This article is intended for advanced Adobe Target users
In the fast-paced world of digital marketing, creating personalized experiences is a game-changer for companies looking to build deep customer relationships. With Adobe Targetthe powerhouse for optimization and personalization, you get access to two groundbreaking AI tools: Auto Target and Auto Personalization. These new features use machine learning to ensure the right content reaches the right audience at the right moment.
Getting to Know Auto Target and Auto Personalisation
Auto Target and Auto Personalization are the No. 1 tools from Adobe Targetwhen it comes to using the potential of machine learning to dynamically personalize content and increase interactions.
Auto Target gets ahead with advanced algorithms that cherry-pick the most impactful experiences from a buffet of options. It optimises content, fuels conversions, and crafts unique journeys for users based on their profiles and patterns of like-minded visitors. Cue the Personalisation magic!
Auto Personalisation, meanwhile, ups the ante by fusing diverse offer variations through smart machine learning. It's all about matching these variations to individual visitor profiles, delivering content that vibes with their preferences and fuels engagement.
Common Ground - What Auto Target and Auto Personalisation Share
Both Auto Target and Auto Personalisation share the goal of driving conversions through personalised experiences. They predict visitor behaviour, adapt to changes, and continuously optimise using a multi-armed bandit approach.
- Optimisation for Triumph: Both features—Auto Target and Auto Personalisation—are on a mission to craft experiences that lead to conversions, emphasising engagement and successful outcomes.
- Predicting Visitor Inclination: By analysing historical data and user behaviour, both tools predict visitors' likelihood to convert or bring in revenue. This prediction guides the choice of the most fitting experience.
- Ever-Ready Adaptation: As visitor behaviour takes twists and turns, Auto Target and Auto Personalisation stay nimble, serving content that stays aligned with evolving tastes.
- Consistent Crystal Balls: Within a session, the predictions remain steadfast, giving users a consistent visual journey.
- Always Learning, Always Improving: Thanks to a multi-armed bandit approach, both features are always in learning mode, adapting to new trends and ensuring constant optimization without overplaying past wins.
- A Quest for Greatness: When personalised winners are elusive, both tools default to showing the overall top-performing experience, never stopping their quest for personalised success through Thompson Sampling.
- Focused on One Metric: Whether chasing conversions or revenue, both Auto Target and Auto Personalisation go after one goal metric, seeking to maximise its impact.
- Data Gathering Gurus: They both feed on visitor data, building Personalisation models that benefit from Adobe Experience Cloud shared audiences.
- Customisation Champions: Marketers can infuse their unique touch by adding offline data, propensity scores, or other custom data to personalise models in both Auto Target and Auto Personalisation.
Distinguishing Features - Auto Target vs. Auto Personalisation
Auto Target excels at personalised experiences by selecting impactful options, while Auto Personalization blends diverse offer variations. Auto Target requires less traffic, integrates with A/B workflows, and utilises the Visual Experience Composer. Auto Personalisation is integrated with a testing framework for potential data-savvy contributions.
- Personalisation Styles: Auto Target serves content on a personalised base, while Auto Personalisation combines individual variations across different locations or elements of a page into a personalised symphony.
- Traffic Demands: Auto Target's personalised model demands less traffic compared to Auto Personalisation, which can involve more variations.
- Setting Up Shop: Auto Target smoothly integrates with A/B activity workflows and boasts the mature Visual Experience Composer (VEC) for a polished setup.
- Testing Playgrounds: Auto Target's multi-armed bandit comes wrapped in a sprawling online testing framework, with future potential for data-savvy clients to contribute their own models.
Choosing between Auto Target and Auto Personalisation
Choosing between the two depends on your marketing ambitions: