Opening the content pipeline for personalization in Adobe Target
by Gina Casagrande
posted on 09-27-2017
If you’ve been following the ” Personalization” section of the Adobe Digital Marketing Blog, you’ve learned about a host of exciting capabilities in Adobe Target, and ways that it works with other Adobe Experience Cloud solutions. In my last post, I wrote about an exciting synergy between Adobe Target and Adobe Experience Manager Livefyre that helps you meet the demand for content that fuels your optimization and personalization activities.
This post provides a first look at how Adobe has reimagined the personalization workflows between Adobe Experience Manager and Adobe Target. Now, the experiences you create in Experience Manager can be fed directly into Adobe Target as “experience fragments,” so you can seamlessly test and personalize experiences across every screen and surface at scale. You’re seeing yet another payoff that comes from building your experience business on a truly end-to-end digital marketing platform.
Grab-and-go building blocks for experiences — experience fragments.
This analogy should help you understand the concept of an experience fragment. This summer, if you went on a picnic, you likely picked up all the ingredients to make a sandwich at your local grocery store. You then assembled your sandwich, and put it in a lunch bag with an apple or some chips. But if time was at a premium, you might have just grabbed a boxed lunch from a delicatessen. Boom! Picnic lunch ready.
Experience fragments work the same way. They’re grab-and-go experience building blocks, available in Adobe Experience Manager, that you can use to build your optimization and personalization experiences in Adobe Target. Those building blocks can be almost anything — a banner with a background image, copy, and a linked CTA, or an entire website page with multiple sections. They’re complete pieces of content that can contain images, copy, styles, videos, hyperlinks, and even actions like a script. And because they’ve already undergone an approval process in Experience Manager, they’re ready for immediate use in the decisioning engine of Adobe Target for maximizing engagement and conversions.
Create once, deliver everywhere.
This new workflow now opens a direct pipeline for these experience fragments to flow from Adobe Experience Manager into Adobe Target for fluid personalization across your channels. Within Experience Manager, your content authors and producers create and manage those experience fragments to ensure they’re consistent across web, mobile app, kiosk, email, and your other channels. They can then publish them and export them to Adobe Target. As an Adobe Target user, you now have a repository of hundreds of fully responsive experiences that you can test and personalize. This truly accelerates your content velocity for personalization.
An easy workflow to enable fluid personalization with Adobe Target.
By bringing experience fragments into Adobe Target, you can go beyond A/B testing and rules-based personalization. Now, you can personalize this content at scale using automation powered by Adobe Sensei’s artificial intelligence capabilities. You have no shortage of content for use and re-use to satisfy your drive to optimize and personalize. From within Adobe Target, as you create your test or personalization experiences in the Visual Experience Composer or Form Composer, you can use an experience fragment within a selectable container on your page. It’s really that easy.
Let’s take a deep dive into this workflow:
Say you’re an outdoor sports retailer who wants to optimize the entire hero banner for your website home page based on different category offerings — mountaineering, rock climbing, biking, and surfing.
First, in Adobe Experience Manager, your content author can create the experience fragment variations for each out outdoor activity that includes a banner image, offer, copy, and CTA.
In the Visual Experience Composer or Form Composer) of Adobe Target, you can create each new experience by swapping out the default site content for mountaineering for each of your new experience fragments.
You do that by selecting the experience fragment from your offers library in Adobe Target. Note the offer type is Experience Fragment, and the offer source is Adobe Experience Manager — that’s what tightly integrated digital marketing solutions will get you.
You just created a new experience in Adobe Target with the experience fragment that was authored in Adobe Experience Manager. It’s really that quick and easy.
After you’ve created each test variation, you continue with the simple three-step guided workflow. Create or select your audiences to target, including those shared audiences in the Marketing Cloud from Adobe Audience Manager or Adobe Analytics, choose your success metrics, and launch your activity. To create a personalization activity, you follow the same three steps, except you would specifically target the biking experience to your biking audience, and so on. This end-to-end workflow between Adobe Experience Manager and Adobe Target accelerates your content velocity for fluid personalization.
Unlock the full power of Adobe Target.
Beyond A/B testing or rules-based personalization, tap into the power of Adobe Sensei to let machine learning and artificial intelligence more precisely determine and deliver personalized content to your visitors. Auto-Allocate delivers the winning test experience to more of your visitor traffic as the test runs, so that you can capitalize on that winner sooner.
If you have Adobe Target Premium, you can use our award-winning one-click personalization engine, Auto-Target. Auto-Target relies on sophisticated machine learning to determine which of the available experiences to deliver to each visitor based on all the behavioral, contextual, and offline data you make available to it. Not sure if your visitor is a hiker or a biker, or which experience to deliver? That’s okay, Auto-Target does. Now, you’re scraping all the winnings off the table by automatically delivering the right experience to the right individual at the right time.
All of that power, delivered with a simple click of a radio button.
Experience Fragments — one more way you win with Adobe Experience Cloud.
The Experience Fragments feature in Adobe Target is a perfect example of how Adobe truly blends art and science. It represents yet another way that Adobe lets you use data (science) through testing and personalization — even machine learning and automation — to zero in on the types of creative and experiences (art) that your customers love. Your creative and optimization teams can now work tightly together to create more content, with a feedback loop for better-optimized content. And, as your customers show their love for these experiences by engaging, converting, and buying more, you will meet the ever-increasing demand from business stakeholders to test and personalize more.
Products: Experience Manager, Target