CJA and AA Data Sets
Best Buy's row-capacity issue is specifically a CJA retention and data-composition issue — not a broad increase across every Analytics dataset.
Analysis of Data Set Usage
At full capacityCJA is at 99.8% of commitment — and has already run past it.
Best Buy has 69.859B total CJA rows against a 70B commitment — 99.8% utilization, with only ~141M rows (under 0.2%) of headroom left. The fuller picture is sharper than any single month: across 24 months of workbook data, total usage climbed from 49.508B in August 2024 and then exceeded the 70B commitment for seven consecutive months.
Usage peaked at 73.703B in November 2025 — 105.3% of commitment — and stayed above 70B every month from November 2025 through May 2026, easing just under the ceiling only in the two most recent months. Year over year, total rows grew from 66.076B to 69.859B (+3.783B, +5.7%), yet core rows actually declined from 38.743B to 36.027B. The entire increase is Extended Data, not core growth.
Total row capacity is now a live operational constraint. Usage sat above the 70B commitment for seven straight months and has returned to 99.8% — every new month is running right against the ceiling, with essentially no room to absorb growth or backfill.
The primary driverExtended Data is nearly half of CJA — and growing fast.
As of July 2026, 33.832B extended rows represent 48.4% of Best Buy's total CJA footprint. The supporting workbook shows no separate extended-row commitment — these rows count against the overall 70B limit.
Data older than 13 months is combined with core reporting data, which makes historical retention directly relevant to capacity. The share of Extended Data rose 7 percentage points in a single year, from 41.4% to 48.4%.
Substantial headroomAA server calls sit at just 3.8% of commitment.
Best Buy used 95.226M monthly server calls against a 2.5B monthly commitment — just 3.8% utilization, leaving approximately 2.405B calls of unused capacity. This is dramatically different from the CJA capacity position.
AA usage more than doubled over two years — from 46.262M (July 2024) to 94.443M (July 2025) to 95.226M (July 2026) — but the latest year-over-year movement was nearly flat at just +0.8%. A Nov–Dec 2025 spike to 146.637M and 152.770M was the highest recorded, yet still only ~6.1% of commitment; the workbook does not identify an operational cause, so attribution requires further validation.
Best Buy has made CJA a strategic platform.
CJA is broadly adopted across the organization — and increasingly used well beyond digital analytics. The next step is scaling that platform to match where Best Buy is heading.
A strategic platform, already at scale
- Self-service analytics, recurring business scorecards, and cross-channel journey analysis for hundreds of stakeholders.
- Reporting distribution across marketing, digital, retail media, customer experience, and omnichannel teams.
- Increasingly used to support enterprise-wide decisions, not just digital reporting.
New priorities are emerging
Retail Media NetworkExpand RMN measurement and advertiser reporting.
Digital-to-storeConnect digital engagement and marketing to in-store outcomes.
Broader accessScale analytics access and reporting distribution to larger audiences.
Identity resolutionImprove customer identity resolution and cross-channel understanding.
Performance & scaleIncrease report performance, operational scalability, and speed to insight.
AI-assisted analyticsSupport Total Population Reporting, Content Analytics, and AI workflows.
Ultimate raises Best Buy's scale ceilings.Scale and capacity
| Capability | Select | Ultimate | Why it matters |
|---|---|---|---|
| Monthly report requests | 750K | 5M | ~6.7× reporting capacity for large-scale adoption |
| Concurrent report requests | 6 | 10 | More simultaneous reports across big analyst teams |
| Data views | 600 | 1,000 | More business units, RMN, and advertiser environments |
| Full table export | 30M rows | 300M rows | 10× exports for scorecards, RMN, and BI |
| Derived fields At limit | 100 | 500 | 5× — Best Buy has already hit the Select limit |
| Lookup dataset scale | 100M keys | 1B keys | Larger product catalogs and lookup datasets |
| Audience publishing | 75 | 150 | 2× refreshable audiences for activation |
Best Buy has already reached the Select limit of 100 derived fields — a ceiling that Ultimate lifts 5×.
Capabilities Select doesn't include
| Capability | Select | Ultimate | Why it matters |
|---|---|---|---|
| Real-Time Reporting | Not included | Included | Monitor behavior, campaigns, and traffic as events occur |
| Graph-based stitching | Not included | 25-mo backfill, 50 datasets | Identity-graph stitching across datasets and channels |
| Historical data included | Standard (<13 mo) | 12 mo Extended Data capacity | Longer-term analysis and historical benchmarking |
| Priority ingestion window | 24-hour-old data | 1-week-old data | Bigger window for late-arriving and backfilled data |
Real-Time Reporting and graph-based stitching directly support RMN monitoring and digital-to-store measurement.
Ultimate, mapped to Best Buy's priorities.
Every added ceiling connects to something Best Buy has said it wants to do next.
Retail Media measurement
Advertiser reporting, audience analysis, attribution modeling, and large-scale reporting distribution for the Retail Media Network.
Digital-to-store measurement
Expanded stitching and journey analysis to understand how digital experiences influence in-store outcomes.
Real-time visibility
Monitor promotions, holiday periods, RMN campaigns, traffic anomalies, and bot activity as it happens.
AI-assisted insight consumption
Adobe Coworker makes insights accessible to business teams through conversation, not complex reports.
The roadmap matches Best Buy's priorities.
Total Population Reporting
Analyze customers, accounts, and inactive populations — not just active visitors. Activate dormant, high-value audiences.
CDN log & AI traffic analytics
Measure bot, crawler, AI-agent, ad-blocked, and VPN traffic beyond JavaScript-visible activity.
Content Analytics & AI discovery
Measure content performance across traditional journeys and emerging AI-mediated discovery experiences.
Conversation Insights
Analyze chatbot, AI assistant, and customer service interactions alongside behavioral analytics.
Proactive Insights
Automatically monitor KPIs, surface important changes, and accelerate root-cause analysis.
AI-powered data validation
Automated validation and discrepancy detection to build trust and reduce manual QA effort.
Data Feeds also enable row-level, cross-channel exports for downstream warehouse, BI, and AI initiatives.
Adobe Coworker brings analytics to everyone.
A conversational interface for the whole business
A conversational, AI-powered interface that lets business users work with analytics using natural language.
- Acts as an intelligence layer across Adobe Experience Platform, CJA, journey orchestration, audiences, and content.
- Synthesizes insights from Adobe and third-party systems while coordinating workflows across teams.
- Directly supports Best Buy's goals: self-service analytics, faster insights, and broader adoption beyond CJA power users.
What Coworker could do for Best Buy.
Analytics & insights
Ask natural-language questions of CJA data, generate executive summaries, and run root-cause analysis.
Retail Media Network
Analyze advertiser performance and build audience segments through conversational workflows.
Experimentation & optimization
Evaluate experiments, spot winning patterns, and recommend future tests.
Journey orchestration
Build journeys in natural language and analyze conflicts and audience overlap.
Enterprise productivity
Extend analytics to merchandisers, marketers, category managers, RMN teams, and executives.
Best Buy has already achieved broad CJA adoption. The next step is scaling analytics to match expanding priorities.
- 1
Evaluate CJA Ultimate alignment with Retail Media measurement, omnichannel understanding, real-time visibility, and enterprise-scale reporting.
- 2
Prioritize the highest-value areas: expanded derived field capacity, Real-Time Reporting, higher-scale reporting and query capacity, and enhanced cross-channel analysis.
- 3
Layer in AI-driven analytics and Adobe Coworker, aligned to the roadmap — Total Population Reporting, content analytics, and bot and traffic analysis.