Adobe Target

Score8.4 out of 10

207 Reviews and Ratings

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.

Categories & Use Cases

a/b experiment testing
Create and test variations of a website, changing site elements such as headlines, CTAs, images, page design and layout, technical SEO changes, and new feature additions and collect statistical results of each variation’s conversion rates or other metrics.
Category average: 8.9
Website personalization
Ability to optimize user experience for individual site visitors based on certain characteristics and past actions (e.g. past purchases, geolocation, demographics, device type, referral source, etc..). An example of this is product and/or content recommendations based on visitor characteristics.
Category average: 8.4
Scroll maps
Scroll maps display how far down the page users scroll.
Category average: 8.6

Dynamic experiment activation
Ability to activate an experiment after the page’s initial load based on a set of conditions (e.g. if the visitor takes certain actions).
Category average: 8
Experiments results dashboard
Provides users with a dashboard displaying test results for all live tests. Some products may also include test result histories accessible from the dashboard.
Category average: 8.5
Advanced code editor
Allows users to create and edit experiments with HTML, CSS, JS.
Category average: 8

Verified User

Director in Marketing (10,001+ employees employees)

Use Cases and Deployment Scope

We utilize Adobe Target for AEM personalization at a small scale, but primarily use it to A/B test experiences to decide the best path forward.

Pros

Personlaization
User a/b testing

Cons

While it does serve up unified experiences for A/B testing. It also doesn't understand intent. Would the user navigate the same way no matter the experience. Including AI to help understand not only selection and experience but help analyze data for time spent on tasks.

Return on Investment

While it can be expensive getting real world feedback is highly important
Allowing Target to be almost set it and forget is highly useful. Know you can set duration and allow Target to make educated analysis

Usability

Other Software Used

Adobe Experience Manager, Adobe Marketo Engage, Adobe PhotoShop

Ariha Shah View profile

Marketing Communications Specialist in Marketing at EY (5001-10,000 employees employees)

Use Cases and Deployment Scope

Adobe Target has been really beneficial as it helps one visually create and manage A/B tests and rules-based targeting activities. It offers a simplified implementation strategy for our digital platforms and is effective as it manages all communication, offers automated personalization and provides recommendations about services. It helps to share data and results with ease.

Pros

Data results
Collaboration
Improved conversion rates
Tracking responses

Cons

Refined search
Understanding Platform
Reporting

Return on Investment

Effective Lead tracking
Conversions
Opportunities

Usability

Alternatives Considered

Optimizely Commerce Connect and Salesforce CMS

Other Software Used

Optimizely Content Management System, Salesforce CMS, Insider Growth Management Platform (GMP)

Shannon Craig

Digital Product Manager in Engineering at Vanguard (10,001+ employees employees)

Use Cases and Deployment Scope

My team uses Adobe Target for tagging and experimentation for secure login and the mobile app. We have many use cases across that are used to track and test user experiences for our product teams. We provide tagging strategy for application developers to track components within pages. We complete ~20+ tagging and experiments per month.

Pros

A/B testing
Click tracking and component tagging
Integration with other Adobe tools

Cons

Manage timeouts
Latency issues
Exeperiments across SDK & nonweb SDK pages

Return on Investment

Allows testing of experiences to understand client behavior
Campaigns have increased additional cashflow for new products

Usability

Jorge Leal

Head Of digital Marketing in Marketing at Compartamos Bancog (10,001+ employees employees)

Use Cases and Deployment Scope

I use Adobe Target for personalization and AB testing We deliver personalized content trough target based on the profile of the costumer and the audience, we work with Adobe Target and Adobe Analytics to deliver this experiences.

Pros

AB Testing
Personalized Banners
Change colors of landing pages

Cons

More use cases for WebSite that doesn't have e-commerce.

Return on Investment

It allows to make decisions that impact in the funnel.
We optimize and improve the conversion in A 25%

Usability

Alternatives Considered

Adobe Marketo Engage and Adobe Analytics

Other Software Used

Adobe Marketo Engage, Adobe Analytics

Verified User

Analyst (1001-5000 employees employees)

Use Cases and Deployment Scope

Adobe Target is important for our organization and theoretically enables us to more easily run A/B tests and carry out personalization on a number of our sites. Target also enables us to run these tests and personalizations with less, if any, developer support, allowing us to quickly iterate on new ideas

Pros

Enables A/B testing through a visual editor
Integrate well with Adobe analytics for further analysis
Makes it easy to reuse certain experiences

Cons

New UI is extremely buggy
New UI has reduced functionality compared to the old UI with certain features completely missing
Customer support for Target is abysmal and takes extended periods of time to get any satisfactory support

Return on Investment

Allows us to quickly iterate on new experiences with minimal uplift
Removes some of the burden on web developers to create new experiences that haven't been proven
Consistently buggy experience and degraded functionality recently has severely impacted our ability to deliver value with this tool

Usability

Other Software Used

Adobe Analytics, ObservePoint, Adobe Workfront

Adobe Target

What is Adobe Target?

Categories & Use Cases

Key Features

Top Performing Features

a/b experiment testing

Website personalization

Scroll maps

Areas for Improvement

Dynamic experiment activation

Experiments results dashboard

Advanced code editor

Reviews

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Other Software Used

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Alternatives Considered

Other Software Used

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Use Cases and Deployment Scope

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Other Software Used

Use Cases and Deployment Scope

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Other Software Used

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