Congratulations! Your company has tapped into the power of Automated Personalization. By now, you have a good grasp of how AP differs from traditional rules-based targeting, and you may even have a basic understanding of the algorithmic models that work behind the scenes. Because the tool analyzes thousands of data points and serves up dynamic content to dynamic audience segments, your marketing team likely has more time to focus on strategy.
But how can you be sure that Automated Personalization is achieving optimal results? It seems like a safe assumption that targeted content performs better than general content, but as a digital marketer, you need to quantify that assumption with specific, detailed data. Taking it a step further, you also need to determine why that content is winning. What is it about an offer or campaign that compels the visitor to take action?
One of the key features of Automated Personalization is the built-in reporting capabilities. As you set up a new campaign, you can hand-pick the metrics you’d like to impact, such as revenue, conversion, and click-through.
Get Instant Insights, in Real Time
With Automated Personalization, reporting is instant and ongoing. From the moment your campaign launches, you can start keeping tabs on its performance. As the algorithms process visitor data and grow smarter, you receive the most up-to-date insights. You can then use those insights to create rules-based targeting activities, either on webpages with less traffic or off-site display ads.
The AP reporting dashboard presents insights in a visual, graphical format so marketers can digest key information at a glance. Take control anytime to choose different metrics, define time frames, or filter on certain audience segments.
Automated Personalization presents insights at multiple levels. View real-time results at the activity summary level, the offer summary level, and the offer detail level.
Level 1: Activity summary. This report shows how targeted traffic is performing as compared to random experiences or tested traffic, providing an overall summary of AP performance. All metrics are available for both targeted segments and general control groups, so you can instantly determine the impact of a specific message. If you’ve just started an AP campaign, you may notice that the targeted traffic closely mirrors the control group. Hang tight—the models are still in the process of building and self-learning. Once you reach the point of approximately 300 conversions per experience, AP will start working its magic.
Level 2: Offer overview. Click on the “targeted” experience to see how each offer is performing relative to the rest, and how they are trending over time. You can select the offers to view in the graph, or deselect to hide them. If you have multiple offers of the same type, you may want to understand how they are performing as a group overall, as well as how they measure up individually. The AP tool allows you to set up reporting groups for easy comparison. For example, if you were to add three different Photoshop offers into the AP blender, you would see how those offers are performing as a group, and then you could drill down to determine if one specific offer was driving more activity than the others.
Level 3: Offer detail. Drill down even further to see which offers are generating revenue and which are falling short. No need to wonder what’s in the “black box”—Adobe Target easily identifies your top-performing predictive variables and surfaces those insights to you. What increases the likelihood that a visitor will take the desired action? AP’s reporting tool will pinpoint which specific attributes of each variable are helping or hurting the success of your offer. Your list might include geographical location, device, source of traffic, membership status, or any of thousands of other data points.
Enjoy Endless Flexibility
If an offer isn’t performing well, simply take it out. If customers are asking for a specific offer, add it to the current campaign. This flexibility is a key difference from A/B and multivariate testing—with the more traditional models, you typically have to restart the test in order to add or delete certain experiences.
Integrate Seamlessly with Adobe Marketing Cloud
Already using Adobe Analytics to monitor site traffic? Have you used the Profile Management & Audiences core service to share audiences across the Adobe Marketing Cloud? All of this existing data—profiles, attributes, events, and more—seamlessly integrates with Target’s Automated Personalization tool and is continually updated in real time as users click, buy, and interact on your site. This results in more relevant, contextual data and more precise targeting.
Never Stop Learning with AP Reporting
Automated Personalization is unique from other tools in that it’s constantly absorbing visitor data and refining content delivery based on that information. The learning doesn’t stop there: the tool passes on the knowledge to you, the marketer, through its flexible, intuitive reporting interface. By surfacing real-time insights, AP enables you to make more informed—and profitable—decisions.