10 Questions to Ask Before Investing in Adobe Target

There is no denying the power of Adobe Target for transforming customer engagement and conversion rates. The platform boasts practically unlimited capabilities for creating, deploying, and experimenting with personalized digital experiences, including automation/ machine learning features that get better by the day.

The Power of Personalization

84% of consumers say being treated like a person—not a number—is “very important” to winning their business.¹

80% of consumers are more likely to purchase from a company that offers personalized experiences.²

76% of customers say they are frustrated by a lack of personalization.³

Adobe Experience Cloud

Adobe Target is a best-in-class product with countless useful features. But unlocking them requires time, dedication, and specialized knowledge. Given the potentially sizable investment the platform might represent for your organization, we recommend answering these clarifying questions:

1. What personalization tools and practices do you currently use?

What exposure does your team have to personalization tools and best practices? Are your current efforts delivering meaningful results?

2. What are your use cases?

What kind of content and experiences would you like to test with audiences? What forms of targeting will deliver the best experience? Are there KPIs that content and experience optimization can help you reach?

3. How much scale do you need to start?

Adobe Target can deliver ROI for businesses of any size. Whether you’re an established brand or a startup trying to get noticed, Adobe Target’s ability to automate the optimization process might be exactly the thing you need to move your marketing efforts to higher ground.

4. How does your audience experience your brand?

Take stock of the ways you deliver content to your audience: via the web, on mobile, within apps, by email, or through non-browser-related activities. The good news? Adobe Target works across all channels, from web and mobile sites to apps, email, social media, and other digital properties.

5. How can you get the most impact from personalization?

Understanding the ways personalization can move your customers forward in their journey will help set you up for success. Here is just a sampling of what you can accomplish with Adobe Target: Build product offerings based on customer profiles • Optimize the customer login experience • Minimize form abandons • Deliver special offers to specific customers at a certain point in their consideration process • Track customer preferences and rewards • Create individual reports for your customers

6. What data can you leverage?

Part of the genius of Adobe Target is its ability to draw from a variety of data sources and build them into unified customer profiles. Relevant data might include: • Customer or prospect? • New or returning visitor to your website? • How have they engaged with content  in the past? • Location • Search history • Previous purchases/product interests

7. What additional data would help improve your outcomes?

Consider all your data sources, including your CRM system and analytics platform. Maybe you have second-party customer data from a partner. Perhaps you’ve purchased data from a third party. Take these sources into account, along with their accessibility and their potential value.

8. How far do you want to go with personalization?

One of the great things about Adobe Target is how you can start small and grow into the platform as you learn. When you’re ready to jump into AI, Adobe Target can deliver 1:1 personalization at scale, greatly expanding the nuance and reach of your marketing efforts—and further boosting your ROI.

9. Does Adobe Target work well with the rest of the technology stack?

One of Adobe Target’s standout qualities is its integration with other Adobe components, e.g., CMS, data, campaign execution, and profiling. But it plays well with other technology, too, and enables easy governance across platforms.

10. Is your staff ready for personalization? 

Getting the most out of Adobe Target means experimentation, building audience profiles, and developing supporting creative—and in some cases, creating custom code. Does your marketing team have the experience and time?

1 https://www.salesforce.com/resources/articles/customer-expectations/?sfdc-redirect=369

2 https://www.epsilon.com/us/about-us/pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands- offer-personalized-experiences

3 https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying