For this article, we are going to dig a bit deeper and address what potential changes you can expect to see from theAdobe Targetplatform.
What’s the immediate impact on Adobe Target when served through the Adobe Experience Platform Web SDK?
First off, as you probably know by now, theAdobe Experience Platform Web SDKwill be a unified library, which means there will no longer be a need to call AT.js. All calls will return faster, and as a single packet — drastically lowering load time and browser load.
This abstractsAdobe Targetcalls allowing for a single code source, meaning cleaner, simpler, more efficient implementations. This unified approach is tailored to provide significant benefits to resolving some common frustrations you might see with your Adobe Target implementation.
For example, we will no longer suffer some of these commonAdobe Target-specific headaches:
When looking to execute test A, but your Target library currently does not exist on a specific page or a page event (e.g. form-submission) that is not currently part of your Adobe Target implementation
When utilizing A4T reporting, your primary success metric was not part of your organization’sAdobe Analyticsimplementation or was removed at some point
When comparing reporting coming out of AA vs AT you see a large discrepancy sounding alarms internally
The above scenarios can be extremely frustrating for anAdobe Targetpractitioner as addressing the above scenarios will require IT resources to resolve to delay your optimization and/ or personalization efforts. Deploying Adobe Target throughAdobe Experience Platform Web SDKwill effectively make these pain-points a thing of the past.
On top of these benefits, with allAdobe Experience Cloudsolution calls happening in one single call we no longer have to worry about timing issues or the firing of each library in the correct order to allowAdobe Targetto leverage certain audience data. This also ensures complete accuracy between Analytics and Target reporting because all data is now stored on the same platform. Additionally, we will see a significant reduction in delays when sharing Experience Cloud segments to Adobe Target fromAdobe Analytics.
It is also worth calling out that “first-page personalization” when leveragingAdobe Audience Managersegments becomes possible. Because we are co-locating all services our solutions now execute seamlessly which will eliminate the need for taking extra precautions to mitigate visitors from not qualifying for segments until the following page-load.
All of this combines to makeAdobe Targeta much more unified and strongly integrated tool with the rest ofAdobe Experience Cloud. It strengthens the ability to shift completely to leveraging Audience Manager to build enhanced audiences andAdobe Analyticsfor reporting without any inconsistencies.
Target Profile Collection:You will continue to send customer profile data to Adobe Target via profile parameters. While some efficiencies are added above with Target’s closer integration with the otherAdobe Experience Cloudsolutions (such asAdobe Audience Manager), your day to day withinAdobe Targetwill be the same — just that some things will work better and be easier.
Data Collection: For those of you reading this with concern, rest assured that you will not be required to move to Adobe Experience Platform right now.Adobe Experience Platform Web SDKis the key to sending data toAdobe Experience Platformbut currently, you can still configure your implementation to route data toAdobe Target(orAdobe Analyticsif using A4T) and you can retain the same type of data collection that you would have if you were
As anAdobe Targetpractitioner, it is no secret that executing on your ever-maturing personalization or A/B testing strategy requires that you create sophisticated audiences. Those rich audiences become paramount for providing customers the experience they expect in today’s digital age.
That said,Adobe Targetdoes a great job of meeting this requirement through its own profile management system but ensuring a unified customer experience is becoming more complex and leveraging cross-platform data is becoming paramount in providing that “connected” experience.
Figure 1: Once the first phase of the connection between the Unified Profile service and Adobe Target is complete, Target users will have the ability to create activities that leverage Adobe Experience Platform segments, lifting your personalization and optimization efforts to the next level.
As the Unified Profile andAdobe Targetconnection make the jump from an upcoming feature and into reality, we will be sure to publish additional blog content to bring as much detail on what is available front and center.
When should I migrate?
As a Target customer, we want to make sure that you migrate toAdobe Experience Platform Web SDKwhen you will get the most benefit. Each client implementation is different with varying levels of complexity and so the best way to ensure that you are choosing the right time is to talk with your Adobe Account team.
However, here is a general guideline of how we would recommend you proceed:
Adobe Target Users without other Adobe SaaS products
If Target is your only tool, it is safe to hold until the future benefits ofAdobe Experience PlatformandAdobe Experience Platform Web SDKbecome more apparent. Currently, the strong advantages all circle around integrations with our otherAdobe Experience Cloudsolutions, so you would not reap any strong benefits at the moment — though if you are planning on expanding to other solutions, this is an opportunity to build solid groundwork.
Now would be a great time to consider shifting only when the additional steps to set up Target is acceptable. It is an opportunity to begin building the architecture and get solid benefits now, while also having a strong groundwork when future benefits come into play. As a reminder, shifting toAdobe Experience Platform Web SDKdoes require the move to deployingXDMso consider this as part of the overall shift. Additionally, a couple of things to call out before using Target onAdobe Experience Platform Web SDK:
If you are using audiences withuser profile (profile.*)and/orcustom parametersin your activities, you must re-create those audiences to use XDM instead. Thereafter, make sure to relaunch your activities using those re-created audiences to be delivered on your pages.
This is an extremely exciting time for the entireExperience Cloud— a huge step forward in delivering a unified solution that delivers above and beyond benefits, particularly in conjunction with each other. We’re extremely excited about the new capabilities, but particularly for the ability to leverage these deeper integrations to create even more robust tools. The more all these solutions work together, the more power each has.