Results tagged “personalization”

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.

The New Social Enterprise

Capture.PN14GAt the recent Enterprise 2.0 conference, the key topics ranged from developing open and collaborative cultures, to integrating social business software that brings together brand monitoring and customer engagement tools via the Social Web. While there is still room for discussion over which Web 2.0 solutions are best, by now it is fairly obvious that we are at a tipping point in the design of the New Social Enterprise. The challenges are twofold: first, many of these applications are developed in a way that forces enterprises to modify core business processes, which is a non-starter for most companies, particularly in a tough economic environment. Second, most of these solutions are not designed at the start to embrace multi-channel interactions like social media, site-specific CRM systems, or community based forums. As a result, many enterprises are grudgingly being pulled into endorsing partial solutions to social software collaboration spawned independently by departments seeking to close the gap between their customer and their sliver of overall enterprise/customer relationship. If this problem doesn’t get addressed quickly, many of these early efforts will fail, and IT departments may force enterprises to retrench. How is the Social Web transforming the way most large enterprises do business? The transformation of enterprises via the Social Web will take place on two fronts, new technologies and new user behavior trends. On the tech side, Web 2.0 technologies including social computing, enterprise mobility and personalization will change the systems that employees and their customers rely upon for effective communication and collaboration. We can expect personalization to get even more sophisticated going forward, with enterprises more routinely using context-aware computing to better target and optimize content around user behavior. Enterprise organizations will gain more customer insights from technologies that gather data from a multitude of customer touch points, resulting in more personalized service for consumers. On the user behavior side, we are starting to see a rise in expectations for a better customer experience that is simple, clean, and fast. The highly visual social platforms have set the standard for interactions with enterprise, and have changed user expectations across the board. Consumers now presume they can reach customer service or critical support functions 24/7 across multiple touch points and through different devices. Customer care agents should have instant access to their profile data, buying history, and preferences and be prepared to make customized recommendations just for them. How should enterprise begin to address integration of the Social Web?

    • Start with a customer-centric strategy that embraces new interaction patterns but doesn’t sabotage core systems of record. The Web has empowered consumers to do more for themselves across all channels of communication, but particularly through online mobile interactions. Enterprise should build on this trend by leveraging technology to smooth out processes that involve “on-ramping” or interacting with customers through mobile platforms. New self-service or “assisted service” platforms can be deployed that solve industry problems like effectively enrolling new customers, or creating more personal and effective interactions with customers who experience service issues. Holiday Inn, for example, has announced plans to test smartphones as hotel room keys in order to bypass the waiting at the front desk, similar to what several airlines have experimented with for boarding passes. Simplifying the hotel room-key hand-off moment was a major goal of the enterprise, as this is one of the most important determinants of a positive customer experience for guests. This plan makes sense on many levels, and it leverages existing devices (smartphones) to create a better customer experience without changing any of the core enterprise processes (reservation systems, security systems, etc.) that are necessary to run a hotel smoothly.

 

    • Embrace the Web as the hub of all customer interaction and be prepared to respond to interaction that happens across any channel. The Web will continue to grow as the central point of communication between the enterprise and its customers. This provides an opportunity to gain a new kind of customer insight by capturing brand sentiment in real time. A recent article in the Wall Street Journal discussed a situation where a guest at the Orlando World Marriott posted a negative tweet about his hotel room. The front desk immediately sent a note of apology and upgraded the guest to a pool-view room. There are 65 million tweets per day and 20% of them are brand related. By listening to customers across the entire Web, enterprise can react quickly, and forge stronger relationship with customers.

 

  • Plan for personalization. To truly create a one to one relationship with customers, enterprise must leverage the Social Web to learn more about them. This enables better service levels and more efficient handling of customer needs. A good example of this strategy can be found in the Starbucks announcement that they will offer free Wi-Fi starting in July with the primary goal of offering customers a better experience, while all the while learning more about what they do when they are immersed in the Starbuck’s experience. The Starbuck’s Digital Network is a proprietary “launching point” featuring local content and providing access to pay sites like the Wall Street Journal. So why is Starbucks’ going to all this trouble? Schultz stated that he wants to create new sources of content that you can only get at Starbucks, personalized for the Starbuck’s customer. This is true, but there is more to it than that. This is a smart customer retention strategy with personalization at its core. As Forbes CMO Network pointed out, the plan could open new gateways for Starbucks to collect insight about its customers which can be used to enable custom offers. This personalization not only creates new revenue opportunities, but can be a valuable customer benefit that increases long-term brand loyalty to Starbucks.

So what does Social really mean for enterprise? The Social Web is like a tsunami that will wash over the enterprise industry and change all of the legacy norms. Companies can use this inflection point in the marketplace to design experiences that reinforce a connected customer culture made up of consistent and valuable interactions at existing and new points of the customer experience. By focusing on the business value of the Social Web, we have an opportunity to close the loop between enterprise and customers, and to move the industry forward by truly improving the customer experience and driving real ROI for large enterprises through the Social Web.

SteveMadden.com Demonstrates Its Digital Marketing Street Smarts

As a trendsetting footwear site, SteveMadden.com is the place to turn when it comes to outfitting your overworked tootsies in the latest fashions. But did you know that the retailer is also a shining example of digital marketing proficiency? Because its website serves as an important research, browsing and purchasing channel for its customers, the brand is zealously committed to providing the best online experience possible. The Omniture Online Marketing Suite is a key part of its strategy.

SteveMadden.com is leveraging the Omniture Suite in order to gain access to real-time, actionable analytics data and to define distinct visitor segments. After defining segments, it can deliver more relevant and personalized content on its website and within marketing emails. In fact, after running several different tests targeting homepage content to distinct visitor segments, the company was able to boost conversions by over 7% and revenue per visitor (RPV) by more than 8% in just three days. See the full Success Story here.

Targeting a holiday promo “countdown” message to visitors reaching the homepage from related marketing emails increased conversion and RPV.
SteveMadden screenshot for blog post.JPG

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