Adobe Transforms Real-time Personalization for Marketers

Adobe Summit, The Digital Marketing Conference — Adobe (Nasdaq:ADBE) today announced Adobe Target Premium, a new personalization solution, which leverages predictive technology to unlock valuable insights and take the guesswork out of marketing. Adobe Target Premium, part of the Adobe Marketing Cloud, automates the targeting of relevant content, offers and cross-sell recommendations for marketers. This enables organizations to easily launch automated campaigns with just a few clicks, driving immediate gains in engagement, conversion and revenue. In addition, Adobe Target now takes full advantage of Adobe Analytics behavioral data and reporting capabilities, allowing marketers to rapidly turn insights into action.

Consumers expect brands to deliver relevant experiences when they visit their website, mobile app or other online channels, and marketers are responding. According to a survey conducted by Adobe, Digital Roadblock: Marketers Struggle to Reinvent Themselves¹, marketing personalization ranked highest (33 percent) in terms of importance to their company’s future marketing efforts (see separate release). With the introduction of Adobe Target Premium, Adobe now provides two offerings for creating relevant website and mobile app experiences: Adobe Target Standard, the industry leading and intuitive A/B testing and targeting solution for every marketer; and Adobe Target Premium, which features advanced testing and automated personalization:

• Automated decisions: Today’s marketers must deliver increasingly more personalized experiences to millions of distinct and demanding consumers. Scaling personalization efforts to meet those needs taxes the ability to predict which content and offers will result in visitors becoming customers. Automated targeting in Adobe Target Premium uses sophisticated, self-learning algorithms to automatically determine and dynamically serve the right content based on a visitor’s current and past behavior.
• Deeper audience targeting: Consumers expect personalized experiences that can compel them to read an article, sign-up for a service, or purchase a product. Adobe Target is now integrated with Adobe Analytics to leverage behavioral data that builds a rich Master Marketing Profile. Integration with Adobe Audience Manager can further enrich the Master Marketing Profile with a set of diverse anonymous data—from the marketer’s internal CRM system data to its third party audience data and offline variables— to paint a clear picture of a website visitor or mobile app user.
• Flexible, powerful reporting: Adobe Target now taps into Adobe Analytics data, creating an automatic, two-way feed between optimization activities and marketing analytics. As a result, marketers can now dissect results based on any number of audience segments and success metrics available within their data, even after the campaign runs.
• Meaningful mobile experiences: Marketers need to optimize mobile app experiences to drive sales and realize a solid return on their investment. Adobe Experience Manager (see separate release) provides the only mobile app development platform for both developers and marketers. And through Adobe Marketing Cloud for Mobile (see separate release), Adobe Target pays it off, offering integrated, easy-to-use optimization capabilities like A/B testing of in-app content and targeting experiences based on location and lifecycle data.
• Intuitive marketer workflow: The foundation of Adobe Target Premium is a unique, step-by-step framework that brings together activities such as advanced, experience-level testing, automated personalization, offer optimization, and intelligent cross-selling, all based on one line of code for implementation. A visual experience composer allows marketers to directly interact with their sites, easily creating and targeting multiple experiences to different audiences, optimizing against appropriate success metrics—no technical skills required.
• Best practices and expert onboarding: Best practices matter as much as the technology itself when it comes to optimization and personalization. Adobe Target Premium includes access to strategic services to speed implementation and usage, including ongoing optimization roadmap support and strategic advice from experienced industry experts to manage and run campaigns on behalf of customers. Services include developing testing, targeting and personalization strategies; a prioritized list of site areas and optimization campaigns to run in each area; reviewing competitive reports; optimization insights and impact from analytics data; implementation of privacy-centric consumer opt-outs; and ROI analysis.

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