Customer analytics brings your audience into view

What happens the first time someone opens an email, lands on your website, or views a display ad? What’s the next step he or she takes? Analytics measure digital and offline experiences that customers have with your brand as they engage with you. This creates a customer journey profile that runs campaigns using foresight instead of hindsight. 

Through brilliant data visualizations, journey analytics reveal a high-resolution, 360-degree view that uncovers opportunities where you can create more rewarding engagements with your most valued customers.

But the customer journey reveals more than where your customers go. It shows you who they are, when they consumed your story, and what ultimately drove them to purchase. Customer journey analytics help you determine why your customers interact with your brand, so you can drive better experiences and marketing decisions.

As powerful as knowing what the customer journey is, having a clear view of who is taking that journey is even more crucial to making sure your brand story is awesome. Customers have an expectation to receive a consistent experience between online and offline interactions these days. They anticipate a seamless experience, no matter how they choose to engage with you. 

You must connect the dots that make up your customer profiles. For many brands, stitching together online and offline data points is a daunting challenge. Adobe solutions not only bring data together but provide you with the analysis tools to discover and manage the customer journey.

Customer traits, such as geography, gender, and purchase history, are merged to define and even predict a customer’s digital journey. This allows you to personalize offers in real time, maximizing your marketing success. While a campaign is running, you can quickly adjust using insights gained from customer analytics. To achieve broader success, the journeys of entire customer segments can be modeled using predictive rules. 

Features such as Customer Attributes, for example, allow you to easily combine descriptive data found in your CRM — such as gender or loyalty program information — with online behavioral data to provide a clearer view of who is engaging with your story and how they are responding. The Adobe Analytics toolset puts the power of analytics in the hands of marketers, allowing you to push the play button on your analytics engine and instantly visualize the dots that reveal your audiences and their journeys.

It’s important to understand what drives your best customers. Identifying the actions and characteristics of your high-value customer segments allows you to better retain these segments while also helping you find and attract new customers.

Through analytics, you get a clearer view of your entire customer ecosystem. With tools such as the Data Workbench, you can do deep analysis across all customer data in order to make informed decisions, and to target audiences that have provided value to your brand.