Govern Personalization at Scale and Visualize the Customer Journey
by Drew Burns
posted on 09-11-2017
Our recent announcement of brand new Adobe Sensei capabilities within Adobe Target generated a lot of buzz—finally, the dream of one-to-one personalization anywhere a visitor interacts with your brand can become reality. Target leverages machine learning and artificial intelligence (AI) to evaluate all available traits and profile variables about your customers and deliver them the next best optimized experience on any digital touchpoint.
The possibilities are endless for the fluid, just-right customer journeys you can give your visitors: A customer searches for current sale items in your mobile app, walks into your retail outlet, and sees personalized sale items on an in-store screen. A banking customer checks his account balance on a smartphone near one of your local branches and receives an offer for the perfect low interest rate credit card. Check out a new Facebook Live video to learn about successes Adobe Target clients from different industries have seen using these Adobe Sensei capabilities and what developments are in the works for AI and machine-learning in Adobe Target.
Adobe Target also makes it easy to deliver these Sensei-driven activities at scale using a three-step visual workflow for activity setup, built-in safeguards for mutual exclusivity, and integrated client-side and server-side deployments. My colleague Nic Wu just discussed how and why you might use Target to optimize using the solution server-side, client-side—or both. With client-side, digital marketers can easily set up and run tests independent of developers and release cycles. But with server-side, developers can take advantage of web site advancements, optimize components like search or pricing algorithms, or to simply scale testing and personalization for today’s cross-channel experience.
All these Target capabilities are super exciting in terms of scaling your personalization efforts. But what if your organization has many brands, global teams, or discrete departments that work on specific areas of the customer journey—for example, a large technology company with regional teams around the world? If that’s the case, large-scale personalization can raise concerns about governance of your various teams and keeping workstreams discrete. How do you ensure your teams have appropriate levels of access to and permissions for the properties, content, and channels they need? Adobe Target now has the answer.
New Enterprise User Permissions
Adobe Target now includes a new level of Enterprise User Permissions that allows you to keep the optimization and personalization workstreams of your different brands, global teams, or distinct areas of the business discrete within your Adobe Target account. You can limit the access and visibility of these teams to just the content, segmentation, and activities they need—not those of other areas of the business—all without siloing and sacrificing access to data, capabilities, or features.
Here’s how Enterprise User Permissions works: Your Adobe Target administrator defines distinct workspaces in the solution for your different teams and defines the specific “properties” that these workspaces can access. Properties can be a page or group of pages, a channel, or even a device like a kiosk—they can span multiple domains, applications, screens, or devices. Any way you wish to divide and group the pages or screens where you deliver Adobe Target activities. For example, your administrator can create a workspace for your product team and provide access only to all product detail pages.
Your administrator creates distinct roles for a given workspace, assigns users to one or more workspaces, and then assigns a specific role within each workspace. For example, you could give one user read only access to a workspace that includes product pages on your US site, but give them the ability to build and edit activities in the workspace for your UK homepage.
Enterprise User Permissions allows you to keep your activities, offers and content, and segmentation discrete within a workspace. And while you can share these elements broadly across workspaces, if one of your users lacks access to a workspace with specific elements, he or she can’t see those specific elements.
In short, workspaces let your administrator keep your different workstreams discrete, without limiting access to core services such as unified profile data and other benefits provided within a single account in Adobe Marketing Cloud. As a result, your administrator no longer needs to fear enabling broader access to Adobe Target for scaling testing and personalization efforts—he or she now has total control over what an individual user sees, accesses, and does within each workspace.
As if that weren’t enough, the latest release of Target includes one more major feature that supports your ability to test and personalize at scale.
Visual Quality Assurance (QA) and Simulations
A new visual Preview mode in Adobe Target now makes it easy for you or your other quality assurance (QA) team members within a workspace to visually QA the different experiences within your activities. It lets you isolate your QA traffic for testing an activity prior to pushing it live, and also lets you simulate different audiences on which to test different activity experiences and metrics, making it easier to get approval for your test.
A Steady Roll out of New Features in Adobe Target
As always, the steady rolling thunder of monthly releases in Adobe Target continues to rumble. Try out some or all of the new features mentioned in this post, and enhance your ability to grow and expand your personalization efforts while maintaining confidence in your ability to govern dynamic personalized experiences at scale across all your digital touchpoints.