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Final Spine = 0.359"

Adobe target

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

Adobe target

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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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prior written permission of Adobe Systems incorporated. Please note that the content in this guide is protected

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fie content of this guide is furnished for informational use only, is subject to change without notice, and should

not be construed as a commitment by Adobe Systems incorporated. Adobe Systems incorporated assumes no

responsibility or liability for any errors or inaccuracies that may appear in the informational content contained in

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Please remember that existing artwork or images that you may want to include in your project may be protected

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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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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

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interior Designer: Mimi Heft

Printed and bound in the United States of America

iSBN-13:

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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

3 USING TA

RGET STANDARD 26

What"s new ................................................28

Creating activities

Working with the Visual Experience Composer

..............34

Audiences

1. visitor's browser

requests a page from your server

2. A ?rst pa

rty cookie is set and browser renders page including mboxes

3. each mbox calls Adobe's

edge network with page and session in formation

4. Adobe returns the

content location based on the rules of your campaign ww w.yoursite.com visitor's browser

ADOBE TARGET CLASSROOM iN A BOOK v

Content ...................................................39 When to use Target Standard vs. Advanced .................42

What's coming?

Summary

4 ACTIVITIES: KEY TOOLS IN YOUR OPTIMIZATION TOOL BELT 46

Activity themes

Activity types

Creating an activity ........................................58

Best practices

Summary

5

SEGMENTATION AND TARGETING 64

De?ning an audience ......................................66

Using segmentation

Targeting segments

Best practices

Summary

6 UNDERSTANDING TEST RESULTS: REALfiTIME REPORTING 80 Taking action ..............................................82

Reporting in Target Advanced

..............................82

Reporting in Target Standard

...............................92

What's new

Summary

7

THE ADOBE TARGET PROFILE: THE KEY TO

ADVANCED OPTIMIZATION 96

Understanding the pro?le

..................................98 How to create pro?le attributes ...........................100 How to use pro?les .......................................108 Using pro?le attributes as tokens .........................110

Best practices

.111

Summary

.112 site behavior variablesenvironment variables highly predictive

Anonymous pro?lereferrer variables

ustomer/prospect previous visit patterns previous product interests - top level previous product interests previous online purchases previous campaig n exposure previous campaign responses ountry of origin time zone g system resolution ferring domain e h ct/bookmark temporal variables time of day y frequency o?ine variables vi Contents 8

EXPLORING THE ADOBE TARGET MECHANICS 114

User management

.116

Testing content

.116

Collaborating

.121 Monitoring mbox usage ..................................122 Adding plug-ins ..........................................123

Using APIs

.126

Summary

.128 9

SPEEDING UP WITH AUTOMATION 130

Automating optimization .................................132 Targeting to the individual ................................132

Making Recommendations

.139

What"s coming

.147

Summary

.147 10 ADOBE TARGET AND TAG MANAGEMENT: THEfiFUTURE OF TESTING 150 What is a tag management system (TMS)? .................152

Leveraging TMS for implementation

.154

Mboxes love data

.158

Advanced use cases

.159

Best practices

.159

Summary

.160 11

INTEGRATING WITH THE ADOBE MARKETING CLOUD 164

The Adobe Marketing Cloud ..............................166

Integrating with Analytics

.166 Integrating with Experience Manager .....................177

Integrating with Audience Manager

.182 What"s coming in the Marketing Cloud ....................183

Summary

.184 A

INTERVIEWS WITH TARGET PROFESSIONALS 186

Jinzhou Huang, Home Depot

.188

Ralph Stamm, Helvetia

.191 Krista Seiden, Google .....................................193 Kimen Warner, Adobe Systems ............................196 I

NDEX 199

ADOBE TARGET CLASSROOM iN A BOOK Vii

GETTING STARTED

If you"re reading this book, you probably have a vested interest in Adobe Target. Maybe your organization just purchased it and you are preparing for its implementation. You may have started a job and your new employer uses Target. Perhaps you are leading a team tasked with evaluating a purchase. Or you could already be familiar with Target and want to deepen your knowledge. Whatever prompted your interest in Target, you should be excited about its testing and optimization features because they allow your organization to make signicant impact to key success events and increase your knowledge of your digital consumers. fiis book describes the value of Adobe Target for a marketing team—more specically, a digital marketing team. It describes technology-agnostic chal lenges that digital marketers face and then explains how Target can help you address those challenges. If you"ve worked with Adobe technology, you"re probably familiar with the Classroom in a Book series. fiis book, however, is an atypical Classroom in a Book. You won"t nd step-by-step directions that explain how to use each and every feature of Adobe Target. Instead, our goal is to help you understand the business value of Target"s features so that you can evaluate if and how you may want to use them. We structured the book in this way because organizations can approach testing using a wide range of execution and prioritization strategies. Adobe Target is an enterprise technology platform that enables organizations to run tests of static and dynamic webpages, on mobile devices and applications, within emails, and as part of display ads. fiese tests can also be targeted to very specic segments of trac that you pre-dene or dene based on testing results. No matter what the scenario or the digital property, Adobe Target can enable your organization to execute marketing strategies in a very timely manner. At the end of this book, you will be prepared for your role as a marketer who can supervise Adobe Target tests and real-time reporting. You will be able to assemble an actionable plan that applies Adobe Target to accomplish your digi tal marketing goals. You"ll be able to make technical decisions with an imple mentation partner. Lastly, you"ll probably be red up about how Adobe Target can transform your marketing organization.? note: you can reference the Adobe documentation (available online) for step-by-step directions on implementing manyquotesdbs_dbs19.pdfusesText_25