Results tagged “Adobe Test&Target”

Think Targeted Merchandising as You Head into Holiday Selling Mode

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According to the National Retail Federation (NRF), the average shopper plans to do 36% of his or her holiday shopping online this year – up 33% from last year! What are you doing to ensure that these purchase-minded shoppers are going to have the most relevant and efficient experience possible on your website and complete their business with you rather than your competitor? We’re now well into our second decade of selling and buying products online, it’s time that digital shopping experiences delivered more – both for the shopper and the retailer. It’s time for informed, intelligent targeted merchandizing.

Merchandising is a well-established, even fundamental aspect of retail marketing. It comprises the many activities surrounding the efforts to accelerate a potential buyer through the purchase funnel to the point where money is exchanged. In a recent white paper written by Sue Aldrich of the Patricia Seybold Group entitled “Success with Best Practices for Targeted Merchandising”, Sue sums it up by saying, “Merchandising is the practice of maximizing sales by leveraging product design, packaging, pricing, display, and most importantly, selection.” Corporations spend tremendous amounts of money and time working to put the right products, information or incentives in the right place at the right time to inspire a purchase – whether it be a large-ticket item or a spontaneous addition to a buyer’s shopping cart.

Although a fair amount of science has emerged from the collective experience of merchandisers, in the offline world, there is always an unavoidable element of inefficiency involved when merchandising strategies are deployed. Because few specifics are known about a customer, a merchandiser needs to cast a pretty wide net in hopes of attracting potential buyers who are prepared or interested in the products or offers presented them.

Targeted merchandising is a form of personalization – the creation of a unique sequence of relevant digital experiences, targeted to an individual or like-minded group of people to inspire them to progress towards a purchase or some similar success event. But whereas we think of personalization as being of primary benefit to the visitor or shopper, turn the tables and think of targeted merchandising as delivering personalized experiences in a way that not only satisfies customer goals, but optimizes the experience for the merchant as well.

In the digital world, the details and data available to a merchandiser open up several opportunities to remove or minimize the inefficiencies of merchandising to a largely generic audience. The data that an online retailer has access to from a digital analytics product such as Adobe SiteCatalyst or a multi-channel analytics product like Adobe Insight, can infuse online merchandising efforts with loads of intelligence regarding online customers’ and prospects’ interests and intentions.

Combining this intelligence with products like Adobe Test&Target, Adobe Recommendations, Adobe Scene7 and Adobe Search&Promote, merchandisers are now capable of delivering targeted content, messaging, cross-sells and offers to the anonymous, yet highly predictive profiles that analytics data provides. Targeted merchandising is all about leveraging these universal profiles – that signal implied and expressed interests and intentions – to present customers with timely and relevant content and offers. For example, with the latest release of Adobe Recommendations, merchandisers can arrange that a shopper who is viewing a specific brand of shoes will see targeted product recommendations for only shoes from that same brand. The product will even help you determine where on the page those recommendations perform the best.

So as shoppers start hitting your site in these crucial weeks to come, think “targeted merchandizing” and remember these three simple things:

  • Don’t assume that what works for one shopper works for all
  • Let your metrics guide the relevance (and flexibility) of your merchandising
  • And, most importantly…pay attention to shopper intent and deliver personalized digital experiences that meet your merchandising objectives.

For an excellent overview of targeted merchandizing best practices, click here to download a copy of Sue Aldrich’s paper, “Success with Best Practices for Targeted Merchandising”.

 

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

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.

 

Enhanced Productivity

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.

Streamlined Collaboration

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.

Helpful Links

Test&Target 2.7 highlights video

Omniture Technology Facebook page

Related blog post from product management

Pricing and Availability

The latest version of Test&Target is now available to all existing Test&Target customers at no additional cost.

Online Testing Catches the Wave

A short while ago, Forrester Research released its first ever Forrester Wave Report dedicated to evaluating online testing vendors. For those of us making a living developing, marketing and selling these solutions, this report is an excellent acknowledgement that more and more companies are getting serious about building better online experiences for their customers and building better results for their online businesses. The concerted focus of a major analyst firm like Forrester Research on the testing space is proof positive that a growing number of companies are looking at the space with the intent to invest.

Forrester Research confirms this and provides a reason why: “Interest in online testing is surging, and for good reason. Marketers cannot intuitively divine the wants and needs of anonymous and fickle Web site visitors. The only way to know for sure how visitors will respond to a given treatment is to run a test and track the outcome against a control.”

We couldn’t agree more. Those of us supporting Adobe Test&Target, powered by Omniture, have spent the past several years helping our customers realize the potential of an iterative, thoughtful testing plan. It’s tremendously gratifying to hear a customer’s language shift from “we think this should work”, or, “this is what we did last year”, even, “I don’t know why we’re running this content”, to “Let’s test it”. Our most recent poll shows that the content with up to 70% of online marketing is still being dictated by a single person’s best guess or opinion as to what will perform best.adobe-suite-test-target

Testing your content and offers allows you to tap into the most meaningful source for what will work and what won’t – your customers. Utilizing proven testing technology and sound strategies to let your visitors “vote with their clicks” on what is relevant and compelling can up-level the effectiveness of your online marketing like little else can.

In Forrester’s report, Adobe Test&Target was recognized as a leader amongst vendors providing testing applications and services. Forrester evaluated vendors against 82 criteria grouped into three buckets: current offering, strategy and market presence.  Adobe was called out specifically as excelling in the overall usability of Test&Target and content support as well customer satisfaction. In fact, Adobe received a perfect 5-out-of-5 score in the service and support and customer satisfaction categories – highlighting our dedication to providing a satisfactory and rewarding experience to our customers.

Although we are thrilled that Test&Target was commended for “exhibit(ing) strength in almost every dimension evaluated” we continue to assert that the true value of any testing program lies in its ability to further an overall optimization and content personalization effort. Testing can reveal how various segments of your online audience respond to different experiences. Why stop there? Once testing results are known, target the winning experiences to the audiences that find them most compelling and watch your conversion rates and engagement start to climb.

We commend Forrester Research for conducting such a thorough review. It’s heartening to have our “marketer-controlled” approach to testing technology and services be recognized as a leader in the marketplace and to have testing in general recognized as gaining further acceptance in the online marketing landscape.

To download The Forrester Wave: Online Testing, Q3 2010 click here: http://www.omniture.com/offer/935 .

Happy testing.

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Adobe

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