Unfiltered: Adobe Analytics – Key takeaways from session #1

Adobe CJA usage; restoring shaken trust, securing buy-in, supporting data enablement, self-serve, and governance.

Our recent Unfiltered: Adobe Analytics session brought together leading professionals to share candid insights on major industry shifts, including the rise of Customer Journey Analytics (CJA), the future of Adobe Analytics, and a range of practical strategies to secure buy-in, improve governance, and build trust, and prove value across the business.

Below is a quick summary of 5 themes and strategies from the discussion that you can begin applying to your own analytics practice today:

1) CJA is promising but adoption remains limited

CJA promises a simple, unified view of journeys – but uptake in the UK appears low despite an aggressive push from Adobe. Reasons may include migration complexity (complex schemas and no simple route to switch), a perceived capability gap with CJA vs Adobe Analytics, reliance on the Edge Platform/AEP, and cost concerns.

More technical Adobe Analytics users (in particular) may see little to no reason to make the switch; those who are proficient in SQL and stitching and enriching data in platforms like Snowflake will need unique benefits, beyond what they can already deliver.

2) Vendor trust matters – Have recent public mix-ups shaken confidence?

Recent Adobe Edge routing issues (publicly acknowledged by Adobe within their status updates) may have dented the confidence of certain users.

In the case of CJA uptake – many organisations might now demand even clearer, safer migration paths; demonstrable business cases that showcase ROI in terms of risk versus reward; and reliability assurances before committing any further.

3) Mastering buy-in: Creating business cases with clear user benefits and measurable hooks

To avoid “new toy” syndrome, frame the adoption of new tools and builds around tangible benefits: faster insights, broader access (mobile or low-friction delivery), and personal measures senior leaders care about (their specific ability to access a specific dashboard on-the-go, for example).

Secondly – taking the initiative to share small, surprising insights can unlock effective proof of value. Build the case for further investment by highlighting what works well already – inspire curiosity around the business, challenge preconceived ideas, and showcase the potential for more.

4) Supporting enablement and self-serve

Self-serve continues to be an ongoing aspiration for many teams, but it only really succeeds with ongoing enablement.

Establish internal training – Set up regular drop-in sessions or personalised sessions for specific departments or roles to help inspire the wider business overcome perceived learning curves and improve data literacy. This comes with the additional benefit of fostering stronger internal relationships and creating important feedback loops.

Top Tip: The goal isn’t just to complete the training; it’s to motivate consistent application beyond that first session. By providing short, personalised takeaway exercises you can get users hooked on applying their new skills and forming good measurement habits.

5) Building a foundation of trust with governance and strong communication

Adobe Analytics can be a trickier platform to use than some teams may be used to. Simplify interpretation and help end users quickly get over the initial ‘hump’ using custom dashboards, pre-selected lists of dimensions or metrics, and Workspaces shipped with their essentials, so users understand what they’re seeing.

Acknowledge and communicate all known issues within your implementation (like outdated eVars, mislabelling, etc) – by informing users about what to ignore, you instil trust. In our experience, little quirks in an implementation can be the source of organisation-wide confusion. Custom documentation or labelling may be helpful here.

Remember that experimentation and personalisation initiatives need discipline and explainable context to thrive. Encourage teams to respect testing timelines, limit premature access to live results, and convert inconclusive outcomes into actionable learnings that inform follow-up tests. By owning and reframing the failures, such as an inconclusive A/B test, you can build transparency and credibility for your team, instead of sweeping findings under the rug.

What’s next for you analytics strategy?

The session inspired unique viewpoints of real-world strategies to drive measurement in Adobe Analytics, with respect to business complexities and complexities around the tool itself. The session made clear that technology alone won’t drive adoption – clarity of use cases, simple processes, clear governance and compelling business benefits will.

We welcome you to join us at our next event to connect with peers, share your challenges, and discover how to drive analytics forward by surfacing and addressing these common pain points head-on.

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