Customer Journey Analytics Migration from Adobe Analytics

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Migrating from Adobe Analytics to Customer Journey Analytics (CJA) involves several key steps. This transition allows you to leverage the advanced features of CJA, such as cross-device data stitching, advanced segmentation, and enhanced visualizations. Here’s a guide to help you through the migration process:

Step by Step Guide – Customer Journey Analytics (CJA) Migration from Adobe Analytics (AA)

1. Understanding the Difference

Adobe Analytics: Primarily focuses on web analytics, providing insights into visitor behavior, traffic sources, and conversion metrics.
Customer Journey Analytics: Extends beyond web analytics to offer a holistic view of the customer journey across multiple channels, including web, mobile, CRM, call centers, and more.

2. Preparation

Data Inventory: Catalog all your data sources currently integrated with Adobe Analytics.
Stakeholder Engagement: Involve key stakeholders to understand their requirements and expectations from CJA.
Training: Ensure your team is trained on CJA features and functionalities.

3. Data Integration

Data Sources: Identify and integrate all relevant data sources into CJA. This includes web data, mobile data, CRM data, and other offline data sources.
Adobe Experience Platform (AEP): Utilize AEP to centralize your data. AEP acts as the foundational layer for CJA.
Data Ingestion: Set up data ingestion processes to ensure continuous data flow into AEP. This involves configuring data connectors and APIs.

4. Data Mapping and Stitching

Identity Mapping: Implement identity mapping to link customer interactions across different channels. CJA uses Identity Service within AEP to stitch data together.
Data Transformation: Ensure data is in a compatible format for CJA. You might need to clean, transform, and normalize data.

5. Configuration and Setup

Workspace Configuration: Set up Analysis Workspace in CJA to start building your reports and dashboards.
Report Suites: Transition your existing Adobe Analytics report suites to CJA.
Segmentation and Metrics: Recreate your segments, calculated metrics, and other configurations in CJA.

6. Validation and Testing

Data Validation: Compare data between Adobe Analytics and CJA to ensure accuracy and consistency.
Functional Testing: Test all reports, dashboards, and data flows to ensure they work as expected.

7. Go-Live and Optimization

Soft Launch: Consider a soft launch to allow stakeholders to get accustomed to the new platform.
Feedback Loop: Collect feedback from users to make necessary adjustments.
Optimization: Continuously optimize your setup based on user feedback and performance metrics.

8. Ongoing Management

Regular Audits: Perform regular audits of your data and configurations to maintain data integrity.
Training and Support: Provide ongoing training and support to users to help them leverage CJA effectively.
Stay Updated: Keep up with new features and updates in CJA to continuously improve your analytics capabilities.

Key Considerations

Governance: Establish data governance policies to manage data quality and security.
Scalability: Ensure your setup can scale as your data and business needs grow.
Customization: Leverage custom reports and dashboards to meet specific business requirements.

Conclusion

Migrating to Customer Journey Analytics can significantly enhance your ability to understand and optimize the customer journey. By following these steps and considering key factors, you can ensure a smooth transition and maximize the benefits of CJA.

Customer Journey Analytics Migration from Adobe Analytics – Step by Step Guide