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New to Adobe Target -- Strategy Roadmap / Where to Start

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Level 1

We are just starting with Adobe Target within our digital experiences.  I'm interested if anyone has feedback on where to start (prioritization tips for first implementation) and/or any key learnings for establishing an Adobe Target / Personalization practice within our organization.   

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Level 2

Hi Nikki, first of all congratulations on getting started with Adobe Target!!

 

I'd recommend starting small with testing /experiments - identify some AB tests that you'd like to run to understand which version of an experience works better for your onsite visitors and use the Visual Experience Composer (VEC) which is marketer friendly. Focus on high traffic pages (e.g. homepage) to get quick wins. You can start playing with the audiences as well for targeting purposes (e.g. mobile vs. desktop users) and what you have out-of-the box in Target. You can then report on your results in Target itself, or using Analytics for Target (A4T) if you also have an Adobe Analytics license. Leverage the great training materials on Experience League, click here, to get familiar with the tool. And have a look here to make sure you follow some of the guidelines to reach statistical confidence and avoid common pitfalls. 

 

To start this experimentation program and develop a roadmap, hot tips are:

  • make sure you got alignment with key stakeholders internally
  • you have an Exec sponsor
  • you define Roles and Responsibilities (do you have a CoE?), and workflows
  • you enable key players - use the Experience League material as a starting point
  • you develop use cases /tests that are aligned to your business KPIs
  • you draw insights from the test results to inform your next activities and build a data driven roadmap

 

Then start exploring the other types of activities available in Target (Multivariate, Experience Targeting) and traffic allocation (Auto-Allocate is powerful) depending on what you are trying to achieve, and as you grow your experimentation and personalisation program. Refer to this page for the activity types. You can also grow in sophistication across channels and use cases.

 

Finally, start scaling up using the AI /ML capabilities of Adobe Target (Premium license only) with Automated Personalisation, Auto-Target (which is a type of traffic allocation) and Recommendations to deliver personalisation at scale.

 

Target Business Practitioner guide here

Hope that helps!

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2 Replies

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Correct answer by
Level 2

Hi Nikki, first of all congratulations on getting started with Adobe Target!!

 

I'd recommend starting small with testing /experiments - identify some AB tests that you'd like to run to understand which version of an experience works better for your onsite visitors and use the Visual Experience Composer (VEC) which is marketer friendly. Focus on high traffic pages (e.g. homepage) to get quick wins. You can start playing with the audiences as well for targeting purposes (e.g. mobile vs. desktop users) and what you have out-of-the box in Target. You can then report on your results in Target itself, or using Analytics for Target (A4T) if you also have an Adobe Analytics license. Leverage the great training materials on Experience League, click here, to get familiar with the tool. And have a look here to make sure you follow some of the guidelines to reach statistical confidence and avoid common pitfalls. 

 

To start this experimentation program and develop a roadmap, hot tips are:

  • make sure you got alignment with key stakeholders internally
  • you have an Exec sponsor
  • you define Roles and Responsibilities (do you have a CoE?), and workflows
  • you enable key players - use the Experience League material as a starting point
  • you develop use cases /tests that are aligned to your business KPIs
  • you draw insights from the test results to inform your next activities and build a data driven roadmap

 

Then start exploring the other types of activities available in Target (Multivariate, Experience Targeting) and traffic allocation (Auto-Allocate is powerful) depending on what you are trying to achieve, and as you grow your experimentation and personalisation program. Refer to this page for the activity types. You can also grow in sophistication across channels and use cases.

 

Finally, start scaling up using the AI /ML capabilities of Adobe Target (Premium license only) with Automated Personalisation, Auto-Target (which is a type of traffic allocation) and Recommendations to deliver personalisation at scale.

 

Target Business Practitioner guide here

Hope that helps!

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Administrator

Welcome to the Adobe Target Community @NikkiB_2023! And thank you to @Camille4 for the extra warm and super helpful welcome! I think that's a fantastic set of starting points, and @NikkiB_2023 if you have any other specific questions from there, feel free to post those questions here in the Community or reach out directly!