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Adobe® Target Classroom in a Book®

Book Description

Marketers engaged in managing a modern website must quickly determine and deliver the most relevant, personalized experiences at each touchpoint across their digital properties for an often diverse visitor population. The Adobe Target solution (one component of the Adobe Digital Marketing Cloud) provides an optimization solution with intuitive but sophisticated capabilities that leads marketers through the essential steps of optimizing and personalizing their content, clearly showing them which content increases conversion lift and revenue.

In Adobe Target Classroom in a Book, seasoned Target veteran Brian Hawkins introduces new users to the basic concepts of website optimization, including A/B testing, audience targeting, segmentation, and recommendation. Brian goes on to provide a thorough introduction to the Adobe Target solution, with lessons on setting up customer offers, testing campaigns, custom segmentation, multivariate test, and reporting. It includes best practices as well as countless tips and techniques to help you become more productive with the software. You can follow the book from start to finish or choose only those lessons that interest you.

Classroom in a Book®, the best-selling series of hands-on software training workbooks, helps you learn the features of Adobe software quickly and easily. Classroom in a Book offers what no other book or training program does–an official training series from Adobe Systems Incorporated, developed with the support of Adobe product experts.

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Acknowledgments
  4. Contents
  5. Getting Started
    1. Who is this book for?
    2. What’s in the book?
    3. About Classroom in a Book
    4. Prerequisites
    5. Additional resources
  6. 1. Adobe Target and Optimization Today
    1. What is testing?
    2. What is optimization?
    3. Adobe Target: Key concepts that enable testing
    4. Where to start
    5. Understanding your digital properties’ goals
    6. Best practices
    7. Summary
    8. Review questions
    9. Review answers
  7. 2. Enabling Optimization with the Mbox
    1. How the mbox works
    2. Giving data to the mbox
    3. Managing mboxes
    4. Summary
    5. Review questions
    6. Review answers
  8. 3. Using Target Standard
    1. What’s new
    2. Creating activities
    3. Working with the Visual Experience Composer
    4. Audiences
    5. Content
    6. When to use Target Standard vs. Advanced
    7. What’s coming?
    8. Summary
    9. Review questions
    10. Review answers
  9. 4. Activities: Key Tools in Your Optimization Tool Belt
    1. Activity themes
    2. Activity types
    3. Creating an activity
    4. Best practices
    5. Summary
    6. Review questions
    7. Review answers
  10. 5. Segmentation and Targeting
    1. Defining an audience
    2. Using segmentation
    3. Targeting segments
    4. Best practices
    5. Summary
    6. Review questions
    7. Review answers
  11. 6. Understanding Test Results: Real-time Reporting
    1. Taking action
    2. Reporting in Target Advanced
    3. Reporting in Target Standard
    4. What’s new
    5. Summary
    6. Review questions
    7. Review answers
  12. 7. The Adobe Target Profile: The Key to Advanced Optimization
    1. Understanding the profile
    2. How to create profile attributes
    3. How to use profiles
    4. Using profile attributes as tokens
    5. Best practices
    6. Summary
    7. Review questions
    8. Review answers
  13. 8. Exploring the Adobe Target Mechanics
    1. User management
    2. Testing content
    3. Collaborating
    4. Monitoring mbox usage
    5. Adding plug-ins
    6. Using APIs
    7. Summary
    8. Review questions
    9. Review answers
  14. 9. Speeding Up with Automation
    1. Automating optimization
    2. Targeting to the individual
    3. Making Recommendations
    4. What’s coming
    5. Summary
    6. Review questions
    7. Review answers
  15. 10. Adobe Target and Tag Management: The Future of Testing
    1. What is a tag management system (TMS)?
    2. Leveraging TMS for implementation
    3. Mboxes love data
    4. Advanced use cases
    5. Best practices
    6. Summary
    7. Review questions
    8. Review answers
  16. 11. Integrating with the Adobe Marketing Cloud
    1. The Adobe Marketing Cloud
    2. Integrating with Analytics
    3. Integrating with Experience Manager
    4. Integrating with Audience Manager
    5. What’s coming in the Marketing Cloud
    6. Summary
    7. Review questions
    8. Review answers
  17. A. Interviews with Target Professionals
    1. Jinzhou Huang
    2. Ralph Stamm
    3. Krista Seiden
    4. Kimen Warner
  18. Index