Adobe Test&Target – Making Optimization Easier
Adobe Test&Target, powered by Omniture has from its inception been focused on delivering intuitive software built with the marketer in mind as the primary user. For years, that focus has been enabling marketers to improve the relevance of their online marketing for their end consumers, resulting in better conversion rates and increased engagement. With each release, the Test&Target development team maintains that focus by delivering a richer feature set and is continually seeking ways to make the product more capable and even easier to use.
As the product marketing manager for Test&Target, I’ve found that, as intuitive and helpful as the product may be, oftentimes our customers’ biggest challenge isn’t becoming familiar with the software and using it effectively, rather, it is often something that has nothing to do with the software itself, but everything to do with a company’s ability to rally as an organization around an optimization effort.
This month, we released version 2.7 of Test&Target. This release is almost entirely focused on making it as easy as possible for Adobe customers to create an internal community of marketers that are excited about and committed to ongoing testing and personalization of content and campaigns. Specifically, the solution has enhanced the ability of product users to: share key metrics and successes across their organization, to solicit and capture feedback from key stakeholders, and to collaboratively produce ideas that fuel their optimization programs.
Most organizations have too few internal champions committed to testing and personalization. Often times, organizations kick-off personalization programs with enthusiasm, but fail to maintain the momentum necessary to run a successful ongoing program. In many instances online personalization is a shared responsibility and accountability for results is not clearly defined.
John Lovett, senior partner at Web Analytics Demystified, recently stated, “Today’s cross-functional organizations are challenged with regularly communicating and collaborating about their testing and personalization programs. Tools that facilitate productivity and collaboration will resolve many internal challenges by helping marketers run more efficient optimization programs, create an exchange of ideas, and keep all stakeholders updated and involved.”
We couldn’t agree more and recognize that it isn’t necessarily easy to build a culture committed to ongoing testing and personalization of content and campaigns. Results show that organizations that build such a culture enjoy a competitive edge in their market. As we’ve observed the most effective and active Test&Target customers, they seem to share some distinct traits and habits: 1. they continually test new ideas, 2. they share key success metrics across the organization, and 3. they are almost fanatical about generating and keeping track of ideas for future campaigns as they get and incorporate feedback from important stakeholders. We’ve updated Adobe Test&Target with features that make doing these very things much easier.
Below, I’ve attempted to highlight several of the new product updates and how each helps create a culture of testing and personalization.
Increased Campaign Performance Insight
The new Test&Target homepage, or Campaigns Launch Pad, provides a more holistic view of campaign performance. Now marketers can easily view highlighted conversion rates and lift for current tests and can document key events and conversations among the team through a News Feed. The Launch Pad also details audience behavior to identify key trends and stores interesting campaigns for future reference.
Increase organizational productivity with Ideas, a tool for individuals and teams to record and manage testing roadmaps and other improvements. This eliminates the common, inefficient practice of managing ideas and campaign communication in email or spreadsheets.
The Campaign Spotlight dashboard monitors campaign progress to better understand performance against success metrics. Snapshots taken at various points during a campaign can be preserved as a record of how experiences performed or changed during its lifecycle and real-time results can be easily disseminated to key stakeholders.
This feature also helps Test&Target customers preserve a record of how experiences perform or change during the life of a campaign with Experience Snapshots, taken at various points during the campaign and can later be downloaded for use in reports or other materials.
Lastly, the Campaign Spotlight also enables and encourages product users to Record and document information about the campaign with Notes, such as statistics from a particular point in the campaign, information about the campaign’s effectiveness or ideas for how it could be improved.
We at Adobe are thrilled to have included these new features in the latest release of Test&Target and look forward to you feedback on how helpful you find them as you strive to build an optimal end-user experiences and a culture of optimization across your organization.
Pricing and Availability
The latest version of Test&Target is now available to all existing Test&Target customers at no additional cost.