Exercise 5 - Reporting and Attribution
1 min
In this module you will learn how Customer Journey Analytics (CJA) can analyse the omni-channel data that you've collected into Adobe Experience Platform.
Learning Objectives
- Learn how to create a reporting dashboard showing key KPIs across online and offline channels
- Learn how to leverage profile attributes as filters
- Learn how to use multiple attribution models to analyse your marketing campaigns including cross channel conversions
- Learn how to visualise your customers journey across all of your channels
- Learn how to find and resolve customer friction points in a multi-step process through fall out analysis
- Learn how to create a CDP Audience based on an insight gathered in Customer Journey Analytics
Access
Click on the 9 dots and select Customer Journey Analytics
About Customer Journey Analytics
Customer journey Analytics is the Omni-channel reporting application built on Adobe Experience Platform. It is able to access all of the data ingested into the Platform.
Some of the common use cases for CJA include:
- Call Center Deflection - understand what are doing online before and after making a call to the call center
- Cross Channel Attribution - understand the full impact of your marketing campaign by including offline conversions in your attribution analysis.
- Cross Platform Analysis - understand when customers start a journey on one platform (device or website) but complete it on another.
If you are familiar with Adobe Analytics many of the visualisations and UI features will already be familiar to you as it leverages the same Analysis Workspace. Some key differences are:
- Segments are now known as 'Filters'
- Virtual Report Suites are now known as 'Data Views'
- Classifications are now known as 'Lookup datasets'
- Customer attributes are now known as 'Profile datasets'
- Hit containers are now known as 'Event' containers
- Visit containers are now known as 'Session' containers
- Visitor containers are now known as 'Person' containers
- Processing Rules are now known as 'Derived Fields'
You can see a full feature list comparison here.