Analyze 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 Tata 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. The KPI trends shows the evolution and relationship of different KPI over time, even if those metrics comes from different channel. For example, we can see page view from the WEb, Ad Cost from Advertiser, Revenue from Dealer, and Email sent by AJO. You can modify this view.

Click on the lock icon next to the KPI trends line chart, tick the box to Show Data Source.

If you want to see the link between page view, test drive, and revenue, you can search for the test drive booking metrics and drag and drop it in the form.

With our dummy data, you can see that the line of booking and order are totaly aligned.



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 - Online to Offline Journeys (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.

We also a Fallout report howing people who start the test drive booking process on the web site, show up at the dealer, then purchase.



We can now compare this falout per type of customers (age, gender, etc), or type of vehicle.

Search for automotiveVehicleCategory, open it to see the different value. Drag and drop one or multiple value to your fallout report, on the top just right of "all people". you can now see if the test drive perform well for Electric vehicle compare to Fuel.



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. This is very important for Automotive industry as most of your revenue will come from the dealer. We need a way to link this revenue to our marketing activities.

Scroll to Panel 3 - Attribution IQ. and check the Email campaign. Modify this form by adding Total revenue





You'll notice the value is 0 for all records. This is expected because in dealer purchase are always going to be separate to the email recevied or click. 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 total revenue generated by each email campaign. You can do the same for ads campaigns.