AEM Inbuilt Personalization Vs AEM+target Personalization

[AEM_Forum]

Hi,

AEM has some Inbuilt Personalization capabilities, by leveraging Segments, Teasers, etc.

AEM+Target Personalization could also be achieved using Analytics in between.

What is the delineation between these two types?

What to explain client as the advantages of using Target for personalization, rather than AEM out of box?

Thanks,

Rama.

[kautuk_sahni]

I have asked internal experts to look at this.

~kautuk

[kautuk_sahni · Accepted solution]

Hi Rama

Here is the answer:

there are two different things at play here 

1) for managed services customers only, AEM 6.1+ customers get a free and very light version of Adobe Target to use for rules based personalization WITHOUT metrics or segments, if they don't own Adobe Target already. This uses the AEM targeting workflow w/ Target as the engine and is supposed to be a teaser to encourage adoption of Target.  No Target UI access is given, and no advanced features are allowed.

2) when picking the targeting engine, you can use AEM or Target.  The AEM engine also doesn't have metrics or segments that I am aware of, and is not connected to Marketing Cloud ID which means no shared audiences, no A4T, no customer attributes, etc.  It will let you use Context Hub/Client Context

My suggestion is that if a user has Target, they will never need to use the built in AEM targeting. This is, in some ways, a legacy feature from before the time where the two products were as integrated as deeply as they are today

Lastly, a customer should never do "personalization" without validation and experimentation (aka optimization) - which is why metrics and segments are crucial to doing personalization.

I hope this would help you.

~kautuk

[maruthid1]

Hi kautuk,

Agree with you. But still there is lot of room for confusion. Especially what is the best solution when client has Adobe products like AEM, Target and Sitecatalyst for personalization. In AEM itself there are 3 different solutions Client Context, ContextHub and AEM with Target integration. None of these 3 has edge over using Target directly for personalization but downside of using Target directly is there is no place to maintain content.

[kautuk_sahni]

I would recommend using AEM-Target integration via DTM in this case[0].Because you can use full power of target in this case and would also be able to gauge the results by analyzing the data.

And to understand ClientContext Vs Context hub See this thread:-  http://help-forums.adobe.com/content/adobeforums/en/experience-manager-forum/adobe-experience-manage...

// Context hub is a replacement for client context it is better and more lightweight or ClientContext is basically the old version

[0] https://helpx.adobe.com/experience-manager/using/integrate-digital-marketing-solutions.html

~kautuk