Data Stitching in Adobe Customer Journey Analytics (CJA)

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Adobe Customer Journey Analytics (CJA) allows you to connect and analyze data from various sources to understand customer interactions and behavior. Data stitching in Adobe Customer Journey Analytics (CJA) involves combining data from different sources and aligning it based on common identifiers to create a comprehensive view of the customer journey.

Guide to data stitching in Adobe Customer Journey Analytics

1. Understand Your Data Sources

Identify Sources: Determine the various data sources you want to combine (e.g., CRM data, web analytics data, transactional data, etc.).
Common Identifiers: Ensure you have common identifiers (e.g., customer ID, email, device ID) across these data sources to enable stitching.

2. Prepare Your Data

Data Cleaning: Ensure data is clean and standardized across all sources.
Data Formatting: Format the data in a consistent way (e.g., date formats, string formats).

3. Configure Data Sources in Adobe Experience Platform

Ingest Data: Use Adobe Experience Platform (AEP) to ingest your data. AEP provides connectors for various data sources.
Create Datasets: Create datasets for each data source in AEP.
Data Schema: Define the schema for each dataset, ensuring that the common identifiers are correctly mapped.

4. Create Identity Graphs

Identity Stitching: Use AEP’s Identity Service to create identity graphs. This service uses common identifiers to stitch together data points from different sources.
Define Identity Namespace: Define identity namespaces (e.g., email, CRM ID) to unify different identifiers.

5. Configure Customer Journey Analytics

Connections: Set up connections in CJA to your datasets in AEP.
Data Views: Create data views in CJA to specify how the data should be interpreted and visualized.

6. Define and Apply Stitched Data in CJA

Dataset Merging: Merge datasets in CJA using the common identifiers defined earlier.
Calculated Metrics: Create calculated metrics and dimensions based on the stitched data.
Pathing Analysis: Use pathing analysis to visualize the customer journey across different touchpoints.

7. Validate and Test

Data Validation: Validate the stitched data to ensure accuracy.
Testing: Test different scenarios to ensure that the data stitching process is working as expected.

8. Visualize and Analyze

Dashboards and Reports: Create dashboards and reports to visualize the stitched data and derive insights.
Segmentation: Use segmentation to analyze specific groups within your customer base.

Example Workflow:

Ingest Data: Upload CRM data and web analytics data to AEP.
Define Schema: Ensure both datasets have a ‘customerID’ field.
Identity Stitching: Use Identity Service to link records based on ‘customerID’.
Set Up CJA: Create data views in CJA to include the stitched data.
Analyze: Use the unified view to analyze customer behavior across touchpoints.

Tips for Effective Data Stitching in Adobe Customer Journey Analytics:

Consistency: Maintain consistency in data formats and identifiers.
Regular Updates: Regularly update your datasets to reflect the most current information.
Documentation: Document the data stitching process and any assumptions made during the process.
Collaboration: Work closely with data engineers and analysts to ensure the accuracy and completeness of the data.

By following these steps, you can effectively stitch data from multiple sources in Adobe Customer Journey Analytics to gain a comprehensive understanding of your customer journeys.