Results tagged “optimization”

News Rundown at Adobe Summit 2013

This week at Adobe Summit – The Digital Marketing Conference, more than 4,500 digital marketers and senior leaders representing the world’s top brands are coming together in Salt Lake City to learn the latest about marketing trends, network and share best practices with each other.

At the conference, we are making a series of news announcements to address growing industry needs that include:  1) helping marketers iterate and act more quickly to better meet consumers’ expectations; 2) staying on top of the mobile explosion and delivering better mobile experiences; 3) simplifying the complex task of delivering the right experience or content to the right person at the right time.

Keynote presenters this year include Adobe CEO Shantanu Narayen and SVP and GM of Adobe’s Digital Marketing Business, Brad Rencher, along with record-setting stratospheric daredevil Felix Baumgartner; Adam Bain, president of global revenue at Twitter; and Sal Kahn, founder of Khan Academy.

You can watch the keynote live today, Wednesday, March 6 from 9am-11am MST.

Our news today highlights major new Adobe Marketing Cloud capabilities, including:

New Touch Interface and Mobile Marketing Capabilities 

Adobe today unveiled an innovative new UI for Adobe® Marketing Cloud that surfaces data and insights to marketers and business leaders so they can easily gauge the impact of their marketing dollars.  Through this visually rich, touch based interface, Adobe Marketing Cloud, which marketers use to understand how campaigns are performing, now links with Adobe Creative Cloud™, which agency creatives use to build and deliver those campaigns.  In addition, every solution within Adobe Marketing Cloud has been upgraded with new mobile marketing capabilities, including new mobile capabilities for analytics, advertising, social app development, targeting content on smartphones and tablets, and mobile content management and delivery.

Adobe Social Goes Mobile 

Adobe today upgraded Adobe Social®, part of Adobe Marketing Cloud, with a completely redesigned user interface focused on interpreting and presenting social data in a more digestible format that helps social marketers prove business results.  Adobe also debuted Adobe Social for mobile phones and tablets.  Social marketers now have a marketing tool that’s as mobile as they are.

Delivering Personalized Experiences across Mobile and Social 

The static website is long gone.  Personalizing and optimizing your customer’s experience is essential.  Adobe today announced a major update to Adobe Experience Manager, part of Adobe Marketing Cloud, which introduces new responsive design, social communities and video capabilities that deliver a fully personalized experience to customers. In addition, Adobe today introduced a new Digital Asset Management offering within Adobe Experience Manager.  Adobe has re-imagined digital asset management with both marketers and creatives in mind, giving organizations unprecedented capabilities to deliver consistent, high-quality experiences anywhere.

New Digital Advertising Solution for Media Agencies and Marketers 

Adobe today unveiled a standard version of Adobe Media Optimizer, part of Adobe Marketing Cloud. Media Optimizer is Adobe’s digital advertising platform for campaigns across search, display and social media. The new edition, Media Optimizer Standard, delivers a rules-based bidding solution that improves the performance of search engine marketing campaigns through seamless integration with Adobe Analytics. Media Optimizer Standard is designed for media buying agencies, search engine marketing (SEM) agencies and direct advertisers seeking more control and transparency over their campaigns at an economical price point.

Taken together, these groundbreaking new solutions and capabilities are all designed to help our customers deliver the right online experience to the right person . They also offer the best way to tie social media activities to business results. And finally, they enable customers to achieve the greatest return on investment from online advertising.

Adobe Announces Updates to its AdLens Advertising Platform

Are you a digital marketer looking to get the biggest bang for your ad dollars and deliver campaign ROI? Well, this news is for you! Today, Adobe announced significant updates to Adobe AdLens (formerly known as Efficient Frontier), its cloud-based, fully integrated platform to manage and optimize search, display and social advertising as a unified campaign.

AdLens now offers seamless data integration with Adobe SiteCatalyst, delivering powerful ad optimization and forecasting for simple deployment to customers. Adobe is also expanding its display ad targeting and optimization capabilities through integration with its other cloud-based, digital marketing technologies. AdLens now includes Adobe AudienceManager as its central data management platform, as well as Adobe Dynamic Ad Targeting for specified audience segmentation to ensure ad campaigns reach the right people.

Additionally, building on its current Facebook Ads API integration with AdLens, Adobe, which has been designated a Strategic Preferred Marketing Developer (PMD), now has official access to the Facebook Exchange, which allows marketers to buy ads on Facebook via real-time bidding.

Check out the official news release and blog post from Adobe’s Bill Mungovan for more details on the latest AdLens features and how it benefits marketers.

 

Adobe Test&Target – Making Optimization Easier

Adobe Test&Target, powered by Omniture has from its inception been focused on delivering intuitive software built with the marketer in mind as the primary user. For years, that focus has been enabling marketers to improve the relevance of their online marketing for their end consumers, resulting in better conversion rates and increased engagement. With each release, the Test&Target development team maintains that focus by delivering a richer feature set and is continually seeking ways to make the product more capable and even easier to use.

As the product marketing manager for Test&Target, I’ve found that, as intuitive and helpful as the product may be, oftentimes our customers’ biggest challenge isn’t becoming familiar with the software and using it effectively, rather, it is often something that has nothing to do with the software itself, but everything to do with a company’s ability to rally as an organization around an optimization effort.

This month, we released version 2.7 of Test&Target. This release is almost entirely focused on making it as easy as possible for Adobe customers to create an internal community of marketers that are excited about and committed to ongoing testing and personalization of content and campaigns. Specifically, the solution has enhanced the ability of product users to: share key metrics and successes across their organization, to solicit and capture feedback from key stakeholders, and to collaboratively produce ideas that fuel their optimization programs.

Most organizations have too few internal champions committed to testing and personalization. Often times, organizations kick-off personalization programs with enthusiasm, but fail to maintain the momentum necessary to run a successful ongoing program. In many instances online personalization is a shared responsibility and accountability for results is not clearly defined.

John Lovett, senior partner at Web Analytics Demystified, recently stated, “Today’s cross-functional organizations are challenged with regularly communicating and collaborating about their testing and personalization programs. Tools that facilitate productivity and collaboration will resolve many internal challenges by helping marketers run more efficient optimization programs, create an exchange of ideas, and keep all stakeholders updated and involved.”

We couldn’t agree more and recognize that it isn’t necessarily easy to build a culture committed to ongoing testing and personalization of content and campaigns. Results show that organizations that build such a culture enjoy a competitive edge in their market. As we’ve observed the most effective and active Test&Target customers, they seem to share some distinct traits and habits: 1. they continually test new ideas, 2. they share key success metrics across the organization, and 3.  they are almost fanatical about generating and keeping track of ideas for future campaigns as they get and incorporate feedback from important stakeholders. We’ve updated Adobe Test&Target with features that make doing these very things much easier.

Below, I’ve attempted to highlight several of the new product updates and how each helps create a culture of testing and personalization.

Increased Campaign Performance Insight

The new Test&Target homepage, or Campaigns Launch Pad, provides a more holistic view of campaign performance. Now marketers can easily view highlighted conversion rates and lift for current tests and can document key events and conversations among the team through a News Feed. The Launch Pad also details audience behavior to identify key trends and stores interesting campaigns for future reference.

 

Enhanced Productivity

Increase organizational productivity with Ideas, a tool for individuals and teams to record and manage testing roadmaps and other improvements. This eliminates the common, inefficient practice of managing ideas and campaign communication in email or spreadsheets.

Streamlined Collaboration

The Campaign Spotlight dashboard monitors campaign progress to better understand performance against success metrics. Snapshots taken at various points during a campaign can be preserved as a record of how experiences performed or changed during its lifecycle and real-time results can be easily disseminated to key stakeholders.

This feature also helps Test&Target customers preserve a record of how experiences perform or change during the life of a campaign with Experience Snapshots, taken at various points during the campaign and can later be downloaded for use in reports or other materials.

Lastly, the Campaign Spotlight also enables and encourages product users to Record and document information about the campaign with Notes, such as statistics from a particular point in the campaign, information about the campaign’s effectiveness or ideas for how it could be improved.

We at Adobe are thrilled to have included these new features in the latest release of Test&Target and look forward to you feedback on how helpful you find them as you strive to build an optimal end-user experiences and a culture of optimization across your organization.

Helpful Links

Test&Target 2.7 highlights video

Omniture Technology Facebook page

Related blog post from product management

Pricing and Availability

The latest version of Test&Target is now available to all existing Test&Target customers at no additional cost.

Online Testing Catches the Wave

A short while ago, Forrester Research released its first ever Forrester Wave Report dedicated to evaluating online testing vendors. For those of us making a living developing, marketing and selling these solutions, this report is an excellent acknowledgement that more and more companies are getting serious about building better online experiences for their customers and building better results for their online businesses. The concerted focus of a major analyst firm like Forrester Research on the testing space is proof positive that a growing number of companies are looking at the space with the intent to invest.

Forrester Research confirms this and provides a reason why: “Interest in online testing is surging, and for good reason. Marketers cannot intuitively divine the wants and needs of anonymous and fickle Web site visitors. The only way to know for sure how visitors will respond to a given treatment is to run a test and track the outcome against a control.”

We couldn’t agree more. Those of us supporting Adobe Test&Target, powered by Omniture, have spent the past several years helping our customers realize the potential of an iterative, thoughtful testing plan. It’s tremendously gratifying to hear a customer’s language shift from “we think this should work”, or, “this is what we did last year”, even, “I don’t know why we’re running this content”, to “Let’s test it”. Our most recent poll shows that the content with up to 70% of online marketing is still being dictated by a single person’s best guess or opinion as to what will perform best.

Testing your content and offers allows you to tap into the most meaningful source for what will work and what won’t – your customers. Utilizing proven testing technology and sound strategies to let your visitors “vote with their clicks” on what is relevant and compelling can up-level the effectiveness of your online marketing like little else can.

In Forrester’s report, Adobe Test&Target was recognized as a leader amongst vendors providing testing applications and services. Forrester evaluated vendors against 82 criteria grouped into three buckets: current offering, strategy and market presence.  Adobe was called out specifically as excelling in the overall usability of Test&Target and content support as well customer satisfaction. In fact, Adobe received a perfect 5-out-of-5 score in the service and support and customer satisfaction categories – highlighting our dedication to providing a satisfactory and rewarding experience to our customers.

Although we are thrilled that Test&Target was commended for “exhibit(ing) strength in almost every dimension evaluated” we continue to assert that the true value of any testing program lies in its ability to further an overall optimization and content personalization effort. Testing can reveal how various segments of your online audience respond to different experiences. Why stop there? Once testing results are known, target the winning experiences to the audiences that find them most compelling and watch your conversion rates and engagement start to climb.

We commend Forrester Research for conducting such a thorough review. It’s heartening to have our “marketer-controlled” approach to testing technology and services be recognized as a leader in the marketplace and to have testing in general recognized as gaining further acceptance in the online marketing landscape.

To download The Forrester Wave: Online Testing, Q3 2010 click here: http://www.omniture.com/offer/935 .

Happy testing.

SteveMadden.com Demonstrates Its Digital Marketing Street Smarts

As a trendsetting footwear site, SteveMadden.com is the place to turn when it comes to outfitting your overworked tootsies in the latest fashions. But did you know that the retailer is also a shining example of digital marketing proficiency? Because its website serves as an important research, browsing and purchasing channel for its customers, the brand is zealously committed to providing the best online experience possible. The Omniture Online Marketing Suite is a key part of its strategy.

SteveMadden.com is leveraging the Omniture Suite in order to gain access to real-time, actionable analytics data and to define distinct visitor segments. After defining segments, it can deliver more relevant and personalized content on its website and within marketing emails. In fact, after running several different tests targeting homepage content to distinct visitor segments, the company was able to boost conversions by over 7% and revenue per visitor (RPV) by more than 8% in just three days. See the full Success Story here.

Targeting a holiday promo “countdown” message to visitors reaching the homepage from related marketing emails increased conversion and RPV.
SteveMadden screenshot for blog post.JPG

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