The Adobe Experience Platform is a platform-as-a-service (PaaS) serving as the foundation of the Adobe Experience Cloud, and is provided as a customer experience management platform with real-time customer profiles, continuous intelligence, and an open and extensible architecture that enables delivering personalized experiences at scale.
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Adobe Target
Score 8.4 out of 10
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Adobe Test and Target is an A/B, multi-variate testing platform which Adobe acquired as part of the Omniture platform in 2009. It is now part of the Adobe Marketing Cloud. It offers tight integration with Adobe analytics and content management products.
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Google Optimize
Score 6.7 out of 10
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Google offers the Optimize A/B testing tool for testing website content and versions.
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Pricing
Adobe Experience Platform
Adobe Target
Google Optimize
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Google Optimize
Free
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Adobe Experience Platform
Adobe Target
Google Optimize
Free Trial
No
No
No
Free/Freemium Version
No
No
Yes
Premium Consulting/Integration Services
No
No
No
Entry-level Setup Fee
No setup fee
No setup fee
No setup fee
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Community Pulse
Adobe Experience Platform
Adobe Target
Google Optimize
Considered Multiple Products
Adobe Experience Platform
Verified User
Manager
Chose Adobe Experience Platform
In most cases we have found Adobe products to be harder to use but offer a lot more capabilities. In some cases Adobe products are missing key, basic functions. Adobe does offer a more holistic toolset rather than buying pieces of the puzzle and having to integrate on your own …
In my personal opinion, Optimizely is a clear choice here while Google Optimize is for the low-budget minded decision-makers and Evergage for the COE more geared toward personalization; however, in our case we were already locked into using Target prior to my arrival. I don't …
Adobe Target is extremely powerful and provides features Google Optimize does not, but Adobe Target is also more expensive and harder to use. Google Optimize could benefit by offering basic built-in reporting so it doesn't require Google Analytics events.
Google Optimize is a great entry-level test platform and is an ideal solution for my clients that want something simple to start with and see value. Although not as robust as the paid platforms, it still does the job well and delivers believable data ties to one of the most …
The Adobe Experience Platform is well suited for companies that are maturing or have matured in their digital offerings and are looking for very sophisticated tools to elevate to the next level. It's also for well resourced teams, both financially and head count to take advantage of the deep functionality and integrations.
If you're using the Adobe stack and tools to power your website, Target is a great solution to implement. I've utilized Target within two organizations, one running on Adobe Experience Manager (AEM), and the other on Adobe Magento. I don't see how companies could harness the full capacity of Target without also having Adobe Analytics integrated. This is their 'secret sauce' and might not be a good solution for companies who are invested in Google Analytics 360. Integration was straightforward but did require support from the Adobe team to implement successfully. While Target is a great tool for digital teams to support, you'll need your tech team aligned and available to support implementation.
It is a little too limited for a full stack experimentation programme. Many times we required development support or tech advise but we were simply unable to get this due to it being google. This was a big problem for us. However it is quite good if you were looking to get started in experimentation and didn’t have the budgets for a wider tool
This application gives us an incredible integration with Adobe Analytics that allows its operation to be the best and determine the performance of our website.
It offers us an analysis based on user behavior and a web page customization option to adapt and meet the needs of those users.
Easy to follow set up procedures. Once I walk a client through the process, it's effortless for them to emulate on subsequent tests.
Lots of geo and user attribute customization features to be able to drill down into specific targeted audiences — all based on the power of Google's immense data system.
Google Optimize is the logical choice for many people to start with since most are already familiar with and using GA.
This is something a lot of testing tools struggle with, but I think the WYSIWYG ("What you see is what you get") editor - or Visual Experience Composer (VEC) in Adobe terminology - could definitely use some work. It's a struggle to execute many tests beyond simple copy, color, placement changes, and even the features that do exist are often clunky if not altogether broken.
The interface itself can be a bit counterintuitive in certain parts. If you are familiar with other tools, it's likely middle of the road in this respect; think much easier to understand than Monetate for instance, but a far cry from the simplicity of an Optimizely.
It can be a bit buggy from time to time. The worst example is the frequency at which the tool will fail to save due to an error, but not inform you of this until you try to save, at which point your only option is to log out, log back in, and make all of your updates once again. It can become an extreme pain point at times, and I personally have just gotten into the habit of saving every couple of minutes to avoid a massive loss of productivity.
We have a team of people trained on how to use the application and it integrates well with the other Adobe products we use. Our future roadmap of testing will require some complex scenarios which we hope Target will be able to accomplish
Overall I really like the Adobe Experience Cloud after a couple years of figuring out various tools. They are extremely powerful. The time commitment to learn them is high since it's not a tool you can easily begin using without much training.
The recent UI update is a complete mess. It is difficult to navigate and find features that previously existed. The reactiveness of the page depending on window size is also ridiculous and it is absurd that depending on how large your window is, entire columns of functions will disappear with no indication that they are missing. The usability of the tool has fallen off a cliff.
Adobe has support at all levels and for each product but beyond tool questions you'll often be told they can help but it requires some paid consulting hours. So you either hire Adobe consultants or find 3rd part consultants who know their products well.
On several occasions, we have had the need to ask for help from the Adobe Target support team, and I must say that they have provided us with an excellent experience, as they take care of solving the problems quickly and with high precision
The instructor that came to train us was awesome and this training was very useful. I would recommend it for anyone who is going to be using this software. I only mark it lower because it is an added expense to an already expensive product, and a lot of the training covered the "Target" portion of the software (which again, we didn't use)
The training was very easy to understand, however it would have been more useful to my development team than me. It was also primarily over-the-phone, which is never as easy to follow as in-person. We ended up scheduling and paying for an in-person training session to supplement the online/phone training because it wasn't helpful enough.
Implement using a global mBox on the page so you can change any and everything over the traditional method. Traditional method is good if you do not have technical web dev resources, do not know Javascript/jQuery, or you have money to blow on mBox calls. Global deployment reduces mBox calls and allows you to touch many parts of the page easily. A lot more customizable
We seriously considered another software but because we use so many other Adobe products this made the most sense for us. If you are not dependent on other Adobe software and are a smaller company, in my opinion, Target may not be the best fit.
Google Optimize being part of the Google stack makes it great in reporting and analysis. Wish Google would add more features like dynamic tests, multi funnel tests, conversion calculator based on the total number of traffic of the page being tested instead of using the websites total traffic. Should integrate form analysis, heatmap, and page analytics.
We have been able to run specific A/B tests that have shown an increase in conversion, which in turn has led to very large banked sales numbers for the year.
We have been able to prove that using and automated Merchandising process did not decrease conversion. This allowed us to greatly increase efficiency by opening up resource time.
