Adobe Target Delivers New Personalisation Innovations

by Drew Burns

Posted on 02-20-2019

Accord­ing to Adobe’s 2019 Con­sumer Con­tent Sur­vey, 83 per­cent of con­sumers say they’ve received con­tent from brands that isn’t per­son­alised, with more than one-third of con­sumers say­ing this hap­pens con­stant­ly or fre­quent­ly. For brands, this is a huge oppor­tu­ni­ty missed. Espe­cial­ly con­sid­er­ing approx­i­mate­ly half of those con­sumers say they’re more like­ly to become loy­al to the brand if the expe­ri­ence is personalised.

To suc­cess­ful­ly deliv­er per­son­alised expe­ri­ences, our Adobe Tar­get cus­tomers are dou­bling down on their expe­ri­ence opti­mi­sa­tion pro­grams and lever­ag­ing the pow­er of Adobe Sen­sei, our AI and machine learn­ing tech­nol­o­gy, for faster results. And they’re see­ing suc­cess. Last year, Adobe Tar­get had a hand in gen­er­at­ing $165 bil­lion in rev­enue for cus­tomers (a 29 per­cent increase over 2017) and deliv­ered per­son­alised expe­ri­ences to 73.4 bil­lion visitors.

Today, we’re excit­ed to intro­duce new inno­va­tions in Adobe Tar­get that help mar­keters deliv­er more impact­ful, per­son­alised expe­ri­ences to their cus­tomers, and help IT pro­fes­sion­als col­lab­o­rate more effec­tive­ly with mar­ket­ing teams on deliv­er­ing those experiences.

New AI-Pow­ered Per­son­alised Recommendations

Rec­om­men­da­tions are one of the most pow­er­ful per­son­al­i­sa­tion tools that mar­keters can use to increase sales and cus­tomer engage­ment. Yet scal­ing per­son­alised rec­om­men­da­tions to a vari­ety of audi­ences is a con­sis­tent chal­lenge. To help mar­keters over­come this, Adobe Tar­get is devel­op­ing a new ‘Weight­ed Rel­e­vance’ algo­rith­mic log­ic that extends beyond the tra­di­tion­al prod­uct use cas­es, pro­vid­ing greater rec­om­men­da­tion, cus­tomi­sa­tion and pre­ci­sion for marketers.

The new ‘Weight­ed Rel­e­vance’ rules lever­age sophis­ti­cat­ed pro­file-match­ing and rel­e­van­cy weight­ing capa­bil­i­ties to fur­ther refine rec­om­men­da­tions based on spe­cif­ic search cri­te­ria. For exam­ple, a job seek­er will see posi­tions most relat­ed to their skills and expe­ri­ences on a job oppor­tu­ni­ties web­site. Not only will this fea­ture bet­ter allow brands to exe­cute their per­son­al­i­sa­tion strat­e­gy at scale, it will also empow­er them to make peo­ple-cen­tric deci­sions that dri­ve con­sis­tent­ly bet­ter actions.

Har­ness the Pow­er of AI with Enhanced Reporting

Last year, we announced the avail­abil­i­ty of the new Per­son­al­i­sa­tion Insights Reports, which trans­par­ent­ly shows the work that the Auto­mat­ed Per­son­al­i­sa­tion and Auto-Tar­get algo­rithms are doing. Now with new enhance­ments to the Per­son­al­i­sa­tion Insights Reports, users will be able to see the actu­al rel­a­tive lift the algo­rithm is deliv­er­ing based on a spe­cif­ic expe­ri­ence it deliv­ers. For exam­ple, a mar­keter for an air­line will be able to see the rel­a­tive con­ver­sion and rev­enue lift that each offer or rec­om­men­da­tions carousel is deliv­er­ing above the default mobile page or app screen. This informs bet­ter opti­mi­sa­tions for audi­ence-lev­el and indi­vid­ual expe­ri­ences with guid­ance from machine-learn­ing insights.

Major Strides in Excep­tion­al Cus­tomer Ser­vice with Mobile App Personalisation

We’re thrilled to see sig­nif­i­cant, broad­er adop­tion of mobile app per­son­al­i­sa­tion as com­pa­nies see improved app reten­tion, engage­ment and con­ver­sion for their most loy­al cus­tomers through deliv­er­ing a tai­lored app expe­ri­ence. For exam­ple, a drug­store is using auto­mat­ed per­son­al­i­sa­tion to auto­mate the ranked-order of their app’s nav­i­ga­tion­al icons based on an individual’s pri­ma­ry uses. We’re also see­ing great strides in loca­tion-based per­son­al­i­sa­tion ser­vices. For exam­ple, a major hotel chain is using Adobe Tar­get to trig­ger per­son­alised screens with rec­om­men­da­tions of ameni­ties and upgrades through­out their property.

Adobe Tar­get Per­son­al­i­sa­tion Matu­ri­ty Mod­el 2.0

We want all of our cus­tomers to achieve matu­ri­ty in their per­son­al­i­sa­tion pro­grams and are excit­ed to release the next ver­sion of the Adobe Tar­get Per­son­al­i­sa­tion Matu­ri­ty Mod­el.

With our lat­est Matu­ri­ty Mod­el, any mar­keter – Adobe Tar­get cus­tomer or not – can assess the cur­rent effec­tive­ness of their per­son­al­iza­tion efforts or pro­grams. The updat­ed matu­ri­ty mod­el and self-assess­ment include enhance­ments that enable cus­tomers to bet­ter eval­u­ate their progress and set bench­marks for growth. The end result is a detailed report with clear sug­ges­tions on next steps in terms of gov­er­nance, process and expan­sion of use cas­es. We’ve also updat­ed the lan­guage and sug­ges­tions with­in the matu­ri­ty mod­el to sup­port greater speed and scale.

New Indus­try-First Solu­tion for Sin­gle Page Appli­ca­tions and Mod­ern Web

Our Con­sumer Con­tent sur­vey also unveiled more than one-third of con­sumers say slow page loads frus­trate them most when it comes to dig­i­tal con­tent expe­ri­ences, and more than half would stop view­ing the con­tent all togeth­er if it takes too long to load. So, it makes sense that com­pa­nies are turn­ing to sin­gle page appli­ca­tion frame­works (SPAs) to increase the speed, flu­id­i­ty and respon­sive­ness of cer­tain areas with­in a dig­i­tal expe­ri­ence to enhance cus­tomer expe­ri­ences. Today, we’re excit­ed to release a new solu­tion for SPAs with­in Adobe Tar­get that includes:

AT.js 2.0: AT.js, Adobe Target’s first-of-its-kind javascript library and imple­men­ta­tion frame­work built for SPAs like React and Angu­lar, already pro­vides direct sup­port and extend its abil­i­ty to opti­mize expe­ri­ences for the mod­ern web. Now with­in AT.js, we’re intro­duc­ing “views,” where devel­op­ers can group togeth­er visu­al ele­ments with­in a SPA to stream­line per­son­al­i­sa­tion with­in the web expe­ri­ence. Adobe Target’s “views” also allow for dis­crete calls at the exact point that an expe­ri­ence needs to be test­ed or per­son­alised for an individual.

• _New Visu­al Expe­ri­ence Com­pos­er for SPA_s: Now gen­er­al­ly avail­able, Adobe Target’s Visu­al Expe­ri­ence Com­pos­er (VEC) for SPAs gives mar­keters an easy, self-ser­vice way to cre­ate activ­i­ties and per­son­alise expe­ri­ences that can be dynam­i­cal­ly deliv­ered in SPAs. VEC for SPAs lets mar­keters direct­ly cre­ate A/B tests and tar­get­ing activ­i­ties with­out devel­op­er inter­ven­tion. For exam­ple, Lend­ing Tree uses this fea­ture to increase test­ing veloc­i­ty with the sim­pli­fied set-up to eas­i­ly make changes on each step of the form. This secure­ly pro­tects against the poten­tial of flick­er that is often expe­ri­enced with solu­tions that do not have these SPA-spe­cif­ic fea­tures and architecture.

Each day, we on the Adobe Tar­get team come to work and strive to antic­i­pate the fea­tures and capa­bil­i­ties you’ll need to deliv­er incred­i­bly spot-on expe­ri­ences for your customers.

If you haven’t yet reg­is­tered for and made plans to attend Adobe Sum­mit in Lon­don May 15–16, there’s still time. It’s one of the best oppor­tu­ni­ties for get­ting inspired by oth­er brands doing amaz­ing work in per­son­al­i­sa­tion and opti­mi­sa­tion and accel­er­at­ing your own expe­ri­ence opti­mi­sa­tion practice.

Topics: Digital Transformation, artificial intelligence, customer experience, mobile, personalisation, Sensei, UK, UK Exclusive, Digital EMEA