Adobe Employee

Adobe Target Experts on Unlocking AI-Powered Personalization

Forum|Forum|1 year ago
March 21, 2024
14 replies
7727 views

April 3rd, 2024

We are happy to welcome Drew Burns of the Adobe Target Product team, and Rajneesh Gautam, Adobe Target Community Advisor, 2023 Mentor, and Director at Dexata, for an AMA session about Unlocking AI-Powered Personalization.

Our experts:

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.
Rajneesh Gautam is a Director at Dexata. An experienced digital marketing professional dedicated to help create intelligent solutions to solve business challenges through innovative use of data. Leveraging his deep digital marketing experience and knowledge across owned and paid media, he helps business and brands to fathom data intelligence by building customer-centric experiences and using analytical thinking as a strategic asset. Passionate about training and coaching highly motivated teams of problem solvers, he is an astute and self-motivated learner who likes to convert challenges into opportunities. A firm believer of “leaders are constant learners”, he is an ‘always-on student’ of MarTech who likes sharing experience with teammates and clients so that they can achieve great results together.

How this AMA works:

This thread will open on Wednesday, April 3, 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.

This post is no longer active and is closed to new replies. Need help? Start a new post to ask your question.

Show previous replies

Gokul_Agiwal

Community Advisor

Hi - Quick question on AT implementation. - Sorry below question is not related to webinar but wants to check with @drewb6915421 @rajneesh_gautam_

Adobe Target with Google Analytics 4. - Can we use Adobe Target TnT ID for audience segmentation purpose based on web behavior data? If yes, how this works when profile lifetime 14 days (by default) and extendable up to 90 days. What are the ways to re-target user after 90 days and show the personalization activities? And use of TnT is a best practice?

Rajneesh_Gautam_

Community Advisor

hi @gokul_agiwal - thanks for the question! If Adobe Target is the only tool you are using (this means you do not use Experience Cloud service) then using TnTId is the best practice. Please use Adobe Target as first-party-cookie. As long as TnTId is used, you should be able to use all profile related features, including profile-lifetime.

For retaining visitors' profile beyond 90 days of inactivity, I will recommend exporting the data and upload in Customer Attributes.

Gokul_Agiwal

Community Advisor

Yes, not using ECID but as you suggested will see Customer Attribute and also thinking to look into profile API. Thank you @rajneesh_gautam_

J

jingle77

Our team has run a few auto-target and auto-perso campaigns with mixed success. I understand that you need a minimum 5% CTR for whatever the goal metric is. I've found that trying to increase clicks can be redundant and does not necessarily increase revenue. I believe it has been mentioned previously that revenue can be set as a goal metric. My question is: Can revenue be set as a goal metric, and is there some minimum threshold such as RPV?

Rajneesh_Gautam_

Community Advisor

hi @8863909 -thanks for your question! Yes, you can use RPV as goal-metric. While using any goal-metric has some traffic + conversion requirements, RPV is bit more restrictive. Here's a screenshot of these requirements from Adobe documentation: https://experienceleague.adobe.com/en/docs/target/using/activities/auto-target/auto-target-to-optimize

TiphaineJE

Level 1

Hi everyone, i have a few questions but i am new, and i am not quite sure it fit well the subject here.
Actually, i'm doing a master thesis in which i try to understand the impact of Ai-powered personnalization on conversion and retention stategies for b2b SaaS.

1. From your experience, what are the key factors that B2B SaaS companies should consider when customizing AI models within Adobe Target to drive conversion and retention? How do you tailor these models to reflect the complex customer journeys typical of B2B engagements?
2. In B2B SaaS, customer journeys can be lengthy and involve multiple stakeholders. How can Adobe Target’s AI-powered tools adapt to these dynamics to deliver relevant experiences at each stage of the customer journey?
3. Data privacy is a critical concern, especially in the B2B SaaS sector. How does Adobe Target ensure that its AI-powered personalization respects and upholds data privacy and security standards?
4. What are some common pitfalls B2B SaaS companies encounter when implementing AI-powered personalization strategies, and what best practices can you recommend to avoid them?

TiphaineJE

Level 1

Last one : Could you provide any data highlighting the significant differences, especially in terms of conversion and retention rates, between traditional personalization strategies and AI-powered personalization (if possible, within the B2B SaaS marketing context)?

Gokul_Agiwal

Community Advisor

Hi -

1) How can we ensure that automated personalization aligns with our brand's messaging and customer experience goals while adapting to individual user preferences?
2) What are the potential challenges or considerations to keep in mind when implementing automated personalization, and how can they be addressed effectively?

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