Barry Levine says, “Adobe is today evolving its Target solution — part of its Marketing Cloud — away from the testing of discrete A/B variables and toward automated optimization of entire user experiences.

A new Auto-Target capability extends machine learning-powered, automated optimization across the entire tool, beyond its previous role as a separately available function for specific locations in sites and apps.

In a blog post announcing the enhancement, Senior Product Marketing Manager Jason Hickey wrote that Target users can now set up automated personalization “in the same simple way they’d set up an A/B test.”

“By simply clicking ‘Auto-Target’ on step two of our three-step guided workflow,” he said, “marketers will be enabling a powerful personalization engine to determine the right experience to serve an individual.”

Previously, marketers might use Target to test two or more variables through a rules-based process. Usually, the testing was focused on offers, such as whether a 50-percent-off coupon would drive more sales than, say, a two-for-one sale“.

Adobe Target expands beyond A/B testing to automated optimization of user experience

Marketing Land

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