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Adobe® Target Classroom in a Book® © 2015 Adobe Systems Incorporated and Its Licensors Final Spine = 0.359" Adobe Target ® CLASSROOM IN A BOOK Adobe Learn how to use Adobe Target to create an optimization program that enables your marketers to drive more revenue through testing and personalization. In this book, you’ll learn everything from the basics of getting started to the challenges of growing your organi- Target zation and leveraging advanced tactics. You’ll get hands-on advice on how to create different kinds of testing and targeting activities; identify winning results and key segments; use the Visual Experience Composer to easily create and modify content; find technical docu- mentation on APIs and plug-ins; collaborate with colleagues and share results across the organization; and speed up your marketing activities and increase your KPIs. Additionally, the book will offer insights into what has helped other organizations adopt and scale testing, whether it involves collecting test ideas and communicating test results, or building internal support and educating on capabilities. The fastest, easiest, most comprehensive way to learn “The Classroom in a Book Adobe Target series is by far the best Classroom in a Book®, the best-selling series of hands-on software training training material on workbooks, offers what no other book or training program does—an official the market. Everything training series from Adobe Systems Incorporated, developed with the support of Adobe product experts. you need to master the Adobe Target Classroom in a Book contains 10 lessons that cover the basics, software is included: C HAWKINS H providing countless tips and techniques to help you become more productive clear explanations of IU- W Adobe Target with the program. You can follow the book from start to finish or choose only ATSON those lessons that interest you. each lesson and step- by-step instructions.” What you need to use this book: Access to an Adobe Target account. (Not included.) Barbara Binder, Adobe Certified Instructor C Note: Classroom in a Book does not replace the documentation, support, updates, Rocky Mountain Training IN A or any other benefits of being a registered owner of Adobe Target software. LASSROOM B OOK A Guide for Marketing, Business, and IT Professionals ® facebook.com/ PeachpitCreativeLearning @adobepress @peachpit US $69.99 CATEGORY: CANADA $72.99 ® Marketing / Web Development Adobe Press books are published CLASSROOM IN A BOOK by Peachpit, San Francisco, CA Printed and made in the USA The official training workbook from Adobe www.adobepress.com Brian Hawkins and Lily Chiu-Watson 9780321962874_ATargetCIB_Cvr.indd 1 6/12/14 4:57 AM Adobe Target A Guide for Marketing, Business, and IT Professionals CLASSROOM IN A BOOK® The official training workbook from Adobe Brian Hawkins and Lily Chiu-Watson 9780321962874_ATargetCIB_Title.indd 1 6/12/14 4:48 AM Adobe® Target Classroom in a Book® © 2015 Adobe Systems Incorporated and its licensors. All rights reserved. If this guide is distributed with software that includes an end user license agreement, this guide, as well as the soft- ware described in it, is furnished under license and may be used or copied only in accordance with the terms of such license. Except as permitted by any such license, no part of this guide may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, recording, or otherwise, without the prior written permission of Adobe Systems Incorporated. Please note that the content in this guide is protected under copyright law even if it is not distributed with software that includes an end user license agreement. The content of this guide is furnished for informational use only, is subject to change without notice, and should not be construed as a commitment by Adobe Systems Incorporated. Adobe Systems Incorporated assumes no responsibility or liability for any errors or inaccuracies that may appear in the informational content contained in this guide. Please remember that existing artwork or images that you may want to include in your project may be protected under copyright law. The unauthorized incorporation of such material into your new work could be a violation of the rights of the copyright owner. Please be sure to obtain any permission required from the copyright owner. Any references to company names in sample files are for demonstration purposes only and are not intended to refer to any actual organization. Adobe, the Adobe logo, Adobe Target, and Classroom in a Book are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. Adobe Systems Incorporated, 345 Park Avenue, San Jose, California 95110-2704, USA Notice to U.S. Government End Users. The Software and Documentation are “Commercial Items,” as that term is defined at 48 C.F.R. §2.101, consisting of “Commercial Computer Software” and “Commercial Computer Software Documentation,” as such terms are used in 48 C.F.R. §12.212 or 48 C.F.R. §227.7202, as applicable. Consistent with 48 C.F.R. §12.212 or 48 C.F.R. §§227.7202-1 through 227.7202-4, as applicable, the Commercial Computer Software and Commercial Computer Software Documentation are being licensed to U.S. Government end users (a) only as Commercial Items and (b) with only those rights as are granted to all other end users pursuant to the terms and conditions herein. Unpublished-rights reserved under the copyright laws of the United States. Adobe Systems Incorporated, 345 Park Avenue, San Jose, CA 95110-2704, USA. For U.S. Government End Users, Adobe agrees to comply with all applicable equal opportunity laws including, if appropriate, the provisions of Executive Order 11246, as amended, Section 402 of the Vietnam Era Veterans Readjustment Assistance Act of 1974 (38 USC 4212), and Section 503 of the Rehabilitation Act of 1973, as amended, and the regulations at 41 CFR Parts 60-1 through 60-60, 60-250, and 60-741. The affirmative action clause and regulations contained in the preceding sentence shall be incorporated by reference. Adobe Press books are published by Peachpit, a division of Pearson Education located in San Francisco, California. For the latest on Adobe Press books, go to www.adobepress.com. To report errors, please send a note to errata@peachpit. com. For information on getting permission for reprints and excerpts, contact [email protected]. Writers: Brian Hawkins, Lily Chiu-Watson Project Editor: Nancy Peterson Development Editor: Bob Lindstrom Copyeditor: Anne Marie Walker Proofreader: Scout Festa Production Coordinator: Maureen Forys, Happenstance Type-O-Rama Compositor: Cody Gates, Happenstance Type-O-Rama Technical Reviewer: Kimen Warner Indexer: Joy Dean Lee Cover Designer: Eddie Yuen Interior Designer: Mimi Heft Printed and bound in the United States of America ISBN-13: 978-0-321-96287-4 ISBN-10: 0-321-96287-7 9 8 7 6 5 4 3 2 1 ACKNOWLEDGMENTS There are way too many people to thank given the space allotted! I have had the incredible pleasure of working with some of the smartest and most fascinating people and organizations around the world. The fun and amazing Offermatica family who opened my eyes to the power of optimization and the power a team can have when they collectively believe in something. My colleagues at Offermatica, Omniture, and at Adobe who are some of the brightest minds that I have ever met. My partners at Web Analytics Demystified who inspired me to take on this task and encouraged me along the way. And, of course, the many great clients and organiza- tions that I have had the pleasure of working with. I would like to also thank my loving family including my mother Fran Hawkins, my father Tom Hawkins, and my sisters Jaimie Cahill and Megan Hawkins. My loving wife Erika and my beautiful son Jackson. My dear friends Lily Chiu-Watson and Kimen Warner; without them, this book would not have been possible. And finally Nancy Peterson, Bob Lindstrom, and Victor Gavenda at Pearson whose support and patience made this all come together. —Brian Hawkins Thanks so much to the Offermatica family for launching us on this wild and crazy optimization ride. I’ve never worked with a more fun, intelligent, and neurotic bunch of people, and fear I never will again. Thanks to my husband, whose patience, love, and support knows no bounds. I’m also incredibly thankful for the friendship of Brian Hawkins, who gave me the fantastic opportunity to write this book with him, and Kimen Warner, who lovingly edited all our technical mistakes. Speaking of editing, I will always be grateful to Bob Lindstrom and Nancy Peterson for their unwavering optimism and support throughout the writing process. Thanks as well to all of the clients I have worked with over the years. I’ve learned so much through our experiences. There are too many more people to thank, including the incom- parable Team BearPaw, my amazing friends and family, and all of the kind and thoughtful people I’ve been lucky enough to work with at Omniture and Adobe. —Lily Chiu Watson CONTENTS GETTING STARTED IX Who is this book for? . x What’s in the book? . x About Classroom in a Book . .. xiii Prerequisites . xiii Additional resources . xiii 1 ADOBE TaRGET AND OPTIMIZATION TODAY XX What is testing? . 2 What is optimization? . 3 Adobe Target: Key concepts that enable testing . 4 Where to start . 6 Understanding your digital properties’ goals . 8 Best practices . 9 Summary . 10 2 ENABLING OPTIMIZATION WITH THE MBOX 12 1. Visitor’s browser requests a page from How the mbox works . 14 your server 2. A first party cookie is set www.yoursite.com and browser renders page including mboxes Visitor’s Giving data to the mbox . 20 Browser 3.
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