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Adobe Target pros and cons

Vendor: Adobe
3.9 out of 5
Badge Ranked 1
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Pros & Cons summary

Adobe Target is a powerful tool praised for its robust A/B testing capabilities and personalization options which effectively boost user engagement and conversion rates. Despite its comprehensive features, new users may find the platform somewhat daunting due to a steep learning curve. Additionally, some users have noted that the analytics component could be more intuitive and the customer support sometimes lacks responsiveness. 

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Prominent pros & cons

PROS

Robust A/B testing and multivariate testing capabilities enable effective optimization of user experiences
Intuitive and customizable interface that enhances the ease of creating and managing marketing campaigns
Advanced targeting options allow for precise segmentation and personalization strategies
Integration with other Adobe products enhances data utilization and cross-tool synergy
Real-time analytics provide insights that aid in quick decision-making and adjustments

CONS

Complex setup and learning curve for new users
High cost of licensing can be prohibitive for smaller companies
Integration with other tools and systems can be challenging
 

Adobe Target Pros review quotes

AN
Ashwini N
Manager at a computer software company with 10,001+ employees
May 16, 2024
Adobe Target has a user-friendly interface, which makes it easy to use.
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Elavarasan Devarajan - PeerSpot reviewer
Elavarasan Devarajan
Target Team Lead at Tata Consultancy
May 24, 2024
Additionally, Adobe Target offers features like multi-variation testing, automated personalization, and recommendations, which are particularly beneficial for e-commerce websites. Integration with other Adobe tools like AEM and Adobe Audience Manager further enhances its capabilities in audience segmentation and analytics for retargeting strategies.
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Juan Eduardo Puracchio - PeerSpot reviewer
Juan Eduardo Puracchio
Architect + Developer at Brava Data
May 27, 2024
I like that the tool is very simple to use. It easily integrates with analytics tools like Adobe Analytics without needing extra setup, which gives us comprehensive reports right from the start. This feature enhances our reporting capabilities significantly, unlike other tools where integrating analytics can be complex.
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Buyer's Guide
Adobe Target
December 2025
Free Report: Adobe Target Reviews and More
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UK
Umesh Kodali
Senior Adobe Analytics Developer at Freedom Financial Network
May 28, 2024
With Adobe Target, I can replace existing content with new or enhanced content, such as pop-ups, banners, or buttons. AB testing functionality in Adobe Target helps us gradually introduce potential offers or content variations to a portion of our audience. We monitor the interactions and gradually increase the exposure if the results are positive.
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Maciej Kutzmann - PeerSpot reviewer
Maciej Kutzmann
Adobe Target & Adobe Analytics Developer | Implementation SME at C&F
May 29, 2024
It's very well-working and has never failed me. It's easy to install.
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Girish Bannur - PeerSpot reviewer
Girish Bannur
Adobe Experience Developer at a financial services firm with 10,001+ employees
May 29, 2024
It allows for quick implementation of out-of-the-box features based on segments or geolocation, enhancing our ability to personalize customer experiences effectively.
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MT
Monvick Teja
N\A at a consultancy with self employed
Jun 5, 2024
The most valuable features in Target are creating activities, rules, extensions, and workspaces for data analysis.
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JF
Jianjun (J.J.) Fu
VP at a financial services firm with 10,001+ employees
Jun 6, 2024
I find Adobe Target very good for long optimization tests. After testing, it tells you which version is the winner and what improvements can be made. This gives me the confidence to provide a better customer experience by adopting the winning version of the page I'm testing.
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SK
Sravya Kkarumuru
Adobe Analytics Developer at Ford Direct
Jun 11, 2024
The main concept I like in Adobe Target is creating segments.
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AS
Amol Seth
Technical Lead at a tech services company with 501-1,000 employees
Jun 14, 2024
There's a full dashboard created for you to define what you want to personalize and how you want to display it. There is a categorization between the audience experiences and recommendations, where you can easily write your own criteria.
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Show 8 more reviews (out of 18)
 

Adobe Target Cons review quotes

AN
Ashwini N
Manager at a computer software company with 10,001+ employees
May 16, 2024
For modeling purposes, we use a different platform as Adobe Target doesn't offer custom machine learning model building.
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Elavarasan Devarajan - PeerSpot reviewer
Elavarasan Devarajan
Target Team Lead at Tata Consultancy
May 24, 2024
We have some bugs. For example, suppose I'm creating the activity because of all the activities we create. In that case, we have to get the data from user interaction and understand how this activity was performed. In some rare scenarios, we couldn't capture the data after the activity was published in production because of some issues on Adobe Target's end.
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Juan Eduardo Puracchio - PeerSpot reviewer
Juan Eduardo Puracchio
Architect + Developer at Brava Data
May 27, 2024
Sometimes, the campaigns I create in Adobe Target don't work for unknown reasons. When this happens, I must start over from scratch to fix it, even if I use the same setup. This issue can be frustrating because the activities should work but don't display content on the page when it loads.
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Buyer's Guide
Adobe Target
December 2025
Free Report: Adobe Target Reviews and More
Learn what your peers think about Adobe Target. Get advice and tips from experienced pros sharing their opinions. Updated: December 2025.
DOWNLOAD NOW
879,310 professionals have used our research since 2012.
UK
Umesh Kodali
Senior Adobe Analytics Developer at Freedom Financial Network
May 28, 2024
Integrating Adobe Target with other tools posed challenges, particularly in obtaining accurate analytics data. While using it for testing and analytics, I found that the analytics reports provided by the tool did not accurately reflect the specific changes made in the tests. Instead, it included broader data from the overall experience.
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Maciej Kutzmann - PeerSpot reviewer
Maciej Kutzmann
Adobe Target & Adobe Analytics Developer | Implementation SME at C&F
May 29, 2024
I would say if Target would give you more visibility into what profiles you currently have and how you could optimize them
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Girish Bannur - PeerSpot reviewer
Girish Bannur
Adobe Experience Developer at a financial services firm with 10,001+ employees
May 29, 2024
The product is expensive for small-scale businesses. This particular area needs improvement.
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MT
Monvick Teja
N\A at a consultancy with self employed
Jun 5, 2024
Adobe Target can improve its reporting and dashboard creation.
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JF
Jianjun (J.J.) Fu
VP at a financial services firm with 10,001+ employees
Jun 6, 2024
I think Adobe Target needs more AI features to automate some things. Regarding integration, it is easy to integrate with their AM platform for hosting websites, but it isn't easy. They need to do more work to ensure their tools are easily connected and work together. That's something I'd suggest they improve.
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SK
Sravya Kkarumuru
Adobe Analytics Developer at Ford Direct
Jun 11, 2024
Adobe Target is an expensive solution.
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AS
Amol Seth
Technical Lead at a tech services company with 501-1,000 employees
Jun 14, 2024
There are certain problems. Recommendations sometimes do not work when there are too many of them created. The Java script created inside the recommendation fails to load.
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Show 8 more reviews (out of 18)

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