Adobe Transforms Real-time Personalization for Marketers
March 25 2014 - 12:12AM
Business Wire
Adobe Target Premium Simplifies Implementation, Improves
Usability, Automates Optimization for Greater Revenue
Impact
Adobe 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 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:
- 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.
- 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 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.
- Flexible, powerful reporting:
Adobe Target now taps into Adobe Analytics data, creating an
automatic, 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.
- 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.
- 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.
- 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
- “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
- “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
- “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
- “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 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
Adobe Systems IncorporatedBrian Domingo,
408-832-7591bdomingo@adobe.comorEdelmanAnneka Patel,
650-762-2856anneka.patel@edelman.com
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