Adobe Target

Adobe Target is a rule based testing and targeting tool, which can integrate with Analytics & create reports that can be used for making marketing offers, personalization and UX testing, allowing marketers to figure out which of the offers, experiences & messages are truly engaging the customers. It includes a user interface, built-in best practices, and robust optimization tools for following site visitors. With its self-learning algorithmic approach, it enables increased conversion and filter results precisely. It can also automate the personalization of customer interaction across all marketing channels and business touch-points.

Business Needs:

For effective optimization of the marketing efforts, an effective strategy needs to be in place with proper analysis, which lays down a solid foundation to gather pivotal insights into the customer interaction & to drive strategy, manage deployment/implementation, develop creative assets, manage execution & operations, perform analysis, and provide insights/recommendations. Following are the needs for Target:

Usability Testing & Design for a particular marketing effort.
Customization of test parameters across predefined or tester-defined segments.
Recommendations for Cross Selling & Upselling.
Automated behavioral targeting and Multivariate testing.

Why Adobe Target?

The main business drivers behind the use of Test & Target at this point is conversion optimization. It provides intuitive test reports based on different segments such as new and returning users. The tool can be plugged-in with other marketing cloud products as well as other third party marketing tools.

Features & Benefits

Features

A/B & Multivariate Testing to concurrently determine the best offers, messaging & content.
Self-learning algorithm to automate targeted content to individual customers.
Confidence levels inserted into the reporting tool is a key feature, it allows users to easily understand when results are significant.
Re-engage customers through mobile apps using location based targeting.
Implement flexible test elements and have the option to link multipage tests across web pages and multiple channels.

Benefits

The interface is very intuitive and the learning curve is miniscule.
Ability to execute multiple tests simultaneously and to segment traffic to particular tests makes target highly scalable.
Provides great support and research in the metrics of several KPI's including pricing, visual appeal, engagement and conversion.
Test content in mobile apps and websites to identify the most effective mobile campaign offers.
Integration with other tools through plug-ins saves a lot of time and resources.
Target audiences by device type, operating system, screen size, geolocation, or profile (whether anonymous or registered) to deliver the best experience.
Easily create, test, and manage automated recommendations for promotions such as cross-sell or upsell within mobile apps or sites.