Adobe Target Automated Personalization

Course Overview
Hi, I'm Laura Hawk, and I'll be your guide throughout this course on Adobe Target Automated Personalization. Every day millions of people around the world visit web and mobile sites. Each person has different tastes and interests, and each has a different likelihood of engaging and buying. Most brands understand this and want to serve personalized and optimized experiences. However, the task of sifting through thousands of visitor variables and factoring in a constantly changing market make manual discovery of insights really challenging. That's why I'm so excited to share with you the power of automated personalization. We'll approach this course in three modules: a quickstart for using and understanding automated personalization, an in-depth look at how to read and interpret the reports for the AP test you create, and lastly, we'll talk strategy, and how you can begin to use automated personalization in your own marketing organization.

Quickstart to Automated Personalization and Activity Configuration
Hello, and welcome to Adobe Target Automated Personalization. In this module, we're going to jump right into a quickstart to automated personalization and activity configuration. Large volumes of anonymous online traffic make it difficult and time- consuming for marketers to determine and deliver relevant engaging content and experiences at the individual visitor level. Adobe Target Automated Personalization tests enable you to visually compose AP activities that dynamically personalize content and offers to individuals with key business goals in mind to ensure that your efforts are increasing conversion and revenue. It delivers the right content to the right people at the right time, and the self-learning models continue to evolve in tune to market and behavioral changes. Now, throughout this module, we're going to learn a number of things, starting with the value of automated personalization. Then, we'll learn how to create AP activities in three easy steps. We'll learn about creating HTML and text offers. We'll learn about content exclusions, reporting groups, control groups, key components to the overall system of automated personalization, and the Random Forest Algorithm, which is the algorithm running everything in an AP test behind the scenes. So let's go ahead and jump into our first clip, where we'll be learning about the value of automated personalization.

Understanding AP Results
Welcome to our module on understanding AP results. At this point, you understand the value of Automated Personalization and the challenges it addresses. You understand a bit of how the machine learning actually works, and you've built AP tests, and you know how to make informed choices when configuring those tests. But once you get the test up and running, then what? In this module, we learn how to look at AP results and the types of decisions you might make based on these results, including general Adobe guidelines. So in this module, we'll be learning about guidelines for AP Report Interpretation, we'll learn about the Activity Report, the Offers Report, and the Predictive Variables Report.

Incorporating AP into Your Optimization Strategy
Welcome to our module on incorporating AP into your Optimization Strategy. Now that you understand the benefits and core capabilities of AP tests and you're eager to begin, let's cover some practical suggestions on how to get started incorporating AP into your optimization strategy. In this module, you'll learn how to leverage machine learning, how to look beyond the machine and what it is that you need to do on your own to make this happen. What you need to do as a person, as the brain behind that machine; and then we'll talk about how to get started in getting the right people involved in the decision making process so that AP testing can become a reality at your organization.