Customer Journey Analytics (CJA)

Customer Journey Analytics is not “Adobe Analytics with more data”.

It requires a fundamentally different way of thinking about events, identities, and how analytics fits into a broader data platform.

Why CJA initiatives often struggle

Many organizations adopt CJA expecting immediate improvements in reporting flexibility and cross-channel analysis.

In practice, CJA implementations struggle when:

  • Event models are designed for reporting, not for data reuse
  • Identity strategy is unclear or inconsistent
  • AEP datasets are created without governance
  • Upstream data quality issues are carried forward
  • Teams treat CJA as a direct replacement for Adobe Analytics

Without the right foundation, CJA can add complexity without delivering meaningful insight.

Our approach to Customer Journey Analytics

We approach CJA as an analytics layer built on top of a governed, well-designed data platform.

Our work typically includes:

  • Defining event schemas aligned to XDM principles
  • Designing identity and stitching strategies
  • Aligning AEP datasets to downstream analytics use cases
  • Establishing governance for schema and dataset evolution
  • Validating CJA outputs against business questions

This ensures CJA delivers flexibility and scale without compromising trust or consistency.

Where CJA fits in the analytics ecosystem

CJA works best in organizations that treat analytics as part of a broader data and activation strategy.

We help teams define when CJA should complement Adobe Analytics — and when it should gradually replace certain reporting use cases.

The goal is not more data, but better-aligned data that supports analytics, experimentation, and activation together.

When to engage us

Organizations typically engage us when:

  • They are planning or already migrating to Adobe Experience Platform
  • Cross-channel or cross-source analysis is a priority
  • Existing Adobe Analytics implementations have reached their limits
  • Analytics needs to support personalization and decisioning

Considering Customer Journey Analytics?

Request an analytics audit to assess your readiness for CJA, including event models, identity strategy, and AEP foundations.

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