Software company Adobe announced new functionality for Adobe Analytics that allows users to layer and curate omnichannel data to generate better customer insights.
According to an announcement, this “customer journey analytics” feature allows layers of online, offline and third-party data to be stacked on top of each other—sort of like its image-editing tool Photoshop—to better see how customers engage with brands.
“The development team took their cues from Photoshop through a layer and edit approach, where data sets can be layered, curated and stacked on each other to form new perspectives,” an Adobe spokesperson told Adweek in an email.
Brands can use the tool to bring in new data sets such as point-of-sale, as well as to compare customer segments, analyze fallout behavior and uncover high-performing journeys.
“In industries such as retail, brands can begin to see how physical stores and ecommerce interact,” Adobe said. “As one example, a brand could uncover the types of digital experiences that are most likely to drive foot traffic and purchase in offline stores.”
The spokesperson said Adobe focused on retail while building the offering as it is one of the biggest verticals for the marketing tech hub Adobe Experience Cloud. Retail clients include The Home Depot, Foot Locker, Best Buy, Walgreens and Nordstrom, but it was not immediately clear if they are using the feature.
Brands can also be more inventive in the way they combine, edit and experiment with data—and, with AI and machine learning functionality from Adobe Sensei, Adobe said brands can use trainable models to make better predictions about the customer journey, suggest recommendations on best next steps or automate processes.
“For many brands, the ability to look across a user journey that captures how people bounce between channels like the store, website, mobile app, customer service center and more has been a missing piece in how data can inform and drive the customer experience,” the spokesperson added.
Lisa Lacy is a reporter for Adweek’s brand desk, where she focuses on retail and the growing reach of Amazon. She has covered marketing and technology for more than a decade for publications like TechCrunch, CMO.com, VentureBeat, the Wall Street Journal, Dow Jones Newswires, ClickZ, Search Engine Watch and Search Engine Journal. She has a master's in journalism from Columbia University and a bachelor's in English from the University of Sussex in Brighton, England.