Adobe Customer Journey Analytics (CJA) is here, and it’s a game changer. Built as the next generation of Adobe Analytics, it offers a more powerful, connected view of the customer journey across all touchpoints.
But getting it right takes more than simply deploying the tool — it requires smart planning, cross-functional alignment, and the expertise of a trusted partner.
At Concord, we’ve helped leading organizations navigate their CJA implementations from strategy to execution. Let us show you what works, what to watch for, and how to get the most from your investment.
WATch CJA OVERVIEW VIDEO
With a strong relationship spanning more than a decade, a premier retailer partnered with Concord to migrate from Adobe Analytics to CJA.
Concord developed a two phase approach designed to tackle both implementation and training aspects simultaneously:
Part I - Deployment: Focused on foundational, engineering, and operational setup.
Part II – Training and Enablement: Aimed at preparing business users to adopt and operate the new platform effectively.
Concord worked closely with the client’s onboarding team and CJA stakeholders to migrate data from legacy Adobe Analytics to CJA. Key preparation activities included:
In support of a seamless transition, Concord rebuilt key metrics & dimensions, migrated existing reports, and developed a repository to document definition differences between platforms.
To ensure successful adoption, Concord created a custom training program to onboard over 150 users—from analysts to executives—and align them around a shared data strategy.
With Adobe Analytics being phased out in 2025, the four-stage curriculum (Awareness, Understanding, Proficiency, Mastery) helped bridge skill gaps through:
To increase engagement, the program featured gamification, awarding badges for quizzes and digital certificates for completing each stage, many of which participants proudly displayed.
A top financial services firm partnered with Concord to implement Adobe CJA, with a strong focus on foundational activities like audits, stakeholder interviews, and detailed requirements gathering. Concord developed a three-phase plan:
Part I – Define Requirements & Identify Data Sources
Part II – Onboard Data Sources & Validate Data
Part III – Build Custom Dashboards
Concord partnered with department leads and product owners to align on business questions and reporting needs. Through structured interviews and working sessions, we created a master requirements list and helped the client focus on an MVP that included:
Each source was evaluated for complexity and estimated implementation effort to guide planning.
With requirements and sources defined, Concord worked closely with the client’s engineering team to activate data in Adobe Experience Platform. This included:
This phase also prompted full documentation of key metrics and their definitions, creating a trusted foundation for reporting.
To promote adoption and self-service, Concord created “starter” dashboards tailored to business users. These included pre-defined metrics, segments, and calculated fields. Training sessions covered essentials like:
The result: empowered users and a strong foundation for long-term value with CJA.
Customer identity is at the core of CJA’s power. Namespaces help connect the dots across touchpoints, stitching together a unified customer journey. While custom namespaces are supported, we recommend using Adobe’s predefined options for simplicity and reliability.
During migration, it’s common to notice discrepancies between Adobe Analytics and CJA data. One frequent culprit? Bots. Bot filtering works differently in CJA and is applied at the data view level. While this helps clean your data, it can slow performance—so plan accordingly.
A successful migration starts with clear documentation. From tracking differences between platforms (like segments vs. filters) to maintaining a list of dashboards to recreate, having a single source of truth, whether in Confluence, Notion, Quip, or SharePoint, is essential to keep your team aligned.
Your schema is the backbone of CJA, and small missteps can have big consequences. One commonly overlooked detail? Data types. Choosing incorrectly (e.g., integer vs. string) can block future changes and downstream flexibility. When in doubt, default to string for maximum adaptability.
In CJA, Marketing Channels aren’t configured in the Admin section like in Adobe Analytics, they’re created using Derived Fields. This new approach offers more flexible, cross-session attribution.
Example: a customer clicks a display ad, returns via organic search, and converts—all captured in one journey.
CJA currently lacks robust built-in alerting and anomaly detection. You’ll need to supplement with calculated metrics, external BI tools, or custom scripts (e.g., Python + SMTP) to monitor spikes and drops in performance.
Adobe CJA represents a shift in how organizations think about collecting, connecting, and activating customer data.
Wondering if CJA is a fit for your team? It often depends on your data maturity, business objectives, and internal capabilities.
If your business spans web, mobile, offline, CRM, and more, CJA helps bring all of those data streams together into a single, unified view of the customer.
CJA runs on AEP, so if you're already using the platform for data collection and identity resolution, CJA is a natural next step.
If your analysts, marketers, or product teams want the freedom to build dashboards, explore data, and segment audiences on their own, CJA empowers them to do just that.
CJA performs best with clean, structured, and well-integrated data. Whether you're already there or partnering with Adobe or a team like Concord, you're set up for success.
Not sure on your next step? We'd love to hear about your business challenges. No pitch. No strings attached.
