Observed pilot outcome
0Mcurrent monthly visits
+0Madditional identified monthly visits
Current State
Workload Growth and Capacity Alignment
Adobe Analytics is a bounded, well-provisioned dependency with consistent headroom. Customer Journey Analytics and Extended Data Capacity are running structurally over commit — a sustained trend, not a one-time spike.
0%
Adobe Analytics
7.08B monthly commit · 4.7B past-12-mo average. Never once over commit.
0%
Customer Journey Analytics
97B annual commit · 171B past-12-mo average. Running +76% over commit.
0%
Extended Data Capacity
180B annual commit · 209B past-12-mo average. Running +16% over commit.
0%
Total blended utilization across the agreement. The imbalance — AA underused, CJA and EDC overused — is what drives this renewal conversation.
Home Depot's Evolution: AA to CJA
Reporting demand follows the business
As Home Depot's analytics strategy matured, reporting workloads shifted from Adobe Analytics to Customer Journey Analytics. The requirement didn't shrink — it moved, and in many areas it keeps expanding.
Adobe Analytics · flat
A stable, predictable workload
- Growth of just +4.1% over 29 months
- Over commit in 0 of 29 months
- Remains in place mainly for the Data Science–critical SiteCatalyst Data Feed
Combined CJA · climbing
The platform the business now runs on
- Core Rows up +69.3% · over commit in 21 of 23 months
- Combined CJA up +53.9% · over commit in 22 of 23 months
- Fed by store transactions, POS, CRM, and classification data — not just web
Executive takeaway: Home Depot isn't investing in analytics products — it's investing in the reporting, customer intelligence, and decision-making capability required for growth. The usage data shows that growth is concentrated in CJA, not AA.
Why the metrics diverge
Rows of Data are climbing while AA server calls stay flat
The two products measure different things. As Home Depot's most valuable analysis moved into CJA, its consumption metric grew with the business while the web-only collection metric held steady.
Adobe Analytics
Monthly digital collection volume
Measures digital collection activity from web and mobile properties. The commercial metric is server calls per month — best read as a monthly traffic and collection number. It has been stable because web collection itself is stable.
Customer Journey Analytics
Annual customer journey data for analysis
Measures every record, event, transaction, and interaction made available for analysis in CJA. The commercial metric is rows of data per year, scoped around a 13-month rolling data set with extended retention via EDC. It grows as more of the business is analyzed.
What drives the gap: growth in CJA Rows of Data versus AA server calls comes from store transaction data, classification files, POS, CRM, and other non-web enterprise datasets that are ingested into CJA but are never counted as AA server calls. The workloads Home Depot cares most about now live where the business is heading — connected, omnichannel, Pro-focused journeys — not on a single website.
Home Depot online business growth
Online sales have outpaced Adobe investment for six straight years
Home Depot's digital business has grown from a traditional ecommerce channel into an interconnected retail ecosystem — and analytics investment has stayed a tiny fraction of online sales the whole way.
| Fiscal year | Net sales | Online sales | Online % of net | Adobe AA/CJA spend | Adobe % of online |
|---|---|---|---|---|---|
| 2020 | $132.1B | ~$17.2B | ~13.0% | N/A | N/A |
| 2021 | $151.2B | ~$20.7B | ~13.7% | $4.086M | ~0.020% |
| 2022 | $157.4B | ~$22.0B | ~14.0% | $4.656M | ~0.021% |
| 2023 | $152.7B | ~$21.0B | ~13.8% | $5.648M | ~0.027% |
| 2024 | $159.5B | ~$24.1B | ~15.1% | $7.024M | ~0.029% |
| 2025 | $164.7B | $26.2B | 15.9% | $7.024M | ~0.027% |
| 2026 (proj.) | ~$170.0B | ~$28.0B | ~16.5% | $7.024M → $9.024M | ~0.025% → 0.032% |
$10.8B of incremental online revenue since 2020, while Adobe investment remains approximately 3.2 basis points of projected 2026 online sales.
Why online has grown
Six forces reshaping how customers buy from Home Depot
Interconnected retail
Seamless experiences across stores, web, and mobile — customers move fluidly between digital and physical channels.
Fulfillment innovation
BOPIS, curbside, deliver-from-store, and same-day delivery. Roughly 50% of online orders are fulfilled through stores.
Expanded product assortment
An "extended aisle" strategy with rich content, reviews, recommendations, and project-based merchandising.
Pro customer expansion
Digital experiences tailored for contractors, expanded through the SRS and GMS acquisitions.
AI & technology investments
Magic Apron, Blueprint Takeoffs, Material List Builder, and AI-powered search and recommendations.
Customer data & personalization
Better targeting, more relevant experiences, and improved retention and repeat-purchase behavior.
From
"Digital growth warrants increased analytics investment."
A reasonable starting assumption — but it understates what actually changed.
To
Journeys, not just traffic.
Home Depot's online sales are growing because customer journeys are becoming more omnichannel, more store-connected, more Pro-focused, more AI-driven, and more project-oriented. CJA is the platform that helps Home Depot understand, optimize, and monetize those journeys.
Identity Resolution
Graph-Based Stitching Pilot
25% more customer activity connected to known journeys.
Adobe provided Graph-Based Stitching as a proof of concept at no incremental license cost. The pilot connected roughly 80.7M additional monthly visits across identities, devices, and touchpoints — a larger foundation for measurement, attribution, and optimization.
+0%
More identified activity
+0M
Connected visits · monthly
+0M
Connected visits · annualized
$0B
Modeled visibility opportunity
How it works
From fragmented signals to one measurable journey
1
Fragmented signals
Devices, cookies, app IDs, and accounts appear as separate, anonymous sessions.
2
Identity resolution
Signals are linked with a graph-based identity model to recognize the same person.
3
Connected identity
Separate sessions resolve into a single, recognized customer profile.
4
Complete journey
Web + App + Loyalty + Account + Store connect into one measurable journey.
Why it matters for Pro: multiple devices, accounts, and identifiers create fragmented views of the same buying relationship. Stitching resolves them into one account-level view of the Pro customer.
Why known customers create more value
A known visitor isn't automatically worth more — it's more measurable
The value comes from Home Depot's ability to better measure, understand, and influence the journey once activity is connected.
| When activity remains unknown | When activity is connected |
|---|---|
| Visits appear as separate sessions | Sessions connect into a journey |
| Digital research may be disconnected from purchase | Research can be associated with downstream outcomes |
| Attribution is incomplete | Channel and journey contribution becomes clearer |
| Experiences remain broadly targeted | Recognition supports relevant analysis and personalization |
| Repeat behavior is difficult to understand | Retention, frequency, and lifecycle behavior can be analyzed |
| Pro activity is fragmented across devices and accounts | Pro behavior can be evaluated across identities and touchpoints |
| Supplier reporting has measurement gaps | Closed-loop retail media measurement becomes stronger |
Modeled revenue visibility opportunity
Sizing the newly measurable base
×
Scenario assumption
Newly identified activity has revenue characteristics broadly comparable to currently measurable activity.
$22.68B annual ecommerce revenue × 25%
=
Modeled opportunity
≈$5.67B
of revenue-associated activity with improved journey visibility
Illustrative estimate for opportunity sizing. This is a modeled visibility figure, not incremental revenue generated by Graph-Based Stitching, and should be validated against order and revenue observed within the newly stitched population.
Value validation plan
Converting identity resolution into measurable business outcomes
Step 1
Validate the identity lift
Confirm the quality and business relevance of the 25% traffic lift — identified visits, connected journeys, match rates, online-to-order linkage.
Step 2
Compare known vs. unknown
Test whether newly identified customers behave differently and add value — conversion, revenue per visitor, AOV, repeat rate, Pro vs. DIY mix.
Step 3
Activate high-value use cases
Turn connected journeys into improvements — paid media, retargeting, cart recovery, next best offer, Pro loyalty, Orange Apron reporting.
Step 4
Measure incremental impact
Prove stitching drives results across marketing ROAS, ecommerce conversion, repeat purchase, Pro retention, and attributed revenue.
The pilot proved Home Depot can identify 25% more customer activity. The next step is proving how that expanded visibility improves attribution, personalization, Pro customer understanding, and revenue outcomes across Home Depot's highest-value use cases.
How CJA Has Evolved & Modernized
The 2026 Renewal Reflects a Fundamentally More Capable Platform
Since the original agreement, CJA has advanced from a guided reporting tool into an automated, conversational, and increasingly agentic intelligence layer — delivering incremental value to Home Depot's analytics organization without a change in SKU.
2024
Aug 2024
Goals & Targets enhancements
Daily/hourly tracking against operational goals.
Sep 2024
Intelligent Alerts
Faster detection of revenue & conversion anomalies.
Oct 2024
Guided Analysis
Self-service insights without deep Workspace skill.
Oct 2024
Journey Canvas enhancements
Faster journey mapping, shared team view.
Oct 2024
Product Usage Analytics
Visibility into adoption and Adobe ROI.
2025
Sep 2025
Real-Time Reporting
Near real-time view of behavior & campaigns.
Sep 2025
CDC & Schema Support
Faster data onboarding, less engineering lift.
Oct 2025
Trended Freeform Tables
Simplified trend analysis, higher productivity.
Oct 2025
Data Storytelling
Auto-generated executive narratives.
Oct 2025
Identity Stitching
More accurate cross-channel attribution.
2026 →
Jul 2026
Sub-Event Analysis
Deeper behavioral insight within events.
Jul 2026
CX Enterprise Coworker
Natural-language access to customer data.
2027+ · Looking ahead
Agentic Analytics
LLM-powered reasoning, MCP-enabled agents, and autonomous decisioning are next.
Three phases of CJA maturity
Guided → Automated → Conversational
Phase 1 · 2024
Guided Analytics
Guided Analysis, Intelligent Alerts, Journey Canvas — reducing dependency on specialist analysts, speeding insight, and increasing adoption across business teams.
"CJA evolved from a reporting platform into a guided decision-support platform."
Phase 2 · 2025
Automated Analytics
Real-Time Reporting, Data Storytelling, Identity Stitching, CDC integration — faster decision cycles, lower reporting costs, and improved data accuracy.
"CJA evolved from delivering insights to automatically generating and communicating them."
Phase 3 · 2026
Conversational Analytics
Sub-Event Analysis and CX Enterprise Coworker — natural-language access, a reduced learning curve, and faster answers to business questions.
"Users no longer need to know how to build analyses — they simply ask questions."
The capabilities powering Home Depot's analytics strategy
Four pillars every major function now relies on
Enterprise reporting & decision intelligence
Reporting has evolved from an analyst function into a strategic capability that every major function relies on — from conversion and journey value to marketing ROI and friction points.
Customer visibility & connected journeys
Connecting interactions across channels, devices, sessions, and touchpoints enables more accurate reporting, attribution, audience creation, and decision-making.
AI-assisted analysis
As data volumes increase, AI-assisted capabilities help teams identify trends, investigate anomalies, and accelerate root-cause analysis — shifting time from searching to acting.
Data Science continuity
The Adobe Analytics Data Feed continues to support critical modeling and downstream workflows. Future-state planning ensures continuity while enabling modernization.
Modern CJA capabilities, available today
What Ultimate delivers right now
| Capability | What it delivers |
|---|---|
| Real-Time Reporting | Sub-minute latency — live monitoring of campaigns, promotions, retail media, and ecommerce performance. |
| Key Driver Analysis | AI automatically surfaces the factors driving business outcomes, without manual investigation. |
| Delta Sharing | Share processed analytics datasets with enterprise data platforms — reduces duplication, simplifies governance. |
| Expanded Data Views | Separate views for DIY, Pro, Ecommerce, Mobile, Stores, Orange Apron Media, and Executive reporting. |
| Priority Ingestion Lookback | Late-arriving data still receives accelerated processing — improves reliability for store POS, returns, and Pro feeds. |
From guided to agentic
The path to autonomous decisions
2024
Guided Analytics
↓
Better decisions
2025
Automated Analytics
↓
Faster decisions
2026
Conversational Analytics
↓
Accessible decisions
2027+
Agentic (LLM + MCP)
↓
Autonomous decisions
This is more than an analytics upgrade — CJA is becoming the intelligence layer powering Home Depot's shift from dashboards to AI-driven decisions. CX Enterprise Coworker already closes the training and enablement gap among Home Depot's ~80 self-service users: plain-language questions, answers in seconds, no custom SQL or analyst queue.
CJA Alignment With Business Priorities
Home Depot is no longer measuring a website
Journeys now span web, app, stores, BOPIS, deliver-from-store, Pro accounts, retail media, and multi-month projects. CJA is the platform that connects those touchpoints to revenue — and it maps directly to the FY26 plan.
WebMobile AppPhysical StoresBOPIS
Deliver-From-StorePro AccountsRetail MediaProject-Based Shopping
Total revenue growth
Drive 2.5%–4.5% total revenue growth.
eCommerce growth
Double-digit growth — +$25B online.
Pro segment growth
Grow and prioritize the Pro segment (Pro Xtra, SRS/GMS).
Orange Apron Media
Deliver +$200M profit via Orange Apron Media (OAM).
Operational efficiency
Improve efficiency via digital, AI, and agentic capabilities.
Unified omnichannel
Unify siloed online, marketing, and OAM into one true journey.
| Growth driver | Why it matters | CJA alignment |
|---|---|---|
| Interconnected retail | Customers move between web, app, stores, and fulfillment channels. | Connects online behavior and offline purchases into a single journey. |
| Fulfillment innovation | BOPIS, curbside, and store fulfillment create cross-channel experiences. | Measures online-to-store conversion and fulfillment impact. |
| Pro customer growth | Contractors behave differently than DIY customers. | Identity stitching and behavioral segmentation for Pros. |
| Retail media expansion | Orange Apron Media requires closed-loop measurement. | Exposure-to-purchase attribution and supplier ROI measurement. |
| AI & personalization | Digital experiences become increasingly individualized. | Rich audience creation and behavioral intelligence. |
| Project-based shopping | Home improvement journeys span multiple visits and months. | Long-term journey analysis across sessions and channels. |
Reporting exists to drive outcomes
Five business outcomes every function depends on
Increase conversion
Reduce customer friction and improve experiences.
Grow basket size
Increase project and transaction value.
Improve acquisition
Improve marketing performance and audience targeting.
Grow share of wallet
Increase customer value over time.
Expand retail media
Improve measurement and monetization of retail media.
Every outcome above depends on enterprise-scale reporting and customer intelligence — the core capability CJA Ultimate is built to scale.
Omnichannel proof point
Black Friday: online content, in-store purchase
Customers view content online, then buy in-store — invisible when web and store data are analyzed separately. CJA connects them into one repeatable journey view.
Share of wallet
Pro customer segmentation
Pro drives ~50% of revenue but stays under-optimized. Graph-based identity stitching segments contractors by real behavior, revealing repeat-purchase and replenishment patterns.
Orange Apron Media
Closed-loop attribution
Ad exposure-to-purchase tracking builds a defensible, journey-based measurement layer for suppliers — proving media ROI for OAM.
Metrics impacted: online-to-store conversion · Pro repeat purchase rate & basket size · attributed sales & CPM yield.
Conversion optimization
Journey drop-off & root cause
3.87B annual visits, limited visibility into where customers abandon. AI Key Driver Analysis surfaces root causes automatically across search → product → cart → checkout.
Basket expansion
Next best offer / bundling
Product affinity analysis and up to 500 derived fields power project bundles — paint + tools, or kitchen + installation.
Prospect acquisition
Paid media attribution
Cross-channel attribution and online-to-store linkage credit the upper- and mid-funnel media that actually drives conversion.
Metrics impacted: conversion rate & cart abandonment · AOV & attach rate · ROAS & cost per acquisition.
Why CJA Ultimate vs. CJA Select
Home Depot has outgrown Select's operational scale
Current CJA consumption already exceeds contracted capacity in nearly every recent month. Ultimate isn't a speculative upgrade — it's built for demand that has already arrived.
| Feature | CJA Select | CJA Ultimate | Why it matters to Home Depot |
|---|---|---|---|
| Concurrent reports | 6 simultaneous | 10 simultaneous | 80 self-service users, 4.41s avg queue — reduces wait times, drives adoption |
| Monthly report capacity | 750K / mo | 5M / mo | Scales with dashboard, API, and self-service growth as Tableau migrates to CJA |
| Lookup dataset capacity | 100M keys | 1B keys | Select's 100M limit is already insufficient — 300M–500M keys needed for Pro/SKU enrichment |
| Full table export | 30M rows/export | 300M rows/export | Offloads power-user workloads for Tableau and data science |
| Derived fields | 100 fields | 500 fields | 5× capacity enables faster analyst innovation on reporting logic |
| Data views | 600 / connection | 1,000 / connection | Separate views for DIY, Pro, Ecommerce, Mobile, Stores, OAM, Executive |
| Identity replay lookback | 7 days | 14 days | Captures more research activity before login — stronger attribution over longer cycles |
| Real-time reporting & Key Driver Analysis | Not included | Included | Sub-minute latency plus AI-surfaced purchase drivers across the enterprise |
0%
Peak Core Rows utilization (June 2026)Consumption already exceeds contracted Core Row and combined-row capacity in nearly every recent month.
Investment & Rationale
What's driving the additional $2.7M
2× contracted CJA capacity, 39% additional historical-data capacity, more than $3.6M of overage exposure Adobe absorbed, and more than $1.15M of advanced functionality provided at no charge — plus platform innovation since February 2024 aligned to Home Depot's future-state strategy.
$7.02M
→
$9.695M
Current total investment → proposed total investment
Current investment
Analytics Ultimate$2.77M
SiteCatalyst Data Feed$790K
CJA for AA Ultimate$3.19M
Extended Data Capacity$270K
Graph-Based Stitching$0
Total$7.02M
Proposed investment
CJA Ultimate (190B Rows)$9.12M
Extended Data Capacity (250B Rows)$375K
Data Distiller$200K
Coworker / Analytics EvolutionIncluded
SiteCatalyst Data FeedIncluded
Total Proposed$9.695M
Incremental annual investment: $2.67M (+38.0%) — driven by nearly 2× core CJA capacity, expanded historical retention, and platform evolution since the original February 2024 agreement.
Summary
How the $7.0M base bridges to the $9.7M proposal
Current & proposed total
Incremental value added
$7.0M
+CJA
+Ext. data
$0 add-on
+Ultimate
$9.7M
Current investment
$7.0M
Customer Journey Analytics
Right-size to demand
Extended Data usage
Historical retention
Graph-based stitching
$0 add-on
Ultimate SKU upgrade
+ Data Distiller
Proposed investment
$9.7M
Customer Journey Analytics
Right size
2.5M accrued overages over the past 4 quarters.
Current contract: 97B rows · Requirement: 190B (+97%)
Extended Data usage
179K accrued overages over the past 4 quarters — expanded historical-data capacity to support long-term journey analysis.
Graph-based stitching
Was a $0 add-on
25% more identifiable traffic. Unlocks visibility into $5.67B of ecommerce revenue — approximately $1.1M in value, provided at no charge.
Ultimate SKU upgrade
Ultimate Upgrade + Data Distiller
Home Depot has outgrown CJA Select's operational scale. Provides real-time reporting, a 14-day lookback window, priority ingestion, and scalable infrastructure for enterprise growth.
Home Depot's online sales are growing because customer journeys are becoming more omnichannel, more store-connected, more Pro-focused, more AI-driven, and more project-oriented. CJA is the platform that helps Home Depot understand, optimize, and monetize those journeys.
Why ~3 basis points?
The renewal remains closely aligned with Home Depot's historical investment profile relative to digital revenue
Against an estimated $29.9B 2027 online business, the proposed $9.695M investment represents approximately 3.24 basis points of online sales — keeping Adobe investment in line with its long-standing relationship to Home Depot's digital business while aligning capacity to current enterprise demand.
2024 Actual
2.91
bps · $7.02M / ~$24.1B
2025
2.68
bps · $7.02M / $26.2B
2026 Projected
2.51
bps · $7.02M / ~$28.0B
2027 Renewal Yr 1
3.24
bps · $9.695M / ~$29.9B
