2018 Adobe Experience Business Awards: Business Impact Through Optimization

Excellence in Business Impact Through Optimization

by Nicolas Wu

posted on 01-11-2018

In a previous blog post, we introduced the 2018 Adobe Experience Business Awards and described the award “Excellence in AI-Powered Personalization,” one of two awards categories intended for Adobe Target customers. In this blog post, we’ll cover that second award category, “Excellence in Business Impact Through Optimization.” This award category expands on last year’s A Contest — True Tales of Mind-blowing Optimization and the previous year’s WhichTestWon’s Adobe Target Awards. In each contest, we selected finalists who presented their stories onstage in a dedicated session at Adobe Summit.

This year, we on the Adobe Target team joined forces with the teams from two other Adobe Marketing Cloud solutions — Adobe Experience Manager and Adobe Campaign — to launch the Adobe Experience Business Awards. We wanted to capture stories of customers developing and delivering phenomenal experiences using the individual Marketing Cloud solutions, but also by using them together.

What is Business Impact Through Optimization?

Adobe Target provides A/B testing, multivariate testing, and experience targeting to let you optimize the customer experiences for your visitors across all touchpoints — your website, mobile site, mobile apps, kiosks, IoT devices, and more. A marketer-friendly user interface (shown below) and three-step guided workflow allow you to easily test and learn the impact of new or modified experiences on these touchpoints.

In this award category, we’re looking for experiments you’ve done using Adobe Target that have delivered incredible increases in RPV, AOV, and conversion. We also want those experiments to demonstrate your creativity and inspire us to think of what’s possible. We expect that the metrics you optimize for could vary based on the focus of the business improvements you’re trying to achieve and your industry. For example, you might focus on a credit card application rate if you’re a bank, shopping cart bounce rate if you’re in retail, or complaints about your website user interface if you’re in any business. There’s really no limit to what you can optimize, and we’d love your story to show how you thought outside of the box to optimize for business impact.

The stories submitted by last year’s contest winners, The Home Depot and Swisscom, give a good sense of the types of success stories we’re hoping you’ll submit. The stories from these two brands were indeed mind-blowing. The Home Depot used Adobe Target to A/B test different geolocation service vendors to improve the accuracy of their “Find the store near you” feature. Swisscom leveraged the accelerator within iPhone and Android smartphones to trigger more conversions in their mobile apps and create more cross-sell opportunities. Both tests made a significant business impact for their respective organizations and used Adobe Target in a highly creative way. If you’d like to learn more about these tests, read the stories in full on the Experience Business Awards site.

What types of entries can you submit?

What makes a submission eligible for the Excellence in Business Impact Through Optimization award? That’s pretty simple — if your activity uses manual A/B testing, multivariate testing, or rules-based personalization in Adobe Target, you can submit it. To enter, you just need to describe the business problem you solved and the content, offers, or experiences you developed for the activity. You also need to share the incredible quantified results that your activity generated. Guess what? Incredible results don’t always mean big increases in revenue or conversion. They can also mean cost savings or important lessons learned about what not to do. Beyond the activity that you submit, we’d love to hear more about what you’re doing in personalization in general and what you’ve learned along the way.

Share with us and many others.

Are you ready to share your incredible story with us? Check out the event website for the North America contest and submit your story today! You can even submit multiple stories if you have more than one. If you’re in the EMEA region, click here for the EMEA contest site. Any questions? No problem — we’re happy to help. Please email me at nwu@adobe.com with your questions.

Topics: Digital Transformation, Personalization

Products: Target