Tuesday Tech Bytes - Adobe Analytics - Week 6 - Integration

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Analytics for Target (A4T):

Analytics for Target (A4T) is a cross-solution integration between Adobe Target and Adobe Analytics. It allows you to create activities based on Analytics conversion metrics and audience segments. With A4T, you can use Analytics reports to examine your results. Essentially, it enables Target users to analyze their Target activities and experiences using Analytics data as the data source. If you use Analytics as the reporting source for an activity, all reporting and segmentation for that activity is based on Analytics data collection.

Benefits of A4T Integration:

Unified Data Source

• A4T integrates Adobe Target and Adobe Analytics, allowing you to use a single data source for both solutions. This eliminates data variance and ensures consistent reporting.

Segment Based Analysis

• Apply Analytics segments to Target activities. Understand how different user segments respond to variations, enabling more targeted optimization.

Conversion Rate Optimization

• Measure the impact of content variations on conversion rates. Optimize experiences based on real-time data.

Personalization Optimization

• Analyze personalized experiences and refine your personalization strategy using A4T insights.

Campaign Evaluation

• Evaluate marketing campaigns by comparing variations. Determine which drive desired outcomes (e.g., clicks, conversions).

A4T Implementation Main Steps (Web SDK):

• Provisioning for Analytics and Target
• User permissions
• Create Edge Configuration
• Install and configure Platform Web SDK
• Enable options for A4T

A4T Supported Activities:

• A/B Test with Manual Allocate traffic
• A/B Test with Auto-Allocate traffic
• A/B Test with Auto-Target
• Experience Targeting (XT)
• Multivariate Test (MVT)
• Recommendations

Automated Personalization (AP) activity is not supported in A4T.

Auto-Allocate Activity:

Auto-Allocate activity in Adobe Target identifies a winner among two or more experiences and automatically reallocates more traffic to the winner to increase conversions while the test continues to run and learn. Unlike traditional A/B tests, where traffic distribution remains fixed, Auto-Allocate dynamically adjusts traffic allocation based on goal metric performance. This approach allows you to benefit from optimization while the activity is still running, rather than waiting until the end to determine a winner. Essentially, Auto-Allocate intelligently moves visitors toward winning experiences, gradually improving results as the test progresses. It performs implicit comparisons across all experiences and produces a “true” winner, eliminating the need for manual analysis.

Auto-Target Activity:

Auto-Target activities in Adobe Target use advanced machine learning to select from multiple high-performing, marketer-defined experiences to personalize content and drive conversions. Auto-Target serves the most tailored experience to each visitor based on the individual customer profile and the behavior of previous visitors with similar profiles.

Note: Auto-Target is available as part of the Target Premium solution. This feature is not available in Target Standard without a Target Premium license.