Adobe Adds Journey-Wide A/B Testing to Customer Journey Analytics
Adobe introduces a new experimentation feature in Customer Journey Analytics that allows businesses to run A/B tests across a customer's entire multi-channel journey. Machine learning models power the tool to help brands personalize user experiences and quickly answer complex questions.
Adobe announces new experimentation features for Customer Journey Analytics, a tool within its Experience Cloud portfolio that tracks users across web, mobile, and in-store platforms. As the shift to online shopping accelerates, brands need better ways to manage and personalize the user experience across multiple channels rather than simply plotting data on a dashboard.
The new feature allows businesses to test real-world scenarios and analyze their results, effectively functioning as A/B testing for the entire customer journey. For example, a company measures if a mobile app change reduces call center interactions or if a website update drives more mobile app downloads, using these insights to personalize experiences for specific user segments.
Machine learning models power this capability by sifting through vast data sets to find correlations based on historical data, comparable campaigns, and ongoing benchmarks. Adobe argues this purpose-built approach provides quick answers to complex questions, bypassing the cumbersome traditional method of piping data into warehouses and writing SQL code.