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CLASSROOM IN A BOOK

fie ocial training workbook from Adobe

Brian Hawkins and Lily Chiu-Watson

A Guide for Marketing, Business, and iT Professionals

“fie Classroom in a Book

series is by far the best training material on the market. Everything you need to master the soware is included: clear explanations of each lesson and step- by-step instructions."

Barbara Binder,

A dobe C erti?ed I nstructor R ocky M ountain Training fie fastest, easiest, most comprehensive way to learn

Adobe Target

Classroom in a Book®, the best-selling series of hands-on soware training workbooks, oers what no other book or training program does—an ocial training series from Adobe Systems incorporated, developed with the support of Adobe product experts.

Adobe target classroom in a book

contains 10 lessons that cover the basics, providing countless tips and techniques to help you become more productive with the program. You can follow the book from start to nish or choose only those lessons that interest you.

What you need to use this book:

Access to an Adobe Target account.

(Not included.) N ote: Classroom in a Book does not replace the documentation, support, updates, or any other benets of being a registered owner of Adobe Target soware. Learn how to use Adobe Target to create an optimization program that enables your marketers to drive more revenue through testing and personalization. in this book, you"ll learn everything from the basics of geing started to the challenges of growing your organi- zation and leveraging advanced tactics. You"ll get hands-on advice on how to create dierent kinds of testing and targeting activities; identify winning results and key segments; use the visual Experience Composer to easily create and modify content; nd technical docu- mentation on APis and plug-ins; collaborate with colleagues and share results across the organization; and speed up your marketing activities and increase your KPis. Additionally, the book will oer insights into what has helped other organizations adopt and scale testing, whether it involves collecting test ideas and communicating test results, or building internal support and educating on capabilities. CLASSROOM IN A BOOK

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Adobe Press books are published

by Peachpit, San Francisco, CA

Printed and made in the USA

www.adobepress.comUS $69.99

CANADA $72.99Adobe target

CLASSROOM IN A BOOK

hAwkins c h iU? w Atson9780321962874_ATargetCIB_Cvr.indd 16/12/14 4:57 AM

Adobe Target

ClAssroom in A book

?e oficial training workbook from Adobe brian Hawkins and lily Chiu-Watson A Guide for Marketing, Business, and IT Professionals

9780321962874_ATargetCIB_Title.indd 16/12/14 4:48 AM

Adobe® Target Classroom in a Book®

© 2015 Adobe Systems incorporated and its licensors. All rights reserved.

if this guide is distributed with software that includes an end user license agreement, this guide, as well as the soft-

ware described in it, is furnished under license and may be used or copied only in accordance with the terms of

such license. Except as permitted by any such license, no part of this guide may be reproduced, stored in a retrieval

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Any references to company names in sample les are for demonstration purposes only and are not intended to

refer to any actual organization.

Adobe, the Adobe logo, Adobe Target, and Classroom in a Book are either registered trademarks or trademarks of

Adobe Systems incorporated in the United States and/or other countries. Adobe Systems incorporated, 345 Park Avenue, San Jose, California 95110-2704, USA

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Systems incorporated, 345 Park Avenue, San Jose, CA 95110-2704, USA. For U.S. Government End Users, Adobe

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com. For information on getting permission for reprints and excerpts, contact permissions@peachpit.com.

Writers: Brian Hawkins, Lily Chiu-Watson

Project Editor: Nancy Peterson

Development Editor: Bob Lindstrom

Copyeditor: Anne Marie Walker

Proofreader: Scout Festa

Production Coordinator: Maureen Forys, Happenstance Type-O-Rama

Compositor: Cody Gates, Happenstance Type-O-Rama

Technical Reviewer: Kimen Warner

indexer: Joy Dean Lee

Cover Designer: Eddie Yuen

interior Designer: Mimi Heft

Printed and bound in the United States of America

iSBN-13:

978-0-321-96287-4

iSBN-10:

0-321-96287-7

9 8 7 6 5 4 3 2 1

ACKNOWLEDGMENTS

ere are way too many people to thank given the space allotted! i have had the incredible pleasure of working with some of the smartest and most fascinating people and organizations around the world. e fun and amazing oermatica family who opened my eyes to the power of optimization and the power a team can have when they collectively believe in something. my colleagues at oermatica, omniture, and at Adobe who are some of the brightest minds that i have ever met. my partners at Web Analytics demystied who inspired me to take on this task and encouraged me along the way. And, of course, the many great clients and organiza tions that i have had the pleasure of working with. i would like to also thank my loving family including my mother Fran Hawkins, my father tom Hawkins, and my sisters Jaimie Cahill and megan Hawkins. my loving wife erika and my beautiful son Jackson. my dear friends lily Chiu-Watson and kimen Warner; without them, this book would not have been possible. And nally nancy Peterson, bob lindstrom, and Victor gavenda at Pearson whose support and patience made this all come together.

—brian Hawkins

anks so much to the oermatica family for launching us on this wild and crazy optimization ride. i"ve never worked with a more fun, intelligent, and neurotic bunch of people, and fear i never will again. anks to my husband, whose patience, love, and support knows no bounds. i"m also incredibly thankful for the friendship of brian Hawkins, who gave me the fantastic opportunity to write this book with him, and kimen Warner, who lovingly edited all our technical mistakes. speaking of editing, i will always be grateful to bob lindstrom and nancy Peterson for their unwavering optimism and support throughout the writing process. anks as well to all of the clients i have worked with over the years. i"ve learned so much through our experiences. ere are too many more people to thank, including the incom parable team bearPaw, my amazing friends and family, and all of the kind and thoughtful people i"ve been lucky enough to work with at omniture and Adobe.

—lily Chiu Watson

iv Contents

CONTENTS

GETTING STARTED IX

Who is this book for?

What"s in the book?

About Classroom in a Book

.xiii

Prerequisites

.xiii

Additional resources

.xiii 1 ADOBE TA

RGET AND OPTIMIZATION TODAY XX

What is testing?

What is optimization?

.......................................3

Adobe Target: Key concepts that enable testing

..............4 Where to start ..............................................6

Understanding your digital properties" goals

.................8

Best practices

Summary

2 E N A BLING O

PTIMIZATION WITH THE MBOX 12

How the mbox works ......................................14 Giving data to the mbox ...................................20

Managing mboxes

Summary

quotesdbs_dbs20.pdfusesText_26

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