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☕[AT Community Q&A Coffee Break] WEDNESDAY 4/3/24, 8am PT: Unlocking AI-Powered Personalization Webinar Follow-up Qs (P3 of Personalization Maturity Series), w/ Target Community Advisor Rajneesh Gautam and Drew Burns of the Adobe Target Product team

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Administrator

3/21/24

Join us for the next Adobe Target Community Q&A Coffee Break! 

  Wednesday, April 3rd from 8am - 9am PT 

We'll be joined by Drew Burns (@Drburns27) of the Adobe Target Product team, and Rajneesh Gautam (@Rajneesh_Gautam_), Adobe Target Community Advisor, 2023 Mentor, and Director at Dexata. 

In this AMA (Ask Me Anything)- like event, the experts will be logged in to chat with you over this Discussion Thread, ready to answer any of your questions related to the topics covered in the 3/12/24 Webinar on "Unlocking AI-Powered Personalization" 

*NOTE: This is a text-only thread discussion where one participates by posting a Reply to this post.* 

WATCH THE WEBINAR RECORDINGand then join us here on 4/3/24 to bring your related Questions, Best Practices, or Hot Tips to this chat to share and discuss with the experts and your Target Community peers! 

 

Questions / Best Practices / Hot Tips should be geared around topics covered in this Webinar Part 3, specifically: 

  • When and how to use Auto-Target and Automated Personalization to reduce the number of Target activities while consistently delivering the best experience to each individual at each visit
  • How you can own, manage, and customize Auto-Target and Automated Personalization’s machine learning intelligence to exponentially increase your goals and surface valuable insights
  • How to nurture these “always on” activities to continually and dynamically deliver the most relevant experiences at each stage of the customer journey

Participating is easy:

  • Register by RSVPing on the right hand side button with 'Yes', 'No', or 'Maybe', as applicable and click "Add to Calendar".
  • Add your Questions below leading up to and on the day of the Coffee Break event and be sure to begin your Question with our hosts' Community Usernames: Drew Burns (@Drburns27) and Rajneesh Gautam (@Rajneesh_Gautam_)

During the hour, make sure to refresh this Coffee Break page periodically to catch newly posted questions and responses - this way you'll be able to efficiently:

  • Clarify your questions
  • Ask follow up Qs and share your use case examples
  • See Questions and Insights posted by other Community members ~ up-vote those that you find interesting
  • Discuss further with your Target Community member peers 

**To disable email notifications for this thread, click the Options menu on the top right and select "Unfollow the conversation." This will prevent notifications from being sent to your email every time there is a new reply to the thread or comment. 

 

The Star Contributor opportunity:

  • All customers who post a question / best practice / hot tip as a Reply to this thread leading up to or during the 1-hour live event will be considered for the  Adobe Target Community Q&A Coffee Break Star Contributor  title.
    • Questions asked as follow up to an original submission will be considered. Simply commenting on another user's submission (as opposed to replying to the same with a question) will not be considered. Liking, viewing, bookmarking, following, marking solutions, or selecting "Me Too" will likewise not be considered for the Star Contributor designation. 
  • Recognition will involve a Shout-out post in the Adobe Target Community + a LinkedIn Announcement spotlighting you! This will include your headshot, your outstanding contribution to the Coffee Break event (i.e. your Question/ Best Practice/ Hot Tip), and a bit about your professional background and experience with Adobe Experience Cloud solutions. 
    • The Star Contributor will be notified via a direct message on the Experience League Community. If the Star Contributor does not reply within 72 hours, a new Star Contributor will be selected. 

Meet the experts:

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Drew Burns, Group Product Marketing Manager at Adobe 

Drew has been an evangelist and a practitioner in the personalization and testing space for 15 years.  He works with progressive enterprise companies across industries on building the foundation and maturing their optimization and personalization efforts, strategies and programs leveraging manual and A.I./ML capabilities. At Adobe, he works alongside the leading enterprise companies in retail/e-commerce, travel & hospitality, financial, media & publishing, B2B/ High Tech and other verticals to improve and grow their optimization and personalization efforts, strategies and programs. 

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Rajneesh Gautam, Director at Dexata 

I am an experienced digital marketing professional dedicated to help create intelligent solutions to solve business challenges through innovative use of data. Leveraging my deep digital marketing experience and knowledge across owned and paid media, I help business and brands to fathom data intelligence by building customer-centric experiences and using analytical thinking as a strategic asset. Passionate about training and coaching highly motivated teams of problem solvers, I am an astute and self-motivated learner who likes to convert challenges into opportunities. A firm believer of “leaders are constant learners”, I am an ‘always-on student’ of MarTech who likes sharing experience with teammates and clients so that we can achieve great results together. 

 

 Something already coming to mind?

Add your related questions below ANY TIME prior to or during the Coffee Break on Wednesday, April 3rd @8am PT, when you can watch the page and be ready to add follow-up questions and discuss further with other community members!

 

Curious about past AT Community Q&A Coffee Breaks?

Check out the thread from our latest Coffee Break from 2/28/24, and the ongoing list of all past AT Coffee Breaks

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Level 2

4/3/24

Hello everyone!  Looking forward to answering your questions and engaging in discussion around Adobe Target best practices!

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Community Advisor

4/3/24

hello everyone - excited to be here today! While I have participated in Adobe Target Q&A Coffee break multiple times to ask questions, this is my first time to be on the other side to answer :). Please feel free to drop your queries here and we will try our best to answer those today!

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Community Advisor

4/3/24

Hi Everyone - as we're here to ask the questions based on the theme called "Unlocking AI-Powered Personalization" 

Here are my few questions - 

1) How can businesses effectively combine Adobe Target's AI capabilities with their own customer data to create more accurate and impactful personalized experiences?
2) What are the best practices for setting up and managing AI-powered personalization campaigns within Adobe Target?
3) In what ways does Adobe Target enable marketers to test and optimize AI-powered personalization strategies to ensure maximum impact? Any live use case I can use as reference. 

 

Thanks

@Gokul_AgiwalGreat questions!  Here are my responses:

 

1) Adobe Target's AI-powered capabilities, especially Auto-Target and Automated Personalization that evaluates in real-time each individual's profile (or a subset of profile data), utilizes all data made available to Adobe Target, so it automatically evaluates your customer data if brought in through API, Profile Core Services, or as a Destination for Real-Time CDP.

2) Best Practices are well-documented in our Adobe Target documentation.  Nurturing of these campaigns depends on if you are looking for quick lift/performance improvement and feel confident in the experience variation choices or if you want to take time to evaluate the performance of the variations built relative to the conversion goal that the model is training on.  This will dictate traffic allocation as you ramp up the algorithm to full performance.  Also, these activities are very dependent on the location, experience variations and goal of the activity in terms of their performance as well - strategy is key based on your business goals!

3) Adobe.com's homepage is an Auto-Target activity and a good example of the ability to create a fully dynamic lobby experience while reporting on metrics beyond just conversions, including page load performance and many other important KPIs.  These activities are automatically tested against a default experience, either random selection or a selected default experience; it is best practice to always test any strategy, manual or automated personalization, to ensure it is improving the experience over a static or default original experience and we provide this OOTB.

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Community Advisor

4/3/24

Thank you @Drburns27  

Surely, I'll take a look on Adobe.com homepage - Thank you for highlighting this as reference. 

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Employee

4/3/24

Hi all, I wonder if when using Auto-Target it makes more sense to use Target as Reporting source rather than Analytics in order to obtain the 2 additional Reports inside Target? (I assume those reports are not available via A4T?)

Indeed it is and thank you @niocolasmeriel for joining! What burning questions do you have for today's hosts? CC @Rajneesh_Gautam_ @drewdrewdrew and @shelbygoff 

@niocolasmerielHi Niocolas!  Good question: I love that I can answer "it depends".  Our Insights reports in Adobe Target can be valuable in opening the real-time profile attribute scoring that our random forest ensemble set of algorithms in Auto-Target and Automated Personalization provides.  It can show you attributes that are highly predictive relative to delivering different experiences to drive the primary conversion goal, and the segment discovery report shows you combinations of attributes or segments that are predictive.  Soooo, if you want to dig into the predictability of the attributes being evaluated, Target reporting would be the way to go.  If you want to answer performance impact beyond the conversion goal of Auto-Target activities, then A4T is valuable in more broadly reporting on impact across a customer journey and other factors that are impacted by the Auto-Target activity.

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Administrator

4/3/24

Thanks for joining us today @Drburns27 @Rajneesh_Gautam_ and @shelbygoff ! The question below was posted by @Coops 

 

From what I'm reading it appears that in the activity type I don't set the audiences, I just allocate all traffic. Then the algorithm works out which experience each individual customer would prefer based on their attributes. That correct?

 

Having a debate with someone experienced in using Auto-Target and they say the human determines the audiences and the AI simply works out which pre-defined audience prefers which experience. 

 

Link to Original Question

@Amelia_Waliany @Coops I agree that the human can determine the audiences evaluated within an Auto-Target activity, as it evaluates audiences from your audience library, but the random forest ensemble also assembles its own audiences that it discovers as predictive during the course of its evaluation (up to 4 attribute combinations) which it provides in our Target Segment Discovery report.

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Administrator

4/3/24

Thanks for joining us today @Drburns27 @Rajneesh_Gautam_ and @shelbygoff  This question came directly from the Unlocking AI Powered Personalization Webinar Q&A:

Is the ability to constrain or exclude for a specific activity found within the Target UI?

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You can use blockList API (https://experienceleague.adobe.com/en/docs/target-dev/developer/api/models-api/models-api#_blank) however its not available within the Adobe Target UI. I believe its a really good idea to raise under the Ideas section of Experience League

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Administrator

4/3/24

@Rajneesh_Gautam_ , @Drburns27 , and @shelbygoff : Here is another question from the Webinar Q&A to share with folks here who might be wondering after watching the 3/12/24 Webinar Recording:

What data is AP using to personalize? Is there a way to customize it?

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Adobe Target uses multiple data points collected by Adobe Target, Adobe Experience Cloud tools (AAM, RTCDP) and external data uploaded  via Customer Attributes and RTCDP. The page below provides a comprehensive list of all data-points used: https://experienceleague.adobe.com/en/docs/target/using/activities/automated-personalization/ap-data

 

You can ask Adobe Target to exclude some of the attributes/features from personalisation-models using the blockList API: https://experienceleague.adobe.com/en/docs/target-dev/developer/api/models-api/models-api#_blank  

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Administrator

4/3/24

@Rajneesh_Gautam_ , @Drburns27 , and @shelbygoff  Below is a helpful clarifying question from the Webinar Q&A:

Is there any way to use only particular segments to use the test instead of blockList?

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You can block specific attributes/feature or entire feature-sources e.g. AAM, GEO but not the specific segments.

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Employee

4/3/24

In the new Target UI there is checkbox that allows to filter on "Auto Target with Custom Model". What is this and where can I find more information on this?

@niocolasmerielI will need to dig into this!  We do have the ability to ingest a custom model with Auto-Target, but it is not an out-of-the-box feature so I will need to dig into how this is done.  Stay tuned!

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Community Advisor

4/3/24

Hi - Quick question on AT implementation. - Sorry below question is not related to webinar but wants to check with @Drburns27 @Rajneesh_Gautam_ 

Adobe Target with Google Analytics 4.  - Can we use Adobe Target TnT ID for audience segmentation purpose based on web behavior data? If yes, how this works when profile lifetime 14 days (by default) and extendable up to 90 days. What are the ways to re-target user after 90 days and show the personalization activities?  And use of TnT is a best practice? 

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hi @Gokul_Agiwal  - thanks for the question! If Adobe Target is the only tool you are using (this means you do not use Experience Cloud service) then using TnTId is the best practice. Please use Adobe Target as first-party-cookie. As long as TnTId is used, you should be able to use all profile related features, including profile-lifetime. 

For retaining visitors' profile beyond 90 days of inactivity, I will recommend exporting the data and upload in Customer Attributes. 

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Yes, not using ECID but as you suggested will see Customer Attribute and also thinking to look into profile API. Thank you @Rajneesh_Gautam_ 

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Level 2

4/3/24

Our team has run a few auto-target and auto-perso campaigns with mixed success. I understand that you need a minimum 5% CTR for whatever the goal metric is. I've found that trying to increase clicks can be redundant and does not necessarily increase revenue. I believe it has been mentioned previously that revenue can be set as a goal metric. My question is: Can revenue be set as a goal metric, and is there some minimum threshold such as RPV?

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Community Advisor

4/3/24

hi @jinjin6  -thanks for your question! Yes, you can use RPV as goal-metric. While using any goal-metric has some traffic + conversion requirements, RPV is bit more restrictive. Here's a screenshot of these requirements from Adobe documentation: https://experienceleague.adobe.com/en/docs/target/using/activities/auto-target/auto-target-to-optimi...

 

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Level 1

4/3/24

Hi everyone, i have a few questions but i am new, and i am not quite sure it fit well the subject here. 
Actually, i'm doing a master thesis in which i try to understand the impact of Ai-powered personnalization on conversion and retention stategies for b2b SaaS.

1. From your experience, what are the key factors that B2B SaaS companies should consider when customizing AI models within Adobe Target to drive conversion and retention? How do you tailor these models to reflect the complex customer journeys typical of B2B engagements?
2. In B2B SaaS, customer journeys can be lengthy and involve multiple stakeholders. How can Adobe Target’s AI-powered tools adapt to these dynamics to deliver relevant experiences at each stage of the customer journey?
3. Data privacy is a critical concern, especially in the B2B SaaS sector. How does Adobe Target ensure that its AI-powered personalization respects and upholds data privacy and security standards?
4. What are some common pitfalls B2B SaaS companies encounter when implementing AI-powered personalization strategies, and what best practices can you recommend to avoid them?


Last one : Could you provide any data highlighting the significant differences, especially in terms of conversion and retention rates, between traditional personalization strategies and AI-powered personalization (if possible, within the B2B SaaS marketing context)? 

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Community Advisor

4/3/24

Hi - 

1) How can we ensure that automated personalization aligns with our brand's messaging and customer experience goals while adapting to individual user preferences?
2) What are the potential challenges or considerations to keep in mind when implementing automated personalization, and how can they be addressed effectively?

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