If you are new to your organization and want to become familiar with what is in place from a testing and optimization practice, this article helps you get started. We’ll begin with an overview of Adobe Target implementation and structure. You’ll learn how to understand and audit your organization’s set up. Finally, we’ll discuss common troubleshooting techniques and tips on creating a knowledge repository for your team.
Adobe Target is a tool that allows testing and targeting of unique content to different visitors. For an overview of the features available, visit this guide.
Before we dive into the implementation process for Adobe Target or how it is structured, it’s helpful to first understand some fundamentals about the software.
Adobe Target is a tool that allows testing and targeting of unique content to different visitors without changing the native website code. Target temporarily changes the end user experience, as well as tracks the behavior of users after seeing the change. Target also offers the ability to alter the experience for end users based on profile information or previous actions.
There are three Target fundamental activity types:
The A/B test compares two or more experiences to see which best improves conversions throughout a pre-specified test period. The A/B test is a highly controlled experiment with traffic measurements, split by percentages rather than by a rule, allowing you:
Multivariate testing (MVT) compares combinations of offers among elements on a page to see which combination performs the best for a specific audience. This test also identifies which element of the page best improves conversions throughout a pre-specified test period. MVT provides:
Experience testing (Experienced Targeting) delivers content to a specific audience based on a set of marketer-defined rules and criteria. This method provides a way to target specific content to a specific audience based on a set of defined allocation rules.
How does Target work?
Here is a high-level example of how Target works:
Target is built on an "global Mbox" that provides the ability to impact anything on the page. This feature deploys on page load either as a hardcoded link to the at.js file or it is delivered using a Tag Manager like Adobe Launch.
To understand your current Implementation, Adobe recommends that you review your Target User Interface implementation along with your Tag Manager and Page Load implementation.
To review your Target user interface:
Begin your review on the Target UI:
Review activities for best practices:
Deactivate old activities:
Review environment definitions and associated domains.
Review profile scripts for applicability
To review the tag manager and page load:
Confirm the following in tag manager:
Confirm the following during page load:
To avoid manually going through each page to audit Target activities, use the Adobe Auditor to help with understanding the current technical state of your implementation. Adobe Auditor is powered by ObservePoint and can be set up to run at a manual level, to identify high level implementation issues on your site.
The Adobe Auditor provides:
Adobe recommends performing monthly manual audits to:
Adobe recommends installing the Adobe Experience Platform Debugger.
The following are general troubleshooting tips when entering the Experience:
mboxTraceor response tokens to check profile and segment values
If are in the Target experience and you do not see the expected visual experience:
Check the Target response:
A knowledge repository is an online platform used for documenting and sharing information. The knowledge repository contains information specific to your implementation and can contain team specific information.
Ideally, the repository should allow editing and auto saving within the platform. Once it is initially configured, it is easy to maintain and keep up to date. Content within the Knowledge Repository is curated based on user roles.
Typical documents in a Knowledge Repository include:
For more information, review our webinar with Senior Consultant, Wilder Freed.
Learn more about strategy and thought leadership at the Customer Success hub.