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PRODUCT DESCRIPTIONS AND METRICS

This section 1 applies only to the Adobe Target Standard and Adobe Target. Premium Products and Services. 1.1. License Grant from Customer. During the License 



The Adobe Target Welcome Kit

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Deciding Between Adobe Target Standard Premium



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Adobe Target

Contents

Adobe Target Product Documentation..................................................................8

Target Release Notes - Latest Release................................................................10

Introduction to Target............................................................................................13

Deciding Between Adobe Target Standard, Premium, and Classic.......................................15

Training Videos for Adobe Target Standard and Premium.....................................................15

Setting Up Target...................................................................................................17

Target Requirements................................................................................................................................21

Understanding the Target JavaScript Libraries.........................................................................................22

at.js Implementation ................................................................................................................................24

Mbox.js Implementation...........................................................................................................................54

Customize a Global Mbox........................................................................................................................76

Transitioning from Target Classic to Target Standard Premium................................................................79

Troubleshooting User Management.........................................................................................................88

Scene7 Settings....................................................................................................................89

Recognizing Hosts...................................................................................................................................90

Manage Hosts and Environments............................................................................................................91

Troubleshooting Hosts..............................................................................................................................94

Getting Started.......................................................................................................95

Access Target from the Adobe Marketing Cloud...................................................................95

Basic Concepts.....................................................................................................................97

Activities and Tests...................................................................................................................................97

Adobe TargetLast updated 9/29/2016

Experiences and Page Designs...............................................................................................................99

How Adobe Target Works....................................................................................................101

The Edge Network.................................................................................................................................102

Protected User Experience....................................................................................................................102

Search Engine Optimization Friendly Testing.........................................................................................103

Administrator First Steps.....................................................................................................104

Invite Users to Target..............................................................................................................................105

Accept the Invitation...............................................................................................................................106

Assign Yourself the Approver Role.........................................................................................................107

Syncing Between Target Standard and Classic...................................................................107

Training and Certification.....................................................................................................108

Integrating Adobe Target with the Marketing Cloud ........................................110

Adobe Analytics as the Reporting Source for Adobe Target...............................................110

How the Target and Analytics Integration Works....................................................................................111

Before You Implement............................................................................................................................111

Analytics for Target Implementation.......................................................................................................113

User Permission Requirements..............................................................................................................114

Activity Creation.....................................................................................................................................116

Using an Analytics Tracking Server .......................................................................................................118

Troubleshooting Analytics and Target Integration...................................................................................120

A4T Frequently Asked Questions...........................................................................................................122

Marketing Cloud Audiences................................................................................................127

Integrating Target with Adobe Campaign............................................................................127

A/B Test...............................................................................................................................134

Plan Your A/B Test..................................................................................................................................135

Create an A/B Test.................................................................................................................................142

Multiple Experience Versions in an A/B Test .........................................................................................162

Automated Personalization..................................................................................................164

Adobe TargetLast updated 9/29/2016

Contents

Random Forest Algorithm......................................................................................................................170

Inputting Data for Automated Personalization........................................................................................171

Automated Personalization Data Collection...........................................................................................172

Estimate the Traffic Required for Success..............................................................................................174

Preview Experiences for an Automated Personalization Test.................................................................177

Target AP Offers.....................................................................................................................................178

Exclude Duplicate Offers........................................................................................................................179

Troubleshooting Automated Personalization..........................................................................................180

Experience Targeting...........................................................................................................181

Create an Experience Targeting Activity................................................................................................181

Multivariate Test...................................................................................................................196

Multivariate Test Best Practices..............................................................................................................198

Plan a Multivariate Test..........................................................................................................................200

Create a Multivariate Test.......................................................................................................................200

Analyze Your Multivariate Test Results...................................................................................................221

Troubleshooting Multivariate Tests.........................................................................................................224

Planning and Implementation.................................................................................................................228

Create a Recommendations Activity......................................................................................................246

Integrating Recommendations with Email..............................................................................................273

Activity Settings...................................................................................................................277

Activity Change Log............................................................................................................278

Troubleshooting Activities....................................................................................................278

Visual Experience Composer Options................................................................................287

Include the Same Experience on Similar Pages.................................................................289

Multipage Activity................................................................................................................291

View Experience URLs........................................................................................................292

Activity Collisions................................................................................................................294

Code Editor.........................................................................................................................295

Adobe TargetLast updated 9/29/2016

Element Selectors Used in the Visual Experience Composer.............................................301

Mobile Viewports for Responsive Experiences...................................................................303

Mobile Viewport Configuration...............................................................................................................304

Create Responsive Experience..............................................................................................................305

Use Case:Target Two iPhone Versions..................................................................................................306

Visual Experience Composer Best Practices and Limitations.............................................309

Troubleshooting the Visual Experience Composer..............................................................317

Enabling Mixed Content in Your Browser................................................................................................320

Page Modification Scenarios..................................................................................................................320

Redirect to a URL................................................................................................................324

Creating Carousels that Work in the Visual Experience Composer....................................326

Form-Based Experience Composer....................................................................................326

Success Metrics...................................................................................................330

Click Tracking......................................................................................................................333

Targeting and Audiences....................................................................................334

How Targeting Works...........................................................................................................334

Levels of Targeting..............................................................................................................335

Creating an Audience.............................................................................................................................339

Combining Multiple Audiences...............................................................................................................341

Categories for Audiences.......................................................................................................................345

Customer Attributes...............................................................................................................................363

Rule-Based Targeting..........................................................................................................364

Behavioral Targeting...............................................................................................................................364

Percentage Targeting.............................................................................................................................373

Combined Rules-Based and Percentage Targeting...............................................................................373

How Target Decides Who Sees What Content.......................................................................................374

Validating a Targeted Campaign.............................................................................................................374

Profile Attributes.....................................................................................................................................375

Real-Time Profile Syncing for mbox3rdPartyID......................................................................................378

Visitor Profile.......................................................................................................................378

Adobe TargetLast updated 9/29/2016

Contents

Target Cookie ........................................................................................................................................378

Visitor Profile Lifetime.............................................................................................................................381

Category Affinity.....................................................................................................................................382

Targets and Audiences Frequently Asked Questions..........................................................385

Estimating Lift in Revenue..................................................................................386

Create Content Folder.........................................................................................................387

Uploading Content..............................................................................................................389

Create Redirect Offers........................................................................................................389

Create Remote Offers.........................................................................................................390

How Dynamic Remote Offers Work........................................................................................................392

Remote Offer Selection Matrix...............................................................................................................393

Working with Content in the Library....................................................................................393

Search Content and Create Smart Collections...................................................................395

Pass Dynamic Data into Offers...........................................................................................397

Troubleshooting Content Delivery.......................................................................................399

Report Settings...................................................................................................................405

Automated Personalization Reports....................................................................................408

Report Parameters..............................................................................................................411

Conversion Rate..................................................................................................................412

Confidence Level and Confidence Interval.............................................................................................413

Counting Methodology...........................................................................................................................415

Conversion Success Metric....................................................................................................................416

Reporting Frequently Asked Questions...............................................................................416

Target for Mobile Apps........................................................................................421

Adobe TargetLast updated 9/29/2016

How Target Works in Mobile Apps.......................................................................................421

Enable Target in the SDK....................................................................................................423

iOS - Create a Target Location and Success Metric...........................................................424

iOS - Send Custom User Data............................................................................................426

Troubleshooting Target.......................................................................................428

Known Issues......................................................................................................................429

Delete the Target Cookie.....................................................................................431

Useful Variables, Profiles, Parameters, and Methods.......................................439

Target Security Overview....................................................................................446

Documentation Changes....................................................................................447

Past Release Notes..............................................................................................475

2016 Releases....................................................................................................................475

2015 Releases....................................................................................................................505

2014 Releases....................................................................................................................522

Contacting Adobe................................................................................................533

Contact and Legal Information...........................................................................535

Adobe TargetLast updated 9/29/2016

Contents

Adobe Target Product Documentation

Adobe Target is the Adobe Marketing Cloud solution that provides everything you need to tailor and personalize

your customers' experience so you can maximize revenue on your web and mobile sites, apps, social media, and

other digital channels.

Last Updated: September 22, 2016

ActivitiesRelease Notes & Documentation Changes

•Release Notes•Activities

What's new, including new features, enhancements,

and fixes for each release.

Test page designs and target content to specific

audiences: •Documentation Changes•A/B Test Detailed information about updates to this guide that might not be included in the Release Notes.

Compare the results of two or more experiences to

determine which performs best to different audiences. •Automated PersonalizationTroubleshooting Use advanced machine learning algorithms to provide automated personalized content and improved conversion rates. •Troubleshooting Target

Information to help you resolve issues in Target,

including troubleshooting topics and FAQs.•Experience Targeting Introduction to Adobe TargetTarget rule-based experiences to specific audiences. Information to help you get up and running with Target:•Multivariate Test •Introduction to TargetCompare all possible combinations of offers on your page to help determine the best possible combination of content for a particular audience.

Information about Target and its components.

•Training Videos •RecommendationsTraining videos to help you get the most out of Target. Automatically display products or content that might interest your customers based on previous user activity or other algorithms. •Basic Concepts Important concepts you should understand before using

Target.

Transition from Target Classic to Target Standard

and PremiumSetting Up Target Information for technical personnel who set up and implement Target in your environment:•Transition Information Information you need to successfully transition from Target Classic to Target Standard and Premium.•Setting Up Target

Information to help you set up Target, including

preferences, implementation, user management,

Scene7 settings, and host management.

•Adobe Target Transition Hub

Everything you need to know to make the move from

Target Classic to Target Standard and Premium.•Target JavaScript Libraries •Syncing Between Target Standard and ClassicImplement Target by referencing one of two Target libraries on your web pages:

8Adobe Target Product Documentation

Information to help you sync activities and audiences between the two solutions. •at.js Implementation

Information about the at.js library, a new

implementation library for Target designed for typical web implementations and single-page applications.

Target for Mobile Applications

•Target for Mobile Apps•mbox.js Implemenation

Use Target for mobile app optimization and

personalization.Information about the mbox.js library, the legacy implementation library for Target.

Adobe Target Solutions Help

•Best Practices for Implementing Target using Dynamic

Tag Management•Target Standard and Premium

•Target ClassicInformation about the preferred method of implementing Target using Dynamic Tag Management (DTM).•Premium Recommendations •Recommendations Classic Integrating Target with the Adobe Marketing Cloud•Search&Promote •Target API Documentation•Integrating Adobe Target with the Marketing Cloud Marketing Cloud ResourcesUse the same data, audiences, and metrics across solutions.•Target Community Forum •Marketing Cloud Release Notes•Analytics as the Reporting Source for Target •Marketing Cloud Help HomeCreate tests based on Analytics conversion metrics and audience segments, and use Analytics reports to examine your data and results. •Adobe Training and Tutorials •Featured Solutions Center

9Adobe Target Product Documentation

Target Release Notes - Latest Release

These release notes provide information about features, enhancements, fixes, and known issues for each Target

Standard and Target Premium release.

This section contains the following information:

•Target Platform Changes •Target Standard/Premium 16.9.1 (September 22, 2016) •Release Notes for Other Adobe Target Capabilities •Documentation Changes, Past Release Notes, and Marketing Cloud Release Notes •Prerelease Information

Target Platform Changes

DetailsChange

September 21, 2016at.js version 0.9.2

at.js version 0.9.2 is available. •Added an optoutEnabled setting to enable or disable the Device Graph opt-out. If this setting is set to true and the visitor has opted out of tracking, the visitor's browser will not make any mbox calls. Device Graph is currently in Beta.This setting is set to false by default, but must be set to true if you are using Device Graph.

A similar option is part of mbox.js v61.

•Added CustomEvent support for the notification mechanism. Previously, the at.js event notification mechanism could not be used via standard DOM APIs, such as document.addEventListener(). Now you can use document.addEventListener() to subscribe to at.js events, such as request events and content rendering events. •Fixed an issue related to offers created in the Visual

Experience Composer (VEC). Prior to this release,

Target hid the selectors and un-hid them only when all selectors matched. In at.js 0.9.2 Target un-hides the selectors as soon as they are matched.

For more information, see at.js Version Details.

Target Standard/Premium 16.9.1 (September 22, 2016) This release includes the following features and enhancements:

10Target Release Notes - Latest Release

DescriptionFeature

Combine multiple audiences (including Adobe Marketing Cloud audiences and Target audiences) on the fly during the activity-creation workflow.

Combine audiences

For example, you can target all loyalty customers by including a specific Audience Manager segment for loyalty status and combine it with a Target segment made up of people who signed up for your loyalty program during the current session, instead of creating a third, permanent audience. For more information, see Combining Multiple Audiences. Add start and end dates to target an audience.Target visitors during a specific time period For example, using the new combined, ad-hoc audiences mentioned above, you can target low-spenders with specific content during the three days leading up to Black

Friday and other content after Black Friday.

For more information, see Time Frame.

Search functionality on the Content page now includes saved folders, called smart collections, to save time when performing similar searches.

Save smart collections

For more information, see Search Content and Create

Smart Collections.

Add a link to an image.The link can be a click-through link, destination link, or a landing link.

Form-based Experience Composer

For more information, see Form-Based Experience

Composer.

Enhancements

This release includes the following enhancements:

DescriptionEnhancement

Improved error messaging.Visual Experience Composer (VEC)

Known Issues

•The Render Using JavaScript option is currently not supported if it is used along with custom code in the Visual

Experience Composer.

11Target Release Notes - Latest Release

Release Notes for Other Adobe Target Capabilities

Use the following links to view release notes for Target capabilities other than Target Standard and Target Premium:

•Target Classic release notes •Recommendations Classic release notes •Search&Promote release notes Documentation Changes, Past Release Notes, and Marketing Cloud Release Notes In addition to the notes for each release, the following resources provide additional information:

DetailsResource

View detailed information about updates to this guide that might not be included in these release notes.

Documentation Changes

View information about new features and enhancements in previous releases of Target Standard and Target

Premium.

Past Release Notes

View the latest release notes for the Adobe Marketing

Cloud solutions.

Marketing Cloud Release Notes

Prerelease Information

DescriptionEnhancement

To receive advance notifications about upcoming product enhancements, sign up for the Adobe Priority Product

Update:

Adobe Priority Product Update list

For information about the current month's Target releases, including prerelease information, see the Adobe Target

Release Notes page.

Current and upcoming release notes

12Target Release Notes - Latest Release

Introduction to Target

Adobe Target is the Adobe Marketing Cloud solution that provides everything you need to tailor and personalize

your customers' experience to maximize revenue on your web and mobile sites, apps, social media, and other digital

channels. The Adobe Target solution contains several components:

DescriptionComponent

Provides a visual interface for creating and managing A/B tests and rules-based targeting activities.

Target Standard

Adds premium features to the Target Standard interface.Target Premium Provides a form-based interface for setting up tests and optimizations.Target Classic Automatically displays products or content that might interest your customers based on previous user activity on your Web site.

Recommendations Classic

Target Standard and Target Classic (formerly Test&Target) can be used side by side, so it's helpful to understand

the key differences between them. See Comparison to Target Classic.

We recommend that users use the new visual workflow of Target Standard or Target Premium. However, some

users might require Target Classic for some tests.

Note: Using Target Standard or Target Premium does not affect any Target Classic campaigns that might

already be running.

Target Standard

Target Standard is a front-end to Adobe Target that helps you visually create and manage A/B tests and rules-based

targeting activities, and connect to the Adobe Marketing Cloud.Target Standard supports custom code insertion

both in and out of the Visual Experience Composer workflow.Target Standard offers a simplified implementation

strategy with your digital properties: just a single line of code on each page manages all communication required

between your site and Adobe Target.

Industry best practices are built into Target Standard, and it is designed to be used by both new and experienced

users.You can share data and results and collaborate easily with other team members who use the Adobe Marketing

Cloud.

Target Standard will continue to be enhanced with functionality currently found in Target Classic, over the next

several releases.

The following video explains the activity types available in Target Standard/Premium and how Target's three-step

guided workflow can help you achieve your site goals.

9:03Activity Types

Adobe EnterpriseTV Training Video:

•Describe the types of activities included in Adobe Target

13Introduction to Target

9:03Activity Types

•Select the appropriate activity type to achieve your goals •Describe the three-step guided workflow that applies to all activity types

Target Premium

Target Premium is an advanced Target license that adds premium features to Target Standard.

Target Premium will continue to be enhanced with functionality currently found in Target Classic, over the next

several releases. Target Premium includes the following premium features:

DescriptionPremium Feature

Automated Personalization provides advanced machine learning algorithms to drive personalized experiences and improved conversion rates for digital experiences.

Automated Personalization

Automated personalization (formerly Test&Target 1:1) records visitor activity on the site, building a profile of visitors so content can be targeted to similar visitors. It tracks responses to content, both for individuals and the population as a whole, then uses sophisticated modeling approaches to automatically target each individual by accounting for everything known about that visitor. Automated personalization learns by itself and requires minimum human analysis. Fully automated, it learns continuously.The system builds models and automatically learns what products an individual visitor is most likely to be interested in. Every time a visitor interacts with the site, information is collected and stored in the visitor profile. Multiple algorithms are available to provide the best model for your system. Recommendations activities automatically display products or content that might interest your customers based on previous user activity.

Recommendations

Recommendations help direct customers to relevant items they might otherwise not know about. A recommendation determines how a product is suggested to a customer, depending on that customer's activities on the site. For example: •Encourage people who purchase a backpack to consider buying hiking shoes and trekking poles. Create a recommendation that shows items that are often purchased together, using the "People who bought this also bought that" criteria. •Increase the time visitors spend on your media site by recommending similar video content to what they are currently watching.

14Introduction to Target

DescriptionPremium Feature

Create a recommendation that suggests other videos, using the "People who viewed this viewed that" criteria. •Suggest that customers who viewed information about savings plans at your bank also read about IRA accounts. Show other products people purchased after viewing one product without showing the first product in the recommendations, using the "people who viewed this also bought" criteria.

Target Classic

Adobe Target Classic, formerly known as Adobe Test&Target, uses a form-based workflow to create and manage

sophisticated A/B and multivariate tests. Digital marketers maintain complete control by quickly and easily testing

multiple onsite and offsite scenarios. For more information, see the Adobe Target Classic documentation.

Recommendations Classic

Recommendations Classic automatically displays products or content that might interest your customers based on

previous user activity on your website. Recommendations help direct customers to items they might otherwise not

know about, improving sales generated on your website. For more information, see the Recommendations Classic documentation. Deciding Between Adobe Target Standard, Premium, and Classic Information to help you decide which Target component best suits your needs. Keep the following in mind when deciding whether to use Target Standard or Target Classic:

•You must update your mbox.js file (to v44 or later) or use at.js to use Target Standard.These updates are

also useful for integrations with Adobe Analytics. For more information about the latest versions of these libraries,

see

•Communication with your sites is managed through Adobe's globally distributed Edge network, regardless of which

interface you use. No changes have been made to this system. Although the Standard interface offers a new way

to create activities, stability and performance of content delivery remains at the same level as before.

•Standard currently works best in Google Chrome and Mozilla Firefox. If you require Microsoft Internet Explorer for

your admin activities, continue to use Classic. Content delivery to sites works across all browsers in Standard, just

as it does with Classic.

For more information, see Supported Browsers.

Training Videos for Adobe Target Standard and Premium Watch training videos to help you get the most out of Target Standard and Target Premium. Video introductions to Target concepts and tools are available on Adobe EnterpriseTV.

15Introduction to Target

More than 20 videos are available in the following categories: •Marketing Cloud and General Capabilities •Creating Activities •Audiences and Targeting •Asset Management •Settings and Preferences •Implementation and Troubleshooting

16Introduction to Target

Setting Up Target

Information to help you set up Adobe Target, including preferences, implementation, user management, Scene7

settings, and host management.

To access the Setup menu items, click Setup in the top menu bar, then click the desired tab along the left side:

•Preferences •Implementation •Users •Scene7 Settings •Hosts

Preferences

Set your account preferences to configure Target Standard or Target Premium to work correctly with your account.

17Setting Up Target

This video includes information about account preferences.

7:33Account Preferences

Adobe EnterpriseTV Training Video:

https://outv.omniture.com/?v=pjeWM2MjE61Ueaobi_ZfBsbsTLKoctZN•Describe the account settings available in Target Standard

To set your account preferences, click Setup > Preferences, configure your preferences as desired, then click

Submit.

The following illustration shows the available settings on the Account Preferences page.

The following sections contain more information. Note that some of these preferences are available only if you have

Target Premium.

·Site Details

•Results and Reportingquotesdbs_dbs20.pdfusesText_26
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