Over the past year, I’ve been pleased to see that our cus­tomers are becom­ing increas­ingly more sophis­ti­cated with their online per­son­al­iza­tion strate­gies. When­ever I meet with lead­ing retail­ers, banks and media com­pa­nies, I am blown away by how they are lever­ag­ing their ana­lyt­ics data to seg­ment their vis­i­tors in order to deliver the most rel­e­vant and tar­geted expe­ri­ence pos­si­ble. How­ever, with this increas­ing sophis­ti­ca­tion come increas­ing require­ments. Mar­keters are find­ing more oppor­tu­ni­ties to deliver dynamic con­tent to vis­i­tors, but don’t want it to come at the expense of per­for­mance. With a deeper under­stand­ing of their audi­ences and the desire to deliver more tar­geted expe­ri­ences, mar­keters are requir­ing more con­trol and cus­tomiza­tion over their per­son­al­iza­tion strate­gies. They are also demand­ing more insight into how these per­son­al­iza­tion cam­paigns are performing.

That’s why we con­tinue to be extremely invested in help­ing our cus­tomers fur­ther their tar­get­ing strate­gies. We’re inno­vat­ing our tech­nol­ogy to help them achieve more finely-tuned and data-driven per­son­al­iza­tion cam­paigns. We’ve made sev­eral enhance­ments to Adobe Tar­get, a solu­tion within Adobe Mar­ket­ing Cloud, which com­bines test­ing and tar­get­ing func­tion­al­ity, con­tent pro­mo­tion and prod­uct mer­chan­dis­ing and onsite rec­om­men­da­tions all into one. Adobe Tar­get offers mar­keters more con­trol and flex­i­bil­ity when opti­miz­ing every vis­i­tor inter­ac­tion to engage and con­vert vis­i­tors and build long-term loy­alty. And, we’ve made it eas­ier for our cus­tomers to take advan­tage of the capa­bil­i­ties of the solu­tion with a sin­gle blended server call rate in order to stream­line pricing.

Adobe Target blog image

Some of the most recent enhance­ments to Adobe Tar­get designed to help our cus­tomers bet­ter tai­lor their online per­son­al­iza­tion efforts include:

  • In a few months, mar­keters will be able to share the same vis­i­tor seg­ments between our Adobe Ana­lyt­ics solu­tion and Adobe Tar­get for the first time, enabling them to lever­age the rich audi­ence ana­lyt­ics data they have built up for increased accu­racy and rel­e­vance when tar­get­ing and per­son­al­iz­ing content
  • Adobe Tar­get now inte­grates with Adobe Expe­ri­ence Man­ager, allow­ing mar­keters and con­tent man­agers to work together more seam­lessly to deliver tar­geted con­tent cam­paigns dur­ing the web­site devel­op­ment process
  • Rolling out over the next few months, we will be mak­ing it pos­si­ble to extend the vis­i­tor profile/cookie from 14 days to as much as 90 days – this enables mar­keters across all ver­ti­cals to make per­son­al­iza­tion more cus­tomiz­able based on their busi­ness needs
shared segments

Shared seg­ments between Adobe Ana­lyt­ics and Adobe Target

Mar­keters are deliv­er­ing per­son­al­ized web­site expe­ri­ences filled with more dynamic and rich con­tent than ever before, which can increase the demands placed on web servers and con­tent deliv­ery infra­struc­ture. As a result, we’re con­tin­u­ing to improve on our already industry-leading page response times to ensure that mar­keters can deliver this highly per­son­al­ized and dynamic con­tent to vis­i­tors on-demand with­out sac­ri­fic­ing web­site per­for­mance. To do this, we’ve enabled:

  • The abil­ity to inte­grate third-party data sets in bulk into Adobe Tar­get. These updates now bypass indi­vid­ual server calls, mak­ing it eas­ier to bring more dis­parate data sources into a mar­ket­ing cam­paign mix all at once to deliver more tar­geted experiences

We also see that mar­keters are demand­ing more automa­tion and the abil­ity to fine-tune their seg­men­ta­tion and tar­get­ing efforts. To that end, we’re offer­ing more advanced behav­ioral tar­get­ing automa­tion with more flex­i­ble algo­rithms to help mar­keters expo­nen­tially increase their tar­get­ing efforts. Specifically:

  • Adobe Tar­get uti­lizes advanced math­e­mat­i­cal mod­el­ing tech­niques to auto­mat­i­cally deter­mine the best con­tent and prod­uct rec­om­men­da­tions to serve to each vis­i­tor. There are dozens of dif­fer­ent algo­rithms mar­keters can use that deter­mine how con­tent is tar­geted. Later this month we’re intro­duc­ing new visu­al­iza­tion capa­bil­i­ties for auto­mated behav­ioral tar­get­ing algo­rithms that show mar­keters how well these are per­form­ing across dif­fer­ent areas of their web­sites. This helps them to under­stand which ones are work­ing best for their cus­tomers in dif­fer­ent situations.
  • The Adobe Tar­get engi­neer­ing team has teamed up with the Imag­i­na­tion Lab in the Adobe Research group. Together we are invent­ing and imple­ment­ing new meth­ods to under­stand users and opti­mize their expe­ri­ences.  We’re actively test­ing and opti­miz­ing new auto­mated behav­ioral tar­get­ing algo­rithms within Adobe Tar­get to solve for dif­fer­ent tar­get­ing chal­lenges based on indus­try or busi­ness needs. For exam­ple, we’re test­ing the effec­tive­ness of tar­get­ing vis­i­tors based on their entire behav­ioral pro­file or life­time value, vs. just cur­rent, in-session behavior.

By recently dou­bling our ded­i­cated engi­neer­ing staff, the Adobe Tar­get team is intensely focused on con­tin­u­ing to evolve Adobe Tar­get over the next few months. We are re-engineering Adobe Tar­get from the ground up to cre­ate a brand new per­son­al­iza­tion and opti­miza­tion prod­uct that is extremely intu­itive and easy to use, visu­ally func­tional, takes users through a proac­tive opti­miza­tion flow and is expressly designed to drive higher busi­ness results. With a strong focus on behav­ioral tar­get­ing algo­rithm and mar­keter work­flow enhance­ments, our goal is to pro­vide mar­keters with a real-time deci­sion engine for tar­geted campaigns.

Adobe Target blog image 2

We’ll share some sneak peaks of the com­pletely redesigned Adobe Tar­get in action at the Adobe Sum­mit next week and we hope you can join us. While there, make sure to check out the many ses­sions in our Tar­get­ing and Opti­miza­tion track designed to help our cus­tomers gain that com­pet­i­tive edge.

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