Adobe unveils tools to help real-time personalization for marketers

Adobe has unveiled Adobe Target Premium, a new personalization solution offered as part of the Adobe Marketing Cloud.

Adobe Target Premium is available in beta for select customers starting in early May, and is expected to be generally available by the end of June 2014.

Adobe Target Premium automates the targeting of relevant content, offers and cross-sell recommendations for marketers. It leverages the Adobe Analytics behavioral data and reporting capabilities, helping them rapidly turn insights into action.


With Adobe Target Premium, Adobe now provides two offerings for creating relevant website and mobile app experiences.

Adobe Target Premium combines a unique, step-by-step framework that brings together activities such as advanced, experience-level testing, automated personalization, offer optimization, and intelligent cross-selling, all based on one line of code for implementation.

A visual experience composer allows marketers to directly interact with their sites, easily creating and targeting multiple experiences to different audiences, optimizing against appropriate success metrics—no technical skills required.

Integration with Adobe Audience Manager further enriches the Master Marketing Profile with a set of diverse anonymous data—from the marketer’s internal CRM system data to its third party audience data and offline variables— to paint a clear picture of a website visitor or mobile app user.

Adobe also released the latest Adobe Experience Manager with innovations for simplification of website re-platforming, dynamic asset delivery and mobile app development. Through this Adobe provides new capabilities to address the need for a more expedient development process for both web and mobile app marketing.

Also Adobe Target Premium through Adobe Marketing Cloud for Mobile offers integrated, easy-to-use optimization capabilities like A/B testing of in-app content and targeting experiences based on location and lifecycle data.

Adobe Marketing Cloud includes a complete set of analytics, social, advertising, targeting, Web and app experience management and cross-channel campaign management solutions as well as core mobile capabilities that bring together everything marketers need to know about their campaigns.

Aseem Chandra, vice president, Adobe Target and Adobe Experience Manager business, Adobe, said, “Adobe Target Premium empowers marketers to create and deliver personalized experiences, without having to guess what their consumers will care about.”

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