Adobe Enhances Its Personalisation Engine For Improved Experience
Adobe rolled out enhancements to its personalisation engine, Adobe Target, to enable companies to intelligently engage customers with the right content at the right time and on the right channel. Through an integration between Adobe Target and Adobe Real-Time CDP, companies can combine historical customer data with current behaviour to personalise experiences across websites, mobile […]
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Adobe rolled out enhancements to its personalisation engine, Adobe Target, to enable companies to intelligently engage customers with the right content at the right time and on the right channel.
Through an integration between Adobe Target and Adobe Real-Time CDP, companies can combine historical customer data with current behaviour to personalise experiences across websites, mobile applications and more. Customer engagement data is collected and tied to a customer profile that is then qualified for an audience segment and delivered as personalised content.
Also new are capabilities that enable model controls within Target that will aloow companies to analyse only the data that’s most relevant for their specific campaign or activity type.
Further, by combining decision management within Adobe Journey Optimiser with Adobe Target’s experience composer, real-time targeting, and experimentation capabilities, companies can deliver the next-best offer for an individual on websites or in mobile applications in real-time.
With Adobe Target’s visual experience composer, marketers can select where the offers are displayed (such as a side banner, home page banner, or pop-up ad) and augment how the offer is presented. Marketers will also be able to test and optimise the placement of the offers with Target’s experimentation and targeting capabilities.
“Although consumer expectations are high, it’s not impossible to deliver the contextually relevant, seamless experiences they expect. With a complete view of the customer and the right technology in place, brands easily meet and even surpass customer expectations,” Drew Burns, principal product marketing manager in the digital marketing business unit at Adobe, wrote in a blog post.
