Adobe Target Reviews & Product Details

Adobe Target Overview

What is Adobe Target?

Target makes it easy for you to create personalized digital experiences that deliver real results and revenue.

Adobe Target Details
Product Description

Target makes it easy for you to create personalized digital experiences that deliver real results and revenue.


Seller Details
Seller
Adobe
Ownership
NASDAQ:ADBE
Company Website
Phone
+1 (888) 649-2990
Year Founded
1982
HQ Location
San Jose, CA
Total Revenue (USD mm)
$11,171
Twitter
@Adobe
685,726 Twitter followers
LinkedIn® Page
www.linkedin.com
25,182 employees on LinkedIn®
Description

Adobe (NASDAQ: ADBE) deals in digital media, digital marketing, and printing and publishing software with over 14,000 employees and $4.4 billion in revenue.

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Adobe Target Reviews

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Digital Marketing
Financial Services
Enterprise(> 1000 emp.)
Validated Reviewer
Review source: Organic
DMTS, Distinguished Member of Technical Staff
Enterprise(> 1000 emp.)
Validated Reviewer
Review source: Invitation from G2
What do you like best?

It is exceptionally simple to use because of its very intuitive features and functions. According to my opinion, it is one of the best tools to optimize websites to run smoothly. It has good integration with Adobe Analytics, It contains a vast supply of resources and advanced targeting capabilities and features. It is useful for less experienced team members due to the new drags and drops interface for setting up tests is excellent. Review collected by and hosted on G2.com.

What do you dislike?

Its rearranging feature is somehow complicated because many users find some difficulties to understand it. Some of the swap efforts can also be unsuccessful to work. In some areas, Adobe targeting needs some improvements because many people find it challenging to use it and they need some training to learn and understand how to set up tests. As for small companies, it may appear expensive or costly to be used. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

It is useful for less experienced team members due to the new drags and drops interface for setting up tests is excellent. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

People can get their work done easier and faster by using this software and it is simple to use as you can make changes to the site in a very short interval of time. It is designed to test all the pages constantly and analyze them and this gives your customers a better experience. This helps in making a good relation with the customers. It helps you to access all the insights that help you do your job better. Adobe Target allows you to personalize websites and apps. Review collected by and hosted on G2.com.

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Analyst
Small-Business(50 or fewer emp.)
Validated Reviewer
Review source: Invitation from G2
What do you like best?

The most help full and best thing about Adobe Target is it's ability to use java scripts as well as jQuery along with it's UI based tweaks. Use of these Technologies to personalize content really to our heart's desire. We can almost recreate a page for a particular Audience.

The second thing I like the most is it's ability to Target users in real time with the help of mbox. It really is amazing that we can target a user in it's first visit to our site. Review collected by and hosted on G2.com.

What do you dislike?

The most annoying thing about adobe target is solving for it's Flicker issues. it sometimes get's on our nerves. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

I would advise other to take Adobe Target, Measure it's capabilities as per their company needs and then try to test some TEsts. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Adobe Target helps us to really perform A/B tests to test 2 different user experiences before going live with the best one. It also helps us in actually going in depths of UI to figure out what is not working well for a particular audience and helps us in rectifying it.

Adobe Target is really a great tool. It can really help us in optimizing the content based on different campaigns user is landing on our page, sites user is visiting the most, Test 2 different checkout journeys to confirm/ to really choose the one which suits better to our customer instead of our developers.

This tool also helps us avoid different dev cycles for just some minor UI changes to the site. Review collected by and hosted on G2.com.

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Senior manager, audience data and measurement
Enterprise(> 1000 emp.)
Validated Reviewer
Review source: Invitation from G2
What do you like best?

Changes go through immediately. It's very easy to create a test for simple elements (text on page, colours, font size). Review collected by and hosted on G2.com.

What do you dislike?

The WYSIWYG editor has limits, and it's not always easy to find ways around it. If you're trying to test something relatively complex, you can use selectors and custom code, but the emphasis in the UI is on the other ways to edit. You end up entering a lot of code in a box made for a few lines of text. If something doesn't work, figuring it out becomes quite tedious. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

The UI is challenging in some cases, but it does what it says. Everything works better if it's fully integrated with Adobe Analytics. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

We used Target to test on-page elements vs. a control. It's helped us prove the value in some of our layout elements. Review collected by and hosted on G2.com.

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UF
Small-Business(50 or fewer emp.)
Validated Reviewer
Review source: Invitation from G2
What do you like best?

It is easy without dev knowledge to make changes to the pages and the code - although it was questionable if this always worked Review collected by and hosted on G2.com.

What do you dislike?

It was difficult to use this tool as it always broke. A lot of times the test changed halfway through tests whenever they did a release on their software Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

It just allowed us to be able to test different alternatives of pages or elements relatively easy Review collected by and hosted on G2.com.

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UF
Enterprise(> 1000 emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2
What do you like best?

Highly configurable site optimization, straightforward to debug and preview test subject experiences. Simple reporting interface to measure performance. Review collected by and hosted on G2.com.

What do you dislike?

Measurement with Adobe Analytics, sounds good on the surface and is seemingly simple to set up; however, caveat here- the analytics themselves need to be bulletproof. Custom events and custom dimensions, depends on how and when they are collected, may make a confusing report. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Ensure you are on top of your server call needs, the pricing model for Target. Anticipate server calls like page views. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Personalized experiences, marketing content to users on affinity to products, Adobe Sensei, the AI brain, boasts the ability to learn and personalize. Still evaluating Sensei in Target; but, it shows a lot of promise in intelligence for Analytics Review collected by and hosted on G2.com.

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CI
Enterprise(> 1000 emp.)
Validated Reviewer
Review source: Invitation from G2
Business partner of the seller or seller's competitor, not included in G2 scores.
What do you like best?

The UI is very intuitive and i like the drag and drop functionality to create work flows and tests. The platform does the audience selection based on the targeting model you choose and it also helps you get the accurate sample size for meaningful results. Review collected by and hosted on G2.com.

What do you dislike?

The platform works better if you have other experience cloud products as well. Adobe Target on its own would not give you the required insights and data selection/segmentation capabilities. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

We do A/B test campaigns and have been able to reduce bounce rate and increase conversion for specific elements on our site. We also use experience targeting, to deliver selected content to a segmented population of our overall traffic. Review collected by and hosted on G2.com.

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UM
Small-Business(50 or fewer emp.)
Validated Reviewer
Review source: Invitation from G2
What do you like best?

In theory, it has a lot of great features. The best features are the predictive abilities, the integration with Adobe Analytics, and the (sometimes) easy connection to ecommerce data. Review collected by and hosted on G2.com.

What do you dislike?

The user interface is not intuitive. It's too complicated to set up a lot of tests and personalizations. Oftentimes, tests do not work on the live site. Many problems all around with this tool. There are much better tools out there if you need to run many tests for many projects without involving a developer or their support team. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Unless you are a developer or need to run something in conjunction with Adobe Analytics, you would be better off with other tools. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Wanted to perform sophisticated A/B testing and personalization. In reality, this rarely happened. The benefits were small. Review collected by and hosted on G2.com.

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CD
Enterprise(> 1000 emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2
Business partner of the seller or seller's competitor, not included in G2 scores.
What do you like best?

Ease of use is very good, everything is UI based and not very high level of coding is required. Business users can also use it for personalizing their websites. Visual Content editor is very good and allows customizations on website in WYSWYG. Review collected by and hosted on G2.com.

What do you dislike?

Integration with DTM is manual as if you want to use at.js, manual configuration is required. In Adobe Launch this has been fixed though. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

This is a great personalization tool. However, its real power can be seen when you have Marketing Cloud integration, i.e. you have Adobe analytics/Adobe Audience Manager and Adobe Experience Manager. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Website personalizations for known and unknown visitors, personalization reporting, A/B testing. Its a nice tool which needs very less dependency on IT/Developers. Basic knowledge of HTML/JS will do and most of the things are UI based so no coding required. Review collected by and hosted on G2.com.

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AC
Enterprise(> 1000 emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2
What do you like best?

Its drag and drop for a lot of the basic tests you'd like to do so they learning curve for the basics isn't bad. This makes the average user able to setup tests quickly and get going with the tool. Also has decent integration with Adobe Analytics if you also have that. Additionally it has some capabilities for site personalization to change parts of the site based on user actions, analytics and segments which is powerful depending on your data set. Review collected by and hosted on G2.com.

What do you dislike?

When you want to do more complicated tests across a variety of page elements or with complicated goals it can make it hard to use the drag and drop tooling. I often have to include custom scripts and css to the pages which requires development assistance so plan for that staffing need if you want to complicated testing. Not necessarily a knock on Target, but as with all A/B testing you have to really understand setting up your goals correctly so you are getting valid results that are meaningful. Not comparing apples to apples can screw your results up quickly. We may also need to buy the Premium version to get all the segmentation and personalization we want. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Consider testing other lower cost options. If you just need drag and drop without any tight integration with Analytics and aren't already in the Adobe ecosystem there are plenty of worthy competitors as far as I've seen. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

We wanted a solution that integrated tightly with our existing Adobe Analytics package and could provide us with both A/B testing, but also personalization. A/B testing has uncovered some gems for us already, but we have only scratched the surface of personalization and may need to get Target Premium to get all the personalization options we need and want. Review collected by and hosted on G2.com.

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Marketing/Data Analyst
Mid-Market(51-1000 emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2
What do you like best?

As a Marketing Analytics A/B testing is part of your every day live. Few tools that I have used in the past are as good as Adobe Target when it comes to doing tests on your site. The interface is so user friendly and getting data is both quick and easy. Review collected by and hosted on G2.com.

What do you dislike?

Maybe this is not an universal issue but on my personal case it tends to fail when I try to use Google Chrome. The site doesn't render properly or things aren't save etc. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

If money is not an issue is a no brainier. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

We use Adobe to improved our site by creating A/B test to test changes on our sites such as content, images, design etc. Test are easy to set, use and report on it. That's the biggest benefit from this tool. The data seems to be accurate and it is really easy to export the relevant information to Excel and crunch the numbers you need. Review collected by and hosted on G2.com.

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AP
Enterprise(> 1000 emp.)
Validated Reviewer
Review source: Invitation from G2
What do you like best?

Their UI is friendly and much improved over the previous iteration of their product (Test & Target) Review collected by and hosted on G2.com.

What do you dislike?

Despite the elevator pitch that your marketing team can execute A/B testing without involving your dev team, it's often not entirely true. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Implementing a testing/targeting solution is a huge undertaking. You not only need resources to implement, you need tech resources to handle ongoing tests, marketing teams with skill in launching and interpreting test data, and a company receptive to feedback that what they are doing might not be working. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Developing internal understanding about what site layouts perform best Review collected by and hosted on G2.com.

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US
Enterprise(> 1000 emp.)
Validated Reviewer
Review source: Invitation from G2
What do you like best?

The ease of use and how quickly it is in setting up A/B tests Review collected by and hosted on G2.com.

What do you dislike?

Adobe Target needs better functionality in setting up MVT tests Review collected by and hosted on G2.com.

Recommendations to others considering the product:

dont use any other a/b testing tool. this is the one for you Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Allowing us the ability to do A/B tests we can quickly gain learnings on how to create better UXs. Review collected by and hosted on G2.com.

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Group Product Manager, Consumer eCommerce
Computer & Network Security
Enterprise(> 1000 emp.)
Validated Reviewer
Review source: Organic
What do you dislike?

It’s hard to sort a bunch of ticket by custom filters Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Personalization and notification Review collected by and hosted on G2.com.

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IF
Enterprise(> 1000 emp.)
Validated Reviewer
Review source: Organic
What do you like best?

One can buy it and get it running quickly. Launching a simple AB test is simple and doesnt need any sort of expertise except basic understanding of the DOM and JavaScript. Review collected by and hosted on G2.com.

What do you dislike?

Poor implementation of the Cloud App user interface. Slow UI Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Simple AB tests to highly targetted Multivaruate Experience tests. Helps in understanding customer preferences and trouble points in the application. Review collected by and hosted on G2.com.

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AI
Enterprise(> 1000 emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2
What do you like best?

Adobe Target is easy, fast and quick to implement on even the most complex websites. Built with UX/UI to ease digital marketing to create experiences from AB testing to Recommendation testing. You can now integrated Adobe Target with all Adobe Marketing Cloud products using the Adobes Visitor Service ID. Review collected by and hosted on G2.com.

What do you dislike?

Adobe Target can cause timing and delay issues if experience is too heavy to load. Also, Adobe Target requires initial setup and licenses for other Adobe Marketing cloud products to get full use. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Provide the best user experience and the customize their journey on the site in order to impact goals in a positive way. Looking for a fast and simple solution to help optimize user experiences with data being collected from analytics Review collected by and hosted on G2.com.

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GI
Mid-Market(51-1000 emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2
What do you like best?

Adobe Target is so easy to use it has simplified my life and streamlined my workflow. The mobile app optimization is crucial since a majority of content these days is consumed via smartphones. Its so much easier than other work around mobile optimization tricks I've resorted to in the past.

A/B testing is super easy and the targeting is part of the process! No need to build your targets outside of the platform and add it in later. Can't tell you how happy this feature makes me. Customizing segments is seriously useful as well.

The amount of data feedback : Reporting and analytics give the depth and breath I need.

Review collected by and hosted on G2.com.

What do you dislike?

If you are a non technical person, it may be little difficult to use at first. I would also have appreciated a post-hoc segmentation capability. Also its not very intuitive. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Adobe Target does give insightful results to help improve user experience and performance but make sure you have technical staff that is adequately trained in order to fully maximize the potential of it and leverage its capabilities to benefit your operation. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Targeting audiences and building strategic fundraising campaigns. Deploying emails for clients. This is way better than other glitchy programs we previously used. Review collected by and hosted on G2.com.

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CI
Enterprise(> 1000 emp.)
Validated Reviewer
Review source: Invitation from G2
What do you like best?

Very optimal and best features which can target different customer personas. Review collected by and hosted on G2.com.

What do you dislike?

More integrations with third party tools helps to peak the tool usage drastically. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Marketing and Content Teams day-day content authoring cycle. Very easy and less technical for the users to use and get to what they want from end customer standpoint. Review collected by and hosted on G2.com.

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GD
Small-Business(50 or fewer emp.)
Validated Reviewer
Review source: Invitation from G2
What do you like best?

I like that I am able to specifically able to create a goal that I want for my page views to increase. That is one of the better features of the site. Review collected by and hosted on G2.com.

What do you dislike?

I dislike that it does not offer a large variety of options for digital targeting (or maybe I haven't figured it out yet). I think that Google currently offers a better way to track conversations, target demographics, and analytics. I wish that it would add more features like this. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

I am going to my clients with more information and statistics for their websites that I know not every company is giving them, and I think this tool is not widely enough used so it is differentiating me in the field of design currently. Review collected by and hosted on G2.com.

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Optimization Specialist
Information Technology and Services
Mid-Market(51-1000 emp.)
Validated Reviewer
Review source: Invitation from G2
What do you like best?

I like how easy it is to set up the variations, either A/B testing or Multi Variate. The tool is very robust and the reporting is quick and easy to see. I like how easy it is to see how the test is going and whether one variant has reached significance. Review collected by and hosted on G2.com.

What do you dislike?

Adobe has allowed many features and almost too many options that it can be a little cumbersome when setting up testing. It took some of our development resources to just set up some of the targets for testing. I have experience with other tools like Optimizely that have much easier implementations and ease of use. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

The tool is really good with solving the problem of solutions to test and optimize websites. Review collected by and hosted on G2.com.

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Manager
Marketing and Advertising
Enterprise(> 1000 emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2
What do you like best?

If you are already using Adobe Analytics for your web site optimization tool then you should use Test and Target for your A/B testing. The significance calculation in the reporting UI is very nice and gives you a quick visual if the test reached significance.

You can have more than one test running at a time which is nice. Review collected by and hosted on G2.com.

What do you dislike?

The pricing structure with Mbox calls kinda makes sense but is different than other platforms like Opitmizely. The reporting and setup of the campaigns needs to be improved, especially when it comes to setting up the KPIs for a given campaign. The fact that you have to create a segment first and then apply that segment to a given KPI, vs just assigning what you want in the KPI is still confusing to me and confusing to most people. There should be an out of the box integration already with T&T and Analytics and vice-versa Review collected by and hosted on G2.com.

Recommendations to others considering the product:

You need to have a dedicated team, not just part time folks, that are only focused on testing and optimization. You must have a marketing person, an analytics person, and most importantly a tech/dev person who knows how to write the html or js code to get the tests up and running correctly. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Basically its an optimization engine. Does experience A work better or B....don't know, test it real time with real people using Test and Target. It make marketers rely on data and not intuition. Review collected by and hosted on G2.com.

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Logistics Manager
Transportation/Trucking/Railroad
Enterprise(> 1000 emp.)
Validated Reviewer
Review source: Invitation from G2
What do you like best?

The user interface and different marketing options Review collected by and hosted on G2.com.

What do you dislike?

It seems to work better on PC rather than MACs Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Being able to use a full array of marketing services including analytics. Review collected by and hosted on G2.com.

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AM
Enterprise(> 1000 emp.)
Validated Reviewer
Review source: Invitation from G2
What do you like best?

Adobe Test and Target is a great way to test conversion optimization for landing page tests (copy, experience, etc.) Review collected by and hosted on G2.com.

What do you dislike?

Initial set-up is rarely flawless, so there's always a bit of human back and forth to launch tests. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

We are creating the best web experience for our converting customers. Increasing conversion allows us to deliver additional value to our client. Review collected by and hosted on G2.com.

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Analytics Solution Engineer
Marketing and Advertising
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

Adobe Target has an extensive system for targeting and measuring content. From multivariate to landing page testing, you can compare experiences and determine the result all in one platform. Adobe Target has some easy to use out of the box features which can be deceiving. The product can pull of some advanced statistical modeling to underpin the tests you launch. Review collected by and hosted on G2.com.

What do you dislike?

The deeper features of Adobe Target can be a bit challenging to learn. The best Adobe Target implementation involves a team of Business Analysts, Statisticians, and Developers.

Some companies may find Adobe Target price prohibitive. It can be an expensive system to implement and maintain. You should closely consider the potential ROI for a platform this powerful. Every company that I have seen properly utilize Adobe Target has realized a great benefit. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Since Adobe Target requires input from several disciplines, make sure you have the proper team in place prior to implementation. If you don't have staffed experienced in Adobe Target specifically, I recommend hiring a competent outsource that can help you setup your system and train your staff. An Improper implementation or underuse of this product can be a large waste of resources and money. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

I use Adobe Target mostly for multivariate testing (comparing user experiences and layouts). Because I can launch user experiences into production based on segments that we define, I also use Adobe Target for personalization and optimization.

Organizations use Adobe Target as a proof of concept for proposed site changes and as a rapidly deployable way to test campaigns and promotions. Review collected by and hosted on G2.com.

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Online Program Specialist
Computer Software
Enterprise(> 1000 emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2
What do you like best?

Because of the popular testing solutions are now moving towards 'drag and drop' type of campaign set up, it moves away from a need to have a technical person in marketing (specifically for optimization).

I like how Target would still need a technical role to maintain the tool and it still keeps the demand for a technical person, like myself, within Marketing. Review collected by and hosted on G2.com.

What do you dislike?

The slow run time of the tool. My company has a lot of mboxes. Target needs to accommodate big companies that do so. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

You need to learn jQuery, CSS, HTML to get maximum benefit. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Optimize and Learn our online business. The benefits is it helps my company out to measure valuable insights on our business. Review collected by and hosted on G2.com.

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Do you work for Adobe Target?