How to Bring Value With Adobe Target and Adobe Analytics
In this fast-pacing marketing world, one of the biggest marketing trends is personalization. According to a survey conducted by Accenture, 71% of consumers say that they are more likely to shop with the brands that provide offers and recommendations that are relevant to them. In this modern era, there is so much content and so many options to shop for a consumer. Brands spend so much money and effort to get their consumers’ attention, for them to be able to connect with their audience. Marketers' top priority is always to deliver the right content to the right audience at the right time. As marketers compete for their audiences’ attention, there are new tools, and platforms that come every day to help marketers above competition connecting with their audience. Adobe is the leader in MarTech platforms that empower marketers to deliver personalized content to their audience on the right channel at the right time. Let’s look at some of Adobe’s tools, specifically Adobe Analytics and Adobe Target, and how they help marketers connect better with their audience.
Adobe Analytics and Adobe Target can help you curate the most relevant and personalized experiences at scale in the moment that matters. Adobe Analytics gives proper insights and contextual information about consumer behavior and interactions across any channel or touchpoint. On the other hand, Adobe target can set up and run tests to find out the most relevant content.
The Adobe for Target (A4T) is a cross-solution integration that combines the power of Adobe Analytics and Adobe Target. It is a powerful solution that will take your analytics, experimentation, and personalization practices to the next level. With this combination, your teams can personalize, test, and optimize customer experience and derive the most meaningful insights. The duo will amplify your ability to deliver the most relevant content. Keep reading to explore more about the benefits of this combination with a few tips and tricks to harness the maximum potential.
How Adobe Analytics + Adobe Target Can Drive Values for Business
Adobe Analytics and Adobe Target integration brings the two applications to work in a closed loop. Let’s see how Adobe Analytics and Adobe Target are working together in a closed loop. With Adobe Analytics, you can create segments based on behavior and send these segments as experience cloud segments to the target for testing and personalization. All in all, Adobe Analytics gives you information and insights that can be executed in Adobe Target. Once activities are completed in Target, you can send data back to the analytics for activity reporting.
This closed loop can drive greater efficiency and value with other benefits-
- Escalate Success Criteria to Your Target campaigns
With A4T integration, success metrics defined in Adobe Analytics can be used as success criteria for target activities. For instance, your team has set up an A/B test for a landing page and make a change in the CTA button. They can measure the success of this activity based on the clicks, conversions, and other milestones which have been already defined in Adobe Analytics as success events.
2. Data Centralization
If you integrate both solutions, the data collected in Adobe Analytics can be utilized well with Adobe Target. Thus, the data is collected only once but it can be utilized in between both the tools; Adobe Analytics for reporting and analysis and Adobe Target for the success metrics to evaluate the campaign performance. You can save time by reducing the implementation effort and comparing the data discrepancies between the tools.
3. Real Data-Driven Optimization of Your Website
Without A4T integration, your analytics and personalization teams will work in silos and their goals would not be aligned with the organization’s goals. For example, “Add to Cart” may have two different definitions in Adobe Analytics (which has advanced features like serialization etc.) and Target derailing the overall campaign or optimization objective. Alternatively, if both tools are in harmony, you can test experiences in Adobe Target against your KPIs using events and dimensions in Adobe Analytics. All in all, you can accelerate your business with a unified view using these applications.
4. Reduce IT Redundancy
With integration, events and metrics of Analytics are readily available to be used in target and thus target specialists can leverage the work done by analysts. For example, you want to capture two metrics- clicks and conversion for a particular page. Earlier, developers had to add two separate custom codes to initiate the beacons to capture two particular events across tools. Now, A4T integration allows you to reduce the implementation effort by sending the beacon to only one tool.
5. Better Reporting Within “Adobe for Target” Dimensions
With A4T integration, you can use Adobe Analytics as a reporting source for a campaign or activity. All reporting and segmentation for a particular activity will be based on Analytics with some exceptions. All metrics will be available in Target and Target activity reports can be easily retrieved in Analytics.
Additionally, you can use Analytics for the target panel to evaluate the success of various tests for a particular activity. With the simple drag and drop method, you can see an overview of the activity performance in terms of success metrics and obtain a quick insight into test performance.
6. Enriched Insights of Targeted Audiences
As Adobe Analytics and Adobe Target share the same database, it is easier to tune up the initially targeted audience and their experiences. As all data can be sent to Analytics from the target, variables of Analytics can be further used to investigate more about the targeted audience. Suppose you have created an A/B test for the visitors to a particular page. Then you can use Adobe Analytics to know more about the characteristics of visitors who responded. It will be helpful in providing better experiences in the next activity.
Tips and Tricks on How to Utilize This Duo
1. Ensure you have authentic analytics permission. Make sure your Adobe Target and Adobe Analytics user accounts are linked to your Adobe ID. Also, your Adobe ID should be configured with experienced cloud group membership that has access to Analytics and target.
2. Get an in-depth understanding of your Stakeholders. Identify, analyze, and map your stakeholder. You need to come up with a plan for how they all will be involved to generate ideas and plan optimization activities to accomplish the goals.
3. Learn the rules of Target compatible activity types. You must understand what is compatible with A4T to understand what types of activities are compatible with the A4T panel. You can refer to this table
Adobe Analytics + Adobe Target = A Powerful Solution
The connected Adobe Analytics and Adobe Target solution is capable of optimizing your analytics, experimentation, and personalization practices. You can share data in real time between connected applications that will improve accuracy and efficiency. You will save time on data reconciliation, governance, and third-party integration. On the top, you can develop a best-in-class customer experience program to drive new business opportunities and meet the rising consumers’ expectations.
Do you want to explore more? Have any questions? Need expert help for Adobe Target and Adobe Analytics integration? Reach out to NextRow Digital.