Paths

Adobe Target

Authors: Jonathan Greiner, Adobe Digital Learning Services, Laura Hawk

Adobe Target is a powerful utility that allows marketers to optimize and personalize their website, often drastically increasing conversion. To optimize, marketers simply provide... Read more

Beginner

Learn the basics on how to optimize your site using Adobe Target. You’ll learn how to use the editor, how to assure the quality and validity of your tests, basics on statistical significance, and how to interpret and act on your tests results.

1

Adobe Target Optimize Digital Experiences Fundamentals

by Jonathan Greiner, Adobe Digital Learning Services

Oct 17, 2017 / 1h 35m

Beginner • 1h 35m

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Description

The digital age is constantly moving at a rapid pace, and it's often difficult to get ahead. In this course, Adobe Target Optimize Digital Experiences Fundamentals, you'll learn how to achieve a better understanding of your customer by driving more relevant experiences while improving your bottom line. First, you'll explore the basics of conversion optimization and how to structure a culture of testing. Next, you'll discover how to create testing activities to match your business objectives. Finally, you'll learn how to utilize the content library within Adobe Target for a more efficient workflow in the Marketing Cloud. When you're finished with this course, you'll have the skills and knowledge needed to start tailoring your website to match the expectations of your customers. Software required: Adobe Target.

Table of contents
  1. Course Overview
    1m 18s
  2. Introduction to Conversion and Adobe Target
    15m 40s
  3. Creating Activities
    40m 23s
  4. Composing Experiences
    30m 24s
  5. Content Library
    7m 56s
2

Adobe Target Optimize Digital Experiences Building on the Fundamentals

by Jonathan Greiner, Adobe Digital Learning Services

Oct 17, 2017 / 1h 49m

Beginner • 1h 49m

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Description

Adobe Target provides you the necessary tools to start driving growth, personalization, and more relevant experiences to your customers. In this course, Adobe Target Optimize Digital Experiences Building on the Fundamentals, you'll learn how to better target and segment your users to serve more relevant experiences. First, you will learn how to identify and create your audiences through the use of profile scripts. Next, you'll learn how to analyze and break down your activity results. Finally, you'll learn how to plan for growth by organizing your team and business objectives. When you're finished with this course, you'll have the skills and knowledge needed to start tailoring your website to match the expectations of your customers.

Table of contents
  1. Course Overview
    1m 27s
  2. Audiences and Targeting
    26m 7s
  3. Reports and Results Analysis
    20m 31s
  4. Activity Types
    23m 58s
  5. Conflict Resolution and Troubleshooting
    21m 28s
  6. Governance
    15m 55s

Intermediate

Move on to more advanced testing and personalization. You’ll learn about more advanced methods of reporting and segmenting your tests, as well as diving into using Target to personalize your site and recommend content to users based on their behavior.

3

Adobe Target Automated Personalization

by Laura Hawk, Adobe Digital Learning Services

Nov 6, 2017 / 1h 35m

Advanced • 1h 35m

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Description

Every day, millions of people visit web and mobile sites. Everyone has different tastes and interests, and each person has a different likelihood of engaging and buying. In this course, Adobe Target Automated Personalization, you will learn how to serve personalized and optimized experiences. First, you'll get a quickstart for using and understanding automated personalization. Then, you'll get an in-depth look at how to read and interpret the reports for the AP tests you create. Finally, you'll learn some strategy and how you can begin to use automated personalization in your own marketing organization. By the end of this course, you'll be able to sift through thousands of visitor variables to create personalized experiences for all of your website visitors. Software Required: Adobe Target.

Table of contents
  1. Course Overview
    1m 18s
  2. Quickstart to Automated Personalization and Activity Configuration
    54m 24s
  3. Understanding AP Results
    29m 45s
  4. Incorporating AP into Your Optimization Strategy
    10m 27s
4

Adobe Target Premium Recommendations

by Jonathan Greiner, Adobe Digital Learning Services

Dec 22, 2017 / 1h 58m

Intermediate • 1h 58m

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Description

Have you ever wondered how to tailor your website to meet the increasing need for personalization? If so, Adobe Target Premium Recommendations is the course for you. In this course, you will learn the fundamental operations of Adobe Recommendations in Target so that you can suggest the most popular and compelling products, articles, downloads, and other content to website visitors. First, you will learn the benefits of having recommendations. Then, you will learn to navigate the recommendations interface, and understand the various algorithms available and when to use them. Finally, wrap up the course by exploring the different types of data available, how to create, test, and target with recommendations, and how to evaluate the results of your recommendation activities to drive further iterations. By the end of this course, you’ll have the knowledge necessary to more efficiently begin building recommendations to serve the content your visitors want. Software Required: Adobe Target.

Table of contents
  1. Course Overview
    1m 33s
  2. Understanding Recommendations
    12m 17s
  3. Configuring Recommendations
    24m 28s
  4. Algorithms and Criteria
    32m 6s
  5. Catalogs, Searches, Collections, and Exclusions
    12m 9s
  6. Interpreting Results
    16m 3s
  7. Designs
    9m 2s
  8. Data Feeds & Settings
    11m 9s

Advanced

You’ll learn how to leverage Adobe Analytics (A4T) in Target, implement the Marketing Cloud ID service, share and use historical and real-time audiences while achieving a unified 360-degree understanding of your customers.

5

Using Adobe Analytics and Shared Audiences with Adobe Target

by Jonathan Greiner, Adobe Digital Learning Services

Sep 22, 2017 / 1h 11m

Intermediate • 1h 11m

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Description

At the core of driving any successful marketing strategy is a deep understanding of who your customer is. In Using Adobe Analytics and Shared Audiences with Adobe Target, you will learn how to use Adobe Analytics reporting to analyze Target activities and how to use the People core service to achieve a complete, 360-degree understanding of your customers to drive more relevant experiences for better engagement and improved ROI. First, you'll learn how to create A4T tests and the unified customer view. Then, you'll learn how to share and use historical and real-time audiences, and how to enrich the customer data for targeting, segmenting, and reporting by using customer attributes. Finally you'll learn how to implement, validate and troubleshoot portions of the Marketing Cloud ID service. When you're finished with this course, you will have a foundational knowledge on leveraging the People core services in the Adobe Marketing Cloud to help you improve your ROI. Software required: Adobe Analytics and Adobe Target.

Table of contents
  1. Course Overview
    1m 44s
  2. Analytics as the Reporting Source for Target
    12m 29s
  3. Marketing Cloud Audiences
    18m 46s
  4. Customer Attributes
    10m 18s
  5. Where Should You Build Your Audiences?
    7m 50s
  6. Implementation and Validation
    7m 45s
  7. Troubleshooting
    12m 9s

What you will learn

  • Building tests
  • Selecting audience groups
  • Understanding statistical significance
  • Target reports
  • Targeted personalization
  • Targeted content recommendations

Pre-requisites

There are no prerequisites needed for this path.

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