Customer Journey Analytics supports summary-level data that allows users to aggregate and analyze data that isn’t organized by individual IDs, such as campaign or product data. The process of integrating this summary data into Experience Platform is covered including creating connections, configuring data views, and combining summary data with event data for comprehensive reporting. This capability enables deeper insights into campaign performance and enhances reporting flexibility within CJA.
Now that we have our data added into our CJA connection, we can now configure it for reporting in our data view. Inside of data views, we see on the left, a folder that distinguishes our summary data sets, and as we click into that section, we can see the fields in our summary data, similar to the experience with other types of data sets. As we start to add our summary fields and select one of them, we’ll notice they don’t have all the same configuration options other components from event data sets have. That is due to the fact that summary data doesn’t have the concept of session or person, and so some configuration like attribution or persistence don’t apply and aren’t available. You will also notice a new option in the right rail called summary data groups. This allows you to tell the system you’d like to combine a summary dimension with an event dimension or another summary dimension together for reporting purposes. This is what enables us to combine summary data with our other data for reporting into a single report. In this case, I’m going to select my tracking code dimension, which comes from my event dataset and my campaign ID dimension, which comes from my summary dataset. Once I create a summary data group, CJA will combine the values of those dimensions together. We anticipate you’ll only want users to use a single dimension from a summary group, so you can easily hide the others from the summary group section. Now that I have my summary group created, we save our changes and head into workspace.
Inside of workspace, I can now build my report that will include metrics from both my event and summary data sets. I’ll start with a simple report with the tracking code dimension along with orders and revenue. I can then start to add my summary metrics. We’ll add in cost and impressions. Keep in mind the impressions and cost metrics are coming from my summary data while orders and revenue are coming from my event data. I’ve also created a couple of calculated metrics, cost per impression and return on ad spend. The cost per impression is based completely on summary data. While the return on ad spend is calculated by subtracting cost, a summary metric from revenue, an event metric. I can then sort to see which of my tracking codes are driving the highest amount of return and gain new insights into the performance of my campaigns. This is one example of leveraging the power of summary data inside Customer Journey Analytics. We’re excited to see what other ways you are able to utilize this exciting capability to gain further insights into your business. Until next time, thanks for watching!