Adobe Test&Target Product Overview

Adobe Test&Target software gives marketers the necessary capabilities to continually make their online content and offers more relevant to their customers—yielding greater conversion. Adobe Test&Target provides an intuitive interface for designing and executing tests, creating audience segments and targeting content—all from a single application. Adobe Test&Target is part of the Adobe Online Marketing Suite of business optimization applications, built with industry-leading Omniture technology.

Business challengesOnline consumers today have constantly evolving needs and expect relevant, even personalized content from the wide variety of sites and content sources they can choose from. To engage an online audience, it is critical that online marketers quickly identify which offers and content are relevant and compelling to their audiences. Armed with this knowledge, marketers need the capability to continually evolve their sites and to target the appropriate content to different audiences.

SolutionAdobe Test&Target puts control directly in the hands of marketers to quickly and continually:

• Identify and execute multiple A/B and multivariate tests (MVTs) when, where, and as needed

• Measure effectiveness and relevance of content across any online channel: in email, across websites, and in display ads

• Integrate testing and measurement to reveal the most compelling and relevant content and executions—eliminating guesswork and arbitrary decisions

• Control key content across online channels—intuitive interfaces permit quick updates and fine tuning for upgrading relevance and conversion lift

• Increase content relevance through segmentation, targeting (geographic, behavioral, and 1-to-1), and automated personalization

Benefits• Learn efficiently, target effectively—Employ popular testing and targeting approaches including: A/B,

MVT, segment, and 1-to-1 from a single application—eliminating the need for multiple-point solutions.

• Deliver relevant content—Personalize content and increase relevance at all customer touchpoints on the website and across online channels.

• Create tests visually—Create and implement content tests and targeted campaigns using an on-site visual interface directly on your website—just as visitors will experience them—without any special configuration.

• Segment for better targeting—Define profiles as visitor segments for targeted delivery of creative, offers, campaigns, banners, and promotions.

• Build visitor profiles automatically—Create comprehensive and anonymous views of visitor interactions automatically—then use these views to deliver relevant content to visitors.

Adobe® Test&Target®, powered by Omniture®

Increase content relevance

“Adobe Test&Target delivered the results we wanted in a short amount of time. We now have an optimized home page that is more relevant to our visitors, and provides real wins for increased conversions.”Director of interactive marketing, GMAC Mortgage

Adobe Systems Incorporated345 Park Avenue San Jose, CA 95110-2704 USA www.adobe.com

Adobe, the Adobe logo, Omniture, Adobe Test&Target, Dreamweaver, and Flash are either registered trademarks or trademarks of Ado-be Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.

© 2010 Adobe Systems Incorporated. All rights reserved. Printed in the USA.

91026588 7/10

For more informationwww.omniture.com/en/products/conversion/ testandtarget

Key features of Adobe Test&Target

A/B, MVT• Test content on-site, in email, and in display ads.

• Select designs quickly and accurately using A/B testing.

• Test many elements and variations with smaller traffic requirements and fewer combinations using MVT.

• Use in-depth reporting to reveal the combination of elements that leads to the greatest lift in conversion.

• Convert winning test scenarios with a single click to standard content for all audience segments using “push winner” functionality.

Ad testing• Track ad impressions and their impact on conversion.

• Optimize ad content and compare multiple creative options, adjust to serve more of the winning creative.

• Track clicks to monitor ad performance in real time, from first click to final conversion.

• Coordinate ad tests across multiple ad networks or publishers.

• Track view-throughs.

• Combine ad testing with cost and revenue tracking to quickly see real-time revenue for a given ad.

Visual application management• Design tests directly on the site just as visitors will experience them.

• Immediately visualize how customers experience a test, giving real-time insight for increasing content relevance.

• Use on-site testing capabilities without any special configuration or implementation.

Adobe Test&Target extensions for Adobe Flash® Professional and Adobe Dreamweaver®• Optimize the return on investment (ROI) of marketing campaigns to provide more relevant, engaging

customer experiences.

• Employ testing and targeting strategies to identify which video, web page, promotion, or digital assets perform best and deliver relevant content.

• Gain efficiencies by creating regions for dynamic content as an integral part of the content-creation process.

• Create a streamlined workflow where designers, developers, and marketers embrace a cohesive design, measurement, and optimization strategy.

Effective targeting• Target content to different groups of visitors based on marketer-defined segments.• Target audience segments based on URL, geography, profile, and visitor behavior.• Maintain consistency of targeted offers from offsite exposure (display ads, email) through to on-site activity.• Flexibility to market broadly to a segment of visitors or to define parameters for stricter targeting to a

very specific visitor set.• Break out conversion data per targeted group with reporting segment filters.

• Reuse commonly created targeting rules using “targeting groups”—reducing rework.

Automated predictive learning• Store each visitor and click individually, so targeted offers can be served based on a visitor’s unique interests.

• Create extensible customer profiles that include offline data, such as product holdings, credit score, time on file, and other nonpersonally identifiable information.

• Import external customer profiles in real time for heightened relevance.

Automated campaign management• Automatically direct site traffic in response to visitor behavior, factoring in variables such as time of day,

email communications, or product promotions.

• Show the most effective targeting scenarios more often, accounting for environmental or seasonal changes, using self-optimizing campaigns.

• Automatically promote the best performing scenarios to improve conversions for specific audience segments or across the site.