Adobe Target expands beyond A/B testing to automated optimization of user experience

Adobe is today evolving its Target solution — part of its Marketing Cloud — away from the testing of discrete A/B variables and toward automated optimization of entire user experiences. A new Auto-Target capability extends machine learning-powered, automated optimization across the entire tool, beyond its previous role as a separately available function for specific locations in sites and apps. In a blog post announcing the enhancement, Senior Product Marketing Manager Jason Hickey wrote that Target users can now set up automated personalization “in the same simple way they’d set up an A/B test.” “By simply clicking ‘Auto-Target’ on step two of our three-step guided workflow,” he said, “marketers will be enabling a powerful personalization engine to determine the right experience to serve an individual.” Previously, marketers might use Target to test two…


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