Adobe Test&Target 1:1

• Ability to target individuals in real time
  Take advantage of a low-maintenance, algorithmic approach that targets individuals rather than customer segments.
• Self-learning algorithms
  Constantly evolve, update profiles, and self-test to maximize targeting accuracy.
• Enhanced profiles
  Benefit from profiles that are enhanced based on personalized variables, creating a rich portrait of individuals’ current interests.
• Concurrent control groups
  Validate targeting accuracy with statistical significance to demonstrate revenue uplift.
• Real-time campaign insights
  Measure campaign outcomes as soon as they are set up in the Test&Target 1:1 interface or through Adobe SiteCatalyst® reports.

Individual visitor targeting

• Individual visitor and click scoring allows targeted offers to be served based on a visitor's unique and current interests.
• Each visitor is assigned a unique visitor ID, which is stored in a cookie on his or her computer and associated with an anonymous profile.
• Hundreds of profile variables can be leveraged to target individuals.
• External customer profiles can be imported in real time for heightened relevance.
• Offline customer variables may also be included to provide additional targeting accuracy.
• Site behavior variables considered include customer versus prospect, new versus return visitor, previous visit patterns, previous versus current product interests, searches, previous online purchases, and previous campaign exposure versus responses.
• Temporal variables considered include time of day, day of week, recency, and frequency.
• Environmental variables considered include IP address, country of origin, time zone, operating system, browser type, and screen resolution.
• Referrer variables considered include referring domain, campaign ID, affiliate, PPC, natural search, and direct/bookmark.

Self-learning targeting engine

• System quickly learns associations between various events and differences between predicted and observed response behavior.
• Cause and effect response modeling enables high response values.
• Constant performance measurement is performed against concurrent control groups.
• Visitor profiles are built and updated in real time to represent each visitor and the audience at large.
• Constant self-testing adapts targeting to maximize conversion success.
• System features automatic reduction of serving representation of low-performing creative.
• Variable weighting is intelligently altered based on time and other degradation factors.

Real-time campaign insights

• Campaigns can be monitored and measured almost as soon as they are set up on your site.
• All metrics are available for both targeted and control groups in order to measure incremental value.
• Real-time metrics include campaign impressions, responses, acquisitions, and generated revenue.
• Metrics are reported by content container, campaign, and campaign option.
• Tracking from click-through to an online conversion is reported for both same-session and post-session acquisitions.
• Existing Adobe SiteCatalyst® tags can be leveraged to track user behavior across the site.
• All SiteCatalyst tracked information and events can be automatically passed to the Test&Target 1:1 system.

Dynamic content serving system

• Returns from on-page content containers can be maximized.
• Each container can be assigned a metric to be maximized against: click-through, revenue, sales, or profit.
• Serving criteria, business rules, and percentage constraints can be specified per container.
• Online management tool preview functionality renders campaign options in their planned location prior to going live.
• Quality assurance can be performed using the Test&Target 1:1 prelive environment.
• Default content is displayed if a response from Test&Target 1:1 is not received within a specified period of time.
• Multiple files formats, such as standard GIF, JPEG, SWF, and JavaScript mediated, may be served within the same content container.
• Campaign presentation is dynamic or orchestrated — content shown in containers can be coordinated to show campaigns that all relate to the same theme.