Adobe Target Overhaul Aims To Simplify Web And Mobile Testing Efforts

adobe-logo-180px Adobe has announced a major update to its testing platform Adobe Target. The new features are designed to make it easier for marketers to launch tests targeted at specific audience segments across their digital properties, including websites, email, mobile sites, and mobile apps.

The update supports touch for use on mobile devices. In the new workflow, marketers are taken step-by-step through the audience targeting and testing set up process.  Users can create tests on offers, images, color, text and design changes on a web page within the platform.

Adobe Target test setup

As part of Adobe Target’s integration with the Adobe Marketing Cloud, audience segments can be set up, stored and accessed from a central location for ongoing use throughout an organization.

After a test is launched, real-time results and reports can be tailored and shared with stakeholders from Adobe Marketing Cloud. All reports are optimized for viewing across devices.

Adobe Target test results card

Mobile app marketers can also use Adobe Target to serve different app experiences to targeted user segments based on any number of  engagement metrics.

The release is expected to be available by the end of September. Adobe is also instituting a new flat-fee pricing model for Adobe Target.

Related Topics: Channel: Analytics | Conversion Rate Optimization | Marketing Tools


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • Pat Grady

    Adobe Targets Confusing Headlines. Also plans new Adobe Kmart platform that tests influence of blue lighting. And plans Adobe Outback, an Analytics tool that dives into the meat of the issues. Wall street thinks Adobe’s sales will be micro-soft.

  • Sean Grady

    Do you think they named themselves Adobe Systems after the Kobe System?

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