TL8 ADOBE TARGET: A/B TESTING, AUTOMATED PERSONALIZATION, AND RECOMMENDATIONS

Transcription

1 TL8 ADOBE TARGET: A/B TESTING, AUTOMATED PERSONALIZATION, AND RECOMMENDATIONS 1

2 Lab Overview... 3 Lesson 1.1 Welcome to the Adobe Marketing Cloud... 4 Lesson 2.1 Welcome to Adobe Target... 8 Lesson 2.2 Setup: Admin and account... 9 Lesson 2.3 Build Your First Experience with Adobe Target Lesson 2.4 Template and Journey Testing Lesson 2.5 Setting up the Audience and Traffic Split for your test Lesson 2.6 Setting up your goals, and viewing your QA Links Lesson 2.7 Viewing Reports within Adobe Target Lesson 2.8 The Form Based Composer Lesson 3.1 Audiences Deep Dive Lesson Building a Experience Targeting Campaign Lesson 3.3 Setup an Automated Personalization Activity Lesson 3.4 Setup up a Recommendations Activity Lesson 4.1 Account Administration Lesson 4.2 Troubleshooting Lesson Additional Resources

3 Lab Overview Scope In this training you will learn how to get started with Adobe Target. Adobe Target is designed for anyone, from novice to expert, to quickly and easily test and target content on any web site, as well as personalize content for specific groups of users. You will learn how to use the new visual editor, the custom code editor, as well as the form composer to build your experiences. You will also learn how to setup an Automated Personalization activity. Automated Personalization provides advanced machine learning algorithms to drive personalized experiences and improved conversion rates for digital experiences. Finally, you will learn the commands of configuring an Adobe Recommendations activity. Recommendations activities automatically display products or content that might interest your customers based on previous user activity. Recommendations help direct customers to relevant items they might otherwise not know about. 3

4 Section 1: Adobe Marketing Cloud Lesson 1.1 Welcome to the Adobe Marketing Cloud Objectives Log into the Adobe Marketing Cloud Access your Marketing Cloud solutions Log into the Marketing Cloud Go to Log in using the credentials on your desk: Figure 1: Adobe Marketing Cloud login page ( Your username: Example: Password:Adobe#2016 What is the Adobe Marketing Cloud? The Adobe Marketing Cloud brings Adobe's marketing solutions together into one virtual, private space. The Cloud is where your teams can: Log in to all your solutions using your Adobe ID, and launch them from one place. Collaborate and share content (like reports) with other Marketing Cloud users. 4

5 The Adobe Marketing Cloud has social sharing features to allow you and your team to collaborate on your marketing activities. It is the hub for all your activities within your Adobe Solutions. Admin Tools This is where administrators can invite new members to the Marketing Cloud and assign permissions to different products. Your participant logins do not have Administrative privileges, so you will not see this option. More information on Marketing Cloud administration can be found here: Account Settings On the top right of the Marketing Cloud note the following tools: Help will let you quickly: Search through the help documentation of all the Adobe Marketing Cloud products See the latest release notes for all of the Adobe Marketing Cloud products Access the Marketing Cloud Help homepage Access the Client Care landing page The bell link notifies you of any Alerts in your account. For example, if a neighbor just shared a board with you, will receive an alert. The icon opens a dropdown from which you can: Sign out of the Marketing Cloud Edit your profile. Here you can: o Change your password o Upload a photo o Control your Marketing Cloud preferences 5

6 Figure 2: Edit Profile Product Access You can get to all of your linked products easily from the Marketing Cloud. From the top menu, under this symbol are all of your linked Marketing Cloud Solutions. For you lab account, we have linked Target, Analytics and Social. You can also access all Core Services such as our tag management solution (Activation), assets, our Mobile Services and the shared segments (Profiles & Audiences) 6

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8 Section 2: Adobe Target Lesson 2.1 Welcome to Adobe Target Objectives Learn how to access the Adobe Target interface from the Marketing Cloud Learn how to read and filter your Activities list What is Adobe Target? Adobe Target, accessed through the Adobe Marketing Cloud, helps you visually create and manage A/B tests, rulesbased targeting activities and MVT tests. It also offers more advanced personalization features where based on anonymous visitor data you can change content on your digital property to create a more engaging experience. The interface offers a streamlined implementation strategy with your digital properties: just a single line of code on each page manages all communication required between your site and Adobe Target. Industry best practices are built in to Adobe Target, designed for both new and experienced users. You can share data and results to collaborate easily with other team members. Launch Adobe Target From the left hand menu, under Marketing Apps, select Target. The Target solution page contains cards for all of the products in the Adobe Target solution. Products accessible through the Marketing Cloud will have a blue Launch link. If your Marketing Cloud account is linked to the product, the Launch link will take you directly to the product. If you don t have access or have not linked your account, you will get either a marketing message or login screen. Figure 3: The Adobe Target solution page 8

9 After choosing Adobe Target you see the top menu changing. Several options within Adobe Target appear. Let s start with the Setup section first. Lesson 2.2 Setup: Admin and account Let s take a look at the admin and account administration feature of target before we get started with building an experience. All of the Admin features of Adobe Target are accessible under Setup in the top navigation. Preferences Here you can choose: The default URL which the Experience Composer will open (e.g. typically your homepage) To enable the auto-generated Experience Snapshots To show the Estimated lift in revenue metric Figure 20: Account Preferences contains basic account settings 9

10 Implementation Here you can download your mbox.js file the JavaScript library that makes Adobe Target (and Advanced) run on your site. The mbox.js file will contain all customizations you have configured in Target Classic plus the functions necessary to interpret the experiences built with the Visual Experience Composer. The mbox.js file is ALL that is needed for a Adobe Target implementation. Individual mboxes are not required. Figure 21: You can be up and running with just a single line of code! Download the JavaScript library from the Implementation page Users Here Administrators can assign the following privileges to Adobe Target users: Approvers have full privileges Editors can build activities but cannot activate them Observers can view reports and setups 10

11 Figure 22: User permissions are controlled on the Users page. These are separate from the permissions in Target Classic. Marketing Cloud administrators will have an ADMIN flag next to their name. Reach out to one of the Admins if your account requires different access privileges. 11

12 Scene 7 Settings Adobe Target can be integrated with Adobe Scene7 to deliver assets stored in the Marketing Cloud to your site as part of an activity. This allows you to very easily swap images in the Visual Experience Composer. You can sign up for a 30-day free trial of Scene7 here: Figure 23: An integration with Scene7 allows easy image testing 12

13 Review the Activities List It s easy to sort, review, push live, and get real-time results from test and targeting activities in this central list. Easyto-read test overviews and customized reports can also be posted instantly with a click for easy sharing among team members in the Adobe Marketing Cloud. The Activities list is the homepage for Adobe Target. For each activity there are five columns: Type will show the type of Activity Name will show the Activity Name, Objective, and URL Status will show whether the activity is Live, Inactive, or in Draft (more on status later) Estimated Lift in Revenue the revenue lift you would attain if all users view the winning experience (more here Last Updated by a timestamp of the most recent change and the name of who made it Figure 4: Activities List 13

14 Filters and Sorting Filter the Activity list by Name or URL using the search field. Sort the list multiple ways by clicking to the right of each column. The list is sorted by the Last Updated date by default. You can also filter the Activities by clicking on the options below the search bar and selecting which types of tests you d like to display. For example, only live tests would be displayed by clicking and selecting this option below the search bar. 14

15 Lesson 2.3 Build Your First Experience with Adobe Target Objectives Learn how to build tests with Adobe Target Build Experiences with the Visual Experience Composer Add metrics to your tests Learn about Priority settings, Scheduled deployments, and Reporting Audiences Synchronize and Activate a campaign Activity Details Click the Create an Activity button in the top right corner of the Activities list page. Then select AB Test to go to the Details page. The next step is to select the initial page to be loaded into the Visual Editor. You can add additional pages for a multipage experience once inside the editor, but this will be the initial page that will load and we are modifying. Use the default address on load here: 15

16 Enable Mixed Content 16

17 After a few moments on the Activity Details screen you will see a warning asking you to Enable Mixed Content. Follow the instructions for your browser. In a future release of Adobe Target, this step will no longer be necessary. Figure 5: Enable mixed content instructions for Chrome (left) and Firefox (right) 17

18 Add Experiences with Visual Experience Composer Our Visual Experience Composer allows you to browse anywhere on a site and edit experience variations for your activity on the fly. The Visual Experience Composer is enabled via a single line of code added to your site. Let s Take a look around: Now you can click on any content container on the page, and make design, text or image changes. For example, Edit HTML allows text changes, Edit Source allows switching images by entering a new image URL, and Swap Image provides access to a central content repository for content selection (requires Scene7). Here are all of the current options, which might be different depending on the type of element you select: Edit HTML Edit Background Color Insert Element Edit CSS Class Swap Offer Edit Source (for images only) Edit URL (for links only) Swap Image (for Scene7 clients) Remove Item Hide Item (similar to Remove but maintains whitespace) Rearrange Resize Move Expand Selection (Select a Larger Selector than the one you are currently on) 18

19 Figure 9: Quickly build experiences with the Visual Experience Composer Undo/Redo Changes can be undone and redone using the Z/Ctrl-Y (same on PC and Mac). icons at the top of the page or the keyboard shortcuts Ctrl- 19

20 Using The Code Editor Target also offers the option of inserting your own custom code directly onto the page. In order to do so, click on the brackets located in the top left corner of the screen. You will notice that a code editor pops up on the bottom of the screen. Code entered here will execute immediately follow the <body> tag. This allows you to drop your own code onto the page. Remember to click the checkbox in the top right corner of the editor once you ve placed the code to execute your changes. The Modification Tab The modifications tab next to the custom code editor allows you to see all the modifications you have set so far within an experience using the VEC, as well as their selector paths. You can also delete modifications you ve previously made without having to use the redo functions in the VEC. Adding, Removing, and Renaming Experiences Click the icon to add as many additional variations as you d like to test. Clicking on the letter next to the name of each experience opens a dropdown from which you can Delete, Rename, Duplicate an experience, or redirect to an existing URL with a different experience. 20

21 Redirecting to a new URL is an option to consider when it may be easier to build an alternate experience in your CMS, and then just send visitors to that alternative using Target, rather than building the experience through the VEC.. Task Build Your first Test Experiences In Visual Editor I will also walkthrough the steps involved in the editor at the room, and feel free to reach out to your lab guides as we work through this example. We will create 4 alternative experiences Experience B: Rearrange the Solutions Section and the Student Teachers and Schools Section Experience C: Redirect Traffic to Experience D: Create your own experience with the visual or code editor 21

22 When you are done building the experiences, click the on the top right hand corner to go back to the Diagram. Lesson 2.4 Template and Journey Testing Objectives Learn how to build template (When you want your changes to occur on multiple pages) test experience with Adobe Target. Template Testing = Same Change, Same Place, On Multiple Pages Learn how to add additional pages to a test to create Journey Testing Experience. (when you want to change a users experience on multiple pages.) Journey Testing = Different Changes, Different Places, On Multiple Pages. 22

23 Template testing - Including additional URLs for your changes to take place Sometimes you ll want to add additional pages for the changes you made in the VEC to apply. This works well for elements that occur on multiple page, such as the global nav, or when you want to include a page that is duplicated in multiple environments. Click the Icon on the top right of the page and select URL from the menu. Click URL to expose additional options. If you need to QA your test on a development or staging environment enter these URLs. Multiple items use OR logic, meaning that any single item in the list makes the condition true. Also, if your URL is accessible via both http and https, you should make sure both URLs have been entered here. Your additional options for targeting template changes to multiple pages include 1. Target By URL 2. Target By Domain 3. Target By Path 4. Target by Hash fragment 5. Target by Query 6. Target by mbox parameter Activity: Add an additional page your test experience 23

24 Journey Testing- Adding Additional Pages to a Single Experience. On occasion you will want to create a multipage experience for users placed in a variation. A use case would be when you want to change multiple steps in a checkout funnel to highlight a different feature or benefit. This is easy to do in the new VEC.. Click the again located in the top right corner of the VEC and select additional pages. Then click the Add Page Icon on the new (pages menu) that appears. Click Add Page, and add the additional URL you would like to be a part of your experience. Then edit the page just like you did the original page. You can also add additional URLs for this change to occur on. * Please note that now users can enter into the campaign from either page. 24

25 Lesson 2.5 Setting up the Audience and Traffic Split for your test This is the guided workflow that helps you build your activity. The Activity diagram is where you will define who will see your activity and the experience they will have on your website. Options range from a specific audience targeted with a specific marketing message, to all a page s traffic split randomly into multiple test experiences. Figure 7: Activity Diagram page Choose an Audience Click Choose Audience. Targeting an audience in an activity is a built-in first step, and a best practice in optimization in terms of deliberately identifying the intended group to test or target. Here you can create a custom audience using any and all available visitor data. You can select, edit and reuse any out-of-the-box audience, or easily create your own based on all available visitor data captured in the product, or any data source (such as CRM or 3rd party data suppliers) fed into it via APIs. We will go into more depth on Audiences in an upcoming Lesson. For now, Click All Visitors. Here, you can also determine what percentage of the audience you d like to enter into the test. So if you d like to only have 40% of your traffic go into this test, its easy to set that up. 25

26 Traffic Splitting Target automatically splits the traffic evenly across each experience variation, while allowing you to override this with a custom split. You also have the option of changing from a manual split to an Auto-Allocate option, which uses a multi-armed bandit algorithm to distribute traffic. In general, Adobe recommends using an even split when manually allocating traffic. Click Next to proceed to the Metrics page. Figure 10: Traffic is split evenly between experiences by default Lesson 2.6 Setting up your goals, and viewing your QA Links One of the main advantages in Target Standard from the old Target Classic interface is the ease of setting up metrics. Click-tracking on standard HTML links are simple to create in Adobe Target and require no coding! There are other options we ll show in the next lessons. Click Tracking Metrics For the Primary Metric, Select a Conversion-type metric based off of Clicked a link and then select the Select Links option. 26

27 The test page will open up in a view similar to the Experience Composer. Click on the link to select it and then click to return to the Metrics page. Click the Continue button to proceed to the Settings page. Secondary Metrics Although you should have a single KPI to determine your winner in an A/B test, you can also add additional metrics to add color to your test results. For example, the end goal in E-Commerce is to sell more, but getting more users to the Cart, or funneling users towards areas of focus could add context to any increase in sales. In order to add additional metrics, you can click on the Add a new metrics button below your Primary goal and set up additional metrics to track within a test. We will later review what your results will look like. 27

28 Metrics Option: Analytics for Target (A4T) One option for organizations who also use Adobe Analytics is to use their Analytics metrics as their goals within their A/B test. The requirement for A4T to work is to have integrated your Visitor ID service, as well as having a SKU for Target and an eligible SKU for Analytics. Please reach out to your Adobe Representative or Consultant if you have a question about access for A4T. We will briefly touch on what setting up your metrics would look like in Target through this process. A4T is not enabled for this demo but we will cover the process below. First, Chance your Reporting Source from Adobe Target to Analytics. Then, for your primary metric, you have a choice between using a Target metric, such as the built in click tracking, or for you to use your any of your analytics goals. This key metric will be kept within the Target Standard reporting, and will include lift and statistical confidence. However, the same results will be available within Adobe Analytics, and you will also be able to look at all your Analytics metrics divided by test experience within your analytics interface. 28

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30 Adding Additional Audiences for Reporting Adding additional audiences for reporting will add even further color to your results beyond which variation won overall. Looking at additional segments can offer some insight into why one variation beat another, as well as be a source of ideas for iterative testing and personalization campaigns. Click the icon to add some Audiences for reporting. On the Audiences screen, click the checkbox to the left of Type to select all audiences. Finally, click Add to Reports on the top right to return to the Settings page. Figure 11: Select Audiences for Reporting Click the Save button on the top right to save your activity and continue to the Overview page. 30

31 Other Settings & Priority Target uniquely offers additional custom settings, such as Priority, which allows you to set the priority of concurrently running tests to safeguard the accuracy of your results. You can also schedule the launch of the test, add reporting, and add notes. Overview Page Synching and Activating On the top left of the Overview page, you will see a spinning synching notice on the top left of the screen for a few moments. At this point, the test is synching with the Target delivery network. Once an activity is synched it will be inactive and the Blue Activate button will appear on the top right. There are six statuses of Adobe Target activities: Active indicates the activity is live on your Production environment. Inactive indicates the activity has synched but has not yet been launched to your Production environment. Draft indicates the activity has not synched with the delivery network. Please contact Client Care if you can t get an activity out of Draft status. Scheduled - Scheduled to launch at a specific time Ended Campaign has ended based on a scheduled end date Archived Test has been Archived. 31

32 Preview Links Links Before launching your test, you might wish to have your QA team review your test experiences. Click the View Experience URLs link to open the Experience URLs overlay. These URLs will allow you to jump directly to a test experience Once your test experiences have passed review, you are now ready to Activate your test. Simply click the Activate button. Please not that converting in your preview experiences will not lead to your metrics to increment. Go back to the Activities list and confirm that your activity is Live. Congratulations! You just launched your first test with Adobe Target! 32

33 Lesson 2.7 Viewing Reports within Adobe Target Overview tab From the Activity list, click on the Activity Labeled A/B Test example. Figure 15: The Overview tab gives a succinct summary of your Activity The controls on top help you to quickly: Deactivate the Activity Edit the Activity Obtain QA links 33

34 Reports tab Click on the Reports tab to view the progress of your test. Adobe Target streamlines reporting by combining the graph and table into a single page, similar to Adobe Analytics. By default, the report will show the lifetime of the Activity, all Visitors, and your primary success metric. The graph will adapt to available screen area. Data for specific points in time can be read dynamically by placing the mouse over a data point. The data table has our familiar measures of visitors, metrics, lift, and confidence. Winning experiences are indicated with a. Figure 16: The Reports tab combines the graph and table into a single view. 34

35 Filtering by Reporting Audiences You can filter your test results to show data for a specific audience segment. This type of analysis is critical to identifying targeting opportunities. Click the All Qualified Visitors link to select a different audience. For example, choose the audience corresponding to one of the different browser-types you used to view your test earlier. 35

36 Changing Metrics Click the Change Metric link under the Running Conversion Rate title in order to look at metrics other than your Key Goal. Clicking the gear icon will allow you to change metric settings such as: Cumulative or Daily views Absolute or relative performance against the control Which experience is used as the control for lift calculations 36

37 Collisions Click on the Collisions tab. The Collisions tab will tell you if there s a danger of your Activity overlapping with another Activity set up on the same page. If the Audience to the two Activities overlaps, you can use the Priority settings to determine which Activity should get precedence. Figure 17: The Collisions tab will warn you if your Activity is overlapping with another Activity 37

38 Lesson 2.8 The Form Based Composer An additional option for users to build experiences is by using the form-based composer: Once inside the form based composer, you will see that it offers you the option to drop code directly onto pages based on mbox location, as well as refinement options. This is very similar to the process to creating offers in Target Classic, and is also useful when you want to change a page or code not in the visual editor Why would you use the form based composer? For non-browser web UIs, such as: s Internet of Things Game Consoles, Kiosk, ATMs Users who are more familiar with the Target Classic interface may also want to use it for comforts sake. 38

39 Section 3: Advanced Audiences and Experience Targeting Lesson 3.1 Audiences Deep Dive Audiences allow us to target our activates to specific users. Let s take a closer look. Audience List From the Activities list page, select Audiences in the left hand navigation This is where you can create a custom audience using any and all available visitor data. The Audience list shows you all of the Audiences in your account, including those created in your Target Classic account. You can create your own Audiences based on all available visitor data captured in the product, or any data source (such as CRM or 3rd party data suppliers) fed into it via APIs. You are also be able to select audiences fed by Adobe Analytics, Audience Manager. These Audiences appear with the source Marketing Cloud Figure 14: The Audiences list allows you to create and select audiences from across the Marketing Cloud 39

40 Similar to the Activities list, you can filter the Audiences list using the search box and sort it in different ways. The Source column indicates the origin of the Audience. All of the Audiences in this test account say Target, but with the new Master Marketing capabilities you will be able to pass in Audiences from Analytics, Audience Manager, and other Marketing Cloud products and they become available in this list with the appropriate Source. Build an Audience Click the blue Create Audience button to open the Audience Builder You can build rules based on the following types of information: Site Pages current, referring, and landing page URLs Custom Parameters parameters passed through mbox calls (advanced use-case) Browser browser types as determined by the user-agent string Operating System operating systems as determined by the user-agent string Visitor Profile out-of-the-box visitor-types (e.g. First Time Visitor), profiles passed through mbox-calls, user profile scripts created in Target Classic Target Library out-of-the-box and custom scripts created in Target Classic Traffic Sources out-of-the-box and customizable options related to the referring site Geo the visitors geo-location as determined by IP Mobile out of the box devices, models and vendors and screen resolutions Network- Based on a users ISP, Domain or Connection Spead Custom Based on user profile attributes you use on your site When using multiple rules in one Audience, you have the option to set either an AND or OR criteria for each rule. You also have the option of adding multiple criteria to meet the rules. This is by definition, an OR criteria. See the example below for a geotarget that would apply to users in Florida or Texas 40

41 Take some time to build the following segments. Please user YOURNUMBER at the beginning of the audience name, e.g. 01 Paid Search Traffic : Visitors in Salt Lake City Paid Search visitors (imagine they all have a tracking code cid=sem when they land on the site) Visitors who enter the site on the url United States visitors using iphones Returning Visitors who are not in any tests. Lesson Building a Experience Targeting Campaign Objectives Learn how to Target content to different audiences to create more engaging experiences Again: start by clicking the Create an Activity button in the top right corner of the Activities list page. Then select Experience Targeting. Next Load the URL you d like to offer the personalized content on. 41

42 Activity Targeting within the VEC. Choose an Audience AND an experience The biggest difference with Experience Targeting is that you ve defined what contact (experience) to show to what Audience. You ll see rather than having different variation names in the left-hand menu, you have the option to add additional audience, which then allows you to build an experience for each audience. The actions within the VEC are exactly the same as they are for the A/B test. Please Create 3 different experiences for 3 different audiences. Once you ve created your new experience, click the blue next button to move onto the next step. 42

43 When you are done building the experiences, your Targeting Criteria should look like the model above. Each audience is tied to a specific experience. In this example, users on Macs will see variation A, windows users will see experience B, and Linux users will see Experience C Click top right on Continue to proceed to your metrics. Metrics Setting up metrics for an experience targeting campaign is exactly the same as an A/B test. For this example, lets set our key metric to visits to a thank you page. Click the Continue button to proceed to the Settings page. Settings Click the Save & Close button on the top right to save your activity and continue to the Overview page. Overview Page Synching and Activating You are now ready to Activate your test. 43

44 Lesson 3.3 Setup an Automated Personalization Activity Objectives Overview Setup an Automated Personalization Activity Understand the differences between AP and other Activities Automated Personalization provides advanced machine learning algorithms to drive personalized experiences and improved conversion rates for digital experiences. Marketers implement one file on their site and that enables them to point and click on any content and then visually create and select additional content options for that area. Then, the modeling system automatically determines which piece of content to deliver to each individual based on all behavioral data the system has about the visitor. Task Configuring an AP Activity initially follows the same steps and is conceptually very similar to an A/B test. From the Target Standard Activities list, click Create Activity > Automated Personalization. Load the Default URL into the VEC and Create Click Activity. The page with the specified URL opens in the Visual Experience Composer. The VEC operates very similarly as an A/B test with one key difference. Rather than having a Menu for your different experiences, you make all your changes on a single experience. You have the option of testing multiple versions of each area of the page that you change. The key here is that this works similarly to a Multivariate test, as each possible combination of changes will be tested. Therefore, Automated Personalization is usually best run on pages with significant traffic. 44

45 Modify page elements as explained in Experiences, then click. You can select multiple images at once from the asset manager. This enables you to quickly view the page with each of the images configured for the activity. You can also easily edit text elements in your offers. When you edit an element, bars appear on the element to indicate that you have changed it. As mentioned before, the default setting is to test each set of combinations with each other. However, there are times where a certain combination makes no sense (For example, Testing a CTA button on the top of the page, the bottom of the page or in both locations makes sense, but testing a variation where there is no CTA on the page makes no sense). It is possible to exclude certain combinations by clicking on the configure Icon Click to configure the available combinations. The Content list shows each piece of content selected for the activity, and the location it is assigned to. You can select pieces of content and assign them to reporting groups. 45

46 Click Combinations in the Content list to choose any combinations that you want to exclude from the activity. Excluded combinations are never displayed. Once you ve got the combinations you desire, click on the next button to set up your targeting. Its time to configure the targeting and algorithm that will be used for the automated personalization campaign. 46

47 First, select an audience and specify the percentage of visitors who will see the control experience. In general, Adobe recommend keeping at least 10% of the traffic going to the original page, as the control experience provides a comparison to determine how much lift is provided by the automated test. Click the Optimizing Algorithm, and choose the algorithm you want to use. There are three options: Residual Variance If you used Test&Target 1:1, this was the algorithm you used. Random Forest (Default) Lifetime Value The Experiences card lists each location in the experience and shows the numbers of offers available for each location. Configure the activity with the following settings, then click. 47

48 The Last Step is selecting your Primary Goal metric. This is particularly important for Automated Personalization campaigns, as the algorithm optimizes to this type of conversion. You can still add additional metrics if you d like, but the algorithm will adjust traffic based on each variations performance against this metric. So choose carefully, and make sure you use the most important metric for the campaign. 48

49 Lesson 3.4 Setup up a Recommendations Activity Objectives Setup a test to display recommendations Understand terminology and elements involved Overview Adobe Recommendations automatically displays products or content that might interest your customers based on previous user activity on your Web site. Recommendations help direct customers to items they might otherwise not know about, improving sales generated on your Web site. A recommendation determines how a product is suggested to a Web site user, depending on that user's activities on the site. For example, if you discover that users who purchase a portable DVD player often buy batteries, you might create a recommendation that shows items that are often purchased together, using the People who bought this also bought that algorithm. Recommendations helps you: Choose sophisticated algorithms to automate recommendations across multiple areas of your site Automatically display the recommendations by using a few JavaScript snippets on your site Test and optimize the display templates and algorithms that display the Recommendations 49

50 Activity URL Input the URL of the page where the Recommendations will display, e.g. Then, follow the three-step wizard to walk through the setup process. 1. Create You must first designate the location for the Recommendations to display. By clicking on elements of the page, you can select one of the three options to Replace w/ Recommendations (which will remove the highlighted element, swapping it with Recommendations content), Insert Recommendations Before, or Insert Recommendations After. You may also name your newly created activity by editing the default name. Name your activity. For the purposes of this lab, name it: Site YOUR NUMBER: YOUR NAME: My first Recs Activity After you ve selected the location where you d like to place the content you desire on the page. The wizard will then prompt you to choose from a list of Page Types on which these Recommendations will display. Cart Page Home Page Landing Page Product Page Search Results Page Thank you page Other All Recommendations consist of one or more Criteria (relationship algorithms) and one or more Designs (display templates). 50

51 Each activity allows you to test: Multiple Criteria displayed in a single Design Or Multiple Designs for a single Criteria *You are not allowed to test multiple Criteria and multiple Designs within a single Recommendations activity. Select Criteria The setup-wizard provides several Industry Types to select from in order to provide relevant options for appropriate Criteria. Selecting All Industry Types will display all the available Criteria, while each specific option filters the list of Criteria to show a subset. You may also modify the Page Type selected earlier. The pre-built Criteria provided out-of-the-box are: Based on Most Recent Conversion Based on the Last Purchased Product Most Popular Content from a Visitor s Favorite Category Most Viewed Items Across the Site Most Viewed Content Across the Site Most Viewed Products from Across the Site Most Viewed Products within a Visitor s Favorite Category Recently Viewed Content Recently Viewed Items Recently Viewed Products Top-Converting Items Across the Site Top-Converting Items from a Visitor s Favorite Category Top-Selling Products from a Visitor s Favorite Category Top-Selling Products from Across the Site 51

52 Each Criteria consists of a set of rules that determine the underlying relationship algorithm used to make content associations. Simply stated, the rules define how the products that show up in the recommendation are determined, how much data to consider, what price range the recommended item should fit within, and other filtering facets such as category or purchase affinities, inventory limits, etc. Custom Criteria can also be defined by selecting the option. Task For this exercise, select the Most Viewed Items Across the Site Criteria and choose the Top-Selling Products from Across the Site Criteria, then click the button at the top right. Select Design This step of the workflow designates the display and layout of the Recommendations. The default template designs are (columns x rows): 4x2 4x1 3x3 3x2 2x2 2x3 1x4 2x4 3x1 1x3 You also have the choice to copy an existing layout to edit the underlying code and customize the Design. To customize a Design, hover over an existing option and click the grey Copy icon. 52

53 Task For this exercise, select the 4x1 Design and click. The workflow will now display a preview of the Recommendations on the page selected earlier. Clicking in the Recommendations area displays options to go back and edit earlier steps or Delete Location to remove the Recommendations all together. Clicking the button moves on to the next step. 2. Target Much like other Audience selection steps from A/B, MVT, and AP Activities, this step allows you to designate which of your web site visitors will participate in the Activity and the traffic allocation between default page content or the newly created Recommendations from the Create steps above. Clicking the button moves on to the next step. 53

54 3. Goals & Settings Much like A/B, MVT, and AP Activities, this step designates the success criteria for the Recommendations Activity. The noticeable exception to other Activity metrics is the conversion option to track Clicked on recommendation to measure interactions with links displayed within the Recommendations display region. Similarly, multiple Audiences can be added to the Activity for reporting purpose. Clicking the button completes the workflow for this Lesson. The only remaining step is to click the button to publish make the Activity live on your site. 54

55 Section 4: Troubleshooting Lesson 4.1 Account Administration All of the Admin features of Adobe Target are accessible under Setup in the left navigation. Preferences Here you can choose: The default URL which the Experience Composer will open (e.g. typically your homepage) To enable the auto-generated Experience Snapshots To show the Estimated lift in revenue metric Figure 20: Account Preferences contains basic account settings 55

56 Lesson 4.2 Troubleshooting The mboxes used by Adobe Target are all visible in the DigitalPulse Debugger bookmarklet or by using the mboxdebug=1 query string parameter. Adobe Target mboxes may or may not be visible using the mboxhighlight tool. If you are on a page and are not sure if you are entering the test you expect, launch the DigitalPulse Debugger bookmarklet and click on the mbox name, e.g. target-global-mbox. This will open a new window that reveals the mbox response. If you have the mboxhighlight+ response plugin configured in your account, the response will include the name of the Activity and a modified form of your experience name. If you have confirmed that the correct offer is being served, but the test experience does not look correct, verify the experience in the Visual Experience Composer. If the experiences do not match, it is probably because there is some sort of JavaScript code on the page that is changing the DOM elements and breaking the DOM selector chosen by the Experience Composer. Please contact client care if you need further help. mboxtrace mboxtrace enables you to receive trace information attached to mbox replies. Trace information reflects the outcome of an mbox call (for example, a conversion or an impression) and any additional data that may help in determining why this particular outcome happened, such as a set of available branches among which the selection was made in a campaign. Use this information to debug content delivery. Example mboxtrace Call The output displays very detailed information about your content. mboxtrace shows details about your campaign or activity and profile It also provides a snapshot of the profile before execution, and a snap shot of what changed after execution. It also shows which campaigns or activities were evaluated for each location. Some of the information includes matched and unmatched segment and target IDs: SegmentId: The IDs of segments, either from the reusable segments library or anonymous ones created for the particular campaign. 56

57 TargetId: The IDs of targets, either from the target expression library or anonymous targets for any segments from campaign. Unmatched: The request did not qualify in this call for those segments or targets. Matched: The request qualified for the specified segments or targets. The latest version of the DigitalPulse Debugger can be downloaded here: If you don t see the content you expect, you can also use an mboxtrace and mboxdebug function to figure out what the mbox is calling onto the page. You can find out more about this process here : 57

58 Lesson Additional Resources Getting Started with the Marketing Cloud (for Administrators) Getting_Started Join the Marketing Cloud Adobe Target Demo Site Adobe Target Help Adobe Target Transition Guide Adobe Target Features Comparison to Target Classic Terminology Changes in Adobe Target Target Classic Terms and Concepts A/B...N Campaigns Segments Campaign Targeting Offers Campaign Summary Mboxes Around Content Areas Adobe Target Terms and Concepts Activities Audiences Activity Targeting Content Flow Diagram A single line of code is referenced once per page. This JavaScript library manages all communication required between your site and Adobe Target. You can also continue to use mboxes already on your site for displaying content and tracking user behavior. 58