Enabling Fluid Personalization in Adobe Target with Experience Fragments
by Nicolas Wu
posted on 03-29-2018
These days, many companies are turning to artificial intelligence (AI) to power the personalization of their customer experiences. They’re also expanding delivery of those experiences beyond traditional web and mobile touchpoints. And customers have developed an almost insatiable appetite for personalized, optimized experiences. All this is great, but it means that marketers have to figure out ways to source and create more great content.
In this post, I want to describe a feature we’re announcing at Summit that can help fuel that content pipeline. It’s timed with the release of Adobe Experience Manager 6.4, and enables you to share experience fragments from our content management solution Adobe Experience Manager into Adobe Target with a single click.
Giving access to AI-driven capabilities and delivering on the one-platform promise
Experience Manager users have been able to run a slimmed down version of Adobe Target from within Adobe Experience Manager; one that limits them to running A/B testing and experience targeting activities. That’s been great, but Adobe Target Senior Product Manager Mark Tuyay explains, “As we’ve added more AI-driven Adobe Sensei-powered capabilities in Target, many Adobe Experience Manager users have wanted the ability to use those personalization capabilities on their Adobe Experience Manager content. At the same time, Adobe Target users have wanted an easy way to get their hands on content created in Adobe Experience Manager for personalization and optimization. That’s what this new feature allows.”
This new capability allows Adobe Experience Manager users to convert an image, offer, hero banner, a lightbox, or even a whole page into an experience fragment. Then, simply checking a “Publish to Adobe Target” checkbox within Adobe Experience Manager causes the experience fragment to show up in the Offer library of Adobe Target for use in any Adobe Target activity—that’s A/B, MVT, rules-based personalization, or any of the automated personalization activities powered by Adobe Sensei.
So how do we envision our customers using it?
Allowing Adobe Experience Manager users to leverage all personalization capabilities
How this new capability gets used depends more on how the brand structures its customer experience management team and optimization and personalization team. Some, typically larger brands, have content developers who work for content managers in Adobe Experience Manager, and a separate optimization and personalization team that uses Adobe Target. While there was an existing method for sharing Adobe Experience Manager content to the Adobe Target solution for testing and personalization activities, we wanted to provide the same native support for this inter-solution exchange that we provide with the embedded Adobe Target testing and targeting workflow within Adobe Experience Manager for easier access and selection.
For other brands the person who develops web and mobile sites in Adobe Experience Manager is the same one who optimizes and personalizes it with Adobe Target. These multiple hat wearers will now be able to just click to publish experience fragments to Adobe Target from Adobe Experience Manager, and then move into Adobe Target to set up their personalization activities with the content. This new feature makes their work easier and more fluid.
Bridging the content chasm for the Adobe Target user
For ease in native access to AEM content, the Adobe Target user need only request that the content management team convert the content piece into an experience fragment and click “Push to Adobe Target.” Once that’s done, the experience fragment shows up in the Adobe Target Offer library as an “Experience Fragment” offer type, ready for use in any Adobe Target activity.
Opening the content pipeline into Adobe Target
The ability to use experience fragments in Adobe Target represents yet another step Adobe Experience Cloud is taking to deliver on its one platform promise. Mark notes, “Rather than trying to build and maintain one product within another—an approach that simply can’t scale—we’re creating robust interconnections between them. That means you get native access to the power of both solutions.”
This new feature will launch in April with the release of Adobe Experience Manager 6.4. It will also be available for Experience Manager 6.3 customers with a feature pack.
Topics: Digital Transformation, Adobe Summit, Personalization
Products: Experience Manager, Target