Yesterday, Adobe announced major updates to Target, its audience testing platform for marketers and a key component of its Marketing Cloud solutions.
The revamped software now includes new features such as a redesigned touch-based interface for smartphone and tablet use, and a step-by-step guide that walks marketers through setting up a test (such as A/B testing) for digital promotions or web content. The content, such as text, images and color can also be tweaked directly on a web page within the platform, rather than on the back-end, which makes it simpler to introduce variations and monitor the results more quickly.
“This new release builds upon the substantial power of the technology while delivering a simpler approach for practitioners across the marketing organization,” says Aseem Chandra, Adobe’s vice president of Target. “As part of the industry’s most comprehensive digital marketing solution, simplified testing and targeting will help our customers make more money.”
The benefit of Target being integrated with Adobe’s Marketing Cloud is access to all audience segments for testing through a central library, populated through Adobe’s Analytics platform. This data is shared throughout the organization and can be used for targeting new customer segments or reusing old ones.
With testing comes analytics, and Target will provide real-time reporting on test results,. The reports can be customized and shared as metrics or graphs across the organization, making it easier relay feedback and tweaks.
Finally, Target is introducing enhanced testing and targeting capabilities for mobile apps, with marketers being able to target users based on demographics as well as different usage metrics such as number of app launches or time since last launch.
