Behavioral psychology is a powerful and often underutilized tool in any marketer’s toolkit. Brands worldwide use Adobe Target to optimize conversion rates to reduce friction and anxiety in the customer journey. Did you know that you can also use real-time Adobe Analytics session data to power social proofing inside Adobe Target? Have you ever been looking for a hotel room or plane ticket and notice that “six others recently booked this flight” or “9 other travelers are currently considering this hotel room”? That is social proofing! Social proofing is the concept of presenting the behavior of others to a user in-session in an attempt to educate and ultimately influence a decision.