TrustRadius Insights for Adobe Target are summaries of user sentiment data from TrustRadius reviews and, when necessary, third party data sources.
Pros
Out-of-the-box options: Users have appreciated the out-of-the-box testing options, making it quick to set up tests.
Integration with Adobe Analytics: Reviewers have found the integration with Adobe Analytics to be a significant advantage for quicker data access and robust customer reports.
Robust targeting capabilities: Several users have highlighted the application's robust targeting capabilities, including powerful segmentation features and profile script functions for complex tests.
Seamless integration with Adobe Cloud: The seamless integration with Adobe Cloud was cited as a valuable feature by users, allowing leverage of cloud data for testing purposes.
User-friendly interface: The user-friendly interface has been praised for optimizing website performance efficiently.
Our organization mainly uses target for personalizing landing pages based on campaigns and customer metrics. In addition, we use it heavily for A/B testing.
Pros
A/B Testing
Personalize content
Dynamic rendering of content based on user metrics
Cons
Improved compatibility for dev based testing on local servers not publicly hosted
Likelihood to Recommend
Extremely useful for A/B testing content on pages. Provides good insight into performance and allows advanced segmentation to dive further into data.
VU
Verified User
Director in Marketing (Telecommunications company, 5001-10,000 employees)
We work with this tool in all the marketing departments that make up our company. It is worth mentioning that with the functionality of this service, we have been able to make notable improvements to all our websites in the last few years, allowing them to attract more and more people's attention and at the same time allowing many people to learn about our services. This tool allows us to execute improvements to the different websites, by creating tests that allow us to test the new changes in order to know how functional they are. In general it has been a very easy tool to use and all the members of our marketing team love it.
Pros
It is the best tool I know to optimize the smooth running of a website, with the highest guarantee.
Its interface is distinguished by its ease of use and by providing highly accurate real-time data reports.
It has an excellent integration with Adobe Analytics, is a very flexible tool, and the performance of its operation is very good.
Cons
When testing large scales I have noticed that its drag and drop function works with imperfections and this causes some loss of time due to its clumsy operation.
Another disadvantage of this product is that when working on a large scale the software has delays.
Its price is quite expensive and this calls into question whether the software is cost-effective to implement.
Likelihood to Recommend
Adobe Target works very well for any business, offers very solid solutions to manage and make constant improvements to different websites, is easy to learn, and is ideal for any marketing specialist with or without experience. The only disadvantage of this service is its high cost.
We are leveraging Adobe Target to constantly optimize our website experience for our users. We are in the process of building an optimization focused center of excellence, and while Adobe Target is only one tool in our stack, it is probably the most important one to get us to where we want to be.
Pros
Robust targeting - Not just within the targeting/audience capabilities, but even using the profile script functions for more complex tests or when desired targeting is not "out-of-the-box."
Integrates extremely well with Adobe Analytics, which is to be expected - Being while both were not initially developed by Adobe, they now own each and has made drastic strides over the last few years to improve that integration through Analytics for Target (A4T).
Form-based editor has a bit of a learning curve, but very intuitive once you become familiar with it.
Cons
This is something a lot of testing tools struggle with, but I think the WYSIWYG ("What you see is what you get") editor - or Visual Experience Composer (VEC) in Adobe terminology - could definitely use some work. It's a struggle to execute many tests beyond simple copy, color, placement changes, and even the features that do exist are often clunky if not altogether broken.
The interface itself can be a bit counterintuitive in certain parts. If you are familiar with other tools, it's likely middle of the road in this respect; think much easier to understand than Monetate for instance, but a far cry from the simplicity of an Optimizely.
It can be a bit buggy from time to time. The worst example is the frequency at which the tool will fail to save due to an error, but not inform you of this until you try to save, at which point your only option is to log out, log back in, and make all of your updates once again. It can become an extreme pain point at times, and I personally have just gotten into the habit of saving every couple of minutes to avoid a massive loss of productivity.
Likelihood to Recommend
Adobe Target is best suited if you have or desire to have the rest of the Adobe stack (Adobe Launch, Adobe Analytics, Adobe AAM, etc.), although analytics itself can be relatively easily integrated with just about any major testing tool. If your testing program is more advanced, and you'd like to get into heavy personalization, I'd say Target has some features that could definitely be beneficial (e.g. Auto Target, Auto Allocation), but another tool like Evergage or Dynamic Yield is probably a better bet.
It is being used by most departments in the organization to run A/B tests on our Desktop and Mobile Web experiences. The main business driver behind the use of Test & Target at this point is conversion optimization. However we are also using it to test engagement metrics such as clicks.
Pros
The test report page is very intuitive. It is very easy to analyze a test based on different segments such as new and returning users.
Having confidence levels inserted into the reporting tool is a key feature. While it is a simple feature, it allows users to easily understand when results are significant.
We have recently created swim lanes for traffic and this has been very helpful to make sure that different tests are not crossing over in terms of traffic.
Cons
There should be some more clarity around what makes a test significant. While this can be decided by the client themselves, some direction from the tool would be helpful.
Also, if there was an easier way to organize campaigns and search for them it would be helpful. Right now there is just a long list of campaigns and you have to rely on search to find a specific campaign. What if you don't know the name of the test?
Likelihood to Recommend
I feel you need to have a dedicated developer who works solely in Test & Target. If you have that resource, and ensure to train the resource sufficiently, it will make it much easier to be able to run tests and have a clean testing program.
VU
Verified User
Analyst in Marketing (Internet company, 1001-5000 employees)
Adobe Test and Target is being used by a department in our organization, and part of what it covers is the content management.
Pros
It is simple to use and gets the job done fast
You don't have to wait for IT for months to make a change on the site. With Adobe Test and Target you can do it with a very short time.
Cons
There might be areas where Adobe Test and Target needs some improvements, but I am not aware of them. I really had not issues with it when I was using it.
Likelihood to Recommend
I used Adobe Test and Target for almost a year and I really liked it. I was amazed by its capability and performance in testing, targeting, and optimization. I could test quickly and more often and target my visitors with confidence.
At the company I was working for Test and Target was used primarily by the Web Development team, but my team (Paid Search Marketing) also used it for testing. Test & Target was used for A/B testing across the website and on individual landing pages tests specifically for paid search traffic alone.
Pros
Great A/B & Multivariate testing capabilities and features
Great support team and representatives. They came on site for an in depth training that was very valuable for our team.
New drag and drop interface for setting up tests is great for less experienced members of the team.
Cons
Overall Test & Target is not very intuitive, so extensive training is necessary to learn how to set up tests.
Likelihood to Recommend
I'd recommend Test & Target for a more mature marketing environment that is ready for extensive website testing on a consistent basis. It is not as great for a startup environment.
Test & Target was used primarily for A/B/n testing, as well as some multivariate testing, of site design and usability. Primarily it was used by myself and the User Experience team, but we encouraged people from throughout the company to submit testing ideas.
Pros
Our consultant we had was one of the best consultants I've ever worked with.
Very strong analytics engine in it. Easy segmentation to make some very specific design decisions.
Simple multivariate campaign setup.
Cons
User interface needed a lot of work, in particular with the use of MBoxes. This has supposedly been improved upon though with the latest release.
To build out specific segments required direct knowledge of how to write javascript, which isn't in the wheelhouse of our marketing team.
Creating offers required direct knowledge of html.
Likelihood to Recommend
The old system was a high powered option for people wanting to do some specific testing, but not very good for building out simple targeted experiences by a nontechnical end-user. The "new" version is much simplified, but also has lost a lot of the more powerful aspects.
VU
Verified User
Executive in Marketing (Music company, 11-50 employees)
The Web Analytics team are the power users of Test& Target - we're running tests for the entire company across the main website and inside our desktop applications.
Pros
Advanced targeting capabilities - TnT allows you to write your own JavaScript/Rhino code in situations when the out-of-the-box features aren't enough.
Integration with SiteCatalyst - test data is pushed into SiteCatalyst for comprehensive reporting.
Rapid test creation - this can be achieved via "local" HTML offers, redirects or referencing AEM/CQ5 components.
Cons
Documentation - the current docs are fine for the basics but when you want to do the advanced stuff it sucks and Client Care aren't that helpful with the tricky questions.
Standard - the new 'Standard' WYSIWYG version of TnT is very new so I'll be kind however it's full of bugs and unusable - hopefully this will be fixed soon as it looks to have a lot of potential.
QAing your tests - the Onsite feature has never worked properly in all the time I have used it. I've been told by people at Adobe not to use the feature.
Likelihood to Recommend
It's a very flexible tool with some great features however you'll need to have users that understand your business but are also technically savvy. If you don't have the right people/person then you may want to consider something easier to use ..saying that I believe the Standard version that was recently released has tried to address this however it's a beta product right now with more than a few issues.
