Web SDK Migration: Choosing Adobe Analytics or AEP Integration

Looking to optimize your customer journey analytics with Adobe Experience Cloud? Choosing the right migration path can significantly impact the speed and effectiveness of your implementation. By simplifying your MarTech stack, you can unlock marketing performance in real-time. Whether you’re aiming for a faster solution or planning a long-term strategy, understanding the options available with Adobe’s Web SDK is essential.

Optimizing your customer journey analytics is key to driving more effective digital strategies. With the increasing complexity of data integration, understanding how to leverage the Adobe Experience Cloud solutions becomes crucial. Adobe Customer Journey Analytics (CJA) offers a faster solution for organizations looking to enhance their data-driven MarTech insights. But choosing the right migration path—whether it involves integrating with Adobe Analytics directly or leveraging the Web SDK, can significantly impact your speed to implementation and overall efficiency.

The migration to CJA is a customizable process, allowing organizations to transition at their own pace based on specific needs and objectives. Adobe provides multiple upgrade paths to facilitate this migration, enabling you to initiate the process when it aligns with your strategic goals. 

The question many organizations face is: What is Adobe Customer Journey Analytics, and how can it streamline data collection and analysis? Migrating from Adobe Analytics (AA) to the Web SDK allows you to send data directly to Adobe Analytics without routing through Adobe Experience Platform (AEP). This approach accelerates deployment, enabling you to begin leveraging actionable MarTech insights sooner.

Let explore the benefits of migrating to the Web SDK versus a full AEP integration and help you choose the best path to optimize your analytics capabilities for faster and more impactful results.

Benefits Migrate to Web SDK and Send Data to Adobe Analytics

Migrating to the Adobe Web SDK allows you to send data directly to Adobe Analytics without needing to route it through the Adobe Experience Platform (AEP). This approach is ideal if your goal is to accelerate the implementation process and start collecting MarTech insights quickly.

Key Benefits of Accelerating Implementation and Future Scalability

• Streamline data access: Direct integration with AEP ensures data is immediately available for Customer Journey Analytics (CJA) and other Adobe tools, maximizing marketing intelligence.
• Ensure robust data structure: Define XDM schemas upfront for a structured approach, guaranteeing high-quality, actionable MarTech data.
• Gain cross-channel insights: Utilize AEP to achieve a holistic view of customer interactions across multiple channels.
• Future-proof your strategy: Invest in AEP integration to seamlessly adapt to future technology upgrades and evolving data needs.

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‍This approach is ideal if your goal is to accelerate the implementation process, minimize disruptions, and quickly start gathering actionable MarTech insights. Although it may require some initial adjustments, the long-term benefits include faster decision-making, enhanced customer journey analytics, and a more agile marketing strategy that drives sustained growth.

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Case Study Elevating Analytics Implementation and Scalability

A major North American retailer faced slow data implementation and a fragmented MarTech stack, hindering their customer journey analytics. To overcome these challenges, they opted to migrate to Adobe Web SDK. This phased approach enabled immediate data collection while deferring the complex XDM schema definition. The migration was completed within two weeks with minimal system impact, allowing ongoing campaigns to continue seamlessly.

The retailer saw a 25% faster deployment, leading to actionable MarTech insights within the first month. This flexible digital analytics strategy not only improved targeting but also provided scalable infrastructure, supporting a 15% increase in data volume, and setting the stage for long-term growth.

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Key Performance Gains from Migrating to Web SDK:

• Elevate data processing speed +25% with Web SDK migration
• Enhance implementation efficiency +30% by sending data directly to Adobe Analytics
• Improve data accuracy +20% through unified data flow and schema alignment
• Expand data volume capacity +15% after optimizing the MarTech stack

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Opting for a Comprehensive Integration with AEP

For organizations focused on long-term scalability and leveraging unified data, integrating with AEP through the Web SDK is a powerful MarTech solution. This approach involves defining XDM schemas upfront, which may take longer but provides a solid foundation for deeper analytics.

Key Benefits of integrating with AEP:

• Unified data flow: Direct integration with AEP ensures data is readily available for Customer Journey Analytics (CJA) and other Adobe tools, enhancing your marketing intelligence.
• Robust data structure: Defining XDM schemas from the start allows for a more structured approach, ensuring high-quality, actionable data.
• Cross-channel insights: Leverage the full power of AEP to gain a comprehensive view of customer interactions across all channels.
• Future-proof your strategy: By investing in AEP integration, your organization can adapt more seamlessly to future technology upgrades and data requirements.‍

Mastering the Balance Between Flexibility and Scalability in CJA

Not ready for a full migration to the Web SDK? It’s also possible to ingest Adobe Analytics data directly into Customer Journey Analytics (CJA) without migrating to the Web SDK. This approach requires minimal changes, allowing you to continue using your existing report suite and configurations in Adobe Launch.

Considerations for Choosing the Right Migration Path

• Faster time to MarTech insights: This method is quicker to implement but may not align with long-term strategies.
• Short-term solution: Ideal for those looking for immediate results, but not a sustainable option for leveraging Adobe’s full capabilities.

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If your priority is speed and minimal disruption, ingesting Adobe Analytics data directly into Customer Journey Analytics (CJA) without migrating to the Web SDK can be a smart interim solution. However, keep in mind that while this provides immediate insights, it may limit your flexibility for future enhancements. Plan a gradual transition to the Web SDK once you're ready to unlock Adobe’s full potential and ensure long-term scalability.

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Choosing the Optimal Migration Path for Your Analytics Goals

• For quick wins: If speed is your priority, migrating to the Web SDK and sending data directly to Adobe Analytics offers immediate benefits with minimal changes.
• For long-term impact: If your focus is on long-term scalability and deeper insights, integrating with AEP provides a robust solution, though it requires more effort upfront.
• For flexibility: Taking “baby steps” with a phased approach allows you to adapt over time while still gaining value from your data.

Regardless of the path you choose, optimizing your customer journey analytics can lead to more effective decision-making, improved customer experiences, and a stronger digital strategy. A streamlined MarTech stack empowers organizations to unlock real-time marketing performance, helping you stay agile and competitive while leveraging data for impactful results.

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