Better targeting with Alliant = better marketing

adobe-suite-test-targetThe Adobe® Online Marketing Suite, powered by Omniture®  just keeps getting better. In our on-going commitment to provide our customers with the very best alternatives and technologies for creating relevant experiences for their site visitors, customers and prospects, Adobe is thrilled to have entered into a partnership with Alliant. This partnership allows Adobe® Test&Target™, powered by Omniture® customers to add, as an upgrade option, direct-to-consumer purchase behavior data aggregated by Alliant as targetable audience segments directly into the Test&Target campaign-building interface. This same data will be available for integrations into other Adobe Online Marketing Suite products later this year.

Alliant is a leading aggregator of multi-channel transactional data. Test&Target customers can create targetable segments from 65 key marketing performance measures such as: recency, frequency, monetary value, product affinity and payment history. This data represents actual consumer behavior summarized at the zip code level and ranked from 1 (highest) to 5 (lowest) based on recent activity from over 130 million US consumers.

This combined value of Alliant data within Test&Target provides users several benefits. Three of these benefits can be summarized as: 1. Audience continuity, 2. Avoiding the cold start, 3. Profile augmentation. Some further details for each:

1. Audience continuity: Many marketing organizations are often utilizing 3rd party data in various marketing and campaign activities. For example, this type of data is particularly popular in direct mail. With this same data now available within Test&Target, a marketing organization can coordinate campaigns and messages to the same audience segments across channels.

2. Avoiding the cold start: Some marketers may not have an in-depth understanding of the make-up of their online audience. If the majority of your online audience is completely anonymous and unknown to you – with Alliant data you can immediately begin targeting campaigns to desirable audience segments that may exist within your online traffic.

3. Profile augmentation: No matter if you know a little or a lot about your online audience, additional insight will help you more effectively target that audience with relevant content and experiences. Adding Alliant data to your testing and targeting activities  provides an additional lens through which you can scrutinize and understand your online audience. This data also provides valuable data points to the anonymous profiles you are building that can fuel effective segment-based targeting or fully-automated targeting activities.

In sum, the addition of Alliant data to Test&Target has multiple benefits. For illustration, this data set integrated natively into Test&Target allows a marketer to go from either doing no or basic experience targeting to a point where they could literally provide a specific offer to site visitors within a specific zip code who have purchased cosmetic products online within the past 60 days with a credit card. At Adobe, we are thrilled to offer our customers access to this rich and insightful data set to help marketers build relevant and effective experiences for their end users.

For information about this solution, please contact your Adobe representative.

To read the related Alliant press release: http://bit.ly/9P1zXe