For the last three months I’ve been tout­ing the release of Adobe Tar­get Pre­mium, the ulti­mate per­son­al­iza­tion solution—and now it’s here. Today, Adobe Tar­get Pre­mium goes into gen­eral avail­abil­ity to mar­keters around the globe. Designed to deliver the kind of auto­mated deci­sion­ing that dri­ves mean­ing­ful, results-driven per­son­al­iza­tion, Adobe Tar­get Pre­mium will no doubt change the land­scape of tar­get­ing and per­son­al­iza­tion, con­nect­ing relevance-craving con­sumers with a smart, sophis­ti­cated, simple-to-implement opti­miza­tion sys­tem that sat­is­fies every­one: Users get the per­son­al­ized expe­ri­ence they demand, while orga­ni­za­tions can serve up these robust expe­ri­ences with­out the added headache and work­load. It’s a win-win.

So what’s Adobe Tar­get Pre­mium all about and what can busi­nesses expect when they inte­grate this pow­er­house solu­tion? This one checks all the boxes, from sim­pli­fy­ing the test­ing process to vis­i­tor seg­men­ta­tion, rules cre­ation, cross-sell rec­om­men­da­tions, and more, all in a holis­tic solu­tion that vir­tu­ally any busi­ness can read­ily inte­grate. And the need has never been more unequiv­o­cal. Adobe’s 2014 Dig­i­tal Mar­ket­ing Opti­miza­tion Sur­vey brought to light that the top 20 per­cent of respon­dents—the most suc­cess­ful in the per­son­al­iza­tion game—are see­ing con­ver­sion rates of 4.5 per­cent or more, com­pared to 2.6 per­cent across the entire field. They’re also invest­ing 5 per­cent of their bud­gets in test­ing and opti­miza­tion, and 70 per­cent are using mul­ti­ple meth­ods and capa­bil­i­ties. Now is the time to look to new solu­tions to aug­ment, enhance, or replace your exist­ing per­son­al­iza­tion platform—and today is, quite lit­er­ally, the day.

So what are the big dif­fer­ences in this release? Plenty.

Enhanced Auto­mated Decisions


Deliv­er­ing rel­e­vance at scale has always been a chal­lenge, no mat­ter the organization’s opti­miza­tion matu­rity, sophis­ti­ca­tion, and exist­ing capa­bil­i­ties. Adobe Tar­get Pre­mium enables com­pa­nies to meet these demands and con­tinue to build scale with­out over­tax­ing mar­keters, resources, and gen­eral band­width. By inte­grat­ing sophis­ti­cated, self-learning algo­rithms that get “smarter” with every pass­ing expe­ri­ence, Adobe Tar­get Pre­mium auto­mat­i­cally deter­mines and dynam­i­cally deliv­ers rel­e­vant con­tent to con­sumers, from known loy­al­ists to anony­mous new­com­ers. Bring on the masses!

Deeper Audi­ence Targeting


By inte­grat­ing Adobe Ana­lyt­ics, Tar­get Pre­mium can tap into behav­ioral data to flesh out mas­ter mar­ket­ing pro­files, which bring all third-party and Adobe data together for a truly 360-degree view of cus­tomers. By inte­grat­ing with Adobe Audi­ence Man­ager you can take these pro­files even fur­ther, align­ing anony­mous data to paint the ulti­mate pic­ture of Web and mobile users.

Increased Mobile Capabilities

Target_Workflow_mobile services

Tak­ing test­ing and opti­miza­tion a step fur­ther, Tar­get Pre­mium offers enhanced mobile tar­get­ing capa­bil­i­ties, enabling orga­ni­za­tions to make action­able data-driven deci­sions in real-time, per­son­al­iz­ing across mobile sites, apps, and a vari­ety of cam­paigns. This pow­er­ful solu­tion will enable rules-based and auto­mated behav­ioral tar­get­ing to max­i­mize rel­e­vance and con­ver­sion, per­son­al­ized rec­om­men­da­tions, and tar­geted dis­cov­ery with site search and nav­i­ga­tion inte­gra­tion. The ben­e­fits? First and fore­most, even more rel­e­vant, per­son­al­ized expe­ri­ences for con­sumers across your brand’s mobile plat­forms. Best offers can be iden­ti­fied, rel­e­vant audi­ences can be tar­geted, and con­ver­sions, nat­u­rally, go way up. The over­all expe­ri­ence is wholly geared toward mobile, con­nect­ing this unique and ever-growing con­sumer bucket with right time, right place con­tent time after time.

More Pow­er­ful Reporting

Analytics enhanced reporting for Target

Tak­ing the audi­ence tar­get­ing a step fur­ther, Tar­get Premium’s inte­gra­tion with Adobe Ana­lyt­ics means more pow­er­ful report­ing plus an auto­matic sync-up between opti­miza­tion activ­i­ties and mar­ket­ing ana­lyt­ics. You’ll now be able to pull results based on any seg­ment you’ve got, align­ing suc­cess met­rics with those spe­cific audi­ences dur­ing the cam­paign and even after it’s ended.

More Intu­itive Workflows

It’s all about sim­pli­fy­ing the process with Tar­get Pre­mium, so it’s likely no sur­prise that the foun­da­tion of this best-class solu­tion is a step-by-step frame­work that brings sev­eral activ­i­ties (think experience-level test­ing, auto­mated per­son­al­iza­tion, offer opti­miza­tion, and cross-selling) onto one line of code for imple­men­ta­tion. A lit­tle light on tech­ni­cal skills—or even more begin­ner than that? With Tar­get Pre­mium, mar­keters can tap into a visual expe­ri­ence com­poster to cre­ate and tar­get expe­ri­ences to unique audi­ences or opti­mize against exist­ing metrics—no cod­ing required.

Hear more about Adobe Tar­get Pre­mium via this webi­nar I led last week with my col­league, con­tent and con­ver­sion evan­ge­list Gina Casagrande. This pow­er­ful solu­tion will no doubt change the face of per­son­al­iza­tion and opti­miza­tion, and I can’t wait to see what the play­ing field looks like in a year from now. By sim­pli­fy­ing imple­men­ta­tion, improv­ing usabil­ity, automat­ing opti­miza­tion and expe­ri­ence deliv­ery, and seam­lessly inte­grat­ing with other Adobe solu­tions, Adobe Tar­get Pre­mium will no doubt enhance any organization’s per­son­al­iza­tion ini­tia­tives and deliver greater rel­e­vance, engage­ment, and, ulti­mately, help com­pa­nies expe­ri­ence the great­est per­son­al­iza­tion pay­offs yet.