Adobe

Adobe Experience Cloud is a comprehensive suite of integrated digital marketing and customer experience management solutions. It empowers businesses to deliver personalized experiences across all touchpoints, leveraging data, analytics, and AI.

The integration of Adobe Experience Cloud and Fullstory provides a powerful synergy, enabling businesses to understand not just what is happening on their digital properties, but why. This blend of quantitative data and qualitative session replays drives informed decision-making, accelerates optimization, and enhances customer satisfaction.

Adobe Customer Journey Analytics (CJA)

CJA, Adobe's solution for understanding customer journeys, gains deeper insights with Fullstory.

• Journey Visualization & Analysis: When CJA identifies journey bottlenecks, Fullstory session replays reveal the "why" – technical glitches, confusing UI, or unexpected content causing deviations.
• Segment Behavior Deep Dive: Use CJA to define segments based on journey behavior. Then, observe their actual digital experience in Fullstory, understanding their struggles and successes.
• Cross-Channel Friction: While CJA maps cross-channel journeys, Fullstory illuminates in-session experience within a digital channel, identifying granular friction points contributing to journey abandonment.

Adobe Analytics

This integration enriches Adobe Analytics' quantitative data with Fullstory's qualitative insights.

• Conversion Funnel Optimization: When Adobe Analytics shows a funnel drop-off, Fullstory allows viewing sessions of abandoned users, revealing qualitative reasons like confusing navigation or unclear calls to action.
• Segment Deep Dive: Explore specific user segments from Adobe Analytics (e.g., high-value customers) in Fullstory to understand detailed behavior patterns.
• Anomaly Detection: If Adobe Analytics flags unusual metric shifts, Fullstory quickly pinpoints the root cause by providing visual context of user activity during that period.

Adobe Target

Combining Adobe Target's personalization and A/B testing with Fullstory's behavioral analytics creates a robust optimization loop.

• A/B Test Validation: Beyond knowing which A/B test performs better, Fullstory reveals why. Observe user behavior on both control and variant experiences to understand drivers of success or failure.
• Personalization Refinement: Analyze how personalized experiences (via Adobe Target) impact engagement. Fullstory shows if personalized content truly resonates or causes confusion.
• Experimentation Troubleshooting: If an Adobe Target A/B test has unexpected results or technical issues, Fullstory's session replays help identify problems like rendering issues, JavaScript errors, or user confusion with the test.