With the vast amount of technology available and competition between businesses at higher levels than ever before, today’s world is defined by the digital experience. Therefore, the success of campaigns is determined by data and insights at all levels: audience, channels, customer journey, and more. 


Adobe Analytics, one of the most advanced analytics platforms on the market, is used by 8 of the top 10 global eCommerce companies to understand customer habits and how they can improve the user experience across all touchpoints. 


In the current shopping landscape, users value the ability to buy directly online. However, there is still a significant number of people who research online but actually go in-store to shop or pick-up orders. 


One of the biggest trends in online shopping is BOPIS – Buy Online Pickup In-Store, which combines the digital shopping experience with the physical one. 


With Adobe Analytics, brands can now combine disjointed data using the Adobe Experience Platform to get a more accurate view of the overall shopper journey from online to offline. 


Adobe empowers retailers to be more creative in how they piece together and understand this data, while AI/ML in Adobe Sensei can help automate heavy analysis, according to Adobe.


Finding Insights With Adobe


For example, a top brick-and-click retailer has a large network of physical stores with a significant investment in digital and a plethora of touchpoints with shoppers. Interactions are happening on multiple platforms: in stores, the website, the mobile app, as well as with customer support. 


All these data sets reside in different environments, creating multiple and disjointed views of how customers engage, according to Adobe. The net result is clunky shopping experiences that are remedied too late, along with duplicative marketing efforts and missed opportunities.


With Customer Journey Analytics, retailers can understand where the various online and offline worlds intersect—and see where customers took the next step in their shopping journeys. 


Retailers can focus on the user journey to help answer important questions and discover how those answers impact the bottom of the funnel. 


By combining insights into a unified view, analysts can now have a complete perspective, rather than trying to find common ground between the perspectives generated by online data and the ones generated in stores. 


When it comes to analyzing the data, it’s key to understand where users are coming from and the results of their actions. With the right tool in place, learning the “why” behind the user journey and taking your organization to the next level is easy. 


By providing a unified view, retailers can understand how shoppers navigate between various digital channels and physical locations and plan accordingly.

About the author

Sebastian Stan

Sebastian is a journalist and digital strategist with years of experience in the news industry, social media, content creation and management, and digital analytics.

eBook: Understand Your Customers

Cognetik eBook: Guide to User Journey Analysis


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