5 Important Things All Data-Driven Marketers Need to Know About Adobe Target

Posted by Thomas Schwolow on November 01, 2017

Adobe Target is one of the world’s most powerful optimization tools, allowing you to completely target your customized audiences of people coming to your website and set up your unique page experiences hile also using many of Adobe’s other tool suites.

Here is our list of the top 5 things data-driven marketers and the teams they work with should know when using Adobe Target: 

1.  Installing Adobe Target is a breeze when using Adobe Dynamic Tag Manager, all without even having to understand coding or the hassle of editing server-sided code. They manage all the code in a very user friendly UI and have publishing changes to keep track of page-based events you can setup alongside Target. 

2.  When setting up activities, Adobe Target allows you to target any audience with a wide range of variables. You can setup your target audiences using your Adobe Analytics or by creating your personalized audience using your own segmentation, with the option of still using Analytics. To enable Analytics and Target you should be running the latest version of at.js and ask your Client Care to enable A4T.

3.  Inside of Target they have “Scene7,” a fully-integrated Adobe product that allows you to store images and dynamically alter them on the fly. To find your dynamic Scene7 url, you have to create a Target Activity and place the Scene7 image there and view the source to find the direct path. The url should look similar to this: “http://s7d1.scene7.com/is/image/YOURCOMPANY/”.

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Here are some important parameters once you activate Scene7 inside Target.

  • ?wid=150
    • This sets the width of the image to “150px”
  • ?fmt=jpeg
    • This resamples the image into jpeg format
    • There are also other formats
      • png
      • png-alpha
      • gif

4.  Another important thing to know about Adobe Target is their reporting: if you have A4T setup, you can set up your activity to report to your analytics and inside of targets reporting area. You can setup all the goals inside of Analytics (i.e. bounces, purchases, CTA clicks, etc.). Be mindful, though, that if you do set up Analytic reporting, the data is sometimes 12-24 hours behind depending on Adobe as they have an algorithm that stitches Target and Analytics together.

5.  Finally, if you have problems with your activities not showing or would like better information on what is going on with the Adobe side, you can install Adobe Experience Cloud Debugger’s Chrome extension here: https://chrome.google.com/webstore/detail/adobe-experience-cloud-de/ocdmogmohccmeicdhlhhgepeaijenapj.

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Topics: Test and Optimization, Digital and Media Marketing, targeting, analytics, data, Optimization Tools, User Experience, E-Commerce, Optimization

Written by Thomas Schwolow