Adobe Journey Optimizer is a customer engagement solution, enabling brands to orchestrate and deliver personalized customer engagement across all channels — including email, web, app, mobile, and more — in the moments that matter to customers.
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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.
AJO is best suited for advanced Martech teams who are already bought into the Adobe ecosystem through the use of RTCDP, AA, AAM, etc. Organizations that are starting their Martech journey are good candidates, as well as those who are reevaluating all of their marketing channel vendors near the same time. Success in AJO is highly dependent on the number of marketing channels added. Close coordination with database teams is essential for success. Many of the offline data requirements benefit from modeling of the data. Having dedicated resources developing AJO (RTCDP)-specific views will reduce the amount of QA required to bring the solutions to market
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.
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.
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.
It has been working very well, and actually it is a reliable tool for audience segmentation and everything that needs to be done for a campaign to deploy correctly
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
At times, Adobe Journey Optimizer offers too many options, making things less user-friendly than I would personally prefer. As mentioned earlier, there is a tendency to encounter decision paralysis with the increase in available options. While having options is excellent, in typical Adobe fashion, too many can be overwhelming for users
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.
Sometimes when the manager connects to a support representative, even though the response is very immediate, they are not always able to provide a solution and we end up resolving the issue other ways
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.
The only thing I wanted to mention is that when going into the email edition, when adding labels, I was able to copy and paste the labels before, and now it has changed and I am no longer able to do it without editing the label itself
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
They both have their pros and cons, I feel it depends on the users that the products are targetting, SFMC is has more specialized customizations, Adobe does offer similar but require a higher technical knowledge which is not something that is provided bt the other product
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.
Multichannel onboarding journey improving the engagement of freshmen in the business, resulting in a decrease in the dropout rate.
Separate business of anticipation of receivables from suppliers that used to be manual and now I have connected this entire operation via the S3 connector, less manual work and significant gains in conversions and payments
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.
