Adobe Target

What Stevin gets out of Adobe Target

Adobe Target is the enterprise choice for A/B testing, multivariate testing, and personalization, and it works closely with Adobe Analytics and the Real-Time CDP. The strength is experimenting at scale on data that already lives in the Adobe ecosystem. We use it where that ecosystem is in place and personalization genuinely matters. Where it pinches is that experiments and personalization are only as good as the data feeding them. In practice tests run apart from campaign and audience data: you personalize on segments that do not line up with your first-party CDP, and test results never loop back into your media mix. You optimize in a vacuum. Stevin runs as a layer over your stack and connects Target to your tracking, CDP, and campaign data, so experiments are fed with the right audiences and an outcome that matters becomes a signal a person reviews, instead of a result that stays inside Target.

What you pair it with

Choosing Adobe Target means you have to get the right data into it, otherwise you test and personalize on segments that do not match your real first-party picture. Count on a connection to your tracking and CDP, because without it experiments run apart from your campaigns. The data and results move through the Adobe ecosystem, so the question is not whether you can test, but whether the outcomes land back in your media mix. Without that loop you optimize in a vacuum and the learnings stay inside Target, apart from the channels where they would make a difference.

Common mistakes

• →Personalizing on segments that do not line up with your first-party CDP data.
• →Keeping test results inside Target without looping them back into your media mix.
• →Running experiments apart from campaign and audience data, so you optimize in a vacuum.