Optimize digital experiences with new Adobe capabilities for developers
By Jason Hickey
Posted on 11-18-2020
Customers have high expectations when they interact with a brand. Whether it’s the first time or hundredth time, on a website or on an app, they want a personalized experience. Historically, it was a marketer’s job to ensure the right content was delivered at the right time on the right channel. However, as customer expectations rise, brands must consider a more holistic approach to optimizing digital experiences, including improved coordination between IT, product and marketing teams.
Today, Adobe announced new capabilities in Adobe Target, part of Adobe Experience Cloud, to make it easier for developers to run their own tests and offer personalization to customers. Adobe’s new on-device decisioning capability is now available and allows developers to extend personalization capabilities beyond content and into product features and releases.
For the first time, developers can work alongside marketers in Adobe Target to optimize the overall customer experience, by testing and experimenting different website features, such as which cart flow to send to the customer, a multi-step flow or a single-step checkout. Additionally, the offer-decisioning capability is also crucial for companies that mandate high performance with near-zero latency, like a healthcare company’s patient portal and healthcare applications, for example.
Industry’s first hybrid decisioning architecture
Adobe’s on-device decisioning capability is the industry’s first hybrid decisioning architecture, bridging the gap between the technical (product owners and developers) and the non-technical (marketers) audiences. The new integrated hybrid decisioning architecture in Adobe Target allows marketers, product owners, and developers to work from a single UI and an integrated set of capabilities.
With the hybrid decisioning model, developers can manage feature flags – a technique used to enable or disable functionality remotely after deploying code – and roll out new features on websites and web applications within minutes. For example, developers can experiment a new product feature such as introducing a new guided shopper quiz feature on a product or category page. This all happens simultaneously alongside other Adobe Target tests that the marketing department might be running on the website, such as personalized offers, product recommendations and specific calls to action.
Additionally, the hybrid model offers a single implementation and integration with Adobe Experience Cloud applications and Adobe Experience Platform, the industry’s first enterprise platform that allows brands to stitch together data from across the company in order to deliver digital experiences, in real time and at scale. The on-device decisioning capability gives users – developers, marketers, product owners – a single source of data and eliminates the variance that typically occurs when reporting between an analytics and personalization solution are not natively integrated.
Near-zero latency personalization and optimization
While marketing teams focus more on agility and leveraging sophisticated artificial intelligence and machine learning on Adobe’s Experience Edge Network for real-time one-on-one personalization, developers and product owners have different needs. Developers are most interested in product performance – including zero latency – and the ability to confidently make changes into a product release. Only Adobe provides the best of both worlds.
Adobe’s on-device decisioning capability empowers developers to experiment and personalize product features and functionalities via server-side SDKs and feature flags, while marketers simultaneously focus on one-on-one personalization and flexible code authoring via calls to Adobe’s Experience Edge server. The decisions on-device happen securely and at near-zero latency, leading to faster website load times and a better customer experience.
Flexibility and security
Secure implementation is crucial for brands that test and personalize digital experiences. When strategies are written in plain text, it’s possible that experimentation strategies could be exposed. Adobe Target obscures testing components, securing experiments, audiences and over all optimization strategies.
While keeping all components secure, Adobe also provides the flexibility for brands to roll out features how they want and when they want. For example, Adobe’s new on-device decisioning capability allows brands to test a new feature to only 10-20% of its audience and make changes before completely rolling out to everyone. They also have the choice to build their own audience to target specific browsers, operating systems, geo variables, or app-contextual variables like loyalty tier, lifetime value, etc.
Learn more about how the on-device decisions capability in Adobe Target empowers developers to deliver experimentation and personalization on-device across channels at near zero latency here.
Topics: Personalization, News, Healthcare, Retail, Personalized Experience, Marketing, Information Technology, Experience Cloud, Corporate Alignment,
Products: Experience Platform, Target, Experience Cloud,