Adobe Target Reviews

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Score 8.2 out of 101

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Vaibhav Choksi profile photo
Score 9 out of 10
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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.
I recommend Adobe Target for a 360-degree understanding of your customer. It helps to build a feature roadmap that is a customer-first and sets a stone for success. It is vital to better understand the customer journey and build product features that customers love.
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November 13, 2019

Adobe Target Review

Score 7 out of 10
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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.
Adobe Target is best suited if you have or desire to have the rest of the Adobe stack (Adobe Launch, Adobe Analytics, Adobe AAM, etc.), although analytics itself can be relatively easily integrated with just about any major testing tool. If your testing program is more advanced, and you'd like to get into heavy personalization, I'd say Target has some features that could definitely be beneficial (e.g. Auto Target, Auto Allocation), but another tool like Evergage or Dynamic Yield is probably a better bet.
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Score 10 out of 10
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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.
Adobe Target is extremely well suited for experience testing, A/B testing, and personalization on a website. As it fully integrates with the Adobe Marketing Cloud, it can take advantage of having both Adobe Analytics and Audience Manager segments. If you are already using the Adobe Marketing Cloud, Target is a no-brainer next step.
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Score 8 out of 10
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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.
Adobe Target is well suited for organizations that produce a variety of content types, run different types of campaigns, and desire to do frequent A/B testing of content to measure effectiveness, especially if they desire to serve those different content experiences to different audience groups. It also is useful for those that like to test short-term page modifications. It is less appropriate for organizations that have very static content, or those without the need to run A/B testing.
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Score 7 out of 10
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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.

1. We changed ship dates on individual product pages depending on customer location so they would have an accurate timeline for their orders. This really helped lower our volume of customer service calls on tracking orders.

2. We have stores as well as an online presence. With Target we were able to advertise sales on b-stock items from our warehouse to our local customers without letting those that live outside a certain radius see the promo.

3. If your marketing team doesn't have a tech background this software has a steep learning curve. There is quite a bit of manual configuration required. The image carousel is one example that we struggled with.

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Score 8 out of 10
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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.
Any business that makes online revenue will benefit from testing and targeting with this tool. It's not appropriate for small businesses, considering the cost.
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Richard Hayes profile photo
Score 9 out of 10
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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.
It's a very flexible tool with some great features however you'll need to have users that understand your business but are also technically savvy. If you don't have the right people/person then you may want to consider something easier to use ..saying that I believe the Standard version that was recently released has tried to address this however it's a beta product right now with more than a few issues.
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Arva Adams profile photo
Score 9 out of 10
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Reseller
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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.
It is less appropriate when you are working with wireframes. It's best used when you have an existing website and you would like to test a small change.
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Abdulrahman Jasim profile photo
Score 8 out of 10
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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.
I used Adobe Test and Target for almost a year and I really liked it. I was amazed by its capability and performance in testing, targeting, and optimization. I could test quickly and more often and target my visitors with confidence.
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Laci Long profile photo
Score 9 out of 10
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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.
I'd recommend Test & Target for a more mature marketing environment that is ready for extensive website testing on a consistent basis. It is not as great for a startup environment.
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Paul Labrise profile photo
Score 9 out of 10
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  • 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.
Let go of your preconceptions about what you think will win a user experience test, but keep hold of your marketing savvy.
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Leo Ko profile photo
Score 8 out of 10
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  • 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.
Adobe Test & Target is a tool that delivers what it says, it offers insightful results to help improve user experience and performance. However, it does require thoughtful planning, road map, proper technical staff in order to fully maximize the potential of it and leverage its capabilities to benefit your operation. But that is not the problem of the software, it is the preparation the team is required to have in order to succeed with this tool.
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Varun Shah profile photo
June 02, 2014

Review of Adobe T&T

Score 9 out of 10
Vetted Review
Verified User
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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.
It needs to improve for the healthcare and technology services domain.
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Tiago Romero Garcia profile photo
Score 7 out of 10
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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
Well suited for when it is needed to inject javascript/change HTML based on a particular experience targeted for a user
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Sarah Schick profile photo
Score 3 out of 10
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  • 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.
If your website is lighter in traffic and you have the money to pay for this software, it is good for serving ads and targeting user segments. But if you are comfortable with doing this process manually and have a good development team to help you, it would be better to save your investment.
Read Sarah Schick's full review
Bryant Hoopes profile photo
October 15, 2013

Test & Target Review

Score 8 out of 10
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  • 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.
Recommended that you have a staff that is trained and committed to the software.
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Brett Johnson profile photo
October 23, 2013

Adobe T&T

Score 9 out of 10
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  • 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.
If you are interested in doing web testing for any small, medium, or large organization T&T is the only software program you should should consider.
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Jeremiah Graham, MBA profile photo
Score 7 out of 10
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  • 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.
Overall, I really enjoy using Test & Target. The system has provided some much needed robustness to our promotions when we need it. It has helped create a really great user experience during the promotions for which we have used T&T, and our customers seem to be really attracted to the responsiveness we are able to create while using Test & Target
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Score 9 out of 10
Vetted Review
Verified User
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Used for AB testing strategic hypothesizes and predictive models as well as user flows, page layout etc
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
Most scenarios are suitable for Adobe Test and Target especially if you are using it with DTM and Analytics.
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December 04, 2014

Test & Target

Score 10 out of 10
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  • 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.
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Score 8 out of 10
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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?
I feel you need to have a dedicated developer who works solely in Test & Target. If you have that resource, and ensure to train the resource sufficiently, it will make it much easier to be able to run tests and have a clean testing program.
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Score 9 out of 10
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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.




  • 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 is a great tool in and of itself, but if you're already using other products within the Adobe Digital Marketing Cloud then the streamlined integration with those tools can provide even more value. Also, be aware of the collective effort that any testing & optimization program requires. You should have a comprehensive team in place to drive strategy, manage deployment/implementation, develop creative assets, manage execution & operations, perform analysis, and provide insights/recommendations.
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Score 9 out of 10
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Adobe's Test & Target product is used widely throughout the marketing department. It is primarily used for its AB Testing functionality as well as its ability to interface with SiteCatalyst via a T&T plugin. The department uses the AB Tests to cross-sell and up-sell its products in several regions of the world. It provides great support and research in the metrics of several KPI's including pricing, visual appeal,engagement and conversion.
  • The product is extremely simple and easy to use. The interface is very intuitive and the learning curve is miniscule if one possesses the knowledge of the proper web technologies.
  • It is a robust piece of software with the ability to interface with other Adobe/Omniture products via plugins. In our organization, this cross-functionality saves a lot of time and resources. The terminology is also the same across all Adobe/Omniture products to make for an easy transition.
  • The tool also provides one with the ability to execute multiple tests simultaneously and to segment traffic to particular tests. The software is extremely scalable.
  • Adobe Test & Target is a premium product and with that it comes at a very premium price. Usually smaller businesses/individuals cannot afford to pay for such a tool because it ranges high in pricing per month. If the product is used optimally then it can pay for itself.
The software is exemplary in traffic segmentation and has the ability to set up custom metrics using its intuitive interface. The implementation of the product itself is very intuitive and uses simple terminology. It's easy to insert code snippets. Its ability to create custom javascript tests is a feature that blows other tools out of the water.
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Score 6 out of 10
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Test & Target was used primarily for A/B/n testing, as well as some multivariate testing, of site design and usability. Primarily it was used by myself and the User Experience team, but we encouraged people from throughout the company to submit testing ideas.
  • Our consultant we had was one of the best consultants I've ever worked with.
  • Very strong analytics engine in it. Easy segmentation to make some very specific design decisions.
  • Simple multivariate campaign setup.
  • User interface needed a lot of work, in particular with the use of MBoxes. This has supposedly been improved upon though with the latest release.
  • To build out specific segments required direct knowledge of how to write javascript, which isn't in the wheelhouse of our marketing team.
  • Creating offers required direct knowledge of html.
The old system was a high powered option for people wanting to do some specific testing, but not very good for building out simple targeted experiences by a nontechnical end-user. The "new" version is much simplified, but also has lost a lot of the more powerful aspects.
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Feature Scorecard Summary

a/b experiment testing (3)
9.0
Split URL testing (3)
8.3
Multivariate testing (3)
8.7
Multi-page/funnel testing (3)
7.3
Cross-browser testing (2)
7.5
Mobile app testing (2)
6.0
Test significance (3)
6.7
Visual / WYSIWYG editor (3)
5.7
Advanced code editor (3)
8.0
Page surveys (1)
6
Preview mode (2)
5.5
Test duration calculator (3)
7.3
Experiment scheduler (3)
9.0
Experiment workflow and approval (1)
7
Dynamic experiment activation (1)
8
Client-side tests (2)
9.5
Server-side tests (1)
8
Mutually exclusive tests (3)
8.0
Standard visitor segmentation (3)
8.0
Behavioral visitor segmentation (3)
8.0
Traffic allocation control (3)
9.7
Website personalization (3)
8.7
Heatmap tool (1)
9
Click analytics (1)
9
Scroll maps (1)
9
Form fill analysis (1)
7
Conversion tracking (2)
6.0
Goal tracking (2)
6.5
Test reporting (3)
7.0
Results segmentation (2)
5.5
CSV export (2)
5.0
Experiments results dashboard (3)
6.7

About 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.

Adobe Target Integrations

Oracle DMP (Bluekai)

Adobe Target Competitors

Adobe Target Technical Details

Operating Systems: Unspecified
Mobile Application:No