Adobe Target

Score8.7 out of 10

168 Reviews and Ratings

What is Adobe Target?

Adobe Test and Target is an A/B, multi-variate testing platform which Adobe acquired as part of the Omniture platform in 2009. It is now part of the Adobe Marketing Cloud. It offers tight integration with Adobe analytics and content management products.

Categories & Use Cases

a/b experiment testing
Create and test variations of a website, changing site elements such as headlines, CTAs, images, page design and layout, technical SEO changes, and new feature additions and collect statistical results of each variation’s conversion rates or other metrics.
Category average: 8.6
Multivariate testing
Ability to test multiple site design changes at once across one or multiple variations and identify which variation impacts conversion rates, or other predefined goals, the most.
Category average: 8.2
Preview mode
Preview your experiment before running it live on your site or app.
Category average: 7

Experiment workflow and approval
Ability to assign different phases of the experiment process to your team and approve next steps for an experiment or campaign.
Category average: 6.7
Mutually exclusive tests
Ability to make tests mutually exclusive so that a given visitor is only part of one test at a time, this helps prevent tests from interfering with one another.
Category average: 6.9
Test significance
Ability to set the statistical significance level, or confidence interval, of a given test, for example at the 90% or 95% level.
Category average: 7.3

Ariha Shah View profile

Marketing Communications Specialist in Marketing at EY (5001-10,000 employees employees)

Use Cases and Deployment Scope

Adobe Target has been really beneficial as it helps one visually create and manage A/B tests and rules-based targeting activities. It offers a simplified implementation strategy for our digital platforms and is effective as it manages all communication, offers automated personalization and provides recommendations about services. It helps to share data and results with ease.

Pros

Data results
Collaboration
Improved conversion rates
Tracking responses

Cons

Refined search
Understanding Platform
Reporting

Return on Investment

Effective Lead tracking
Conversions
Opportunities

Usability

Alternatives Considered

Optimizely Commerce Connect and Salesforce CMS

Other Software Used

Optimizely Content Management System, Salesforce CMS, Insider Growth Management Platform (GMP)

Shannon Craig

Digital Product Manager in Engineering at Vanguard (10,001+ employees employees)

Use Cases and Deployment Scope

My team uses Adobe Target for tagging and experimentation for secure login and the mobile app. We have many use cases across that are used to track and test user experiences for our product teams. We provide tagging strategy for application developers to track components within pages. We complete ~20+ tagging and experiments per month.

Pros

A/B testing
Click tracking and component tagging
Integration with other Adobe tools

Cons

Manage timeouts
Latency issues
Exeperiments across SDK & nonweb SDK pages

Return on Investment

Allows testing of experiences to understand client behavior
Campaigns have increased additional cashflow for new products

Usability

Jorge Leal

Head Of digital Marketing in Marketing at Compartamos Bancog (10,001+ employees employees)

Use Cases and Deployment Scope

I use Adobe Target for personalization and AB testing We deliver personalized content trough target based on the profile of the costumer and the audience, we work with Adobe Target and Adobe Analytics to deliver this experiences.

Pros

AB Testing
Personalized Banners
Change colors of landing pages

Cons

More use cases for WebSite that doesn't have e-commerce.

Return on Investment

It allows to make decisions that impact in the funnel.
We optimize and improve the conversion in A 25%

Usability

Alternatives Considered

Adobe Marketo Engage and Adobe Analytics

Other Software Used

Adobe Marketo Engage, Adobe Analytics

Verified User

Analyst (1001-5000 employees employees)

Use Cases and Deployment Scope

Adobe Target is important for our organization and theoretically enables us to more easily run A/B tests and carry out personalization on a number of our sites. Target also enables us to run these tests and personalizations with less, if any, developer support, allowing us to quickly iterate on new ideas

Pros

Enables A/B testing through a visual editor
Integrate well with Adobe analytics for further analysis
Makes it easy to reuse certain experiences

Cons

New UI is extremely buggy
New UI has reduced functionality compared to the old UI with certain features completely missing
Customer support for Target is abysmal and takes extended periods of time to get any satisfactory support

Return on Investment

Allows us to quickly iterate on new experiences with minimal uplift
Removes some of the burden on web developers to create new experiences that haven't been proven
Consistently buggy experience and degraded functionality recently has severely impacted our ability to deliver value with this tool

Usability

Other Software Used

Adobe Analytics, ObservePoint, Adobe Workfront

Verified User

Analyst in Finance and Accounting (10,001+ employees employees)

Use Cases and Deployment Scope

We use it to drive CRO discipline and do AB testings. Its very difficult to implement in different environments, we couldn't have the right support, and we also have to pay for that too (when we're paying for the tool). Also its not very friendly with other analitycs tools.

Pros

Personalization
Experiments view

Cons

Experiment results view (calculator)
Design features (to edit when you're not a dev)
Implementation with another analitycs tools (not with AA, for ex: GA4)
Implementation in environments (especially on app)

Return on Investment

Amount of experiments
Best Flickr time
Speed
We need to try personalization features

Usability

Alternatives Considered

Adobe Illustrator CC, Adobe PhotoShop, Adobe Firefly, Adobe InDesign and Figma

Other Software Used

Figma, Adobe PhotoShop, Adobe Target

Adobe Target

What is Adobe Target?

Categories & Use Cases

Key Features

Top Performing Features

a/b experiment testing

Multivariate testing

Preview mode

Areas for Improvement

Experiment workflow and approval

Mutually exclusive tests

Test significance

Reviews

Use Cases and Deployment Scope

Pros

Cons

Return on Investment

Usability

Alternatives Considered

Other Software Used

Use Cases and Deployment Scope

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Cons

Return on Investment

Usability

Use Cases and Deployment Scope

Pros

Cons

Return on Investment

Usability

Alternatives Considered

Other Software Used

Use Cases and Deployment Scope

Pros

Cons

Return on Investment

Usability

Other Software Used

Use Cases and Deployment Scope

Pros

Cons

Return on Investment

Usability

Alternatives Considered

Other Software Used

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