Adobe to Open Data Science Capabilities in Adobe Target, Allows Integration of Brand Algorithms with Adobe Sensei

Aug 01, 2017

Adobe announced it will open up its data science and algorithmic optimization capabilities in Adobe Target, the personalization engine of Adobe Marketing Cloud. Brands will be able to insert their own data models and algorithms into Adobe Target to deliver experiences to customers. Additionally, the company announced new capabilities in Adobe Target powered by Adobe Sensei, its AI and machine learning framework, to further enhance customer recommendations and targeting precision, optimize experiences and automate the delivery of personalized offers.

In addition, Adobe unveiled new Adobe Sensei capabilities in Adobe Target:

  • One-Click Personalization: With the new Auto-Target capability, marketers can deliver an unlimited number of personalized customer experience variations across their digital properties including websites, apps, and IoT user interfaces. Auto-Target uses Adobe Sensei to determine the best experience for each consumer and continuously optimizes those experiences as the consumer takes additional actions. For instance, a hotel chain can feature its tropical properties and content for a reward member, knowing the individual prefers to travel to warm destinations based on bookings and mobile app engagement. The result is higher engagement and increased loyalty.
  • Personalized Recommendations: New recommendation technology in Adobe Target enables brands to leverage consumer intent to better predict what content and products customers might want next. Using techniques based on natural language processing, personalized recommendations convert the actions a consumer takes into word-like signals. These signals are grouped by commonality and used to deliver a more tailored customer experience. For example, a retailer can see that a customer watched its video on eco-friendly laundry techniques and purchased compostable dryer sheets. It can then provide a tailored recommendation about eco-friendly laundry detergents. Early test results show these data science advancements yield a 60% improvement over other algorithms.
  • Automated Offers: Brands can ensure the best offer is automatically shown to the right person at the right moment. For instance, a financial services company can automatically personalize its mortgage, credit card and online bill pay offers based on each individual’s browsing paths, account status, search terms and more. This ensures the correct offer is delivered at the right step in the journey.
  • Precision Targeting: With the enhanced integration with Adobe Analytics Cloud, marketers can target more precisely by using behavioral analytics and audience data to inform deeper segmentation. For example, Adobe Target can personalize experiences to an automotive brand’s active car-buying audience even more by leveraging an insight from Adobe Analytics Cloud that indicates that most of these consumers are using smartphones to research their next vehicle purchase.