Adobe Target Tutorial: A Step-by-Step Guide to Getting Started

Getting started with Adobe Target requires setting up a new instance, which can be done in just a few steps.

First, log in to your Adobe Experience Cloud account and navigate to the Adobe Target workspace.

To set up a new instance, click on the "Create" button and select "Target".

You'll be prompted to enter some basic information, including your company name and the instance name.

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The course curriculum for Adobe Target training covers a wide range of topics, from the basics of the software to advanced concepts and best practices.

You'll learn about the overview of other optimization tools, such as Monetate and optimizely, and how Test & Target fits into the web analytics life cycle. This will give you a solid understanding of the industry and how to use Adobe Target effectively.

The curriculum also covers the concepts of mboxes, offers, experiences, and campaigns, as well as mbox deployment and campaign creation. You'll learn how to create offers, including HTML, text, image, and redirect offers, and how to create campaigns, including designing, previewing, simulating, and approving them.

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You'll also learn about segment types, criteria for segmentation, and parameter types, including URL parameters, referring URL parameters, Geo parameters, and Mbox (page) parameters. Additionally, you'll learn about source vs behavioral targeting and how to create audiences.

Here's a breakdown of the course curriculum:

Adobe Target is a powerful tool that helps businesses and marketers redefine their campaigns and craft experiences that drive engagement and customer loyalty. It's part of the Adobe suite of tools, which includes other optimization tools like Monetate and Optimizely.

Adobe Target fits into the web analytics life cycle, and understanding how it works is crucial for marketers who want to get the most out of it. Adobe Target uses customer data insights, machine learning capabilities, browser cookies, user identification, and A/B testing to find the content that's most impactful and effective.

Marketers define their success metrics, target audiences, and channels with objectives to achieve, and then use these inputs with Adobe Target to ask the system to find specific areas to focus on and the end goals. This is where the magic happens, and Adobe Target starts to create personalized experiences across channels at various touchpoints.

Adobe Target creates lasting impressions and builds customer loyalty by using customer data insights and machine learning capabilities to deliver the right content to the right people at the right time.

After completing the Adobe Target training, you'll be able to understand the use of ad hoc analysis. This skill is essential for analyzing your site and making data-driven decisions.

You'll be able to explore the ad hoc analysis interface and run reports, which will give you a deeper understanding of your site's performance. With this knowledge, you can identify areas for improvement and optimize your site for better results.

To customize the ad hoc analysis, you'll learn how to analyze your site's data and create reports that meet your specific needs. This is a crucial skill for any marketer or project manager looking to enhance their site's performance.

Here are the key objectives of the Adobe Target training:

By achieving these objectives, you'll be well on your way to becoming proficient in Adobe Target and enhancing your site's performance.

To enable the Target Visual Experience Composer (VEC) for Mobile apps, you need to add the Adobe Target VEC extension to your Launch property. This is a crucial step in setting up VEC.

The Target VEC extension lets you create activities and personalize content on native mobile apps without continuous development dependencies and app-release cycles.

Both the Target and Target VEC Launch extensions are required to use the Target VEC in your mobile application.

To set up VEC, follow these steps:

By following these steps, you'll be able to set up VEC and start personalizing your customers' experience on your mobile app.

You can add custom parameters to the Target VEC request. In XCode, open the BookingViewController.swift file and import the Target VEC extension by adding `import ACPTargetVEC_iOS` beneath the existing import.

To add custom parameters, you'll need to modify the `viewDidLoad()` function. After the line with `super.viewDidLoad()`, add the code to include custom parameters such as mbox parameters, profile parameters, product (or entity) parameters, and order parameters.

Here's an example of how to add these parameters:

Note that in this example, static values are used, but in your actual app, you would want to use dynamic variables to populate the values.

Mobile App Integration is a crucial step in setting up Adobe Target. You'll need to pair your mobile app with the Target UI using deep links.

This pairing process is achieved with the use of deep links, which are a key component in setting up activities in the Target interface.

Once your deep link structure is set up, you're ready to use the Target VEC to set up activities.

To track the success of your Adobe Target campaigns, you'll want to set up metrics and analysis. This will help you understand how your visitors are interacting with your site and make data-driven decisions.

Conversion rate is a key metric to track, as it measures the percentage of visitors who complete a desired action. In a previous section, we discussed how to set up a conversion rate metric in Adobe Target.

Another important metric is lift, which measures the difference in conversion rate between a test and a control group. A lift of 5% means that the test group saw a 5% increase in conversions compared to the control group.

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To analyze your metrics, you can use Adobe Target's built-in reporting features, such as the Campaign Summary report. This report provides an overview of your campaign's performance, including metrics like conversion rate and lift.

By regularly reviewing your metrics and analysis, you can refine your targeting and optimization strategies to improve the overall performance of your campaigns.

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Adobe Sensei, Adobe's AI technology, plays a crucial role in personalization. It can automatically allocate traffic to the best-performing experience, increasing conversions.

This is done through Auto-Allocate, an A/B test that leverages the power of Adobe Sensei to identify a winner among several experiences. Auto-Allocate reallocates more traffic to the winning experience, reducing costs compared to a traditional manual A/B test.

However, this approach has a caveat: because AI reallocates traffic to the winning experience, there is no record of how the experiences performed against each other. You'll only get to know the best experience, not the second-best or subsequent rankings.

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Auto-Target is another type of A/B test that utilizes Adobe Sensei to determine the best experience that matches an individual customer profile. This approach can be highly valuable during the discovery phase of testing or can run continuously to provide ongoing improvements.

Automated Personalization is a valuable activity that harnesses Adobe Sensei to match various offer variations with each visitor. This approach can be referred to as an "always-on" mode, and it's essential to check out Adobe's documentation to know more about how it differs from Auto-Target.

Adobe Target also enables the creation of custom content entities, such as products and services. Advanced machine learning algorithms can then match the best content against the user's prior activity, preferences, or criteria.

Here are some key benefits of using AI in personalization: