

Avoiding Pitfalls

During the webinar, both speakers reinforced that careful planning and working with a trusted partner will set you up for success. Teams should be use case driven and focus on the data sources that are absolutely needed to get started. Klein remarked that organizations shouldn’t forget about data burnout and that it is real. Continuing to be intentional with data will help a business scale.

Alluri shared his team’s success checklist for Customer Journey Analytics adoption:

• Set schema governance and naming early
• Plan, identify, and use lookup tables
• Test Adobe Analytics and Customer Journey Analytics side by side
• Train business users and celebrate quick wins
• Keep use cases active and drive ROI continuously

The webinar ended with a question presented to the audience: How comfortable are you with Customer Journey Analytics? Most of the participants answered that they were either slightly or moderately comfortable. To learn more about how Blue Acorn iCi can help your business realize value with Adobe Experience Platform, contact us today.