Adobe Target

I appreciate the easy/direct linkage with Adobe Analytics, and the ability to configure Audiences very specifically via UI.

The personalization capabilities are powerful, especially the ability to use data to dynamically adjust content and offers. The ability to test at scale and analyze results in detail is also great.

Adobe Target is a tool that has the ability to deliver highly optimized experiences at scale. from them 1. Visual Experience Composer: The VEC makes it easy to create and modify A/B tests and personalization without needing code changes. This is helpful for marketers to make real-time content updates. 2. Adobe Target's machine learning models like Auto-target & Automated personalization allow you to serve the best experience to each user based on contextual and behavioral data - maximizing conversion with a minimal set up 3. Audience segmentation - You can create and reuse detailed audience segmentation using Adobe Target's native traits or integration with Adobe Experience Cloud for even richer targeting based on user behavior, campaign parameters or CRM data. These features make Adobe Target a more flexible and scalable solution for both marketers and developers to drive better user engagement and business outcomes.

Adobe Target is a bit dangerous when it comes to risk management. There is no version control, no history of changes to an activity, and no easy way to revert a previous change. Also, there are not granular roles within a workspace. All of the above came together once when someone from another team, with approver permissions in our workspace, came in and made edits to a live test and we had no way to revert or see what was changed. We had to rely on external code versioning and history to re-introduce working code. But audiences can't be saved externally in this way, so those are still susceptible to accidents like that. And since there is no developer integration, we are forced to use a separate git repository, a separate Webpack build process, and to copy-paste our built JS into the HTML, to maintain a level of working history of our code. (Stakeholders change their minds, and sometimes double back to a previous version)

The interface feels dated and not very user friendly especially for non technical marketers. Implementation requires a lot of tech support to get the most out of it.

1. Limiting debugging tools to the UI - Most of the troubleshooting still relies on network tabs or tools like Adobe Experience Platform Debugger, A more intuitive platform debugging console can make testing and QA easier for non-technical users. 2. Restrictions in VEC - The VEC can struggle with single page applications (SPAs) or heavily dynamic content. In such cases custom code offers are required which reduces usability for marketers. 3. No rollback for offers - once an offer is edited or saved, there is no built in version control or rollback feature, this makes it risky if changes are made unintentionally or if you want to revert to an earlier version