Adobe announces new AI capabilities to help businesses gain insights
The relationship between consumers and brands is evolving. Consumers today are more privacy-aware and attentive to the data they share, but also want to connect to brands in a way that feels personalized, relevant, and easy. As the world slowly starts to open back up after the COVID-19 pandemic, brands want to connect the data from consumers’ new digital behaviors with their offline actions to have a full view into the customer journey and deliver compelling experiences to each customer.
That’s why at Adobe Summit, the company announced Adobe Customer Journey Analytics, a new enterprise application in Adobe Experience Cloud. Built on Adobe Experience Platform, Adobe Customer Journey Analytics enables brands to connect Omni channel data into a unified view, easily visualize and analyze complete customer journeys, and access real-time analytics dashboards anywhere — all at scale and speed.
Customer Journey Analytics is extending the types of insights brands have access to by introducing new AI capabilities and features that enable brands to visualize the customer journey in full context across multiple touch points. More information on the new Adobe Customer Journey Analytics capabilities is below.
Enhanced intelligent alerts
There are many instances where key insights might be buried deep in the data that even skilled data scientists aren’t aware of, but with intelligent alerts in Adobe Customer Journey Analytics (currently part of Adobe Technology Previews), brands can rely on Adobe Sensei, our artificial intelligence technology, to do the heavy lifting—uncovering the unknowns.
Intelligent alerts will automatically surface insights that would have otherwise gone unnoticed, and the more the alerts are used by brands, the smarter the AI capability gets. With today’s enhancements, intelligent alerts will now suggest relevant alerts based on Adobe Sensei’s ability to analyze how the data specialist currently uses the data and personalize what alerts are presented at the individual level.
Additionally, brands will also be able to identify and prioritize the most critical alerts aligned to what their business cares about most, allowing them to deliver the timeliest, relevant and customized insights to their customers.
Accessible mobile dashboards for executives
Analytics dashboards have primarily been used by data analysts, but as customer experience becomes a priority for multiple teams throughout an organization, businesses need everyone, especially executives, to be more data informed. And it’s important that these dashboards don’t just include the traditional digital-only KPIs, which lack key insights and metrics on the customer journey.
Today, Adobe is introducing the Customer Journey Analytics dashboards mobile app, giving executives a cross-channel view of the customer and access to key metrics from multiple data sources in an executive-ready view for the first time. With a comprehensive cross-channel view of the customer, executives can leverage insight gleaned from the Analytics dashboards to adapt quickly to customer needs, address issues as they arise or evolve business strategies in real-time.
Improved data views
It’s normal for brands to run hundreds of data queries to get the exact analysis requested. Often there are minor changes needed after each data pull to tweak and modify, but those extra steps can require hours of extra work. To reduce the time and energy spent cleansing data sets, Adobe is introducing newly released data views. The new data views feature allows brands to ingest more of their data as-is and apply logic at the time of reporting to work retroactively and provide a complete view of the customer.
Data views in Adobe Customer Journey Analytics also allows brands to be more agile and adaptable to customer behaviors. For example, the pandemic has changed the way consumers engage with brands, but data views capability is a fast and easy way for brands to see the business in a way they need to, meaning they can slice and dice the data to get a view of certain behaviors that relate to what they care about most. In turn, this allows for quicker responses to customer behaviors and allows brands to continue delivering personalized omnichannel experiences in real-time.
Simplified data collection
Before brands are able to analyze and optimize customer experiences, they need to ensure they are efficiently collecting the best and most accurate data. Streamlining data collection at scale has become one of the greatest challenges for businesses to deliver real-time experiences. Historically, businesses work with separate data collection stacks and libraries not built to work with each other, resulting in unnecessary friction with data deployment.
Adobe Experience Platform Collection Enterprise contains data collection features that move work previously done on the browser or mobile device to the Adobe server, simplifying the data collection process, improving website performance and giving brands the flexibility to send data wherever they determine it needs to go. Through Adobe Experience Platform Edge Network, a company can receive and send an event, or piece of data, in milliseconds. All of this is designed with privacy and governance controls at the forefront to ensure applicable consumer consent is honored and trust is maintained.