In part one of this blog, we discussed the requirements for successfully matching the right content to the right user at the right time: Lots of data, robust behavioral targeting tools, and an underlying search engine. Today we’ll look at a unique technology in Adobe Target called “profile scripts” that can be used to easily “tag” visitors with certain attributes for targeting and segmentation.

Profile scripts are small snippets of code written directly within Adobe Target that allow marketers to augment their knowledge about website visitors: Has the visitor purchased before? How many times have they been to the site? What categories have they visited the most? Have they abandoned their cart before? Answering questions such as these in real time is critical to delivering the most relevant, targeted content. Writing code on the site to send the right information to a testing system can be time- and cost-prohibitive. Building this capability server-side into Adobe Target opens up many options for advanced targeting. These scripts are executed on Target’s servers before content is returned to the page. That means that information learned about the visitor can be used in the same impression to deliver relevant content.

By identifying with certain behaviors in the targeting system interface itself, there’s no need to integrate with other systems or change the code on your webpages to pass new data attributes into the targeting system. Using profile scripts gives marketers the freedom to quickly change and refine their targeting and segmentation efforts without waiting for IT to make code changes. Marketers can learn more about their site visitors to capitalize on trends faster, experiment more, and ultimately increase revenue.

Whether you’re basing your predictive decisions on profile scripts, data feeds from other enterprise systems, data from third-party analytics solutions, or all of the above, it’s important to choose a testing and targeting solution that makes it easy to get data into the system. Because the richer and more interesting data you have to work with, the more value you’ll get from your targeting efforts.