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.
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