Adobe
Customer Journey Analytics Ultimate

The foundation is already in place. Now it's time to activate it.

Protecting the foundation for global customer intelligence, AI-powered decisioning, and future growth. Coca-Cola has already invested in CJA Ultimate — the question now is whether to keep building on that foundation or introduce constraints just as Adobe's most transformative capabilities arrive.

Read the executive summary
The decision is already made

The question isn't whether to invest. It's whether to activate.

Coca-Cola has already made the strategic decision to invest in Adobe Customer Journey Analytics Ultimate. The question today is no longer whether Ultimate provides more than lower tiers — it's whether to continue building on the customer intelligence foundation already in place, or introduce unnecessary constraints just as Adobe's most transformative capabilities become available.

As consumer expectations evolve, leading brands are shifting from traditional reporting models to operating models driven by:

Unified customer intelligence Real-time decision making AI-assisted analytics Identity-centric measurement Cross-channel attribution Data democratization
1

Identity resolution

Graph-based stitching that connects fragmented interactions into a single view of the customer.

2

Real-time intelligence

Key business metrics surfaced within minutes — shifting analytics from reporting to operations.

3

AI-powered analytics

CX Enterprise Coworker brings natural-language analysis to every business user, with governance intact.

4

Future expansion

A foundation ready for Adobe's broader intelligence ecosystem as the roadmap continues to ship.

The most valuable capability not yet fully activated

Measure customers, not just channels.

Consumers interact with Coca-Cola across brand sites, loyalty programs, mobile apps, retail activations, campaigns, launches, service, and commerce — but those interactions rarely occur under a single identifier.

Without advanced identity resolution, brands end up measuring channels instead of customers. The current Ultimate entitlement already includes graph-based stitching that hasn't been fully activated — and entitlement planning flags it as a key value driver, noting that downgrading before activation risks delaying adoption and forcing a re-evaluation of scope later.

Without identity, there is no Customer 360.

What graph-based stitching connects
Authenticated identities Anonymous interactions Multiple devices CRM records Loyalty identities Customer engagement data
One consumer — not five different users across five systems.

The strategic outcome: Graph-based stitching creates the foundation for a single view of customer engagement. Without Customer 360, AI, personalization, attribution, and journey optimization all become significantly harder to scale.

From reporting to operational intelligence

Influence what happens next — not just understand what happened.

Adobe's near real-time reporting surfaces key business metrics within minutes, directly inside Analysis Workspace. For a global enterprise, decision latency directly impacts business outcomes.

1

Monitor global campaign performance while campaigns are still active.

2

Identify regional performance shifts immediately.

3

Detect digital experience issues before they impact scale.

4

Evaluate launch effectiveness in near real time.

5

Accelerate optimization decisions across regions and brands.

The goal is no longer reporting. The goal is operational intelligence.

The next major initiative

Put analytics in everyone's hands.

Most enterprises don't struggle because they lack data — they struggle because too few people can effectively access insights. Today, business users still rely on analysts, dashboards, and scheduled reports to answer relatively simple questions. That model doesn't scale globally.

CX Enterprise Coworker lets business users interact with analytics in natural language while existing governance controls stay in place.

Business-language analysis Agentic workflows Root-cause analysis Personalized experiences Enterprise governance Repeatable skills Direct connection to data
Regional marketing manager
“Which campaign drove the largest increase in loyalty engagement last week?”
Answered immediately — no Workspace expertise required.
Brand manager
“Why did engagement decline in Germany?”
Root-cause analysis, in business language.
Digital leader
“Which audience segments responded best to our promotional launch?”
This is the democratization of analytics.
Adobe's innovation velocity is accelerating

Adobe is building for customers on a modern foundation.

Adobe's most significant investments increasingly assume customers are operating on a modern customer intelligence foundation. Over the past year alone:

Real-Time Reporting CX Analytics in Coworker MCP Server for AI access Data Validation Skills Dataset Preview & Stitching Validation Data Storytelling Workspace Collaboration Advanced Stitching Enhancements

These aren't incremental improvements. Collectively they mark the transition from dashboards and reporting toward intelligence, automation, and AI-assisted decision making.

Looking forward

Where the roadmap is going

AI-driven intelligence

  • Proactive insights
  • AI-powered root cause analysis
  • Automated anomaly detection
  • Business-context-aware intelligence

Expanded customer understanding

  • Total population reporting
  • Inactive audience analysis
  • Dormant customer activation
  • Enhanced customer segmentation

Conversational analytics

  • Conversation insights
  • Analysis of chatbot interactions
  • Conversational signals in customer journeys

Open analytics ecosystem

  • Data Feeds
  • Data Mirroring
  • Cloud warehouse integrations
  • LLM Optimizer integrations
  • Enterprise AI ecosystems

Roadmap items are for informational purposes only and are subject to change.

Recommended strategic path

Five priorities to maximize the investment

1
Priority 1

Retain Ultimate

Protect access to identity, real-time measurement, scaling capacity, AI capabilities, and future roadmap innovations.

2
Priority 2

Activate graph-based stitching

Unlock the largest unrealized source of value currently available within the existing Ultimate investment.

3
Priority 3

Launch a Coworker adoption program

Expand analytics access beyond analysts and accelerate insight consumption across brand, regional, and marketing teams.

4
Priority 4

Operationalize real-time intelligence

Tie real-time reporting to campaign management, loyalty programs, market performance monitoring, and digital experience optimization.

5
Priority 5

Build a multi-year customer intelligence roadmap

Leverage Ultimate as the foundation for what comes next.

Mix ModelerContent AnalyticsFuture AI initiativesBroader Adobe Experience Platform

The opportunity isn't to evaluate the cost. It's to maximize the return.

Ultimate already provides the foundation for identity resolution, real-time intelligence, AI-assisted analytics, and future customer intelligence initiatives. Graph-based stitching, real-time reporting, and CX Enterprise Coworker represent the next phase of value realization — and maintaining Ultimate ensures Coca-Cola can activate them today while staying aligned with Adobe's vision for AI-powered customer intelligence.