Adobe Target Standard is the industry-leading testing and targeting solution, giving marketers a sophisticated, powerful, and approachable set of digital optimisation and personalisation capabilities.

Key capabilities

A/B testing

Test digital content and experiences to see which version visitors prefer and then target content winners to distinct visitor audiences. Define variations to test, visitor audiences for each test, percentage of visitors to receive each test, and key performance metrics to measure success. A new guided testing and targeting workflow with built-in best practices makes it easier than ever for marketers—including nontechnical marketers—to start testing and targeting when, where, and as much as they want.

Rules-based targeting

Adobe Target enables marketers to create business rules that target specific visitor groups with the content they know will engage and convert. Marketers select and enter criteria to set up rules—for example, an offer for discount lift tickets could be targeted to visitors from zip codes near a specific ski area, while presenting an overview of the ski area to other visitors.

Segmentation

Testing and targeting digital experiences to the overall visitor population misses an opportunity to serve higher value segments— typically the ones that make the most money— the content and experiences they prefer. Adobe Target Standard provides visitor segmentation capabilities that let marketers optionally augment visitor data collected in Adobe Target with additional data from other Adobe Marketing Cloud solutions, like Adobe Analytics, or third-party applications, such as customer relationship management systems (CRMs).