The For­rester Wave Report for Online Test­ing is one of the major eval­u­a­tions of the test­ing and opti­miza­tion space every other year, and it is an excel­lent plat­form for show­cas­ing the lat­est in approach, strat­egy and tech­nol­ogy in the area of dig­i­tal con­tent and expe­ri­ence test­ing.  The Wave Report is a rare occur­rence where online test­ing prod­ucts in the mar­ket are eval­u­ated by the experts in the indus­try at For­rester on 53 lev­els of cri­te­ria.  It’s a rig­or­ous eval­u­a­tion process, includ­ing writ­ten responses, prod­uct demon­stra­tions, exec­u­tive pre­sen­ta­tions and cus­tomer interviews.

It’s an honor to be named a leader again in the lat­est Wave report, espe­cially to be called out for top scores in a/b test­ing, cam­paign man­age­ment, report­ing and analy­sis, inte­gra­tion, ser­vice and sup­port, and cor­po­rate strat­egy.

Receiv­ing the high­est over­all rat­ing in the “Cur­rent Offer­ing” cat­e­gory is a val­i­da­tion of the aggres­sive strides in devel­op­ment we’ve made since the last Wave Report in 2010, includ­ing even more cus­tomiz­able out-of-the-box tools, report­ing enhance­ments, and work­flow and orga­ni­za­tional fea­tures for greater effi­ciency, insight and team col­lab­o­ra­tion within the tool.  It is pleas­ing to see that the sophis­ti­ca­tion in our tests and results, the depth of seg­men­ta­tion and report­ing, the flex­i­bil­ity of imple­men­ta­tion and cus­tomiza­tion, the ease of use & native inte­gra­tions, and the indus­try lead­ing ser­vices and sup­port (includ­ing best prac­tices across ver­ti­cals) are still highly val­ued by the ana­lyst community.

I per­son­ally love that the report was released at the begin­ning of 2013, because it’s a won­der­ful way to kick off, and fuel the momen­tum for, what will be a ground-breaking year for Adobe Test&Target and the Adobe Tar­get solu­tion.  We’re includ­ing some major enhance­ments that will cre­ate even more effi­cien­cies for non-technical mar­keters into the imple­men­ta­tion, cre­ative and deploy­ment of the test set-up process, as well as improved syn­chronic­ity and inte­gra­tions with all data and con­tent sources acces­si­ble across the Adobe Mar­ket­ing Cloud.  Largely siloed dig­i­tal mar­ket­ing activ­i­ties in the past, includ­ing ana­lyt­ics, opti­miza­tion and per­son­al­iza­tion, social, ad mon­e­ti­za­tion, and expe­ri­ence man­age­ment will now have inte­grated work­flows and greater com­mu­ni­ca­tion and col­lab­o­ra­tive capa­bil­i­ties.  And, again per­son­ally, it’s excit­ing for me as a mar­keter to be talk­ing about enhance­ments that are rolling out this year that will cap­ture many of the trends out­lined within the Wave Report.

Beyond the Wave prod­uct rat­ings, the Wave report is also a very valu­able resource for the grow­ing trends in the opti­miza­tion space.  Trends such as mul­ti­chan­nel test­ing, advanced test­ing sce­nar­ios (multi-page, cross-domain test­ing), and vis­i­tor pro­fil­ing are all areas that our adap­tive deploy­ment and open soft­ware can cap­i­tal­ize on, and areas in which we’ll con­tinue to inno­vate in this year.  Two major areas of focus for us in 2013 are the 2 addi­tional trend­ing areas dis­cussed, specif­i­cally” Dis­trib­uted Access” (mak­ing the tools eas­ier to use for non-technical mar­keters) and “Smarter Opti­miza­tion” (larger breadth and cus­tomiza­tion in automa­tion and mod­el­ing sys­tem opti­miza­tion.)  Test&Target, the foun­da­tion of our Tar­get Solu­tion, will not only get a makeover this year, deliv­er­ing an even more acces­si­ble and lin­ear work­flow for all opti­miza­tion team mem­bers, but will also be loaded with a plethora of new out-of-the-box good­ies in terms of ease of sophis­ti­cated tar­get­ing and cus­tomiz­ing auto­mated processes in more areas than ever before.

This is an addi­tional area that is so excit­ing about the recent release of the For­rester Wave Report for Online Test­ing Q1 2013.  This time the ana­lysts have included more cri­te­ria and eval­u­a­tion around seg­men­ta­tion, tar­get­ing and per­son­al­iza­tion, ele­vat­ing the con­ver­sa­tion beyond just test­ing.  This is a prime area of focus for us at Adobe, and one of the main moti­va­tions for nam­ing our solu­tion “Adobe Tar­get”.  While test­ing dif­fer­ent ver­sion of your con­tent and dig­i­tal expe­ri­ences is fun­da­men­tal, a nec­es­sary next step is fil­ter­ing your results by cus­tomer seg­ments, iden­ti­fy­ing the dis­tinct pref­er­ences of key gran­u­lar groups within your vis­i­tor pop­u­la­tion, and tar­get­ing these expe­ri­ences at that level in order to fine-tune your opti­miza­tion and per­son­al­iza­tion strate­gies, while also max­i­miz­ing your con­ver­sion and rev­enue goals.  Let no vis­i­tor be over­looked!  And we’re so pleased that For­rester has broad­ened the scope of the Online Test­ing report to touch on this essen­tial next step in the cus­tomer engage­ment process, which is deliv­er­ing the right con­tent to the right per­son at the right time, once these expe­ri­ences have been effi­ciently deter­mined by your iter­a­tive test­ing process in real-time.

Look­ing for­ward to an excit­ing and momen­tous year, with new inno­va­tions and enhance­ments around every turn!

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