Deep Dive into Each Activity Type in Adobe Target

1.     Experience Targeting:

Experience Targeting (XT) delivers content to a specific audience based on a set of marketer-defined rules and criteria. It is an outcome of A/B testing

Experience Targeting, including geo-targeting, is a valuable tool for creating rules that deliver specific content or experiences to a particular audience. With this feature, you can define multiple rules within an activity to show different variations of content to different groups of people. In simpler terms, it allows you to customize what each audience sees based on their location or other criteria you set.

When visitors view your site, Experience Targeting (XT) evaluates them to determine whether they meet the criteria you set. If they meet the criteria, they enter the activity, and the experience designed for qualifying audiences is displayed. You can create experiences for multiple audiences within a single activity.

Experience Targeting is the initial step toward personalization and typically starts with A/B testing. Marketers conduct A/B tests and analyse audience reports to find out which experiences appeal to different groups of people. In simpler terms, it's about testing different versions and seeing which ones connect better with specific audiences.

 

Example of Experience targeting:

Let's imagine an e-commerce website that wants to enhance the shopping experience by offering personalized product recommendations based on the visitor's browsing behavior. They decide to create an Experience Targeting activity to achieve this.

By implementing Experience Targeting in this scenario, the e-commerce website can deliver tailored product recommendations to different visitors, increasing the chances of conversions and providing a more personalized shopping experience.

Experience Targeting empowers marketers to create meaningful and relevant experiences for their audiences, leading to increased engagement, conversions, and customer satisfaction. By delivering personalized content and optimizing campaigns based on data-driven insights, you can enhance the overall effectiveness of your marketing efforts.

In this blog post, we will explore the step-by-step process of creating an Experience Targeting activity, ensuring you can deliver tailored experiences that drive better engagement and conversions.

To create Experience Targeting, click Create Activity > Experience Targeting activity from the Activities list 

 

If you want to create the activity for your website, choose web as a property then you have to select the composer, there are two types of composers - Visual and Form, choose any one of these composers,

 

In the Activity URL bar paste the URL of your website.  If you are a Target Premium customer, choose a workspace, If not choose Default. 

 

Give your activity a name, by default Visual composer creates an experience for all visitors but if you want to change the audience, you can change it by clicking on the three-dot icon on the activity bar, you can also create a new audience or can combine multiple audiences 

 

Create new experiences targeted at different audiences. Here we create two or more experiences to know which one is performing better 

The Visual Experience Composer (VEC) in Adobe Target provides a visual interface for editing the experiences on your page in an Experience Targeting (XT) activity. 

 

Select the elements you want to change and make the desired changes. While creating an XT activity, step one of the three-part guided workflow (Experiences) displays the default Experience A with an All Visitors audience. 

 

If you make any changes to the elements on the page, then that will be applicable to the default experience. As you hover over the elements on your page, the elements are highlighted. Any highlighted element can be altered using the VEC. 

 

To create additional experiences, click Add Experience Targeting. 

The Choose Audience dialog box displays. To target an experience to an audience, you must select the audience before you can add an experience. 

 

The audience library contains audiences that have previously been defined, including some common audiences that are pre-built as a part of Target. You can select an audience from the library or create a new audience.

 

When creating an audience, you can select a location and specify parameters for that location. Under Custom (Create Audience > Add Rule > Custom), select the location, then specify the desired parameters. 

 

Select one or more audiences to target with the experience, then click Done. 

 

Select the elements you want to change for this experience and make the desired changes, as explained in Step 1 above. 

 

Repeat the preceding steps to create additional targeted experiences, as needed. 

Click Next when you are finished designing your experiences. 

Specify the goals and setting in the activity.