Adobe Target Delivers New Personalization 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 personalized, 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 personalized.
To successfully deliver personalized experiences, our Adobe Target customers are doubling down on their experience optimization 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 personalized experiences to 73.4 billion visitors.
We’re excited to introduce new innovations in Adobe Target that help marketers deliver more impactful, personalized experiences to their customers, and help IT professionals collaborate more effectively with marketing teams on delivering those experiences.
New marketer-influenced recommendations algorithm
Recommendations are one of the most powerful personalization tools that marketers can use to increase sales and customer engagement. Yet scaling personalized 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 customization and precision for marketers.
The new “Weighted Relevance” rules leverage sophisticated profile-matching and relevancy weighting capabilities to further refine recommendations based on the search terms a visitor uses, their onsite actions, and other attributes in their profile. 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 personalization 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 Personalization Insights Reports, which transparently show the work that the Automated Personalization and Auto-Target algorithms are doing. Now with new enhancements to Automated Personalization and Auto-Target, users can specify the experience against which they want to measure the lift gained from these AI-driven personalization capabilities. For example, a marketer for an airline using Auto-Target to deliver a recommendations carousel on a mobile app screen can choose to compare its impact on conversion and revenue against the default mobile app screen or an experience with no recommendations. This informs better optimizations for audience-level and individual experiences with guidance from machine-learning insights.
Major strides in exceptional customer service with mobile app personalization
We’re thrilled to see significant, broader adoption of mobile app personalization 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 personalization 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 personalization services. For example, a major hotel chain is using Adobe Target to trigger personalized screens with recommendations of amenities and upgrades throughout their property.
Adobe Target personalization Maturity Model 2.0
We want all of our customers to achieve maturity in their personalization programs and are excited to announce the next version of the Adobe Target Personalization 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 revealed that more than one-third of consumers say that slow page loads frustrate them most when it comes to digital content experiences; more than half say they would stop viewing the content all together if it took too long to load. It makes sense then that companies are turning to websites built on single page application (SPA) frameworks to increase the speed, fluidity, and responsiveness of those sites to enhance the customer experience. We’re excited to release for Adobe Target a new solution for SPAs that includes:
- New Visual Experience Composer for Single Page Apps: Now generally available, Adobe Target’s Visual Experience Composer (VEC) for Single Page Apps gives marketers an easy, self-service way to create activities and personalize experiences that can be dynamically delivered in SPAs. The VEC for Single Page Apps lets marketers directly create A/B tests and targeting activities without developer intervention. For example, Lending Tree uses this feature to increase testing velocity because the simplified set-up lets them easily make changes on each step of a form. It also lets them protect against the potential for page flicker 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.
Topics: Digital Transformation, Personalization