A recent blog by my col­league Drew Burns talked about the value of eas­ily set­ting up an effec­tive test while cau­tion­ing against the risks of using an over­sim­pli­fied opti­miza­tion tool. While this may seem like a con­tra­dic­tion at first, it’s sage advice—and we’re com­mit­ted to giv­ing cus­tomers ease of use while retain­ing the power and flex­i­bil­ity that is the trade­mark of Adobe Target.

Tra­di­tion­ally, dig­i­tal mar­keters have had to choose between an over­sim­pli­fied inter­face that’s easy for non-technical users and a more robust solu­tion that requires more of a learn­ing curve. Some com­pa­nies even use two opti­miza­tion tools—one for straight­for­ward A/B test­ing and image swaps, and another in cases where heav­ier lift­ing is required. This is obvi­ously not a good way to build an effi­cient opti­miza­tion pro­gram; also, lack of inte­gra­tion makes it dif­fi­cult to “con­nect the dots” between what essen­tially becomes two dig­i­tal mar­ket­ing silos with data sets that don’t line up.

But what if you could get the best of both worlds—the abil­ity to com­pose an expe­ri­ence with just a point and a click, as well as deep tar­get­ing func­tion­al­ity with the abil­ity to lever­age more data and insights—in a sin­gle opti­miza­tion solu­tion? If you’ve been using a sim­pli­fied inter­face but wish it could go deeper, or if your opti­miza­tion tool has the func­tion­al­ity you need but you’re at the mercy of IT devel­op­ment cycles to make changes to your code, your needs may soon be addressed.

Fig­ur­ing out the right approaches to tar­get­ing takes time, mul­ti­ple tests and the free­dom to use what­ever data sources will be most valu­able. If your opti­miza­tion efforts are being ham­pered by com­plex code imple­men­ta­tions, lim­ited func­tion­al­ity or insuf­fi­cient data, it’s time for a change. And, as always, we’re work­ing hard to deliver it.