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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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29-30 April, 2015 | ICC, ExCel, London
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Guided Optimisation with Adobe Target
Pradeep Javangula, Head of Engineering for Adobe Target
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Machine Learning driven Sherpa as a guide to your optimisation peaks…
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Adobe Target as a Data Driven Content Optimisation Service
SELECT n from content repositories
ON a named location on a given channel
SUCH THAT KPI is optimised
USING named algorithmic model(s)
WHERE user & current context parameters
FOLLOW
CNF targeting rules
Testing rules
Relevance rules
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Technical Model – what it does under the hood…
Impression - High Dimensional Data Vector
Conversion Optimisation
{ (demographics:
}
age, gender, income, education, …
geographical location:
zip, city, state, lat, long, …
placement meta-data:
keywords, content category, …
behavioural data:
in market status, audience segment, …
marketer side data:
search, cart actions, product/category, …
)
Recommendations
Automatic Matching
&
Rules Engine
Marketing Content Vectors
{ (experience templates,
}
dynamic element meta-data, …)
(rich media assets – flash files, images, videos, …)
(product/service offers – price, category, reviews, …)
(targeting business rules – demo, behavioural map)
Behavioural Landing Pages
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Adobe Target as a Data Driven Content Optimisation Service
Bullseye – Administration & Collaborative Workflow
Workflow
granite & shared cloud services application
Web Services API
Analytics
3rd
Party
User Profile
audience manager
External
Models
Explore vs. exploit
Delivery
Delivery Edges
campaign rules engine
Optimisation &
Learning Models
Recommendations
Optimisation
Content Processing & Search Engine
crawl, ingest & index for retrieval
catalogue
feeds
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
tagged creative
assets
reviews, social &
manufacturer feeds
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Information Retrieval
Guided Optimisation – concept outline



With models and algorithms, we guide the user to:
 Take action on opportunities for improvement of conversions
 We will recommend automatically the experiences that are likely to result in the right lift
 Provide tools to enable testing, targeting, recommendations & optimisation with 1-click
Goals
 Provide an automated optimisation assistant out of the box
 Demystify automated algorithms
How do we do this?
 Historical data analysis
 Offline application of algorithms and simulators
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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geometrixx
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Adobe Target’s Automated Personalisation –position statement
FOR all marketers who want to extract the most performance out of their efforts
WHO would like to auto-optimise their campaigns and get actionable insights
OUR PRODUCT IS A machine-learning and offline-evaluation framework
THAT PROVIDES automation of audience-content targeting and insights to guide across activities
UNLIKE everyone who focuses on manual testing methods
OUR PRODUCT quantifies the value of using “the machine” before the opportunity to upsell
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Main Roadmap Items
CONTROL

Offer-Level Targeting (weighting, throttling, timing, targeting)
Increases marketer’s control over the machine so they can input business rules
Enhanced Attribute Control


Increases marketer’s control over the machine so they can get exactly the insights they want
New Workflow (marketer specifies what they’d like to compare, Random, RF, BAU, Best-offer)
Non-HTML, API use-case




BYO Decision-Tree

Future: precise control over campaign optimisation
GUIDED OPTIMISATION


Audience Discovery Report (start with AP, then AB)

Surface segments from overall campaign that are high-performing and “interesting” as described by the marketer

Helps provide guidance on content-development and further targeting and testing
New Reporting (Conversion-based, Content Diff, Models status, active Traffic Estr., Top-N business specific vars)
UPFRONT VALUE

Productise Offline Framework (within AB, XT, MVT)

Show predicted performance of automation in AB, XT, MVT, AP

Predict performance of different algorithms in AP (and auto-pick the best)
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @pradeepj2010
Giving AB-tests the power of machine learning, in the back-end…
Imagine your AB-test serving content intelligently
Passively compare an AB campaign to one where experiences were served by an AP campaign instead
Benefit: “If you convert this ABtest to an AP activity, you can
expect 25% lift or €1.2M
additional revenue.
STANDARD
PREMIUM
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
AUTOOPTIMIZE
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Model building involves predictive attribute assessment. Leads to segment discovery.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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AP to XT becomes the ‘Persona-fication’ feature
machine
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Offline Evaluation Across Campaigns: Personalisation of MVT
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Offline Evaluation Across Campaigns: Personalisation in Recommendations
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Predicting Performance of Intelligent Serving Beforehand
In an AB test, evaluate quickly
how you can squeeze the most
performance out of the
campaign.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Guided Optimisation workflow allows flexibility to meet marketer objectives
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Predicting Performance of Intelligent Serving Beforehand
In an AP activity, compare
all available algorithms
without directing any traffic
to them
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @pradeepj2010
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalisation is a program –
a set of practices supported by
people, process and technology.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @pradeepj2010
Personalisation is a program –
a set of practices supported by
people, process and technology.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1
2
3
A framework for
thinking about
personalisation for
your business
Advice & practical
examples for
personalising from
More Than>
Where to go next
on your
personalisation
journey
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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