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Activities in Adobe Target

What is Activity?

An activity enables you to test and/or target content to specific audiences.

o   It has a specific start date, when you’re running it and you can set a stop date or deactivate it.

o   It has a measurable goal or several goals, a conversion goal that you’re tracking or several success metrics you’re tracking along with a conversion goal, the why that you’re running the activity.

o   And then finally, it defines the experience that each audience should see, what, where and to whom, allowing you to select them either sourcing it or selecting the asset or editing and creating variations on the fly.

Activity is basically the equivalent of what we used to call a campaign.

“Activity” = “Campaign”

Types of activities


Ø  A/B Test: It compares different versions of your website to see which version helps you get more conversions. It's like a competition between different versions to find out which one performs better in increasing your desired actions from visitors.

Ø  Multivariate Test: Testing different elements in design or content helps you find the best-performing options for different types of audience. It's like experimenting with various choices to see which ones work the best and appeal to different audiences.

Ø  Experience Targeting:  It is a Rule-based targeting that allows you to deliver content specifically tailored to a particular audience based on predefined conditions or rules.

Ø  Recommendation: It allows you to select algorithms for decisioning on personalized suggestions, whether it’s content or products, etc. For example, you might want to encourage people who purchase a backpack to consider buying hiking shoes and trekking poles. You could create a recommendation that shows items that are often purchased together, using the “People who bought this also bought that” algorithm.

Ø  Automated personalization: Automated personalization involves using machine learning algorithms to automatically customize experiences for individuals. It's like having a smart system that learns from data about each person and uses that knowledge to automatically personalize content

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