Adobe Analytics to Customer Journey Analytics: What You Need to Know

Organizations are increasingly moving from Adobe Analytics to Customer Journey Analytics (CJA) to unify data and gain deeper insights across the full customer journey. Delaying the move risks falling behind on the unified, cross-channel insights competitors are already building. But what does that shift actually involve, and what new capabilities does it unlock?

In our recent webinar Adobe Analytics to Customer Journey Analytics: What You Need to Know, Northern brought together a panel of practitioners with deep experience on both sides of the migration. Featuring Scotty Hagen (Partner, VP of Data Analytics, Northern), Dave Klein (Marketing Analytics Manager, Thrivent Asset Management), and Derek Tangren (Senior Product Manager, Customer Experience Orchestration, Adobe), this session walks through the practical realities of moving to CJA, from setting goals and preparing your data to understanding what changes in day-to-day analysis.

The team covers a continuity-first approach to migration, the one-to-one dimension mapping process that protects your measurement strategy, and the advanced capabilities CJA unlocks once you are in, including derived fields, unlimited metrics and dimensions, audience sharing with Real-Time CDP, and machine learning support.

What you'll learn:

• Why Move to CJA: The key differences between Adobe Analytics and Customer Journey Analytics, and when the shift makes sense for your organization.
• Defining Success Before You Migrate: How to align business and measurement goals up front so continuity, parity, and stakeholder consistency are protected through the transition.
• WebSDK Readiness as the Foundation: Why preparing your technical foundation through WebSDK and Adobe Experience Platform is the step that determines how much value you get out of CJA.
• The 1:1 Dimension Map Approach: How merging your Adobe Analytics Solution Design Reference with WebSDK standards creates a blueprint that minimizes retraining and enables low-effort, scriptable QA.
• What CJA Unlocks Today: Practical wins available right after migration, including derived fields for retroactive transformations, up to five dimension columns in Freeform tables, and unlimited data exports.
• Audience Sharing With Real-Time CDP: How CJA segments flow into Real-Time CDP for activation in Adobe Target, Marketo, and Adobe Journey Optimizer, and how CDP audiences can come back into CJA for analysis.
• Lessons From a Real Migration: Practical considerations including the five-derived-field limit per CJA workspace, running App Measurement and WebSDK in parallel during transition, and how to approach QA at scale.
• What's Ahead for CJA: Upcoming capabilities including native data feed equivalents, sub-event segmentation, agent-driven insights, and Model Context Protocol support for querying data directly with LLMs.

You will leave the session with a clearer view of what a move to CJA actually involves, where the biggest implementation risks live, and how to plan a migration that protects continuity while opening up the advanced analysis, audience activation, and AI capabilities CJA makes possible.

Want to explore how a move to Customer Journey Analytics could support your analytics strategy?

Connect with our team to discuss how to plan your migration, prepare your WebSDK foundation, and unlock the full value of CJA across your Adobe stack.