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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.https://media.trustradius.com/product-logos/V1/nr/BNKFU2DZMX77.PNGREADWe use it primarily for marketing offers, personalization and UX testing.,Rules for targeting Reporting Analytics,Implementation Usability for non technical users,8,Increase conversion Increase average value,,8,Implemented in-house,6Extremely flexible but work needed on documentationThe 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.,9,Increased employee efficiency - testing happens very quickly now, sometimes in minutes! Before it took weeks or months going through Technology. More testing means increased learnings and revenue.,4,4,Testing new creative for driving incremental revenue. Testing price. Testing headlines, CTA, copy in general.,10,No,6,NoAdobe Target - A/B Testing for the Novice and the Expert Usability TesterWe 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.,9,The new cloud-based pricing is cost-effective. The Adobe name gave us trust of the product. Security tests went quickly and smoothly--always a plus.,10If you want to target your web site visitors with more confidence, then use Adobe Test and TargetAdobe 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.,8,I really did not have too much visibility to this part of Adobe test and target.,Google Analytics,5Adobe Test & Target is a fantastic tool to extend your suite of Adobe solutionsAt 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.,9,Test & Target had a positive impact on ROI for the paid search campaigns we did A/B testing for. It allowed us to learn fast and make changes on the site that would make a positive impact on conversion rates.,LiveBall,Optimizely,1User Experience Optimization with Test & TargetTest & 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.,9,The quantifiable results of each campaign are reflected in the lift and confidence. Within each campaign, you have the ability to tie a dollar amount to to each conversion metric, in order to monetarily understand the successes and project the benefits of implementation over a period of time. Within each campaign you can set up any number of success metrics, in the interest of understanding the behavior of your audience for each experience. But you will usually want to optimize for a specific conversion and move forward with the implementation based on the test results. As a conversion optimization specialist in the field of education management, my team was tasked primarily with lead generation. Test & Target helped our marketing team better understand the behavior of our customers, informing our user experience decisions and creating more satisfying experiences for our audience.,10Adobe Test&Target is good, but....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.,Improved conversion rate Improved user engagment Served targeted content for specific marketing campaigns,8,8Review of Adobe T&TWe 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.,9,It is an expensive tool so sometimes if it is not useful to attract customers then it is expensive for a company budget. So you need to minimize license fees for small and start up businesses.,Maxymiser,Monetate,Optimizely,7,Yes,8,No,During my engagement for Adobe T&T product with Adobe guys , they were providing better details to properly fit product to get maximum use.Review based on Macys.com usage for a particular projectIt 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,7,Reduced time to change ads/announces on the website Reduced time to provide customized experience on the website,,7Expensive, inaccurate, and 70% not useful.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.,Our site is primarily motivated to generate more traffic and conversions (leads) for our clients. In using this software, we had hoped to optimize our traffic and lead generating pieces so that we maximized signups.,1,3,This product is used for A/B testing to help optimize conversions across our site.,,Implemented in-house,2,Online training In-person training Self-taught,9,4,You can get the basics from self-training, but you miss a lot of the additional features and details without doing a formal training. If a company is going to seriously invest and use this software, I highly recommend you pay for a trainer to come and help you.,4Test & Target ReviewAllows 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.,Increases in conversion of 50-100% depending on the pages.,8,8,4,3,Testing landing pages and conversion funnel pages. Optimization of purchase process. Provide statistical analysis of variations to secure the most optimal process for customers.,,,Implemented in-house,8,Self-taught,I would recommend certification/training. Since I had completed it before in a previous job, we didn't need to pay for it again.,No need, the software had what we needed.,No,8,8,8,Adobe SiteCatalyst,,Where possible, negotiate to only be billed in active tests. Often times, you will have 'empty' marketing boxes tagged that will be billed if you're not careful.Adobe T&TIt 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.,T&T has increased revenue for my company by helping identify areas our site can improve. We have generated an additional $10 million plus in revenue.,10,9,5,3,We use T&T to do A/B testing across a variety of different websites.,Professional services company,7,In-person training,8,We needed some unique configuration based on our company's business model.,Yes,3,6,7,7,Demandware.,,Charged based on Mboxs firing. Higher the volume, the cheaper per fire.Test & Target helps us create a great customer experienceIn 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.,The system has helped create a great user experience, therefore generating more traffic and increasing conversion on the site.,8,7,4,2,We currently use T&T to help serve dynamic content during promotions.,,Implemented in-house,9,Online training,8,9,8,10,9,We will be implementing on two of our other domains within the coming year.,,I'm not sure on this aspect, negotiation and final sale was done prior to my joining the web team.Supercharge your optimisation programUsed 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,9,Better decisions Faster decisions Less opinion and more fact,,9,Change management was a major issue with the implementation,1Test & TargetMultivariate 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.,10,Information on improvements/changes to our website that do not adversely affect registration.,10You have to swing to hit!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?,8,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.,,8Adobe Target: Solid Tool for your Optimization EffortsPointmarc'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.,9,We've seen a number of positive impacts with our clients from increased orders and revenue to improved site satisfaction and user experience.,,9Adobe Test & Target and why it just works.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.,9,The product has definitely led to increased conversion, as eCommerce is the base of our organization. The product also allows us to see what our users want in a product. It allows us to better market to specific regions of the world in specific ways as well as understand cultural boundaries.,Optimizely,9Once the Leader, Now Playing Catch-UpTest & 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.,6,We saw some nice lifts in conversion from the tests we ran within the product. We were able to easily show other team members when suggestions would work or not work, with numbers backing it up.,Monetate,Optimizely,1You too can run 100+ Tests a Month with Test&TargetGreat for pushing content quickly to site and tracking success metrics. Ease of use for marketers, but ability to become more complex for technical web development.,Needs to be integrated with Adobe Marketing Suite, primarily SiteCatalyst. Does not even integrate well with the suite even though it is from the same product line. Can get very confusing and detailed. Need to spend a good bit of time training on it. Adobe recommends mBoxes around each area you want to test. This is not needed, save your time and money and place a global mBox on the page and run tests with some basic JavaScript and jQuery.,8,Increased bookings. Increased Conversions Rates. Ability to implement personalization models. Integrate with 3rd party solutions such as Jira, Qlikview, etc. but took good bit of development to do.,Used primarily for A/B and Multivariate testing. Then used as a very agile CMS to get content pushed to site without backend changes to the page structure.,Used as a CMS due to ability to quickly launch new creatives & copy Personalized offers based on incoming variables Temporary bug fixes till proper fix deployment,8,No,Vendor implemented Implemented in-house,9,Online training In-person training Self-taught,7,5,It was easy but helpful to have the learning manual. I recommend learning from an expert.,Yes,5Great Tool, BUT Worth It?When I was using Adobe Test and Target, it was solely within the marketing department primarily for the sake of quick tests that only really involved HTML, CSS or JS changes. We would use it to test hiding something or switching something to a different image or different text. This testing solution was not leveraged for larger test initiatives like full page redesigns or testing new feature sets. It was great for what we used it for, which may have been only 20% of what the tool had to offer, but a home grown testing platform worked better and was easier to manage for the larger stuff. With that being said, what we used it for on a regular basis just didn't justify the cost of the solution. Being a relatively Adobe shop, I got sick of the 'Adobe Promise' of it integrates perfectly with your other Adobe solutions and products. They all talk and work well together.... or so they say. I worked on three different Adobe product integrates; one was relatively simple, but the other two were jokes.,Quickly manipulate HTML, CSS, and JS. That is really all we used it for, but it was super nice to update things on the fly without requiring code deploys.,Unfortunately we didn't use it for much more than what I provided. Major testing initiatives were conducted through a home grown solution.,4,Although we did get a few minor wins with this, it was used primarily to help 'fix bugs' until actual code fixes could be put in place. Overall ROI was probably negative.,SiteSpect,1Excellent tool, but a bit of a learning curveExcellent targeting capabilities. Deep A/B testing capabilities that you don't find with other testing platforms. Easy to use with SiteCatalyst.,Like any Adobe product, there is a learning curve. Too much dependency on development. Support could be better.,Increased conversion rate for important revenue-driving pages. Targeting of segmented customers/visits.,5,8T&T ReviewMultiple options to split the traffic across different segments. For example, we test campaigns sent out on weekdays versus weekends, and we do some multivariate testing on various combinations of creative and embedded pricing. Since most of our campaigns are national in scope, we don't use the geo segmenting capabilities. The product is quite intuitive and easy-to-use. Conversion reports are very helpful. We can manage multiple tests simultaneously.,Impression volume cannot be segmented after the fact. If I did not create the segment up-front, I cannot segment the data on the back end. We use SiteCatalyst do do this.,We use this tool for our web optimization, in conjunction with SiteCatalyst for web analytics.. It has been an integral part helping us to do creative, landing page and price optimizations.,7,7Overall reviewIntegration with analytics suite. Easy presentation of data. Excellent setup.,Not very user friendly to the non-technical people. Needs a better interface. Ability to QA the test.,Traffic benefits.,8,8
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Adobe Target
117 Ratings
Score 7.9 out of 101
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Adobe Target Reviews

Adobe Target
117 Ratings
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Score 7.9 out of 101
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Richard Hayes profile photo
April 17, 2014

Adobe Target Review: "Extremely flexible but work needed on documentation"

Score 9 out of 10
Vetted Review
Verified User
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Likelihood to Renew

10
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.
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Abdulrahman Jasim profile photo
May 16, 2014

Adobe Target Review: "If you want to target your web site visitors with more confidence, then use Adobe Test and Target"

Score 8 out of 10
Vetted Review
Verified User
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Likelihood to Renew

5
I gave that rate, because currently our organization does not need more resources in those fields where Adobe Test and Target has been used. But, I would love to learn more about Adobe Test and Target.
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Paul Labrise profile photo
October 21, 2013

Adobe Target Review: "User Experience Optimization with Test & Target"

Score 9 out of 10
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Verified User
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Likelihood to Renew

10
Once you get started with your testing program, you realize that it is necessary to continue. You must keep optimizing in order to remain a vital competitor in today's marketing world. Even if you're not using Test & Target or any other user experience testing software, you ought to be performing comparison tests on your own, simply by routing your audience to different experiences and quantifying the aggregate of the results.
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May 13, 2014

Adobe Target Review: "Adobe Test & Target and why it just works."

Score 9 out of 10
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Likelihood to Renew

9
It is unlikely that the business will discontinue its use of Adobe Test & Target, as so many of the company's resources have gone into this product such as training individuals and developing a relationship with Adobe. Their technical support is great and the service they provide us is invaluable. It has become the backbone of the marketing department.
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October 15, 2013

Adobe Target Review: "Excellent tool, but a bit of a learning curve"

Score 8 out of 10
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5
Internal challenges, as well as lack of support from the Adobe team make it a tough decision to prove the value of the tool: We struggled with organizing a team of stakeholders internally to own and manage the product - which contributed to being able to make full use of the tool and prove its value. We reached out to Adobe for support, but they weren't able to provide us help internally (which was understood). We struggled with overall support from Adobe and had a few switches in terms of account managers/contacts from Adobe that did not help us stay on track either.
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October 21, 2013

Adobe Target: "T&T Review"

Score 7 out of 10
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7
Tool is easy to use for both from both an analytics perspective (the tests are easy to run and the data is easy to understand) and also from an operational/technology perspective (it's not too difficult to set up tests using Mboxes, etc).
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Feature Scorecard Summary

a/b experiment testing (1)
9
Split URL testing (1)
8
Multivariate testing (1)
9
Mutli-page/funnel testing (1)
7
Cross-browser testing (1)
8
Mobile app testing (1)
7
Test significance (1)
7
Visual / WYSIWYG editor (1)
6
Advanced code editor (1)
6
Page surveys (1)
6
Preview mode (1)
8
Test duration calculator (1)
9
Experiment scheduler (1)
9
Experiment workflow and approval (1)
7
Dynamic experiment activation (1)
8
Client-side tests (1)
9
Mutually exclusive tests (1)
10
Standard visitor segmentation (1)
7
Behavioral visitor segmentation (1)
8
Traffic allocation control (1)
9
Website personalization (1)
9
Heatmap tool (1)
9
Click analytics (1)
9
Scroll maps (1)
9
Form fill analysis (1)
7
Conversion tracking (1)
9
Goal tracking (1)
9
Test reporting (1)
8
Results segmentation (1)
9
CSV export (1)
9
Experiments results dashboard (1)
9

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