Analysing the Journey

Click into the Company Folder, this is where you will find pre-built dashboards that are accessible to everyone. If you want to create a private dashboard you can store it outside of this folder.

Open the dashboard called Retail HOL Dashboard

Here you can see an overview of the different types of events that have been ingested into Adobe Experience Platform. We can now report across all channels within the same dashboard.

Before we start modifying the dashboard let's save it as a new copy, click on Project menu and select Save as

Add your initials to the project name so you can recognise it as yours and click Save As.

Every visualisation is linked to a data table that is optionally visible. Click on the lock icon next to the KPI trends line chart, tick the box to Show Data Source.

We can see the data table now which is powering this visualisation. The interaction channel dimension shows us which datasets the events have been ingested from. You can see Offline Purchases have occured across In Store and Call Center. Online Purchases across Website, Mobile Web and mobile App channels.

We also have call center data ingested. Drag the Calls metric from the components menu and add it to the table.

You now have web and mobile activity, direct marketing and offline activity reported in a single dashboard.

Click Crtl/Command S to save your project again.

We've shown now how we have data from all of our channels available in CJA, let's look now at the cross over between channels. How many customers are interacting on multiple channels, how many customers are researching online then converting offline?

Scroll down to Panel 2 (or use the Table of Contents to go straight there). You can see in our venn diagram how many customers have interacted across online, call center and have visited a store. Hover over the intersection to see the count of people.

The Flow visualisation is a powerful way to understand customer journeys through your website or app. Now with CJA you can leverage the same visualisation to discover the journey your customers are taking across all of your channels. We know that some customers prefer to buy in store but do their research online, let's look at what people are browsing before completing an instore purchase. This can give us insights into whether there are particular product categories that can be targeted for online only promotions to increase the number of online purchases.

Drag a Flow visualisation from the visualisations panel. Drop it under the venn diagram.

Search for In Store Orders in the components menu drag it into the Ends with field. Add the Page name dimension as the Pathing Dimension field. This will show us the page names visited by profiles before coming into the store.

Click Build.

Attribution modelling is used to measure the influence of marketing touches on driving conversions. In traditional analytics tools this attribution is limited to digital conversions only. With CJA we can now use any of the available attribution models to understand the impact of digital marketing on offline conversions. In our lab journey our customer ended up submitting the order via the call center (or in store). Let's see how we can analyze which campaigns influenced that conversion.

Scroll to Panel 3 > Top 10 Campaigns impacting orders. You can see that web orders is already listed.

Drag the Offline Orders metric into the table.

You'll notice the value is 0 for all records. This is expected because calls and instore orders are always going to be separate to the clicks recorded on digital ad campaigns. We need to adjust the attribution model to cater for this channel separation. Right click on the heading and select Modify attribution model.

Select to use Adobe's Algorithmic multi-touch attribution model with a lookback window of 14 days.

You can see now the influence those digital campaigns have had on conversions not only online but in store as well.