At the end of last year, I wrote a blog series on the milestones we had reached in our enhancements to the core features supporting a comprehensive optimization and personalization program within the new Adobe Target: Marketer Control & Guided Best Practices, Sophisticated Profiles & Audiences, Customer Journey Optimization, Mobile Optimization, and Automation. This gave us the chance to look at the full solution and make it easier and faster to implement and scale, with greater clarity and intelligence. It was gratifying to reach these milestones after several years of redevelopment, and to witness our clients able to democratize testing and personalization into the hands of practitioners across divisions of their organization, and expand a holistic approach to optimization and personalizing experiences across all of their digital channels for diverse audience segments. They can now more efficiently scale and expand their efforts by delivering a myriad of testing and targeting activities (A/B, MVT, targeted recommendations, machine-learning automated personalization) through a single line of code for supporting an adaptive content strategy at each customer interaction. This spans from acquisition in email, display, or social through to web or mobile site, into all types of mobile apps, and even reaching a new frontier of Internet-connected devices and screens leveraging a unified profile, such as gaming consoles, cables boxes, digital kiosks, ATMs, and the screens in cars, planes and now even home appliances.
I’m also excited to see the momentum hasn’t waned in the new year; there are so many new things we’ve released this month, and we will be releasing in the next couple of months, to “geek out” on leading up to our Adobe Summit announcements in late March.
First feature I want to call out is additional advancements we’ve made in leveraging a unified profile comprised of all available data, allowing for more granular, sophisticated audiences for evaluating test results and targeting within activities. Late last year, we strengthened the connection that Adobe Target has to our Customer Attributes feature in Adobe Marketing Cloud, which allows a non-technical marketers to easily drag-and-drop CRM and other first-party data files to be automatically parsed and appended to our unified progressive Marketing Cloud profile already collecting data in real time within Adobe Target. It’s also easy to regularly schedule imports of this updated feed. This month, we added a new feature we’ve titled “Super” audiences, which makes it simple to combine variables within a compound audience you are building within Adobe Target leveraging and/or logic. This makes it even easier to incorporate this comprehensive profile data into the audiences that matter most to you, for testing, targeting or predictive analysis and automated personalization within our machine-learning algorithms. Of course, audience segments can also be easily sourced with a click from other solutions within Adobe Marketing Cloud as well, because the unified cloud profile means that all audience segments definitions are the same and completely shareable. These features all work together to reinforce what is a fundamental area of any optimization and personalization solution which impacts its effectiveness – namely, the ease of importing the data you need regularly for accurate targeting and analysis within reporting.
The second feature I want to call out in this blog is in an area where we continue to break new ground in the optimization and personalization market – automation. In the past few years, we’ve released several machine-learning algorithms under the title of “Automated Personalization,” which allow for several powerful abilities for refining your personalization and testing strategy. First, they allow you to weigh the value of several different options you might have in a campaign, content, or design/layout quickly. Second, they evaluate all profile variables with machine-learning, self-optimizing precision, surfacing up and taking action on what is most predictive based on your conversion event. Third, they adapt over time to changing trends as they self-optimize; we have leading retailers and financial institutions which have over a hundred Automated Personalization activities running to track and take immediate action on how trends are changing based upon season, new campaigns, shifting public sentiment, and other influencers on visitor preferences.
Our new breakthrough is adding a brand new algorithm to the set that handles Lifetime Value. It judges different content, offer or design/layout choices based upon a propensity for repeat conversions, and makes its decision on automated targeting based on what will generate the most value long term. So, it’s evaluating, by looking back at predictive profile variables as well as historical conversion patterns, what is the best option to deliver to you now to compel you to return and convert again, be it a similar or complementary purchase, signup, or consumption of video or content. Think about the potential here: for retailers, we can be delivering the most effective content or offer in real time that will compel a consumer to return more frequently for purchasing a timely product, based upon a sale or a certain reminder. For Media & Publishing companies, it can be a time to see the next best clip or episode of their new favorite show, or to tune in for the regular posting of their favorite blog. For Travel & Hospitality customers, there’s the ability to promote reservations prior to travel for cross-sell/up-sell as well as promote upcoming packages relative to school vacations, holidays, etc. The list goes on and on across all verticals where visitors tend to return with relative frequency, and the algorithm is like your pocket analyst, doing a tremendous amount of predictive analysis for you in real-time. So happy to see how our customers continue to refine their strategy and effectiveness with these automated tools at their fingertips!
Stay tuned for so much more in the coming weeks and months. Here’s to the very best “optimized” 2016 for all of you!