Results tagged “online testing”

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

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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