Adobe Target Review

Adobe Target Review

It seems to be a current trend for testing tools to notice the increased importance of and demand for personalization. So, while Adobe Target used to focus on testing, they mixed in a little bit of personalization.

Adobe Target leverages data from Adobe Experience Cloud and third-party sources to help you test and optimize your web properties. It’s possible to use Adobe Target across channels: on your website, emails, banners and ads. It can be seen as a “complete optimization solution” aimed at marketers who want to experiment quickly and pick the best performing experiences for their viewers. This can be done through every step of a customer’s journey, providing a continuous experience.

Target applies artificial intelligence (Sensei) and machine learning to determine the right experience to serve every individual visitor.


You have to add one line of code to enable testing, but implementation usually takes longer than other solutions in the market and may not be as seamless if you’re not an existing user of Adobe products.

Customer support

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  • A/B test your whole experience, including images, copy, UI, and more.
  • Multivariate testing: test different combinations for your segments.
  • Multi-armed bandit testing: allocate traffic automatically to the most successful experience.
  • Mobile app optimization: optimize for the mobile-first world.
  • AI-powered personalization: automate product recommendations, content, search and more with Adobe Sensei.
  • Bring Your Own Algorithm: use your own propensity scores and customize algorithms within Adobe Target.
  • Analytics-enhanced reporting: sync your existing data with Adobe Analytics.


Research shows that users are particularly happy with the following features.

  • It is part of Adobe Suite, and is sold as an add-on.
  • You can create a profile in Adobe Marketing Cloud and share it between solutions.
  • They have insight reports for audiences, offers and influencers.
  • You can create personalized content for far more complex audiences.
  • Various channels: web and mobile sites, offsite, mobile apps, IoT etc.
  • Mobile app optimization includes push notifications, SMS, and email.
  • Geolocation data can be used to test and optimize web and mobile experiences.
  • Performing multiple tests is easy.


The following caveats were mentioned in the survey results.

  • It is not really part of the Adobe Suite, because it is sold as an add-on.
  • It is difficult to integrate with Adobe’s own suite, in particular Adobe Analytics.
  • Automated personalization (using Adobe Sensei) is for Premium customers only.
  • Auto-targeting is for Premium customers only.
  • According to Gartner’s Magic Quadrant for Personalization Engines, 2018, some clients cite “a longer-than-average deployment time frame and below-average ease of deployment.”
  • The same Gartner research reports that users rely on partners and other products in the Adobe Marketing Cloud to do personalization, and use the tool primarily for testing despite its broader offering.

The verdict about Adobe Target

If you are an existing Adobe Marketing Cloud customer, this is the most sensible option for you to go with as you are already invested and integrated in the platform. If you’re looking for an enterprise-grade solution that incorporates testing, automated personalization and the ability to customize algorithms, Adobe Target’s Premium offering is also a good bet. You can stop reading now.

If you are not an existing customer or have a very limited budget, it’s a very big commitment to make. It will require serious investment in terms of both time, effort and money to implement this tool. There are many other products that focus only on personalization. These would be a better fit for you, and wouldn’t be requiring you to sign up to a whole package of tools, most of which you probably don’t need.

By the way, if you would like to know more about Adobe Premium, you can take a look at this comparison from the Adobe website.

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