Adobe Analytics vs Customer Journey Analytics

How Adobe Analytics and Customer Journey Analytics differ, when each is the right choice, and how to move from one to the other without losing reporting.

Adobe Analytics has been the backbone of digital measurement for many enterprises. Customer Journey Analytics (CJA) extends that idea across every channel. Which one you need depends on the questions you are trying to answer.

Adobe Analytics in brief

Adobe Analytics measures digital behavior on websites and apps. Its strengths:

Mature, well-understood reporting in Analysis Workspace
Real-time dashboards and anomaly detection
Segmentation and attribution for digital channels
A large base of existing implementations and skills

Customer Journey Analytics in brief

CJA runs on Adobe Experience Platform and analyzes data from any channel. Its strengths:

Cross-channel journeys. Web, app, call center, store and CRM data in one view
People-based analysis. Journeys are stitched across devices and identities
Flexible definitions. Data views let you change how data is interpreted without re-tagging
Fewer limits. Fewer constraints on custom dimensions and metrics than traditional Analytics
Shared audiences. Segments flow to Real-Time CDP and Journey Optimizer

How to choose

If your questions are mostly about web and app performance, Adobe Analytics may still serve you well.
If you need to understand journeys across channels, or you are investing in Experience Platform, CJA is the better fit.
Many organizations run both for a period, using the Analytics source connector to bring existing data into CJA.

Moving to CJA without losing reporting

Agree the business questions and KPIs that must be preserved.
Bring existing Analytics data into Experience Platform with the source connector.
Add other channels, such as CRM or call center, in priority order.
Rebuild key dashboards in CJA and compare them with Analytics.
Train teams and retire Analytics reports once CJA is trusted.

How RENY helps

Our analytics architects have run Adobe Analytics implementations for large enterprises and now help them move to CJA. We start with the decisions you need to make, not the tool.

Book a discovery call to review your analytics roadmap.