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January 21, 2021
This is a great way to blow $15,000+ on a piece of useless junk software. This tool is an absolute joke. Get something different.
- It lets you pause a test if you want.
- You can track pageviews.
- It's possible to track clicks on an element.
- Like many platforms, Adobe Target has a visual composer to set up A/B tests. The visual composer uses an iframe, so if you want to test anything on your website that is post log-in, and you use proper security that disallows iframe logins, expect that to be useless.
- It does not capture revenue out of the box. You need to deploy an additional tool called Adobe Experience Cloud Manager to get conversion data. Oh, and of course you have to pay extra for Adobe Launch to be able to deploy that *required* bit of code. Otherwise they consider it a "non-standard implementation" and you get no support, and need to go through 10 pages of implementation docs just to get started. Have fun IT guys...
- You may only choose from a handful of metrics for reporting, even though we are paying over $30,000 for adobe target + analytics. They do NOT share data without tons of back-end manipulation of code snippets PLUS their paid tag manager (which isn't included in that $30k).
- Updates typically completely break all tracking. It's a typical adobe product, so there's 10 updates a month as well. One day reporting is functional with mboxes, the next, zero conversion data, because we ran a required update to A4T.js and that no longer supports mboxes, yada yada yada.
- All of this could be manageable if we got support. We pay $3,500 per year for 50 hours of "offshore consulting". What is that, you ask? That is a dedicated person to tell you to submit a support ticket. That's it. This person never answered a single question, never gave one suggestion, never fixed any issues. They only ever told us to submit support tickets. Great. Thanks.
- Every support ticket was given low priorty, even when I specifically said in one request that I was testing a live CHECKOUT experience that directly impacted sales. I specifically asked for expedited higher tier response times because I was testing my actual checkout on production. I was still given tier 3, with several hours delay between emails, which usually consisted of useless links to support docs. Horrible. Might as well have been a chat bot, except then the responses would have been faster.
- The support documentation is convoluted, and is mostly just ads for other services. (one thing always requires another to work properly - nothing is stand-alone). It's also nearly impossible to find what you need on their self-help portals. I usually wind up Googling my request and going to forums for help. It's faster than anything they offer support-wise.
We work with this tool in all the marketing departments that make up our company. It is worth mentioning that with the functionality of this service, we have been able to make notable improvements to all our websites in the last few years, allowing them to attract more and more people's attention and at the same time allowing many people to learn about our services. This tool allows us to execute improvements to the different websites, by creating tests that allow us to test the new changes in order to know how functional they are. In general it has been a very easy tool to use and all the members of our marketing team love it.
- It is the best tool I know to optimize the smooth running of a website, with the highest guarantee.
- Its interface is distinguished by its ease of use and by providing highly accurate real-time data reports.
- It has an excellent integration with Adobe Analytics, is a very flexible tool, and the performance of its operation is very good.
- When testing large scales I have noticed that its drag and drop function works with imperfections and this causes some loss of time due to its clumsy operation.
- Another disadvantage of this product is that when working on a large scale the software has delays.
- Its price is quite expensive and this calls into question whether the software is cost-effective to implement.
We are leveraging Adobe Target to constantly optimize our website experience for our users. We are in the process of building an optimization focused center of excellence, and while Adobe Target is only one tool in our stack, it is probably the most important one to get us to where we want to be.
- Robust targeting - Not just within the targeting/audience capabilities, but even using the profile script functions for more complex tests or when desired targeting is not "out-of-the-box."
- Integrates extremely well with Adobe Analytics, which is to be expected - Being while both were not initially developed by Adobe, they now own each and has made drastic strides over the last few years to improve that integration through Analytics for Target (A4T).
- Form-based editor has a bit of a learning curve, but very intuitive once you become familiar with it.
- 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.
September 12, 2019
We are using Adobe Target for testing experiences on our website and hope to start personalization for customers via Target in the near future. Target is currently being used by one team in our Marketing department at the moment.
- Onsite A/B testing!
- Fully integrated Adobe Cloud allows us to use cloud data (analytics, audience, etc.) in our testing.
- We struggle sometimes about which reporting tool to use with Target—either Target reporting or Adobe Analytics reporting. There are benefits for both but also reasons not to use one of the solutions.
- Previewing when not using the Target reporting can be a challenge.
June 05, 2019
Dell leverages Adobe Target for its A/B testing feature and capability to better understand the choice of the end users. Adobe Target provides a critical functionality that helps product managers and digital marketing groups to better understand the current trends, customer likes & dislike. It solves the problem of guesswork based on past records, prioritization, and decision-making process to improve business lead generation, revenue, and user experience.
- Easy to set up the user interface and run A/B tests on your website.
- It provides seamless integration with Adobe Analytics that helps understand the impact on website performance.
- Website personalization to update the website features based on insights on user behavior.
- It may be difficult to use the drag and drop functionality for very non-technical team members, new joiners or senior management.
- There is a scope for improvement on the UI for setting up 'goals' that are required to get desired test results and perform the actual test.
- The cost could be a concern for small and medium-sized companies since some competitors provide similar features at lower cost.
April 09, 2019
Adobe Target is used by our Digital department for our primary corporate website, but not across the whole organization. We use it primarily for running A/B tests with certain content to measure the effectiveness of certain campaigns, or for experience targeting to add things like pop up modal windows, banner ads etc., that we show to certain audiences. It addresses our need to test content effectiveness (via A/B testing), to implement short-term modifications to our website, and to display those modifications to certain audience groups. We also use it on our internal staff intranet to display certain types of content to certain categories of staff members.
- Makes it very easy to modify your webpages dynamically for short-term campaigns and testing.
- Allows you to display certain content to certain audiences or types of users.
- Provides integration with Adobe Analytics for reporting purposes (also has AEM integrations we haven't explored yet).
- The interface is pretty easy to use.
- The success measurement of A/B testing seems somewhat limited. You can choose success based on things like views, time on page, or when the user clicked a certain page element, but the options aren't expansive.
- When adding custom code for a page modification, the CSS modifier is a bit rigid in that you can't modify the "Action Type" manually.
- Editing an activity on a password-protected webpage can be tricky. Because it loads the webpage within Target, you have to sign in via the embedded frame and then get it to load properly, which has been problematic at times. This has happened when we've used Target activities on our internal staff intranet.
June 07, 2018
We purchased Target a few years back to help optimize the company website. The software was not used to its potential because of a couple of different factors. Some of those were due to our company and others fell on Adobe.
- Because the software is established there is lots of online help available and most of the bugs have been worked out
- Adobe has a vast supply of resources if your pockets are deep enough.
- The dashboard is easy to follow and is getting more user-friendly. You no longer have to be an HTML wizard to implement changes.
- The product itself is great. I would like to see more improvement in the service department. Help can be hard to find for smaller companies. It literally took us months sometimes to have someone get back to us.
- There are lots of products within the Adobe Cloud so there is a lot of clicking to get where you need to be. Having a single sign on or short cut for login would be nice.
- Target is becoming more user-friendly but knowing code is a huge plus for this software. I have demoed other software with the same capabilities and in my opinion, having developer background is a huge benefit if you will be using Target vs. other competitors.
We use it primarily for marketing offers, personalization and UX testing.
- Rules for targeting
- Reporting
- Analytics
- Implementation
- Usability for non technical users
Adobe Target is used to test web experiences, and target customer segments with custom pages by the marketing department.
- Creating audiences that align and integrate with Analytics.
- Easy tool to modify design within Target for custom experiences.
- Great analyzing tool to measure test effect on conversion rate and other metrics.
- Friendlier interface, that is easy to use.
- Approval process, where account manage/owner approves changes before deploying them.
- Better integration with Adobe Analytics events.
April 17, 2014
The Web Analytics team are the power users of Test& Target - we're running tests for the entire company across the main website and inside our desktop applications.
- Advanced targeting capabilities - TnT allows you to write your own JavaScript/Rhino code in situations when the out-of-the-box features aren't enough.
- Integration with SiteCatalyst - test data is pushed into SiteCatalyst for comprehensive reporting.
- Rapid test creation - this can be achieved via "local" HTML offers, redirects or referencing AEM/CQ5 components.
- Documentation - the current docs are fine for the basics but when you want to do the advanced stuff it sucks and Client Care aren't that helpful with the tricky questions.
- Standard - the new 'Standard' WYSIWYG version of TnT is very new so I'll be kind however it's full of bugs and unusable - hopefully this will be fixed soon as it looks to have a lot of potential.
- QAing your tests - the Onsite feature has never worked properly in all the time I have used it. I've been told by people at Adobe not to use the feature.
June 10, 2014
We use Adobe Target only in our department. We are in charge of usability testing and design for the agency. It allows us to do quick A/B testing and quantify our results quickly.
- Quickly loads the URL of the site you are A/B testing
- Allows you to select your user group from pre-installed commonly tested user groups, or create your own test group.
- Allows you to quickly create mock-ups of the A/B examples to test.
- Some of the swap offers don't work. I don't use those because of that flaw.
- When resizing an item, the interface makes it easy to remove the px, and the px is required. A little awkward to change.
- I have yet to understand the "rearrange" feature.
May 16, 2014
Adobe Test and Target is being used by a department in our organization, and part of what it covers is the content management.
- It is simple to use and gets the job done fast
- You don't have to wait for IT for months to make a change on the site. With Adobe Test and Target you can do it with a very short time.
- There might be areas where Adobe Test and Target needs some improvements, but I am not aware of them. I really had not issues with it when I was using it.
May 13, 2014
At the company I was working for Test and Target was used primarily by the Web Development team, but my team (Paid Search Marketing) also used it for testing. Test & Target was used for A/B testing across the website and on individual landing pages tests specifically for paid search traffic alone.
- Great A/B & Multivariate testing capabilities and features
- Great support team and representatives. They came on site for an in depth training that was very valuable for our team.
- New drag and drop interface for setting up tests is great for less experienced members of the team.
- Overall Test & Target is not very intuitive, so extensive training is necessary to learn how to set up tests.
October 21, 2013
- Test & Target is an excellent means to understand and quantify any user experience solutions your business needs to achieve.
- Large scale tests combined with incremental changes will whip your web properties into shape. You will better understand your customers, as well as your success metrics. In the scope of a campaign, you can better understand the behavior of your audience by setting up specific success metrics (i.e. clicks on specific nav items, white paper downloads, page landings, etc.) alongside your primary conversions (i.e. form fill, purchase, application, etc.)
- Test & Target is an excellent solution for directing traffic to the appropriate web properties. By targeting specific users, you will have the ability to set up parameters which determine the content which you want the customer to view.
- Test & Target undergoes product updates on a regular basis, making its capabilities more robust. You must be analytic AND creative to use Test & Target to its fullest potential.
- Be careful to not rack up too many server calls - this can be a costly endeavor. If you're in a large corporation which can afford mass quantities of server calls per year, then you won't have to be as concerned. If you are a small company, you must be more prudent and use T&T for specific campaigns which have a life span, can warrant specific results, and do not linger on. De-activating mboxes within T&T is a great way to disable mboxes without bugging IT or your web developers about removing/adding mboxes every time you want to run a campaign.
- T&T is client-side user experience testing, meaning what the customer sees is based on their specific visit in a specific web browser - and the experience is controlled by T&T during the lifespan of the cookie. This is not a fault of T&T, but it is necessary to understand. As you build and QA campaigns, you still have to check the experience in ALL browsers and you have to be aware that a user visiting your site on more than one computer may see different experiences based on how they were routed in the test campaign.
October 18, 2013
- The features and navigation are very intuitive.
- Reports are very informative with ability to create custom segments to help analyze results from different angles.
- Setting up campaigns is very straightforward. Anyone could do it with basic training of the tool. And Adobe offers assistance for questions when setting up campaigns.
- Adobe also offers assistance for technical support for setting up offers, but it's limited.
- It relies on mbox and depending on how they are implemented, you may need to rely on your IT team to implement additional mboxes for certain tests.
- To set up test offers, most of the time you will need to have knowledge of html and css. And depending on how the mboxes are implemented, you could be heavily relying on jQuery to manipulate the elements on your site for test offers.
- There is no WYSIWYG interface for you to highlight elements on your site while creating offers, which could be useful for users with less front end development experience.
We used Adobe Test and Target for marketing activity. For different types of offers for geographically divided customers we addressed using Adobe Test and Target. It was used by our Information Technology department. We had a marketing team who wanted to maximize business and provide offers and special coupons to their customers. For this requirement we used Adobe Test and Target.
- A/B testing
- Rules-based targeting
- Recommendations and cross-selling
- Search-driven merchandising
- Automated behavioral targeting and Multivariate testing
- Need to make it more user friendly.
May 14, 2014
It is being used to provide A/B tests and therefore replace banners and ads on the fly for last-minute promotions/announces. It is being used on the Macys.com website.
- Unobtrusive Injection of Javascript code
- Simple to use
- Unobtrusive modification of HTML content
- Documentation could be better
- Hard to test - environment needs to be ready
- Unable to write mocks
September 03, 2013
- The product interface is very easy to use. Tests are easy to set up and manage.
- From the development standpoint, tests are not any easier to set up than they would be manually. They actually are more complicated and provide more work to our development team.
- The software is extremely expensive. You cannot segment your tests or campaigns by geo-targeting, for example, unless you pay extra for that portion of the package.
- Customer service was easy to get into contact with, but your consulting time with them is very limited, and they weren't always knowledgeable about the issues you needed help with.
- The software is mainly centered around the "Target" portion of the product (I would say about 75% of the product is devoted to this). Once testing completes, there are many options to push your winning campaigns live and target them to specific segments. Unfortunately this adds to the expense of the software; you pay by impressions. We also use an external ad display software. For these reasons, we did not use any of the targeting portion of the product, which left 75% of it unusable.
- Test results are real-time, but we found they weren't always accurate. For example, when we would implement the winning campaign from a test, we often found no drastic improvement in conversion, or sometimes it even converted worse.
- Online training
- In-person training
- Self-taught
- Allows for A/B and MVT Testing very well.
- Provides detailed reporting.
- Relatively simple implementation.
- Allows marketers to test content without IT involvement.
- Implementation is dated now compared to other tools.
- Some of the 'flexibility' of the tool actually makes it more complex.
- Self-taught
- It tracks and monitors visitors, conversion and dozens of site metrics. T&T allows us to present several different experiences to consumers while monitoring the success of each change.
- It does not always work with other software platforms such as Demandware.
- In-person training
October 18, 2013
- In the primary uses in which we use T&T, it helps with the delivery of content.
- T&T helps segment the users we are targeting during the promotional period we are using the system for.
- I have not run into any issues with our current usage.
- Online training
June 03, 2015
Used for AB testing strategic hypothesizes and predictive models as well as user flows, page layout etc
Multiple departments use the product.
Multiple departments use the product.
- The flexibility of the solution
- The power of all our Analytics data to support decisions in T&T
- Ease of deployment via DTM
- The level of product support
- Homepage
- Registration forms
- Application forms
- Email
- Multivariate testing and reporting.
- Integration with SiteCatalyst/Omniture.
- The Adobe support (paid contract) is very good. Our contact is very responsive and incredibly knowledgable. He always works hard to make himself accessible, despite having many other clients.
- You can easily do anything you need with javascript knowledge including testing payment flows and other sensitive data.
- Documentation: There is an overall lack of documentation, and lack of a user community for more assistance.
- Integration with server side scripting (you must convert everything to client side).
- The user interface is difficult to navigate and use.
It is being used by most departments in the organization to run A/B tests on our Desktop and Mobile Web experiences. The main business driver behind the use of Test & Target at this point is conversion optimization. However we are also using it to test engagement metrics such as clicks.
- The test report page is very intuitive. It is very easy to analyze a test based on different segments such as new and returning users.
- Having confidence levels inserted into the reporting tool is a key feature. While it is a simple feature, it allows users to easily understand when results are significant.
- We have recently created swim lanes for traffic and this has been very helpful to make sure that different tests are not crossing over in terms of traffic.
- There should be some more clarity around what makes a test significant. While this can be decided by the client themselves, some direction from the tool would be helpful.
- Also, if there was an easier way to organize campaigns and search for them it would be helpful. Right now there is just a long list of campaigns and you have to rely on search to find a specific campaign. What if you don't know the name of the test?
July 30, 2014
Pointmarc's optimization services provide everything necessary
to establish an effective optimization program using Adobe Target – from tool selection &
implementation to strategy, execution, and analysis. We understand that an effective strategy
and proper analysis depend on a solid foundation. We help set up that foundation and implement
an optimal strategy focused on achieving the organization's goals which will
then drive the analysis and insights that will inform the business. Our crawl-walk-run approach starts small to
provide immediate value but gradually builds on that foundation to develop a
more comprehensive and increasingly sophisticated optimization culture within the organization.
to establish an effective optimization program using Adobe Target – from tool selection &
implementation to strategy, execution, and analysis. We understand that an effective strategy
and proper analysis depend on a solid foundation. We help set up that foundation and implement
an optimal strategy focused on achieving the organization's goals which will
then drive the analysis and insights that will inform the business. Our crawl-walk-run approach starts small to
provide immediate value but gradually builds on that foundation to develop a
more comprehensive and increasingly sophisticated optimization culture within the organization.
- Advanced segmentation and targeting by leveraging the integrations with the rest of Adobe's Digital Marketing Suite - e.g. AudienceManager and Adobe Analytics - as well as by leveraging the built-in automated decisioning and targeting.
- The campaign configuration process within the UI is very intuitive making it relatively easy to set up basic campaigns.
- The reporting UI makes it easy to interpret results, examine segments, and push winners.
- Segments must be configured and applied prior to publishing the test - that is, there is no post-hoc segmentation capability. This is a feature of some other tools that allow for analysis of particular segments after a test has run. It can be made possible with Adobe Target through the integration with Adobe Analytics, but it is not an inherent feature of Target.
- The data export capabilities could use improvements. Often there is a need to export data out of the tool to integrate that data into another database and/or perform deeper analysis. Adobe Target does not make this easy within the UI (although there is an API that can be leveraged for these purposes).
- The need to implement mboxes around each piece of content that is to be tested (as opposed to deployment of a single line of code) can often be a dependency that can slow down the testing rhythm for organizations that must adhere to a standard web development cycle as opposed to continuous deployment. One solution to this is the use of global mboxes but requires a deeper level of technical expertise to implement campaigns using this method.
Adobe Target Scorecard Summary
Feature Scorecard Summary
What is Adobe Target?
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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Adobe Target Technical Details
| Operating Systems: | Unspecified |
|---|---|
| Mobile Application: | No |