Five Reasons Why You Need Adobe Analytics for Adobe Target

by Gil Jimenez

posted on 06-25-2019

In a world where consumers have an attention span of mere seconds, delivering experiences made just for them is key to getting their attention. With Adobe Target, your teams can personalize, test, and optimize experiences so your customers get the most relevant content, every time they engage. Add Adobe Analytics into the mix, and your team’s ability to derive insight from those experiences increases dramatically.

The Analytics for Target integration makes it possible for optimization specialists to analyze experiences delivered in Target with data gathered in Analytics. It allows them to go beyond Target metrics to get a broader view of customer behavior, which they can then use to personalize more deeply. In turn, you’ll drive loyalty and revenue, and the benefits won’t stop there. Read on to learn five reasons why Analytics for Target makes good business sense for your brand.

1. Fewer silos and smarter actions

The teams in your organization that execute experience testing are most likely not the same teams that specialize in customer intelligence. While optimization specialists using Target are privy to valuable insights, without Analytics they’re not as informed as they could be. For example, specialists may believe that there is friction in the purchase funnel, but not know where it’s coming from. Analytics for Target can shine a light on that friction, then help them address it and capture the segment of customers getting caught up in it.

Or say your sales cycle is extraordinarily long and conversion typically takes place after ten-or-so months, on about the fourth visit. Analytics for Target can ensure that your specialists know to target returning visitors in that timeframe and on that visit, so you don’t miss out on an opportunity to win their business. Avoiding the silo mentality allows your teams to connect the dots between analysis that drives smart action and the decisions on what actions to drive.

2. Real data-driven optimization of your website

If you have a small team that refines your site solely based on their roadmap, your site may become out of alignment with your brand at large. Analytics for Target allows your optimization teams to test experiences against KPIs and KBOs outlined by your organization’s strategy teams that are already being tracked in Adobe Analytics. In other words, it facilitates a unified view for accelerating your business.

3. Reduced IT redundancies

In Target, your developers are tagging individual funnel steps in order for the solution to be able to track them. In Analytics, it’s the same story. With this integration, Target optimization specialists can leverage the work that Analytics data analysts have already done.

For example, say an optimization specialist wants to see if a customer clicked a link and converted on the next page. In order to capture those metrics, a developer must first add two special Javascript calls — one to record the click and one to record the conversion. However, thanks to the Analytics team, these Javascript calls may already exist. Analytics for Target would allow the Target team to take advantage of those existing Analytics events and metrics.

4. Better Analytics and Target integration

In the past, organizations have blended Analytics and Target capabilities with a client-side integration, using a Javascript file to pass values between the two solutions in a browser. If your organization was one of them, you might have seen mismatching metrics due to the variance that occurs when collecting data in two separate systems.

Analytics for Target is a server-side, back-end integration that takes the risk out of client-side latency by leveraging your existing Adobe Analytics implementation and collecting all required data. It replaces the legacy, client-side Test&Target-to-SiteCatalyst plug-in that was formerly used.

5. Drive Adobe Experience Cloud ROI even further

Analytics for Target was built to measure Target experiences. But by extension, it also lets optimization specialists take advantage of powerful Analytics segmentation. For example, if Analytics discovers that a consumer has visited a website a certain number of times within a specified time frame, Target will recognize that the consumer qualifies for a specific experience.

One thing to note, however, is that there is a 24- to 48-hour delay between when a first-time visitor qualifies for an Analytics audience and when they’re added to a segment. That means that even if a visitor qualifies for the segment in the moment, it can take up to 48 hours to take action on that visitor in Target. That said, there are no other limitations on what segments optimization specialists can access through Analytics. If your organization already owns both solutions but hasn’t connected them, you could be missing out on audiences just waiting to be discovered and interacted with.

Get tips and tricks for a successful implementation

With the Analytics for Target integration, you can reduce marketing silos and IT redundancies and drive efficiencies and ROI. On top of that, it makes improving personalization easier for your marketers. Read Gain Deeper Customer Insights with Adobe Analytics for Adobe Target for seven tips and tricks your team can use to get started.

Topics: Future of Work

Products: Analytics, Target