One week ago today, we announced the new Adobe Tar­get! And we unveiled this new way for mar­keters to opti­mize dig­i­tal expe­ri­ences at Adobe’s Dig­i­tal Mar­ket­ing Sym­po­sium at Metreon City View in San Fran­cisco the same day. Now, the wait­ing is almost over: at the end of this month, mar­keters will have the oppor­tu­nity to expe­ri­ence a new way of using the industry’s lead­ing opti­miza­tion solution.

In terms of Sym­po­sium, what a great event! We were joined by Jor­dan John­son from South­west Air­lines, who impressed a packed the­ater of mar­keters as they munched away on Red Vines, and wished they could be just like Jor­dan! Okay that might be an exaggeration—but almost every­one was either furi­ously tak­ing notes or snap­ping pic­tures of Jordan’s slide with their smart­phones. Why? In addi­tion to being Adobe’s Mar­keter of the Month, Jor­dan (and South­west) just gets it. In a rel­a­tively short time, he’s grown an amaz­ing opti­miza­tion pro­gram. From A/B test­ing to “total tar­get­ing”, includ­ing tar­geted email mar­ket­ing and dynamic ad tar­get­ing, Jor­dan repeat­edly demon­strates wins. My take­away from Jor­dan: “If you’re not tar­get­ing, you’re not (really) test­ing”. This hap­pens to be the Adobe Tar­get team’s mantra, too, and one we hear from our most suc­cess­ful customers.

Speak­ing of Adobe Tar­get, as we approach the final stretch before we hit gen­eral avail­abil­ity with our new test­ing & tar­get­ing inter­face, I want to acknowl­edge the enthu­si­as­tic par­tic­i­pa­tion and input from all our beta testers around the globe. You’ve helped us refine the prod­uct and pro­vided great sug­ges­tions. We’re super-excited to be in the final stages as we head toward the release and we couldn’t have done it with­out you! We’ve had some great ini­tial feed­back from cus­tomers and ana­lysts. In par­tic­u­lar, every­one really likes our new guided work­flowvisual expe­ri­ence com­poser (my per­sonal favorite) and Adobe Mar­ket­ing Cloud inte­gra­tion—this last one is going to make it really easy to col­lab­o­rate and share your wins in your vir­tual tro­phy case.

  • Here’s what Bran­don Camp of Ances​try​.com men­tioned in our announce­ment about the new release: “Adobe Tar­get has always been great at enabling us to exe­cute com­plex tests. The new ver­sion expands on that strength, but also allows us to roll­out high-volume tests with lit­tle over­head. Now, we can knock out quick wins with­out sac­ri­fic­ing the big tests that change the way we do business.”
  • Upon see­ing the new Adobe Tar­get inter­face, Patri­cia Sey­bold Group’s Sue Aldrich posted that, “Adobe has made great strides with Tar­get in this release” and is remov­ing “sub­stan­tial bar­ri­ers to your con­tin­u­ous improve­ment efforts”.

I look for­ward to shar­ing cus­tomer suc­cesses as we roll out the new Adobe Tar­get, and to intro­duc­ing new inno­va­tions over the com­ing months! Stay in touch.