Are We Really Using Adobe Target to Its Full Potential?

[Gokul_Agiwal]

Do you feel Adobe Target is being used to its full potential in your organization? What features or capabilities are under used — and why?  I’m curious to hear how others are approaching it.

In many cases, we use the core features (A/B testing, VEC, simple personalization), but I wonder how often the full capabilities of the platform are actually being leveraged.

Are features like Automated Personalization, Auto Target, Recommendations, or server-side delivery being used regularly in your setup? Or do they stay on the sidelines due to complexity, lack of knowledge, resource constraints, or due to any other issues?

What capabilities are underused in your organization — and what’s holding them back?

Would love to hear real examples — both wins and blockers

[kandersen]

Most underutilized feature? mbox3rdPartyId - you may not have a CDP yet, but this is the next best thing. Allows for id stitching across devices allowing you to execute on those CDP-like use cases.

If you at the same time can solve how to update Target profiles with data from your CRM, you have the powers of the infinity stones (Marvel reference) in your hands.

[Gokul_Agiwal]

Totally agree, @kandersen 

mbox3rdPartyId is super powerful. More consistent targeting across devices become possible since we started using it with CRM ID at login.  However in later stage we face one challenge, once user associated with mbox3rdPartyId then it's persist even after user log out. So to differentiate between authenticated users versus non-authenticated users in later stage we switch back to ECID and use the setCustomerId function of ECID service. 

As follow up, is there any way to handle log out scenarios using mbox3rdPartyId ? 

[kandersen]

I've typically handled it with an mbox parameter passed on every page/request:

isLoggedIn = true/false

It doesn't fully fix it, but allows for adding the logged in state to the logic of your segment if needed.

[Gokul_Agiwal]

ahh that make sense - thank you for sharing !!! 

[TNxx]

I feel Category Affinity is bit underused. It’s a great way to personalize content based on user interests—and it even works without a premium account.

The extra setup (like adding category data to page parameters) might be why it’s not used more often, but it’s definitely worth the effort.

[Gokul_Agiwal]

Hi @TNxx  Thank you! 

Curious to know how you're using Category Affinity and the related use cases? 

[TNxx]

We used category affinity to show users travel blogs related to their favorite categories -adventure, relaxing, etc.