[March 25, 2014] |
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Adobe Transforms Real-time Personalization for Marketers
SALT LAKE CITY --(Business Wire)--
Adobe (News - Alert) Summit, The Digital Marketing Conference - Adobe
(Nasdaq:ADBE) today announced Adobe
Target Premium, a new personalization solution, which leverages
predictive technology to unlock valuable insights and take the guesswork
out of marketing. Adobe Target (News - Alert) Premium, part of the Adobe Marketing
Cloud, automates the targeting of relevant content, offers and
cross-sell recommendations for marketers. This enables organizations to
easily launch automated campaigns with just a few clicks, driving
immediate gains in engagement, conversion and revenue. In addition,
Adobe Target now takes full advantage of Adobe
Analytics behavioral data and reporting capabilities, allowing
marketers to rapidly turn insights into action.
Consumers expect brands to deliver relevant experiences when they visit
their website, mobile app or other online channels, and marketers are
responding. According to a survey conducted by Adobe, Digital
Roadblock: Marketers Struggle to Reinvent Themselves1,
marketing personalization ranked highest (33 percent) in terms of
importance to their company's future marketing efforts (see
separate release). With the introduction of Adobe Target Premium,
Adobe now provides two offerings for creating relevant website and
mobile app experiences: Adobe Target Standard, the industry leading and
intuitive A/B testing and targeting solution for every marketer; and
Adobe Target Premium, which features advanced testing and automated
personalization:
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Automated
decisions: Today's marketers must deliver increasingly
more personalized experiences to millions of distinct and demanding
consumers. Scaling personalization efforts to meet those needs taxes
the ability to predict which content and offers will result in
visitors becoming customers. Automated targeting in Adobe Target
Premium uses sophisticated, self-learning algorithms to automatically
determine and dynamically serve the right content based on a visitor's
current and past behavior.
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Deeper
audience targeting: Consumers expect personalized
experiences that can compel them to read an article, sign-up for a
service, or purchase a product. Adobe Target is now integrated with
Adobe Analytics to leverage behavioral data that builds a rich Master
Marketing Profile. Integration with Adobe Audience (News - Alert) Manager can further
enrich the Master Marketing Profile with a set of diverse anonymous
data-from the marketer's internal CRM system data to its third party
audience data and offline variables- to paint a clear picture of a
website visitor or mobile app user.
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Flexible,
powerful reporting: Adobe Target now taps into Adobe
Analytics data, creating an autmatic, two-way feed between
optimization activities and marketing analytics. As a result,
marketers can now dissect results based on any number of audience
segments and success metrics available within their data, even after
the campaign runs.
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Meaningful
mobile experiences: Marketers need to optimize mobile
app experiences to drive sales and realize a solid return on their
investment. Adobe Experience Manager (see
separate release) provides the only mobile app development
platform for both developers and marketers. And through Adobe
Marketing Cloud for Mobile (see
separate release), Adobe Target pays it off, offering integrated,
easy-to-use optimization capabilities like A/B testing of in-app
content and targeting experiences based on location and lifecycle data.
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Intuitive
marketer workflow: The foundation of Adobe Target
Premium is a unique, step-by-step framework that brings together
activities such as advanced, experience-level testing, automated
personalization, offer optimization, and intelligent cross-selling,
all based on one line of code for implementation. A visual experience
composer allows marketers to directly interact with their sites,
easily creating and targeting multiple experiences to different
audiences, optimizing against appropriate success metrics-no technical
skills required.
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Best
practices and expert onboarding: Best practices matter
as much as the technology itself when it comes to optimization and
personalization. Adobe Target Premium includes access to strategic
services to speed implementation and usage, including ongoing
optimization roadmap support and strategic advice from experienced
industry experts to manage and run campaigns on behalf of customers.
Services include developing testing, targeting and personalization
strategies; a prioritized list of site areas and optimization
campaigns to run in each area; reviewing competitive reports;
optimization insights and impact from analytics data; implementation
of privacy-centric consumer opt-outs; and ROI analysis.
Quotes
Aseem Chandra, vice president, Adobe Target and Adobe Experience Manager
business, Adobe
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"Consumers interacting with your brand expect a consistent and
personalized experience across every channel, including the web,
mobile sites, apps, social, and even in-store. Adobe Target Premium
empowers marketers to create and deliver personalized experiences,
without having to guess what their consumers will care about. This is
a game changer for digital personalization and proof of our commitment
to help our customers maximize revenue."
Siping Roussin, senior manager, optimization and personalization, Lenovo
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"When it comes to our marketing efforts, there can't be a
'one-size-fits-all' approach. The challenge is determining the right
activities to deliver the most optimized experiences possible. Working
with Adobe Target, we've been able to amplify our efforts in reaching
specific audience segments with personalized content, resulting in
over 12x return on site visitors becoming customers. As we continue to
pursue innovative ways to deliver compelling and relevant experiences
to our customers we're looking forward to what's to come in Adobe
Target Premium."
Deepak Nair, vice president and head of digital intelligence, US
Bank
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"Time and time again, it's clear to us that Adobe values the feedback
of its own customers in developing and continuing to evolve a
best-class personalization solution like Adobe Target. At U.S. Bank,
we're constantly evaluating different, unique ways to leverage Adobe
Target for our campaigns, and with these advances in Adobe Target
Premium, we're looking forward to taking advantage of a strong package
of advanced testing and automated personalization capabilities to meet
and exceed our business goals."
Kenyon Rogers, senior manager, digital, Marriott
International
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"For Marriott and our brands, we're often managing dynamic pricing and
inventory. Efficiency is key to our ongoing success, and we want to
make sure that our online visitors experience the content that's
relevant to them. With how much Adobe Target has matured in the form
of Adobe Target Premium, it's wonderful that we can automate decisions
like offers and recommendations to our customers at all times,
engaging them with meaningful, personalized content during their
journey through our sites."
Pricing and Availability
Adobe Target Premium is available in beta for select customers starting
in early May, and is expected to be generally available by the end of
June 2014. Pricing is based on a flat-fee model, enabling customers to
test and target more within a predictable cost structure. For more
information, customers should contact an Adobe sales representative. To
learn more, visit here.
About Adobe Marketing Cloud
Now there's a place that puts everything digital marketers need in one
spot. It's called the Adobe Marketing Cloud. It includes a complete set
of analytics, social, advertising, targeting, Web and app experience
management and cross-channel campaign management solutions as well as
core services and mobile capabilities that bring together everything
marketers need to know about their campaigns. So marketers can get from
data to insights to action, faster and smarter than ever.
About Adobe Systems (News - Alert) Incorporated
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
© 2014 Adobe Systems Incorporated. All rights reserved. Adobe and the
Adobe logo are either registered trademarks or trademarks of Adobe
Systems Incorporated in the United States and/or other countries. All
other trademarks are the property of their respective owners.
1"Digital Roadblock: Marketers Struggle to Reinvent
Themselves" Adobe, March 2014
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