Getting Started with Adobe Target: a Gentle Introduction for Web Analysts

"If Adobe Target is part of your job description, this book will serve as your field manual. Written from the practitioner perspective, it will save you so much time and struggle, and have you up and running quickly with Target and using this powerful platform to drive your experimentation program forward” -- James Niehaus, Director, Experimentation @ Kaiser Permanente

Up-to-date with the Spring 2024 updates in the Adobe Target interface.

A well-established enterprise solution for experimentation and personalization, Adobe Target offers a vast range of capabilities. But with it comes a steep learning curve for new web analysts and web marketers. As Experimentation & Optimization Principal for an e-commerce company, Florent Buisson oversaw an increase in testing volume of more than +300% in two years using Adobe Target. In this book, he walks you through its functionalities and quirks with a friendly and accessible tone, showing you everything you need to know to get started. Get the unvarnished truth from a user who has been in the trenches like you!

TABLE OF CONTENTS
Introduction
Part I: Basic Activities in Adobe Target
Chap. 1.1: Initial Setup and A/A Testing
Chap. 1.2: Canary Release and Debugging
Chap. 1.3: Scheduling and Progressive Rollout
Chap. 1.4: Experimentation and A/B Testing
Chap. 1.5: Multivariate Testing (MVT)
Chap. 1.6: Experience Targeting (XT)
Part II: Premium activities
Chap. 2.1: Personalization
Chap. 2.2: Recommendations
Part III: Transversal Topics
Chap. 3.1: Audiences and Visitor Profiles
Chap. 3.2: Case Study in Audiences and Visitor Profiles: Filtering out Paid Traffic in E-Commerce
Chap. 3.3: Debugging from the Browser
Chap. 3.4: Interactions Between Activities
Chap. 3.5: Server-Side and Hybrid Implementation
Chap. 3.6: Single-Page Applications
Chap. 3.7: Administration
Glossary
Index