Industry use cases | Adobe Customer Journey Analytics

Retail

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Use case	Example	Impact	Analysis
Optimize mobile shopping app	Many customers downloaded an organization’s mobile app but never came back. The company finds that customers use it just for the initial offer. They re-engaged those dormant customers.	Increase LTV of mobile users. Measure and increase app usage to develop a more ‘happy path’ user experience.	Active user growth view Net growth view
Quantify impact of new checkout features	A grocery store tests their way into online shopping. They quickly measure the impact of new checkout features such as product recommendations or curbside pickup.	Increase conversion rates. Measure business impact instead of just feature usage.	Release impact view First use view
Reduce membership churn	An organization uncovers friction points in the customer journeys that cause customers to churn. It allows them to review membership programs and analyze behaviors of at-risk members.	Reduce churn. Identify ways to foster and nurture client relationships to prevent attrition and reduce churn.	Active user growth view Friction view
Find inefficient sales journeys	An organization uncovers inefficiencies in the journey of in-store sales associates where they are pulled away from customers. They adjust their process, which gives customers a more enjoyable in-store shopping experience.	Improve sales response. Reduce inefficient processes, which result in improved internal journeys and a positive customer experience.	Friction view

Friction view for retail

Usage view for retail

Financial Services

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Use case	Example	Impact	Analysis
Quantify impact of new features	A financial institution rolls out bank transfers with Zelle, and wants to understand the impact of the new feature on finishing transfers. Guided analysis allows them to see how customers react so that the marketing team can roll it out.	Increase conversion rates. Measure impact of new features on transfer conversions.	Release impact view First use view
Deflect call center calls	Guided analysis reveals that an organization’s five-step mobile claim process drives calls into their call center. They create an audience and send an email to those customers to better understand their experience.	Isolate friction in the experience. Improve “happy path” journeys and reduce calls.	Friction view Conversion trends view
Reduce customer churn	An organization learns that customers that log into the banking mobile app with monthly frequency remain customers longer. Guided analysis allows them to identify who is at risk to churn and create a win-back strategy.	Reduce churn. Maintain level of customers while spending to acquire actual new customers.	Active user growth view Net growth view
Recommend new features	An organization notices that digital withdrawals have decreased in recent months. The number of calls to a financial advisor have increased. Guided analysis helps the organization to prioritize digital process optimizations with a steering committee.	Create a data-driven roadmap. Use data to plan and implement optimizations.	Usage trends view

Friction view for financial services

Usage view for financial services

Active view for financial services

Travel and Hospitality

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Use case	Example	Impact	Analysis
Quantify impact of new booking flow features	An organization uses guided analysis to quickly view the impact of a new booking step feature on conversion rates. They identify the part of the experience with the biggest gains.	Increase booking rates. Measure business impact instead of just feature usage.	Release impact view Friction view
Optimize mobile app experience	An organization quickly and easily understands monthly active app users over time and identifies positive impact by version.	Increase MAUs. Measure and increase app usage, which correlates with customer happiness.	Active user growth view Net growth view
Find friction in mobile check-in flow	Seeing where people are successful or dropping out of the expected mobile check-in process allows an organization to easily identify areas for experience optimization.	Increase CSAT and reduce IROPs. Removing friction leads to a more seamless “day of travel” experience.	Friction view Conversion trends view
Deflect call center calls	Seeing user experience in a funnel view shows a user where visitors hit friction, which leads to costly call center volume. The next steps to focus on are clear.	Reduce call-center usage. Get more ‘happy path’ user experiences and reduce costly calls.	Friction view Conversion trends view

Friction view for travel and hospitality

Usage view for travel and hospitality

Conversion trends for travel and hospitality

Media and Entertainment

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Use case	Example	Impact	Analysis
Quantify impact of new shows or series	A streaming service can analyze the effect on viewership after users watch a new show or series and better understand what content resonates.	Increase viewership. Find content that has the biggest impact on viewership.	First use view
Identify churn risk	An organization sees high turnover rate of customers who sign up for their platform to watch a seasonal event and cancel immediately after the event is over. Quickly identifying these users allows them to show recommendations that entice customers to stay engaged with the platform.	Retain happy subscribers. Find content that engages a growth segment to intervene with recommendations.	Active user growth view Net growth view
Find opportunities for upsell	A vital part to an organization’s revenue growth is understanding what in-app offers are most enticing to fans while they are at the stadium. Guided analysis allows them to see exactly which offers are most effective.	Increase ancillary revenue. Understand the impact of in-app offers on driving purchasing behaviors.	First use view Friction view
Optimize cross-device experience	An organization wants to analyze how subscribers interact with multiple devices/apps. This knowledge allows them to understand content consumption patterns and determine where it would be best to retarget to them.	Personalize the experience. Understand what content resonates best with subscribers on each device.	Usage trends view
Deflect call center calls	An organization uses guided analysis to identify an issue with autopay not working, which led frustrated customers to call their support center to cancel their plan.	Reduce support calls. Create a better customer experience and decrease calls to customer service.	Friction view Conversion trends view

Friction view for media and entertainment

Active view for media and entertainment

Usage view for media and entertainment

Healthcare

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Use case	Example	Impact	Analysis
Improve patient health outcomes	An organization has the data to focus their efforts on growth. Before using guided analysis, they didn’t have a clear understanding of how many wellness plan members per week simply stopped using it altogether.	Reduce doctor visits. Quickly identified dormant users for re-engagement.	Active user growth views
Enhance patient experience	The visibility into how many patients contact call centers for a simple password reset renewed an analyst’s passion to laser focus on strengthening their patient experience.	Reduce the overall cost to serve. Create a better patient experience and decrease calls to patient services.	Usage trends view Friction view
Identify repeat cross-channel actions by segment	An organization wants to understand how active Medicare eligible members are with their plan usage to provide specific messaging to them in their digital products. Insights gained from guided analysis help make marketing more effective.	Personalize Medicare enrollment choices. Compare common sequential actions by my most active plan members.	Friction view Active user growth view
Retain top industry talent	Analytics resources for an organization are strapped for time. Guided analysis allows the organization to quickly get the product usage data needed for leadership update calls.	Reduce analyst workload. Get answers faster. Approachable reporting for when it is most crucial.	Guided analysis

Friction view for healthcare

High Tech and B2B

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Use case	Example	Impact	Analysis
Quantify impact of new features	An organization can analyze uptick in usage on a new product feature and determine what segments work best. This analysis helps them prioritize where to spend resources to maximize user engagement and strengthen its partnership with marketing.	Data-driven prioritization. Make informed decisions about allocating resources.	Release impact view First use view
Identify roles that are under-utilizing the product	An organization designs a product for use by engineers, product managers, and marketing. Guided analysis showed that while product managers and marketers use it nearly daily, the engineering staff largely did not adopt it.	Grow product adoption. Quickly identify user behavior in various ways.	Active user growth view Net growth view
Remove friction points in the conversion process	Requiring a purchase order number in the purchase flow prevents users who prefer credit cards from completing their orders. Conversions increased when that field was made optional.	Improve customer experience. Reduce potential churn.	Friction view Conversion trends view
Unlock self-serve analysis	Getting access to insights is a challenge, and some users within an organization are not trained for analysis. Guided analysis allows them to get answers and harness the same data the rest of the organization uses, leading to stronger partnerships and enabling true data-driven decisions.	Closer partnerships across the org. Give product managers access to previously siloed data.	Guided analysis

Usage view for B2B