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Adobe® Target Classroom in a Book® by Lily Chiu-Watson, Brian Hawkins

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9. Speeding Up with Automation

Companies often ask when it makes sense to try automation and behavioral targeting, whether it belongs at the beginning of a program or after they have had some time to grow and mature. The answer is either, depending on your organization.

Automation is the process of targeting with the aid of an optimization engine. Unlike an A/B or multivariate test, automation does not require you to analyze the reporting and strategize changes based on the data. Instead, a computer model analyzes the campaign results automatically and makes decisions to optimize lift.

Automation should be a key component of any optimization program because it requires minimal resources once you have it running. By incorporating automation, ...

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