What is Adobe Target?
Adobe Target is a tool designed to test your content, gather data, and deliver highly effective personalized experiences for your individual users.
Why do you need Adobe Target?
The most important facet of personalized experiences is ensuring that you provide the right content at the right time. To do this, you must understand which content, journeys, and experiences are the most effective at driving your segmented audiences and unique users down the desired path. This is the purpose of Adobe Target. It identifies which content is the most effective at driving engagements for specific users and user profiles.
Target helps businesses identify the most crucial and effective content in their arsenal. While some businesses fall into the trap of using the content they think is the most effective, this is often based on limited data. As you move your business toward creating exceptional and personalized user experiences that differentiate your brand, gathering and implementing a robust body of data to inform these decisions is one of the keys to success.
How does it work?
Marketers set parameters and objectives for Adobe Target to tell the system where to focus and to help it identify the end goals. Target then uses machine learning, cookies, user identification, A/B testing, and data from user profiles and user segments to identify which content is the most effective at reaching which audience to achieve business objectives. Target then takes this information and uses it to shape and offer personalized user experiences that drive engagements established by the marketer.
Adobe Target feature list
While this is not a comprehensive list offered by Adobe Target, below is a list of several features that make it a compelling choice.
A/B Testing
Compare different versions of the content on your website to determine which version is the most effective to drive conversions.
Auto-Allocate
While the A/B testing continues to run, Auto-Allocate establishes which experience is trending as the winner. It automatically drives more traffic to that path to allow you to start improving your conversions before the test is complete.
Auto-Target
Identifies high-performing experiences (as defined by the marketer) and uses this information to provide tailored user experiences. These experiences are based on individual profiles and profile behavior of other similar users. It helps deliver personalized content as well as improve conversion rates.
Incorporates Adobe Analytics
Target can incorporate data from Adobe Analytics as Analytics for Target (A4T) if set up to do so. It can also use existing success metrics from Adobe Analytics as goals for tests in Target, creating more data for a more detailed analysis.
Multivariate Testing (MVT)
This is testing that compares multiple variables and elements within an experience to establish which combination of those variables is the most successful with a specific audience. In doing so, it also identifies which of these variables is most impactful to the success of the page, essentially, allowing for Automated Personalization (AP) and Experience Targeting(XT).
Experience Targeting (XT)
With rules and criteria defined by the marketer, XT identifies a specific audience and provides targeted content to that audience.
Automated Personalization (AP)
Uses machine learning to combine offers and messages to users, based on their customer profile, to deliver unique experiences to each customer, while also capitalizing on the content that is the most effective at driving conversions.
Recommendations
Suggest products or actions to web users based on their current activity (e.g., people who purchased this item also purchased...)
Right Audience, Right Content
Adobe Target is an incredibly powerful tool that can help businesses better utilize the data they have to more effectively target the right audiences with the right content. However, to get the optimal use out of Target, a proper setup and strategy is essential. This requires three things:
The implementation needs to be technically sound to avoid pitfalls
The setup needs to be unique to your specific business needs
You need to have a sound test strategy based on both analytics and optimization
Set-up, Strategy, and More
This is where working with Rightpoint can help. We have a team of certified Target engineers who couple their Adobe Analytics knowledge with experience in system optimization. We can not only help set up the initial system to test and capture the right data, but we can also ensure that your analytics strategy is effective for your long-term business needs. We have the ability, and the skillset required to customize AdobeTarget specifically for your business, and we can also help you integrate Target with other technologies if necessary.
We are Adobe Target Experts
Ultimately, selecting the right partner for your business is key to ensuring your Target setup and implementation runs smoothly and is effective for your business. Rightpoint has experts you can talk to if you have any questions about using or implementing Adobe Target.