Adobe Employee

Adobe Target Experts on AI Powered Personalisation in Target

Forum|Forum|2 years ago
January 18, 2024
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February 7th, 2024

We are happy to welcome Brent Kostak, Product Marketing Manager, Ryan Roberts, Principal Consultant and Drew Burns, Group Product Marketing Manager, for an AMA session about how each Target capability plays a strategic role in executing personalization at scale, the top use cases that customers are configuring AI capabilities to accomplish at scale and how you are in control of machine learning to activate AI-powered Personalization to your specific goals.

Our experts:

Brent Kostak is a Product Marketing Manager at Adobe. Brent brings data-driven personalization solutions to market that connect global brands to their customers. Adobe enables enterprise marketing and engineering teams to streamline data and create a single, personalized view of their customers to deliver exceptional digital experiences. Brent has over 10 years of experience helping organizations leverage software technologies and services to better compete and serve their mission.
Drew Burns is a Group Product Marketing Manager at Adobe. Drew has been an evangelist and a practitioner in the personalization and testing space for 15 years. He works with progressive enterprise companies across industries on building the foundation and maturing their optimization and personalization efforts, strategies and programs leveraging manual and A.I./ML capabilities. At Adobe, he works alongside the leading enterprise companies in retail/e-commerce, travel & hospitality, financial, media & publishing, B2B/ High Tech and other verticals to improve and grow their optimization and personalization efforts, strategies and programs.
Ryan Roberts is a Principal Consultant at Adobe who runs pre-sales proof-of-concept engagements for clients across North America as an implementation and testing expert and helps clients verify how Adobe Target can meet their requirements and boost their digital marketing optimization efforts.

How this AMA works:

This thread will open on Wednesday, February 7, for you to start submitting your questions.
Reply to this post with any questions you have for our Experts. They will reply to as many of your questions as possible.
After the AMA is over, the thread will be locked for new replies, but it will remain visible as a resource.

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J

JoseD_Q

Hello there, so if I understand well this is a chat only event, is that correct? Or there is a link to join a call?

Amelia_Waliany

Autore

Adobe Employee

Correct @josed_q, and welcome! By posting in this thread, you are participating 🙂 Please feel free to share any of your webinar-related Questions, Best Practices, and Hot Tips in the thread for our experts to weigh in!

T

trahulc

Level 1

that is correct. This is a chat/thread only event.

Amelia_Waliany

Autore

Adobe Employee

Thanks for joining us today @ryanr7 @drewb6915421 @bkostak @msamaniego ! The question below was posted by ben_mrm:

Looking for some support/insight from anyone that has utilized the Auto-Target feature within an A/B test. My test has been running for quite some time and I've reached the necessarily visitors and conversions levels needed for my algorithms to begin learning, 1,000 visits and 50 conversions (7,000 overall visits and 350 overall conversions) as I understand them. However, my reporting is still stating that the models have not been built yet - as indicated by the clock icon still next to my experiences. I'm also not seeing the Important Attributes report nor the Automated segment reports that are supposed to come along with this tool....presumably because the models are still being indicated as not finalize yet?

This test has been running for over 80 days and it seems to be collecting the right information, but no models and no reports yet, any ideas? Are the experiences just too similar for the AI to pick up anything and create a model from? Appreciate any thoughts or comments!

Link to Original Question

R

ryanr7

Adobe Employee

Hi @benmu6,

There can be cases where your models build but are valid. This could be because of a few things.

The experiences perform very similar to each other in general, too close to statistically confirm one group is performance better on one than the other.
The optimizing metric needs 50 conversions per experience so if you have 350 in the activity you probably have 50 in each experience, but worth checking that.
Lack of meaningful features/attributes - if you are not passing any custom attributes into Target and it's only using out of the box items it may not be getting good enough "signals" to know when a person would prefer one or the other.

JyotiSharmaV

Community Advisor

How efficient is it to use audience segmentation through 3rd party tool? We use ABM account and I want to use the segments build in that ABM account as the audience in the target (we have integration set up already via launch) but not sure how efficiently it will work?

D

drewb6915421

Adobe Employee

@jyotisharmav we have many companies who do this, and you can set how often these audience segments should be updated through customer attributes or bulk profile upload via api.

JyotiSharmaV

Community Advisor

How can we pull category affinity into Analytics? This could be beneficial for product-based B2B companies to understand affinity users and target them with personalized experience.

R

ryanr7

Adobe Employee

Are you thinking you'd like to breakdown a report in AA by a visitor's category affinity preference?

In theory you could pass the value in a response token and then client side have Analytics pick it up in an evar.

JyotiSharmaV

Community Advisor

Yes, this is exactly I am looking for. Great to know that we can pick it up. I will give it a try

JyotiSharmaV

Community Advisor

It is said that you have to create a feed to feed data to recommendation activity in target. But it has a step where you have to provide a URL link. What is that? How to create that URL path whether it's via csv, google, or analytics?

M

msamaniego

Adobe Employee

@jyotisharmav The URL you’re asked to provide is the location of the data source for your feed. This could be a CSV file, Google product Search feed

How Do I Use Feeds in Target Recommendations? | Adobe Target

JyotiSharmaV

Community Advisor

That's what I am asking. If I have the csv feed ready with me on my local desktop. Then do I need to upload it somewhere or anything else to provide path?

JyotiSharmaV

Community Advisor

Can we have a separate event or webinar on recommendation activity as a topic as this is a big challenge and the most demanding thing which everyone can achieve via Target @amelia_waliany

Amelia_Waliany

Autore

Adobe Employee

Hi @jyotisharmav - great to see you here today in the thread! And as Drew mentioned - great timing for this question! We have two related Recommendations-focused events upcoming:
(1) 2/13/24 Webinar on Recommendations (Personalization Maturity Series Part 2)

(2) 2/28/24 Coffee Break as an extended Q&A for the 2/13 Recommendations Webinar

Please do mark you calendars, register for both events, and share the information out with colleagues who may be interested in diving deeper into Target Recommendations 🙂

D

drewb6915421

Adobe Employee

@jyotisharmav Good timing! Recommendations is our next webinar in our Maturity series: https://experienceleaguecommunities.adobe.com/t5/adobe-target-discussions/upcoming-webinar-2024-2-13-24-p2-adobe-target-personalization/m-p/639295#M3685

bkostak

Adobe Employee

Hi Jyoti! Great timing as we are hosting a webinar next week specifically on recs. Links below for webinar and coffee break:

https://experienceleaguecommunities.adobe.com/t5/adobe-target-discussions/upcoming-webinar-2024-2-13-24-p2-adobe-target-personalization/m-p/639295#M3685

https://experienceleaguecommunities.adobe.com/t5/target-community-events/at-community-q-amp-a-coffee-break-wednesday-2-28-24-8am-pt-high/ec-p/647204#M123

Would you have specifics for follow up on challenges, so we can make sure to address them? Thanks!

bkostak

Adobe Employee

Please be sure to register for both events and share with any of your colleagues who may be interested as well!

Amelia_Waliany

Autore

Adobe Employee

Thanks for joining us today @Ryan_Roberts_ @Drburns27 @bkostak @msamaniego ! The question below was posted during the 1/16/24 Webinar by @zvoidz :

What is the SEO impact if offers/experiences have various focus and do not necessarily align with the default keyword focus on the page? Thanks!

D

drewb6915421

Adobe Employee

@amelia_waliany et al., SEO is not impacted with differing experience variations within a test or activity with a limited life span, especially when using our most common client-side implementation, as it's based on the default content. The experience variations are content that is delivered as a layer above the page. The only way that SEO would be impacted is with an "always-on" personalization activity leveraging AI where there isn't a fixed horizon, especially if you're leveraging a server-side or hybrid deployment of Target.

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