Formerly called Adobe Test&Target, Adobe Target is an A/B & multivariate testing, targeting and personalization platform that Adobe acquired as part of the Omniture acquisition in 2009 (which also led to Adobe Analytics). The tool is tightly integrated with Adobe Analytics as well as other products in the Adobe Marketing Cloud.
|2013 revenue*||$1.02 billion (Adobe Marketing Cloud)**|
|Growth 2012-2013||26% (Adobe Marketing Cloud)**|
|Rating Attribute||Adobe Target||# of Reviewers Contributing to Rating Average||A/B Testing Category Average|
|Likelihood to recommend||7.9||24||8.4|
|Likelihood to renew||7||24||8|
|Adobe Target Strengths||Adobe Target Areas for Improvement|
The software is expensive. Some users recommend watching the number of server calls, as pricing is based on volume of use.
Note: the company says it no longer charges based on volume of use.
|Integration with Adobe Analytics
Adobe Target allows for even more comprehensive reporting and segmentation when integrated with Adobe Analytics and other tools in the Marketing Cloud.
|No ad-hoc segmentation
Visitor segments have to be pre-defined prior to a running a test. Some users work around this limitation by using Adobe Analytics.
|Mboxes & resource needs
The tool requires placing mboxes in a website's code around each area to be tested, which can require IT resources and slow down testing processes. An mbox is a container placed in the code around areas of a webpage to be tested. One alternative is to use global mboxes. Users say the tool is most effective if companies have a clear strategy and a team — at least a marketer and a developer — dedicated to using and managing the tool.
Note: the company no longer requires the use of mboxes.
|Ease of use/user interface
Users are divided on ease of use. Some users say the tool is intuitive, and that it's easy to set up and manage tests. Others say the tool requires training and is not very user-friendly for non-technical individuals.
“Our key motivation is to have a guided, intuitive, easy-to-use solution with a comprehensive capability set that allows a program to mature over time,” says Drew Burns, Senior Product Marketing Manager for Adobe Target. “You can start with basic testing. Filtering rich reports by segmentation can pinpoint opportunities for targeting and personalization for maximizing engagement and revenue potential. Automation and algorithms are also available for segment and opportunity discovery when the rules are not as clear. We make it easy for customers to scale their programs and their strategies over time.”
The more complex capabilities Adobe Target has to offer include automated modeling system (which surfaces the variables that are most predictive of a goal or outcome), a recommendation engine with algorithm customization based on profile and metadata, the ability to leverage a unified profile and third-party data, and the ability to connect tests across pages and channels, Burns says.
The tool is differentiated by its ability to leverage profile data through APIs, as well as the fact that it's built into Adobe's Marketing Cloud, Burns says. “It's a collaborative environment with a single sign-on. Users can leverage unified data and content layers within the Cloud, as well as collaborate across the digital marketing organization in that environment.” For example, the analytics team might alert the testing team about an opportunity to reengage a dissatisfied visitor segment identified in anomaly detection, within the interface, he says.
Another differentiator is the WYSIWYG editor. “Most solutions have one. Ours has more guardrails built into it. When you have non-technical marketers making content changes, it can very quickly break the page, especially if it's not coded in the right way,” he says. “We have a smart editor, which identifies the type of content you're changing and gives you the appropriate menu for making changes as well as alerting you to changes which should be reviewed in QA.”
Adobe Target also offers industry-specific services, strategic advisement, roadmap development and support, he says.
Customers tend to be mid-size to enterprise level, Burns says. “However, we're starting to see more of the SMB and start-up customer, who will very quickly become medium to enterprise level customers later on.” Target offers two SKUs: a premium version as well as a lite version focused on A/B and mobile app testing.
Main verticals served include retail, financial services, travel and hospitality, automotive, B2B and media, he says.
The company is focused on expanding the automation and predictive capabilities of the tool, as well as the ability to leverage testing via non web-based channels, such as store kiosks.
Response to Feedback from Adobe Target Reviews
The company launched a new user interface in September 2013, and no longer requires the use of regional mboxes, Burns says. (An mbox is a container placed in the code around areas of a webpage that a user wants to test.) The tool can be implemented with a single line of code. “We're focused on, how can we make it easier for a novice to pick up the tool, learn quickly, and scale their program to meet their goals? We've gone from a 3-day training to a few hours. It's very intuitive,” he says. The new interface offers a linear, guided workflow that is easier to pick up and use, he says.
The pricing is also now more competitive. The product is now packaged based on tiers, and pricing is no longer based on volume. “We want people to be testing as much as they want,” Burns says.