What’s New in Adobe Target 2017Up �rough July 27, 2017 Release

Adobe Target

What’s New in Adobe Target 2017

Each month, we add tons of valuable new features and capabilities to Adobe Target. Learn about just some of the features released this year that we think you should be excited about trying. To see all that’s new, download the full release notes at: notes at:h�ps://marketing.adobe.com/resources/help/en_US/target/target/r_release_notes.html

July, 2017. One Click Personalization with Auto-Target

Abobe Target 2017

PremiumTo reach the huge potential o�ered by personalization, you need to move beyond testing just o�ers rotating through your home page hero image and personalize every aspect of your customer experience. You must also test and verify that the personalized experiences you deliver to customers are the best they can be — at all times. Auto-Target takes the power of personalization and applies it to entire experiences—not just an o�er, message or content block—for richer and deeper personalization than ever before. Auto-Target blurs the lines between testing and personalizing by providing one click personalization within the A/B testing work�ow of Adobe Target Premium.

With Auto-Target, you can transform any A/B test into a personalized activity that applies sophisticated, Adobe Sensei powered machine learning to A/B tests. �at means that every A/B test can have multiple winners— each mapped to an individual visitor—that adapt over time based on additional actions the visitor takes. Visually create your compelling and personalized experiences with the Visual Experience Composer or leverage the Form Composer to extend Auto-Target machine learning beyond web and mobile into native and hybrid mobile apps, set top boxes, video game consoles, IoT devices, in-store kiosks, and more!

Learn more at: h�ps://marketing.adobe.com/resources/help/en_US/target/target/c_auto-target-to-optimize.html

July, 2017. Experience Optimization Framework for the modern web: AT.js 1.0

Abobe Target 2017

What if we could re-build Adobe Target in 2017 and take all of the insights from ten years of web and so�ware development to create a version 1 implementation �le for the modern web? Well, this isn’t a hypothetical because that’s exactly what we did. AT.js 1.0 is the newest library for integrating Adobe Target with your web site and makes Adobe Target be�er than ever. Built from scratch to support the modern web, AT.js is faster due to its fully asynchronous technology and has even more security thanks to the space station airlock controls we put around delivery and execution. Using technology like XHR, CORS, and JSON and opening up the platform to be extended on Github by developers across the world—we have a �le to power Adobe Target for the next ten years and beyond!

Learn more at: h�ps://marketing.adobe.com/resources/help/en_US/target/ov2/c_target-atjs-implementation.html

June, 2017. Reorder Experiences in Experience Targeting on the �y

Abobe Target 2017

In many rules driven personalization activities, visitors qualify for multiple audiences simultaneously, and therefore have multiple potential experiences that would make sense. For example, you might have audiences de�ned as West Coast, East Coast, Central, Moms, and Dads. When a visitor quali�es for both West Coast and Moms audiences, you can prioritize the more important experience to deliver by placing it higher in the experience list. We’ve made this faster than ever by allowing you to drag and drop any audience/experience combination – on the �y – in the Experience Targeting (XT) activity type! Now, even a�er you’ve completed an activity setup, you can add new audience/experience combinations or simply re-prioritize existing ones by easily dragging and dropping the experiences in the list based on priority—a huge time saver and enabler of highly �exible personalization campaigns!

Learn more at: h�ps://marketing.adobe.com/resources/help/en_US/target/target/c_xt-switching-experiences.html

May, 2017. Multiple Metrics and Bar and Whisker Plots in Reports

Abobe Target 2017

You don’t always have a single metric that indicates success for your business, so why should you be limited to viewing your results one metric at a time? You also shouldn’t need a PhD in statistics to properly interpret your optimization activity results and avoid making decisions based on false positives.

Adobe Target now lets you view activity results with multiple metrics in a single tabular display and rearrange these metrics at any time with a simple drag and drop. For example, view the increases in revenue per visitor (RPV) and average order value (AOV) that a test or personalized activity delivered all in a single view. You can also more easily understand and make decisions based on your activity results with reports that now include powerful, but easy-to-interpret bar and whisker plot displays for li� and con�dence.

Learn more at: h�ps://marketing.adobe.com/resources/help/en_US/target/target/c_report-se�ings.html

Adobe Target

What’s New in Adobe Target 2016

October 25, 2016. Promotions in RecommendationsSometimes you don’t want to pit your automated recommendations against manually curated ones—you want the best of both worlds. With new Promotions in Recommendations, you don’t have to choose. Now you can set aside up to 20 display spots in front or back of your recommendations results set to display manually curated products, videos, articles, and more. You can even schedule those promotions to display speci�c items exactly when you want. To meet your needs, Recommendations o�ers three di�erent ways to specify what you want to promote: • List of items. Enter identi�ers like product IDs, SKUs, content ID, to manually promote the associated items.

• Promote by a�ribute. Create dynamic rules with the Recommendations rules engine. For example, promoteshirts with less than 15 units in inventory and add the tag “CLEARANCE” where they display. Alternatively, promote all TV shows that feature any Game of �rones actors in notable roles.

• Promote a collection. Select one of your catalog collections; for example, before school starts in the Fall,promote your “collegiate apparel” collection.

Learn more at: h�ps://marketing.adobe.com/resources/help/en_US/target/recs/t_adding_promotions.html

Choose items to display before or a�er recommendations results to promote manually curated content alongside highly personalized content from automated recommendations.

Abobe Target 2017

Premium

Abobe Target 2017

October 25, 2016. Criteria Sequences in RecommendationsWhen using Recommendations, you face this classic conundrum: You want to display 10 recommended products, videos, articles, content, or other items, but the algorithm only returns enough results to display eight of your 10 display spots. What do you do with those extra two spots? Historically, you hid those �nal two placements and showed only the eight, or just �lled in the remaining spots with generic backup recommendations. With new Criteria Sequences in Recommendations, you can select up to �ve criteria algorithms, specify the order in which to execute them, and even separately customize them, as needed. �at means you can �ll any extra spots with more targeted recommendations, rather than generic ones, which results in more relevance for your customers and greater rewards for you.

Learn more at: h�ps://marketing.adobe.com/resources/help/en_US/target/recs/t_create_criteria_sequence.html

Premium

Provide more relevant recommendations in un�lled spots in your recommendations display layout by specifying up to �ve criteria to apply and the order in which to apply them.

Abobe Target 2017

October 25, 2016. Dynamic Winner Badge for Auto-Allocate inA/B Test ActivitiesMany marketers mistakenly declare an experience as the winner before the test concludes. Now you can more easily determine the true winning experience in an A/B testing activity that uses Auto-Allocate, the feature that lets you bene�t from li� more quickly by gradually diverting more tra�c to the experience that’s performing best during a test. To show that you need to continue running the test, Adobe Target now displays a badge at the top of the activity's page indicating "No Winner Yet." Once the activity reaches the minimum number of visitors needed for statistical con�dence in your results, Target displays, for example, "Winner: Experience C," to let you know that Experience C won.

Turning on Auto-Allocate in an A/B testing activity allows Adobe Target to gradually move more visitors toward winning experiences rather than requiring you to wait until an activity concludes to show them the winner. You bene�t from li� more quickly because Adobe Target shows more activity entrants potential winning experiences instead of less successful experiences.

Learn more at: h�ps://marketing.adobe.com/resources/help/en_US/target/target/automated_tra�c_allocation.html

With A/B tests using Auto-Allocate, the dynamic winner badge lets you know with certainty whether or not Adobe Target has declared a speci�c test experience the winner.

Abobe Target 2017

September 22, 2016. Combine Multiple Audiences in an Activity In the Experience Cloud, audiences may exist and be maintained in systems other than Adobe Target for myriad purposes and channels, including email and display. �is feature allows the marketer, product owner, or developer to combine multiple audiences on the �y—even those from Adobe Analytics and Adobe Audience Manager—to create ad hoc audiences. For example, target all loyalty customers by including a speci�c Audience Manager audience for loyalty status and combining it with a Target audience made up of people who signed up for your loyalty program during the current session, instead of creating a third, permanent audience. You can combine up to ten audiences using AND or OR operators. Now it’s easier than ever to target and personalize content and experiences for maximum value.

Learn more at: h�ps://marketing.adobe.com/resources/help/en_US/target/target/c_combining-multiple-audiences.html

Combine audiences from Adobe Target, Adobe Analytics, and Audience Manager on the �y to create ad hoc audiences.

September 22, 2016. Create Audience Time Frames with Start and EndDatesSometimes you only want to target an audience during a speci�c timeframe due to a special event or a holiday season. When building your audience in Target, you can now add start/end dates and times to target users who visit your site during a speci�c time frame. Using the combined, ad-hoc audiences feature along with start and end dates, you can, for instance, target low-spenders with speci�c content during the three days leading up to Black Friday and other content a�er Black Friday. Learn more at: h�ps://marketing.adobe.com/resources/help/en_US/target/target/c_time-frame.html

When creating an audience for your activity, add start and end dates when you want to only target during a speci�c time period.

Abobe Target 2017

August 23, 2016. Adobe Analytics for Adobe Target in Mobile App

At most organizations, mobile apps have been kept apart from traditional channels like email, web sites, and mobile sites. �ey typically have completely separate development and support teams, and rarely connect and personalize based on data from these traditional channels. Simply put, the mobile app experience has been disconnected. Now Adobe Target extends its server-to-server integration with Adobe Analytics to mobile, so you can run your mobile app analytics and testing using the exact same data that you use for your other channels. It’s just another way to ensure that anything you can do on a web or mobile site with Adobe Target and Adobe Experience Cloud can be done in a mobile app.

Adobe Target for Mobile Apps now lets you take full advantage of the enhanced segmentation and reporting available through Adobe Analytics with your mobile app targeting and personalizing activities.

Abobe Target 2017

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July 21, 2016. Content Similarity RecommendationsRecommending products, articles, and other content can boost conversion rates by engaging your customers while providing a relevant and personalized experience. �e newest algorithm in Target Premium Recommendations solves a classic issue faced by marketers: what happens when a new product or piece of curated content shows up on your site? New items that haven’t been viewed, purchased, shared on social media, or otherwise engaged with o�en get buried in favor of more established ones. Content Similarity analyzes the metadata about your product or content item to deliver great recommendations when you have li�le visitor usage data—it requires no past data and all new items have an equal chance of being recommended.

Learn more at: h�ps://marketing.adobe.com/resources/help/en_US/taet/recs/c_content_similarity.html

�e Content Similarity algorithm in Recommendations ensures that new products, videos, or other curated content have the same chance of being recommended as more established ones.

Premium

Abobe Target 2017

May 19, 2016. Experience Versions Targeting in a Single A/B Test ActivitySometimes you want to target an audience-speci�c version of the same experience in a single test. For example, you may want to target an English language version of a banner to English-speaking visitors, but a Japanese language version to Japanese-speaking visitors. It’s the same experience, just localized for each audience. Until recently, you had to create two separate tests for each language and then manually aggregate the results to understand how the overall campaign performed. Experience Versions Targeting changes that. Now you can simply create two versions of the same experience within a single A/B test activity and select the audience you want to serve that experience. One test with one result.

Learn more at: h�ps://marketing.adobe.com/resources/help/en_US/target/target/t_target-experience- to-multiple-audiences.html

Use Experience Versions Targeting to target localized versions of an experience based on di�erent currencies used. Perfect for localization work.

Abobe Target 2017

April 21, 2016. Single Page Apps (AT.js) Today, many businesses develop web sites as single page apps using application frameworks like Angular and React. �ese application frameworks allow them to build a web page with dynamic content that can change even a�er the page loads. For example, as a cable or cellular service visitor enters a location zip code, the page updates with relevant service plans for that region. Customers expect immediate feedback and responses from the site based on the actions they take, so content delivery must be instantaneous.

A new snippet of code implementation of Adobe Target, AT.js, meets this demand and o�ers enhanced security. �e new implementation performs brilliantly on traditional web sites, but also ensures lightning fast loads of dynamic content on sites developed as a single page app. AT.js is also extensible, allowing integrators to tiedirectly into application frameworks such as Angular and React for deeply embedded Target functionality intothe web app.

Learn more at: h�ps://marketing.adobe.com/resources/help/en_US/target/ov2/c_target-atjs-implementation.html

April 21, 2016. Adobe Experience Manager 6.2 with Adobe TargetWith the Target guided work�ow now embedded in Adobe Experience Manager 6.2, Experience Manager users enjoy a seamless, consistent experience creating Target personalization and optimization activities. From within the content authoring interface, you can now select any location in your design and use Adobe Target topersonalize that location with targeted experiences or optimize it with A/B testing.

From within Adobe Experience Manager, select an area of your site to run an A/B testing or targeting activity using the Adobe Target guided work�ow. See activities created in AEM in the Target interface for a holistic program view.

Abobe Target 2017

Adobe Target for Mobile Apps o�ers personalized recommendations for products and content, creating more opportunity for deeper engagement and improving in-app conversions.

April 21, 2016. Adobe Analytics for Adobe Target in Adobe ExperienceManagerIf you have Adobe Target, Adobe Analytics, and Adobe Experience Manager, you can now leverage Adobe Target for Adobe Analytics when creating Target activities in Experience Manager and when analyzing their performance. It’s just one more reason to build your digital marketing platform on the foundation of Adobe Marketing Cloud.

March 23, 2016. Recommendations in Mobile AppsNow on mobile apps you can drive greater user engagement and increase revenue through upsells and cross sells just as you do on your web site and mobile site. Adobe Target Recommendations for mobile apps uses the same uni�ed customer pro�le and algorithms used in your other digital channels to determine and deliver the recommended content and products that interest and engage your users most.

Abobe Target 2017

�e Lifetime Value algorithm progressively enhances personalization over the span of the customer journey, optimizing for the most valuable conversion outcome at each successive visit.

March 15, 2016. Adobe.IOAdobe Target APIs let you use Target to personalize and optimize Internet of �ings devices and screens andthird party solutions like email service providers and content management systems—even Adobe Experience

Manager. Adobe.io (h�ps://www.adobe.io/) makes it easy to �nd and access these valuable APIs, with a one-stop hub for all APIs for Adobe Marketing Cloud solutions, along with documentation on how to use them.

Adobe Target continues to build its library of algorithms for automated personalization to ensure you have the algorithm you need based on your use case. �e new lifetime value algorithm helps you maximize conver-sions of visitors who repeatedly visit your site by delivering the best performing content based on their visit history and visits of people like them. �e algorithm delivers increasingly more e�ective content the more a visitor returns to the site and expresses his or her interests through content viewed, purchases made, or other behavior.

Learn more at: h�ps://marketing.adobe.com/resources/help/en_US/target/target/t_automated_ personalization.html

January 28, 2016. Lifetime Value AlgorithmPremium

Abobe Target 2017

With Super Audiences, create complex audiences by applying Boolean logic to customer a�ributes like geography, customer rewards program level, and many others.

January 28, 2016. Super AudiencesYou have a lot of data about your visitors and customers in Adobe Target. You can now apply Boolean logic to build the speci�c audience you want when creating an audience during testing or targeting activity setup. For example, create an audience that includes all visitors from California and New York who are members of your customer rewards program at any level or any gold level member.

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