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Adobe® Marketing Cloud

Adobe Target Classic

Contents

Adobe Target Classic.............................................................................................10

Release Notes........................................................................................................12

Welcome.................................................................................................................31

System Recommendations...................................................................................................31

Basic Concepts.....................................................................................................................32

About Mboxes..........................................................................................................................................33

About Offers.............................................................................................................................................34

About Experiences...................................................................................................................................35

About Tests...............................................................................................................................................36

About Segments.......................................................................................................................................37

Training and Certification.......................................................................................................37

Set Up Your Site.....................................................................................................38

Hosts.....................................................................................................................................38

About Hosts and Host Groups.................................................................................................................39

Add a Host to the Host List......................................................................................................................39

Confirm that the Host Is Recognized.......................................................................................................40

Set the Default Host for Reporting...........................................................................................................40

Change the Name of a Host Group..........................................................................................................40

Move a Host to a Different Host Group....................................................................................................40

Delete a Host...........................................................................................................................................41

Delete a Host Group................................................................................................................................41

Best Practices for Hosts...........................................................................................................................41

Troubleshoot Hosts...................................................................................................................................41

Users and Roles....................................................................................................................42

Add a User...............................................................................................................................................42

Change a User's Role or Resetting a Password......................................................................................42

Cookies.................................................................................................................................43

Adobe Target ClassicLast updated 5/25/2017

Cookie Behavior.......................................................................................................................................43

Cookie Settings........................................................................................................................................44

When to Use First or Third Party Cookies................................................................................................46

Delete the Mbox Cookie...........................................................................................................................46

Add an Opt-Out Link.............................................................................................................47

Mboxes..................................................................................................................................47

Mbox Concepts........................................................................................................................................47

Download and Set Up mbox.js.................................................................................................................50

Create and Place Mboxes........................................................................................................................55

Redirector.................................................................................................................................................63

Validate an Mbox......................................................................................................................................65

Deactivate an Mbox..................................................................................................................................65

Clear (Delete) an Mbox............................................................................................................................66

Troubleshoot Mboxes...............................................................................................................................66

Troubleshooting Content Delivery............................................................................................................67

Mbox Troubleshooting Matrix....................................................................................................................69

Mbox Request Report..............................................................................................................................69

mbox.js Version Details............................................................................................................................70

ECommerce Integration........................................................................................................76

Integration Examples for PHP and OsCommerce....................................................................................76

Integration Examples for ATG..................................................................................................................77

Integration Examples for ASP..................................................................................................................77

Click Tracking........................................................................................................................79

Track Flash Content.................................................................................................................................80

Count Clicks in Campaigns......................................................................................................................80

Track Clicks to Offsite Domains................................................................................................................81

Working with Analytics Packages..........................................................................................82

About Data Variances...............................................................................................................................82

Compare Target Data with Analytics Package Data.................................................................................83

Capture Data Directly to Your Analytics Package.....................................................................................83

Offers......................................................................................................................84

Offer Types............................................................................................................................84

Offer Hosting.........................................................................................................................84


Contents

Create an HTML Offer...........................................................................................................84

Pass Dynamic Data into Offers.............................................................................................85

Create a Redirect Offer.........................................................................................................86

Widget Offers........................................................................................................................87

About Dynamic Content........................................................................................................87

How Dynamic Offers Work.......................................................................................................................88

Use Styles to Test Dynamic Content........................................................................................................88

Create a Dynamic Offer Stored on Your Site............................................................................................89

Create a Cached Offer Stored on Your Site..............................................................................................90

Create a Cached Offer Stored Outside Target.........................................................................................90

Dynamic Offer Selection Matrix................................................................................................................91

Validate Offers.......................................................................................................................92

Troubleshoot Offers..................................................................................................................................92

Work with Offers....................................................................................................................93

Search for an Offer...................................................................................................................................93

Create an Offer Folder.............................................................................................................................93

Delete a Folder or Offer............................................................................................................................93

Move an Offer to a Different Folder..........................................................................................................94

Copy an Offer...........................................................................................................................................94

Edit an Offer.............................................................................................................................................94

Plug-Ins.................................................................................................................................94

Campaigns.............................................................................................................96

Campaign Life Cycle.............................................................................................................96

Creating a Campaign: Overview............................................................................................97

Types of Campaigns and Tests..............................................................................................98

Create an A/B Test................................................................................................................99

Multivariate Campaign.........................................................................................................101

Create a Multivariate Test.......................................................................................................................101

Best Practices for a Multivariate Test.....................................................................................................102

Create a Monitoring Campaign...........................................................................................102

Create an Optimizing (Auto-Targeted) Campaign...............................................................103

The Optimizing Campaign Insights Report............................................................................................104


The Optimizing Campaign Summary Report.........................................................................................105

Create a Campaign from the Winning Experience..............................................................105

Create a Landing Page Campaign......................................................................................106

Create a Display Ad Campaign...........................................................................................107

Create a Flash Campaign...................................................................................................109

Change Campaign Settings................................................................................................110

High-Level Information About a Campaign............................................................................................110

Target This Campaign............................................................................................................................112

Experiences...........................................................................................................................................114

Optional Features...................................................................................................................................114

Conversion and Success Metrics...........................................................................................................115

Engagement...........................................................................................................................................116

Segment Filters for Reporting................................................................................................................123

Campaign Viewing Preferences.............................................................................................................125

Save Your Campaign..............................................................................................................................126

View Information About Campaigns....................................................................................126

Campaigns Launch Pad.........................................................................................................................126

Campaign Spotlight................................................................................................................................127

Campaign List........................................................................................................................................128

Campaign Reports.................................................................................................................................129

Campaign Change Log..........................................................................................................................129

Campaign View API................................................................................................................................129

Bookmark a Location.............................................................................................................................133

Start and Stop Campaigns..................................................................................................134

Campaign Quality Assurance.................................................................................................................134

Approve a Campaign..............................................................................................................................136

Deactivate a Campaign..........................................................................................................................136

Close a Campaign..................................................................................................................................136

Open a Campaign..................................................................................................................................136

Campaign Troubleshooting ....................................................................................................................137

Test Campaigns...................................................................................................................137

Test Mutually Exclusive Campaigns.......................................................................................................137

Success Metrics.....................................................................................................................................139

Category Affinity.....................................................................................................................................144


Contents

Behavioral Ads....................................................................................................................145

Dynamic Ads for Display Advertising.....................................................................................................147

Affiliate Banner Testing...........................................................................................................................151

Syncing Between Target Standard and Classic...................................................................157

Integrating with Adobe Analytics (Deprecated)...................................................................157

Analytics to Target Integration (Deprecated)..........................................................................................158

Target to Analytics Integration (Deprecated)..........................................................................................158

Install the Analytics Plug-In (Deprecated)..............................................................................................160

SiteCatalyst: event Mbox (Deprecated)..................................................................................................161

SiteCatalyst purchase: Mbox (Deprecated)............................................................................................162

Analytics to Target Integration to Track Analytics Events (Deprecated)..................................................162

View Campaigns and Experiences in Analytics Reports (Deprecated)..................................................163

Using the Campaign Library................................................................................................168

Moving a Campaign to the Library.........................................................................................................168

Moving a Campaign from the Library.....................................................................................................168

Visitor Profile Data...............................................................................................169

Parameter Types.................................................................................................................169

View an Mbox's Passed-In Parameter Values.....................................................................171

Decide Which Parameters and Values You Need................................................................172

URL Parameters..................................................................................................................172

Validate URL Parameters.......................................................................................................................173

Target Content to URL Parameters and Values......................................................................................173

Referring URL Parameters..................................................................................................173

Associate Referring URL Parameters with an Mbox..............................................................................174

Validate Referring URL Parameters.......................................................................................................174

Target Content to Referring URL Parameters........................................................................................174

Mbox-Specific Parameters..................................................................................................175

Associate Mbox-Specific Parameters.....................................................................................................175

Validate Mbox Parameters.....................................................................................................................176

JavaScript Methods for Offers and Other Pages....................................................................................176

Profile Attributes..................................................................................................................177

Script Profile Attributes...........................................................................................................................178

In-Mbox Profile Attributes.......................................................................................................................186


Smart Targeter Profile Attributes............................................................................................................186

Dynamic Values in Targets and Profiles.................................................................................................187

Profile Exports (BETA)...........................................................................................................................191

Real-Time Profile Syncing for mbox3rdPartyID...................................................................192

Cost and Revenue Reporting..............................................................................................192

Visitor Profile Lifetime..........................................................................................................193

Target a Campaign or Test..................................................................................194

Rules-Based Targeting........................................................................................................194

Categories for Targeting.........................................................................................................................195

Segments...............................................................................................................................................197

Targeting Groups....................................................................................................................................211

Percentage Targeting..........................................................................................................225

Combined Rules-Based and Percentage Targeting............................................................225

How Target Decides Who Sees What Content....................................................................226

Preparing a Targeted Campaign or Test..............................................................................227

Inserting Target Conditions..................................................................................................229

Validating a Targeted Campaign..........................................................................................230

Validate Targeting to URL or Referring URL Parameters.......................................................................230

Validate Targeting to New or Returning Visitors.....................................................................................230

Validate Targeting to Profile Parameters................................................................................................230

Automated Decisioning and Targeting...............................................................232

Modeling System Overview.................................................................................................233

Training Data Records............................................................................................................................233

Truncation Windows...............................................................................................................................238

Model Validation.....................................................................................................................................238

Real-Time Reaction Tracking.................................................................................................................238

Scorer.....................................................................................................................................................238

Creating an Automated Decisioning Campaign..................................................................239

Priority of Campaigns.............................................................................................................................240

Campaign Entry Targeting......................................................................................................................240

Optimizing Metric...................................................................................................................................240

Traffic Requirements..............................................................................................................................241


Contents

Modeling Groups....................................................................................................................................241

Business Rules......................................................................................................................................243

Success Metrics for Automated Decisioning Campaigns.......................................................................244

User Profile Variables..........................................................................................................244

Selecting or Creating Offers................................................................................................246

Previewing and Restricting Display Ad Combinations.........................................................246

Restricting the Content to Display.......................................................................................247

Testing Against a Control Group.........................................................................................247

Pausing an Automated Decisioning Campaign...................................................................248

Ideas.....................................................................................................................249

Adding an Idea....................................................................................................................249

Allowing Other Users in Your Organization to Create Ideas................................................249

Editing an Idea....................................................................................................................249

Deleting an Idea..................................................................................................................249

Reports.................................................................................................................250

Viewing Reports..................................................................................................................250

About the Data.......................................................................................................................................251

Changing the Control Experience..........................................................................................................253

Changing the Comparison Column........................................................................................................253

Selecting the Host Group.......................................................................................................................253

Excluding Extreme Orders.....................................................................................................................254

Changing the Date Range......................................................................................................................254

Setting the Weekday Filter.....................................................................................................................254

Remembering Report Settings...............................................................................................................254

Downloading Data in a CSV File............................................................................................................255

Reset Report Data.................................................................................................................................255

Pushing a Winner...................................................................................................................................255

Report Types.......................................................................................................................255

Summary Report....................................................................................................................................256

Graph Report.........................................................................................................................................256

Daily Results Report..............................................................................................................................256

Success Metrics Report.........................................................................................................................256


Offers Report..........................................................................................................................................256

Modeling Groups Report........................................................................................................................256

Element Contribution Report..................................................................................................................257

Segment Filters Report..........................................................................................................................258

Audit Report...........................................................................................................................................259

Insights Report.......................................................................................................................................260

APIs.......................................................................................................................261

Frequently Asked Questions..............................................................................262

Limits....................................................................................................................266

Privacy..................................................................................................................268

Glossary...............................................................................................................269

If There's a Problem.............................................................................................273

Contact and Legal Information...........................................................................275


Contents

Adobe Target Classic

Adobe® Target helps you create and manage A/B and multivariate tests with automated decisioning and targeting.Digital marketers maintain complete control by quickly and easily testing multiple onsite and offsite scenarios, andproviding their visitors with the most relevant content possible. Test a number of versions of a Web page against abaseline sample to determine which version is most effective at improving the success of your site.

Last Updated: September 7, 2016

It's time to transition to the new Adobe Target!

Adobe Target Classic (Test&Target) will be decommissioned in November 2017.

• 9/2017 Phase 1: No new campaigns can be created in Target Classic; existing campaigns can still be edited.

• 10/2017 Phase 2: Read/Only status for all users; no new campaigns and no editing of existing campaigns inTarget Classic.

• 11/2017 Phase 3: Decommissioning of Target Classic; no access to UI.

For everything you need to know about making the move from Target Classic to the new Adobe TargetStandard/Premium, see the Adobe Target Transition Hub.

Popular Help TopicsNews and Announcements

• Types of Campaigns and Tests

Provides information about the different types ofcampaign and tests available in Target.

• What's New in This Release

The release notes for the current version and other recentversions contain information about new features, changes,and fixes. • If There's a Problem

Information you need when contacting Client Careto expedite a resolution.

• Adobe Analytics as the Reporting Source for Adobe Target

• Webinar: "Maximize Conversion with the Most ComprehensiveSolution"

This webinar provides examples for creating the mostsuccessful site you can with Adobe Target.

• Adding an Idea

How to add an idea to the Ideas list.

• Target a Campaign or Test

How targeting allows you to display differentcontent and different campaigns to differentaudiences.

• Target Standard 1.7 Release Webinar

This Webinar includes information about Marketing CloudAudiences and using Adobe Analytics as the reporting sourcefor Target, new features that are also included in TargetClassic. • How to define groups of visitors who share a

specific characteristic or set of characteristics.Target Standard

• Glossary

Definitions of terms.Other Adobe Target Solutions Help

Target StandardCommon Questions

Automated PersonalizationHow do I set up a campaign?

Recommendations

10Adobe Target Classic

https://docs.adobe.com/content/adobetarget/transition-hub.html

https://marketing.adobe.com/resources/help/en_US/target/a4t/c_integrating_target_with_analytics.html

https://my.adobeconnect.com/p63fwvwbpd8/?launcher=false&fcsContent=true&pbMode=normal


https://my.adobeconnect.com/p1oabaz3cxi/

http://marketing.adobe.com/resources/help/en_US/target/


http://marketing.adobe.com/resources/help/en_US/tnt/help/#Automated_Decisioning_and_Targeting

http://marketing.adobe.com/resources/help/en_US/rec/

How do I validate that a campaign is correctly setup?

Search&Promote

Training ResourcesWhat are the stages of the campaign life cycle?

• Video trainingHow do I view the visits and conversion metrics ofa campaign?

• Training classes

Other InformationHow do I edit or copy a campaign?

• Adobe Target Community ForumHow do different types of cookies behave?• Integrating Adobe Target and Adobe Analytics

Where do I place an Mbox?• Insight with Test&Target Integration White Paper

Learn how to integrate Insight with Target. What is a redirector and how do I set one up?

How do I integrate SiteCatalyst with Target?• Integrating Test&Target With Your Infrastructure Whitepaper

Demonstrates the steps Adobe has taken, and theinvestments made, to ensure that Target meets your

How do I use SiteCatalyst variables?

What causes discrepancies with SiteCatalyst in thenumber of visits and number of conversions?

marketing objectives while functioning within your ITinfrastructure parameters.

What are the prerequisites for Analytics as areporting source for Target?

• Frequently Asked Questions

Answers to common questions about using Target.How do you debug the mbox?

• Adobe Target Privacy Webinar Recording

Information about Target and privacy issues.

• Mobile Testing & Optimization Webinar Recording

View the Mobile Testing & Optimization Webinar Recordingand the accompanying slide deck to learn about mobile testingand optimization best practices, and access links to tools thatwill help you develop your testing program for mobile websiteand applications.

11Adobe Target Classic

https://marketing.adobe.com/resources/help/en_US/tnt/help/c_Validating_a_Targeted_Campaign.html

https://marketing.adobe.com/resources/help/en_US/tnt/help/c_Validating_a_Targeted_Campaign.html

http://marketing.adobe.com/resources/help/en_US/snp/

https://outv.omniture.com/

http://training.adobe.com/home.html

http://help-forums.adobe.com/content/adobeforums/en/target-forum/adobe-target.html

https://marketing-beta.adobe.com/resources/help/target/a4t/c_integrating_target_with_analytics.html

http://marketing.adobe.com/resources/help/en_US/tnt/pdf/insight-TnT-white%20paper.pdf

http://marketing.adobe.com/resources/help/en_US/tnt/pdf/Integrating TestnTarget With Your Infrastructure_whitepaper.pdf

https://marketing.adobe.com/resources/help/en_US/target/a4t/c_implementation.html

https://marketing.adobe.com/resources/help/en_US/target/a4t/c_implementation.html

https://marketing.adobe.com/resources/help/en_US/tnt/help/t_Mbox_Troubleshooting_Matrix.html

https://my.adobeconnect.com/p8cyxm0sn5a/

https://my.adobeconnect.com/p2gadkumugl/

Release NotesThe Release Notes track recent changes.

To receive advance notifications about upcoming product enhancements, sign up for the Adobe Priority ProductUpdate:

https://campaign.adobe.com/webApp/adbePriorityProductSubscribe

Adobe Target Classic 16.7.1 (July 19, 2016)

This release does not contain any new customer-facing features.

Adobe Target Classic 16.6.1 (June 28, 2016)

This release does not contain any new customer-facing features.

Fixes and Enhancements

• If the client has specified "enabled - set 1st and 3rd party cookies" for the "Domain" option under mbox.js/at.jssettings, then Target will not check whether the browser allows 3rd party cookies. Instead, the 1st party cookie willbe set, and the 3rd party cookie will be attempted. If it fails, then cross-domain tracking will not work. Before, Targetchecked if 3rd party cookies were accepted before attempting to set any cookie, and this has performanceimplications.

Adobe Target Classic 16.5.1 (May 17, 2016)

This release includes the following features:

DescriptionFeature

mbox.js version 60 is now the default download fromTarget.

mbox request logging

Adobe Target Classic 16.4.1 (April 14, 2016)


DescriptionFeature

mbox.js version 60 is now the default download fromTarget.

mbox.js version 60

Marketing Cloud notifications from Target are visible inall Adobe Marketing Cloud solutions. These notifications

Marketing Cloud Notifications

are available to all users with access to TargetStandard/Premium.

Previously, customer attributes could be referenced inprofile scripts, formatted as crs.get('<DatasourceName>.<Attribute name>').

Customer attributes can be used as tokens in offers

Now, the attributes are available as tokens in profilescripts and directly in offers without first requiring a profile

12Release Notes

https://campaign.adobe.com/webApp/adbePriorityProductSubscribe

DescriptionFeature

script. The token should be in the form:$crs.datasourceName.attributeName.

Adobe Target Classic 16.3.1 (March 15, 2016)

This release includes the following enhancements:

DescriptionFeature

mbox.js version 60 (first look)Note: "First Look" means that v60 is available fordownload via API and testing. Because of the broadchanges in the file to use all asynchronous calls,we recommend a thorough QA process beforereleasing the file to your production Targetimplementation.

Version 60 hides page content only when the "auto-createglobal mbox" option is enabled. It uses the CSSopacity:0 property for page hiding instead ofdisplay:none. This ensures proper delivery forresponsive sites.

Also in Version 60, if the visitorAPI.js file is presentfor the Marketing Cloud Visitor ID service, all mboxes arerequested via an AJAX endpoint.This is required becauseVisitor API methods are asynchronous. One benefit ofthis approach is that the Start Render time is decreaseddramatically, because mbox requests do not blockrendering. However, this also means that all Target offercontent runs asynchronously, so all offer code must bewritten accordingly. Offers containing document.writeand other code that assumes it will run on initial pageload will not execute as expected.

This release includes the following fixes:

Fixed an issue where updates were not recorded in the Campaign Change Log if the campaign state was unchanged.These updates are now recorded.

Adobe Target Classic 16.2.1 (February 17, 2016)


DescriptionFeature

mbox.js version 59 contains the followingenhancements:

mbox.js version 59

13Release Notes

DescriptionFeature

• Mbox disabled has been lowered to 30 minutes

• An issue related to page hiding/unhiding has been fixed

Plugins are served for all host groups that are configuredto show only approved campaigns. Previously, pluginswere served only for the default host group.

Enhancement: Improved serving of plugins.

Adobe Target Classic 16.1.1 (January 21, 2016)

This release does not contain any new features.

In this release, support for Target Classic Onsite has been removed due to security concerns.


• Fixed an issue where the 1:1 Content Report API excluded extreme orders.

• Fixed an issue that caused expression targets not to save correctly.

• Fixed a broken link from the MVT Element Contribution Report to help.

• Fixed an issue that prevented deletion of a profile script created in Target Classic from Target Standard.

• Resolved a data discrepancy between Target Standard & CSV download.

• Fixed a defect that allowed the saving of an incomplete targeting rule without an error message.

• Fixed an error where changing the counting method did not change the conversion data.

• Fixed an issue that prevented the success metrics CSV file from downloading.

Adobe Target Classic 15.10.1 (October 27, 2015)

This release does not contain any new features.

Fixes and Enhancements

• Improved the speed for saving campaigns

• Improved the randomization when traffic is split according to specified percentages

Adobe Target Classic 15.9.1 (September 30, 2015)

This release does not contain any customer-facing updates.

Adobe Target Classic 15.7.2 (August 18, 2015)

This release does not contain any customer-facing updates.

Adobe Target Classic 15.7.1 (July 28, 2015)


DescriptionFeature

Version 58 of mbox.js ensures the Marketing Cloud VisitorID service is ready before the Target calls are made.This

New mbox.js version

ensures that audience data shared through the Profiles

14Release Notes

DescriptionFeature

and Audiences core service are available on the samehit. However, flicker can occur on the page while Targetwaits for the service to return, so full QA is importantbefore upgrading. This mbox.js version is only availablevia API.

When a site visitor logs in mid-session and gets a3rdpartyId, all previously-loaded profile attributes tied to

Real-time profile syncing for 3rdPartyId data

the 3rdPartyId are now immediately available. See Newor Returning Visitor.

Adobe employees with access to Target Classic(Customer Care, Consultants, Product Development) are

Security Enhancement: Adobe employees default toread-only users

now read-only unless promoted to editor or approverprivileges by a user in the account.

On the Locations > Usage report, you can now see howmany server calls come from the Adobe Target mobileSDK. See Measuring and Optimizing Mobile Applications.

Usage report enhancement

• Fixed an issue where values after a # in a URL were considered part of the path during audience/segment creation.

Adobe Target Classic 15.6.1 (June 22, 2015)


DescriptionFeature

Previously, issues sometimes occurred if you tried tosave a campaign while editing two or more at once. Thishas been fixed.

Edit campaigns in multiple tabs

Issues related to large campaigns have been fixed.Improved the speed of loading and saving largecampaigns

Flattened the structure of the menus in the tabs for easieraccess.

Reorganized tabs

The accuracy of targeting ZIP code and city has beenimproved.

Improved accuracy of geo-targeting

Changed mbox selector from a dropdown menu to asearchable dialog box.You can also add another mbox

Improved mbox selection

to the list, such as an adbox or a test mbox that is not yetin production. See Mbox Request Report.

Improved some of the names in the list, and added somethat did not exist previously.

Improved locations usage section of mbox reporting

15Release Notes

https://marketing.adobe.com/developer/get-started/mobile/c-measuring-mobile-applications

Adobe Target Classic 15.4.1 (April 21, 2015)

This release includes important optimizations and a new version of mbox.js.


DescriptionFeature

Change to the way extreme orders are marked.The timeframe used to calculate extreme orders is now the last

Reporting Optimizations

month of data instead of from the start of the campaign.Also, instead of running the extreme order filter on anhourly basis, each extreme order is filtered immediatelywhen the order is logged by Target.

Throttling has been added to REST mbox calls used toupdate profiles.

Change to REST mbox calls

See mbox.js Version Details.mbox.js Update

Adobe Target Classic 15.2.1 (February 17, 2015)

This release includes important bug fixes and a new version of mbox.js to address content delivery issues for TargetStandard campaigns.


DescriptionFeature

Redirect offers work in ajax mboxes (mboxes generatedvia the mboxUpdate call) in this release. Redirect offers

Redirect offers work in ajax mboxes

were previously only supported for "standard" mboxrequests.

mbox.js v56• Changes for Premium Recommendations to support

passing parameters into global mbox

• Adds a 5 second timeout to the target.js load call. In therare case that the file doesn't load, the page will renderand no Target Standard activities will display.

This release includes the following fix:

• The number of default login attempts allowed per user has been reduced from 25 to 6. After 6 failed attempts, theuser will be blocked until an approver unblocks their account. This can be configured per company by contactingCustomer Care.

Adobe Target Classic 15.1.1 (January 19, 2015)This release includes the following feature:

16Release Notes

DescriptionFeature

Examine details about your Target page implementationand activity/experience delivery status for improvedtroubleshooting.

mboxTrace debugging utility

Because mboxTrace and mboxDebug can exposecampaign data and profile data to external parties, anauthorization token is required. The token can beretrieved using the Target Classic tool or via an API call.The authorization token is valid for 6 hours.

To get the token from Target Classic, click Configuration> mbox.js > Edit, then click Request AuthenticationToken.

See Troubleshooting Content Delivery.

This release includes the following fix:

• Fixed an issue where a dynamic offer did not work in an ajax mbox.

Adobe Target Classic 14.10.1 (October 23, 2014)

This release includes the following features and enhancements:

DescriptionFeature

Specify hosts (domains) that are authorized to send mboxcalls to Target. All other hosts generating calls will get acommented out authorization error response.

Whitelisted hosts to limit mbox call sources.

By default, any host that contains an mbox call willregister with Target in the "Production" host group, andhave access to all active and approved campaigns. If thisis not the desired approach, you can instead recordspecific hosts that are eligible to make mbox calls andreceive Target campaign content. Multiple hosts can belisted, each on its own line on the host groups page.

All hosts will continue to appear in the host group list,and host groups can still be used to group these hostsand assign different levels to each, such as whether thehost can see approved and/or unapproved campaigns.

For information about hosts and host groups, see AboutHosts and Host Groups.

Adobe Target now supports 3rd Party IDs in addition tothe mbox PCID and Marketing Cloud Global Visitor ID.

Add Support for 3rd Party IDs

This will allow organizations to tie their own customer IDsto identify users and tie them to existing PCIDs or

17Release Notes

DescriptionFeature

Marketing Cloud Global Visitor IDs. This new feature isbackward compatible so that profiles can be found usingdifferent combinations of 3rd Party ID, mbox PCID, andMarketing Cloud Global Visitor Id.

In addition to supporting 3rd party IDs and mbox PCID,Adobe Target now supports the Marketing Cloud Global

Add support for Marketing Cloud Global Visitor ID

Visitor ID. The Marketing Cloud Global Visitor IDsprovides the ability to share profile data across solutionswithin the Adobe Marketing Cloud. This feature isbackward compatible enabling profile lookups to use anycombination of the 3rd Party ID, Marketing Cloud GlobalID, or the mbox PCID.

Fixes

This maintenance release includes the following fixes:

• Fixed an issue where "" or carriage return was treated as a proper targeting value.

• Fixed an issue where an API-only setting, ban from campaign, appeared on the campaign edit page.

• Fixed winner information in 1:1 reports.

• Removed deactivated mboxes from the mbox lists on the campaign edit page.

Adobe Target Classic 14.9.1 (September 15, 2014)

Features and Enhancements


DescriptionFeature/Enhancement

Added mboxTrace support for Widget Offers, and addedmonitoring around widget offer serving.

Improved Recommendations support

Fixes


• Fixed a defect that resulted in campaign-level targeting not being reflected in the UI.

• Fixed an issue where badly formed IP addresses used during testing can turn off profile scripts.

Adobe Target Classic 14.8 (August 14, 2014)

This maintenance release of Target Classic includes significant updates to profile datastore support for third partyid, REST API improvements, and customer-reported bug fixes.This release also contains an important improvementto the edge cache consistency, which resolves ongoing issues reported by customers.


Added authentication for the Profile Update, Batch ProfileUpdate and Profile Fetch APIs.

API authentication

18Release Notes


The Lift and the Confidence bars for AOV and RPV onlydisplay when there are at least 30 conversions and 30

Improved display of Lift and Confidence bars.

non-conversions in both the Testing and Targetedcolumns.

Fixes


• Fixed an issue that resulted in the Target Standard graph not appearing for users who have changed their "Defaultfor Reporting" setting.

• Fixed a problem that caused the mbox.js reference to appear outside the <Head> section of the page.• Fixed an issue that caused bullseye_api to appear in the Target Classic history. bullseye_api has been changed

to System.• Fixed a problem in IE 9 & 11 that caused Adobe Analytics tracking to not work due to mbox.js inclusion.• Fixed an error where geotargeting with a zip code did not work.• Fixed a problem in IE where downloading a CSV file for the Success Metric report did not work.• Fixed an issue where trailing spaces in targeting options caused data to not appear in reports. Spaces are now

trimmed from targeting options.• Fixed an error that caused the confidence interval appear when mousing over the Sales column.• Fixed an issue that prevented the Help menu from appearing in German-localized browsers.

Adobe Target Classic 14.6 (June 24, 2014)

In this release, Target Advanced has been renamed Target Classic. The "Target Advanced" card in the AdobeMarketing Cloud has changed to "Target--Classic Workflow."

Fixes


• Fixed an issue where mboxDebug made an insecure request.• Fixed an issue that caused mbox names from one account to appear, but not function, in another account.• Fixed a defect that caused an incorrect cookie to be set in sites with two characters in their top-level domain.• Fixed an issue where Target and Analytics didn't use the same list of DMAs.• Fixed a defect that caused the list of Visitor Behavior profile parameters not to sort under certain conditions.• Fixed an issue that caused recent data not to display in the Audit report.• Fixed an issue that affected the ability of an mbox to display in Internet Explorer 10 or 11 with default settings.

When Document mode was set to Standards mode, the offer code was not written to the page. The mbox call wasmade and the offer code was returned from the server, but it was not written to the page. Only some mboxes onsome pages were affected.

Adobe Target Advanced 14.5 (June 2, 2014)

Fixes


• Fixed an issue that prevented a default user from logging in to Target Advanced from the Adobe Analytics interface.• Fixed an issue that prevented some superusers from reclassifying campaigns in the Campaign list, which in turn

didn't allow troubleshooting for the Target to Analytics integration.• Fixed issues related to the preview of Target Standard experiences.

19Release Notes

Adobe Target Advanced 3.10 (April 17, 2014)


DescriptionFeatures and Enhancements

Adobe Analytics customers can select Analytics as thedefault reporting source during the test set-up process.

Adobe Analytics-enhanced reporting for Adobe Target

Selecting all success metrics or audiences you want touse to filter your results is no longer required. Withinreporting, you can select any success metric or audiencesegment defined in Analytics and retroactively apply it toyour reporting for extensive filtering and drill-downanalysis of your optimization results.

Note: To request access to this feature, visithttp://www.adobe.com/go/audiences.

Leverage the master marketing profile that unifies visitorIDs and data into a single, actionable profile for use

Master marketing profile real-time audiences

across solutions. A checkbox during the segment creationprocess in Adobe Analytics allows the segment to beavailable within the Adobe Target's custom audiencelibrary. A segment created in Analytics or AudienceManager can be used to target visitors in Target.

Note: To request access to this feature, visithttp://www.adobe.com/go/audiences.

Previously, you could view the previous six months ofmbox usage statistics. This limit has been increased to13 months (the current month and the previous 12).

Extended mbox usage information time frame

Fixes


• Fixed an issue that prevented Adobe Analytics user names from being associated with Target.

• Fixed an issue where an Exception Error dialog was incorrectly localized in Japanese.

Adobe Target Advanced 3.9.1 (March 17, 2014)


DescriptionEnhancement

mbox.js now supports using a custom global mbox namefor Target Standard. See .

mbox.js improvement

Fixes


• Fixed an error that caused mbox.js to fail on some product pages.

20Release Notes

http://www.adobe.com/go/audiences

http://www.adobe.com/go/audiences

Adobe Target Advanced 3.9 (February 20, 2014)



The CORS setting is enabled only for rawbox calls.Added support for Cross Origin Resource Sharing(CORS) for rawbox requests

Added the ability to ban users from a campaign if theyhave seen the campaign a specified number of times.

Allow campaign-level impression capping in the campaigncreate API

Browser targeting now works correctly with InternetExplorer 11.

Internet Explorer 11 targeting support

Fixes


• Fixed a defect where the same lift calculation was shown for visitor and visit. The visitor number was correct, butthe visit number was wrong, and visit was shown.

• Fixed an error that showed deactivated mboxes in the Mbox Usage report.• Fixed an error that prevented the login email address from being changed.• Fixed a user interface defect where long mbox names overlapped on the Locations > Manage page.• Resolved a problem that caused custom pcids that did not match the default format to be rejected. These pcids

are now accepted.• Double-byte characters inside an offer did not display correctly when delivered in an AJAX mbox.

Adobe Target Advanced 3.8 (January 16, 2014)



All mbox responses with content greater than 2K arecompressed. Any response smaller than 2K are notcompressed.

Enabled compression for mbox responses.

The difference in size due to compression depends onthe data.

This compression occurs on all common browsers.Thereare no changes required on the client side.

There are no changes in mbox.js, so no update isrequired.

Allows you to refresh the profile attributes now insteadof waiting for the automatic refresh.

Added button on the Profile Attributes page to refreshin-mbox profile attributes.

Fixes


• Fixed an issue where a dynamic offer stored on the client's site did not display properly if display:none was notset.

• Updated mobile device database so recent devices, including the Samsung Galaxy S4 are targeted properly.• Fixed an issue where multiple periods in a domain prevented user creation.

21Release Notes

• Fixed an issue where an offer name with multibyte characters was unreadable when passed to Adobe Analytics.• Fixed an integration issue between Target and Insight that resulted in some segment settings not being saved.• Fixed an issue that caused some parameters to be reset when the visitors' host changes include a subdomain

change.

Adobe Target Advanced 3.7 (November 14, 2013)


DescriptionFeature

You can now filter the Insights report table by the offeror modeling group and location so it is easier to interpret.

Improved filtering of Insights report for 1:1 automateddecisioning and targeting.

Renamed interest area variables in the Insights report sothey more clearly describe what the values represent.

Improved formatting of interest area variables in theInsights report for 1:1 automated decisioning andtargeting. Instead of starting with the prefix Interest Area

Counter: these variable names now start with Amountof Interest (0-10) in:. This change is intended tomore clearly indicate that the value represents the amountof interest a user has shown in the associated topic. Also,the scale of the interest area values now range from 0-10,and the values have a maximum of one digit after thedecimal point to make them easier to read.

Added the option for the interest area crawler to bedisabled at the individual customer level.

Improved interest area crawler for 1:1 automateddecisioning and targeting.


• Fixed a problem where no short-term models were being built for campaigns whose modeling goal is click-throughrate. This allows the 1:1 system to more rapidly respond to changes in overall visitor behavior due to changes inexternal conditions and allows 1:1 to allocate more visits to better performing offers.

• Fixed a problem where no short-term models were being built for campaigns whose reporting host group is not thedefault production host group. This allows the 1:1 system to more rapidly respond to changes in overall visitorbehavior due to changes in external conditions and allows 1:1 to allocate more visits to better performing offers.

• Fixed a generic Exception error that occurred when deleting a label.

• Backend changes to support Adobe Target Standard and future releases.

• Fixed an issue in the Modeling Groups report for automated decisioning and targeting where some offers did notdisplay when switching between Visit and Impression/Page View.

• Fixed an issue where using a reusable segment twice in a campaign for campaign segments on a conversion/successmetric did not update the segment name in reports.

• Fixed a user creation failure when the following email address used a .coop domain.

• Fixed an issue where the mbox usage count included deactivated mboxes.

• Fixed an error where adding a label in the Campaign list caused a JavaScript exception.

• Fixed an issue where campaigns did not load for some clients.

• Removed the client setting for "reset-campaign-report-data" and enabled it for all.

• Fixed a problem with the Campaign List API where some campaigns were not returned.

• Fixed an issue where data in a downloaded CSV does not match the Visits counts displayed in the interface.

• Fixed an issue where the mbox API was not recording all reported offline revenue.

• Fixed an internal server error reported by the Audit Report API.

22Release Notes

• Fixed an error in the Daily Result graph.

• Fixed a problem with the definition of RPV in the reporting interface.

• Fixed an issue that caused the Campaign State API to not reset the activation date.

• Fixed an error that cause an empty Name and empty URL to update.

• Fixed an issue that caused some deactivated mboxes to also appear in the active mboxes list.

Adobe Target Advanced 3.6.1 (October 29, 2013)


• Fixed an issue where using the SiteCatalyst: Purchase mbox caused hyper-inflated order totals.

• Fixed an issue where offers did not display in a consistent location.

• Fixed a German localization issue where some elements of the Reports tab were not translated correctly.

Adobe Target 3.6 (September 19, 2013)


• Fixed an error that prevented a JavaScript offer from being selected when creating a JavaScript plug in.

• Fixed an issue where the winning experience shows a different lift when displayed in the Winner property thanwhen shown in the Experiences array.

• Fixed an issue where mboxUpdate responses behaved differently depending on whether there was a campaignassociated with them.

• Fixed an issue where a profile attribute used in a segment was allowed to be deleted, when these attributes shouldnot be able to be deleted.

• Fixed an issue where saved segments sometimes did not show in reports.

Adobe Target 3.5.1 (August 29, 2013)


• Fixed an issue where the Campaign List API did not show campaigns within a specified date range.

• Fixed an issue that caused the Reset Campaign Data feature not to work correctly.

Known Issues

Adobe is aware of the following issues and is working on fixes:

• The Graph report should show an error if it is set to Hourly results with more than 100 points. The error is notdisplaying.

• No error message appears when the same recipe name is specified for more than one experience.

Adobe Target 3.5


DescriptionFeature

The offer types allowed for an account can be restrictedby ClientCare or consulting. By default, all offer types areenabled. See Offer Types.

Offer types can be limited

23Release Notes

DescriptionFeature

Previously, comma-separated categories were listed asa single category. Separating categories with a comma

Comma-delimited categories create separate items

now creates separate categories. For example, usecategoryId=clothing,shoes,nike,running,shox,

nike shox turbo,nike shox turbo VI orentity.categoryId=clothing,shoes,nike,running,

shox,nike shox turbo,nike shox turbo VI to createseven categories. See Category Affinity.

Use editUrl=readonly to prevent campaigns from beingchanged in the admin UI. Campaigns can still be updated

API support for read-only campaigns

via API with this setting. See the API documentation onDeveloper Connection for details.

The Campaign State REST API now includes the archiveoption. See the API documentation on DeveloperConnection for details.

API support for archiving campaigns

You can now use the Campaign Create API to set a startand end date for a campaign. The format is:

<start>2013-07-05T04:00</start> and<end>2013-08-05T04:00</end>

API support for setting the campaign (de-)activation time

See the API documentation on Developer Connection fordetails.

Adobe Test&Target 3.41

Enhancements

This maintenance release includes the following enhancements:

• Campaign Create API supports a read-only option.

• Campaign State API supports archiving a campaign.

• Rest API supports OAuth/IMS Auth token.

Fixes


• Campaign overview and report view showed different results for RPV, lift etc.

• Increased performance of event logging.

• Profile parameter values appeared in escaped form in the UI. This led to confusion on the right value to use intargeting

• The Performance Report REST API call returned the wrong content type, Content-Type: <?xml version="1.0"encoding="UTF-8"?> ;charset=UTF-8 instead of Content-Type: text/xml; charset=UTF-8.

• The Marketing Cloud header no longer shows errors in the notification areas when a user has not logged in throughthe Marketing Cloud.

24Release Notes

• Security-related fixes

Adobe Test&Target 3.4

This release includes the following changes:

DescriptionFeature

You can upload profile updates in bulk via API. See BatchProfile Update.

Batch profile update

You can reset all report data for a selected campaign.See Reset Report Data.

Reset campaign data

Note: Contact ClientCare to enable this feature.There is no additional charge.

There have been several "under the hood" changes toimprove performance and to prepare for future releases.No client changes are necessary.

APIs

Test&Target has been rebranded as the major componentof the integrated Adobe Target solution.

Rebranding


• Resolved an issue with localization in Campaign Reporting.

• Resolved an issue where Test & Target campaign names were appearing as classification reports in the SiteCatalystmenu.

• Resolved an issue when moving copied offers to a folder.

Test&Target Transition

Adobe has transitioned from point products (Test&Target, Test&Target 1:1, Search&Promote, Recommendations)to an integrated solution, Adobe Target, to provide the best and the most comprehensive personalization andrecommendation solution in the industry. Learn how the solution makes it easier and more affordable to scale yourpersonalization efforts, and how you can combine content and data from different marketing channels within theunified Marketing Cloud - free of charge!

Webinar: "Maximize Conversion with the Most Comprehensive Solution"

Test&Target Maintenance Release April 18, 2013

This maintenance release contains the following fix:

Campaign names that contain multi-byte characters (such as Japanese) displayed with question marks in SiteCatalyst.Now, after you give the campaign a new classification, the correct multi-byte characters display.

Test&Target 3.3 February 26, 2013 Release

This release contains a number of behind-the-scenes changes in preparation for future releases. These changeshave no user impact at this time. It also includes the following new features:

25Release Notes

https://marketing.adobe.com/developer/en_US/documentation/test-target/r-batch-update

https://marketing.adobe.com/developer/en_US/documentation/test-target/r-batch-update


DescriptionFeature

You can control which computers are used to accessyour Test&Target account. For example, if your office IP

Test&Target Admin Access IP Filters

address range is 215.10.*.*, you can configureTest&Target to reject anybody that attempts to sign inusing a computer with an IP address outside that range.

This must be set up by Test&Target Consulting or ClientCare. The feature is found on the client details page.

Unlike IP Filters, now renamed Report IP Filters, thisnew feature is a whitelist. If any addresses or ranges areset, only people in the set address ranges can sign in. Ifno admin access IP filters are set, people can sign infrom any IP address.

Specific IP addresses can be entered, such as:

215.10.155.20

IP address ranges can be specified using a subnet mask:

215.10.0.0 255.255.0.0

A combination of the above is also possible. For example,to allow access from the office and a single home orremote office:

215.10.0.0 255.255.0.0

119.10.54.16

Each IP address or range must be entered on a separateline.


• IP Filters has been renamed Report IP Filters to differentiate it from the new Test&Target Admin Access IPFilters feature. Functionality has not changed.

• When you click directly from the stale report column of a 1:1 campaign, the report summary page is stale and doesnot reflect most-current results until after you click Apply. The values could be dramatically different, causing ananalyst to react on stale values. This has been fixed so that stale results are no longer served.

Test&Target 3.2 January 31, 2013 Release

DescriptionFeature

Updated the device database to support isTablet andisMobilePhone.This makes it easy to exclude or includemobile or tablet users from a campaign.

Added devices to the mobile device database to identifymobile phones and tablets

26Release Notes

DescriptionFeature

Added fields for start/end date, status, 3rd party campaignID, and labels.

Enhanced Campaign List API

Four new profile attributes are available out of the box:Added new profile attributes

• user.daysSinceLastVisit

• user.isNewSession

• profile.averageDaysBetweenVisits

• profile.sessionCount

The following targets have also been added:Added new targets and campaign membershipidentification attributes

• isTablet

• isMobilePhone

• Visitor: First page of session

• Visitor: Not first page of session

• Visitor: In other tests

• Visitor: Not in other tests

• Visitor: Monitor

• Visitor: Not monitor

You can also now target by the day of the week and thetime of day.

Deleting a campaign is allowed using the Web APIsetCampaignState method's new Deleted state.

Enhanced Web API to allow deleting

Enhanced REST API • Campaigns can be updated using campaignId in theREST API (SaveCampaign API).

• Offer ID is returned byoperation=saveHtmlOfferContent in the REST API.

• Offer ID is returned byoperation=getHtmlOfferContent in the REST API.

See APIs

All report suites in SiteCatalyst receive all Test&Targetcampaign and experience information to populate theTest&Target reports in SiteCatalyst.

All SiteCatalyst report suites now receive Test&Targetreport data

The change is made by Consulting or ClientCare. Thereisn't anything for you to configure.

See View Campaigns and Experiences in AnalyticsReports (Deprecated).

27Release Notes

DescriptionFeature

Browser: Monitoring Service and Browser: notmonitoring service exclude monitoring services likeGomez from entering campaigns.

Monitoring service identification

This release fixes the following issues:

• Under certain conditions, profile export targeting rules were being deleted.

• When editing reusable segments, changes were saved even if Cancel was clicked in the Save dialog box.

• The default sort order for date options in the Campaigns List has been changed so newest items display first.

• When a segment was added, the Campaign Edit page scrolled to the top. It now remains on the Segments sectionof the page.

• Fixed a date discrepancy in Daily Results on dates when the DST time change occurs reported by customers incertain time zones.

• Social target from Twitter was including visitors from Pinterest.

• When report values were digits or more, the values were returned in scientific notation in the API. Small numberswere still recorded as normal integers.This caused problems when clients pulled data from the APIs programmaticallyand tried to perform the same actions across all the data in the API, only to find out after that the format changes.

• If you unchecked a deleted experience from the graph and then changed anything on the reports (date range,segments, success metric, and so on), the unchecked experiences did not stay unchecked.

• New campaigns had "Today" as their default date range instead of "Life of Campaign."

• When the name or description of a saved segment was changed, the changes were not saved. Other propertiessaved as expected.

• REST profile passing requests also ran through the normal mbox processing path, slowing down the passing ofprofiles.

November 29, 2012 Maintenance Release


• Shared segments not showing up in the user interface:

Fixed an issue where an unflushed cache prevented some shared segments from showing in the segments list.

• Reports open with the wrong data:

Fixed an issue where reports opened with incomplete or incorrect data.

• Missing targets in campaigns:

Fixed an issue that caused some targets to be removed from a campaign.

• Reports not correctly populating in Test&Target to SiteCatalyst integrations:

Fixed an issue where backend classifications of campaign data was not processing correctly in SiteCatalyst.

November 2012

For an overview of this release, review the Release Webinar.

This Test&Target release contains the following changes:

28Release Notes

https://my.adobeconnect.com/_a295153/p2puvrypm3d/?launcher=false&fcsContent=true&pbMode=normal

DescriptionFeature

Segments enable you to target your campaign at visitorswho meet very specific criteria. Segments are used in

Reusable segments

Test&Target anywhere targeting is available. Whentargeting a campaign, you can either select a reusablesegment from the Segments list or create acampaign-specific segment and target it. For moreinformation, see About Segments.

A new calendar-based date and time selector allows forgreater ease in scheduling of your different campaigns

Improved date selection

within the campaign creation process. See CampaignStart and End Dates.

You are now able to group your real production hosts intotheir own new host group, instead of relying on a default

Default host group for reporting

"production" host group, to allow for more efficientreporting. See Set the Default Host for Reporting.

New APIs enable you to create, get, and list HTML offers.Seehttps://www.adobe.io/apis/marketingcloud/target/docs/getting-started.html.

New HTML Offers APIs

If geotargeting is enabled for your site, You are now ableto select your geotargeting rules from a smart search

Improved geotargeting interface

dropdown menu box and selection process, rather thanusing offline CSV files. See Target Based on Geography(Geotargeting).

The available social targets have been updated to reflectcurrent trends. For example, Pinterest has been addedas a target. See Categories for Targeting.

Updated available social targets

Error messages are more clear through this improvedCampaign Create API validation.

Improved Campaign Create API validation

Test&Target 1:1 has been updated with the following features:

DescriptionFeature

For each offer and modeling group, the marketer canmark a "value" for the offer. This weighting is used to

Response weighting at the offer and modeling group level

show the more valuable items more often than the lowvalue offers.

29Release Notes

https://www.adobe.io/apis/marketingcloud/target/docs/getting-started.html

DescriptionFeature

Allows marketers to choose a campaign success metricfor optimizing the model, but to keep tracking visitor

Optimize on any single step

behavior for reporting purposes beyond that successmetric.The model can optimize on an action close to theserved content, but the marketer can clearly understandthe final ROI on conversion for the campaign.This featureapplies to both: 1:1 campaigns and optimizing campaigns.See Optimizing Metric.

30Release Notes

WelcomeAdobe® Target is the premier product for A/B and multivariate testing with automated decisioning and targeting.

Digital marketers maintain complete control by quickly and easily testing multiple onsite and offsite scenarios, andproviding their visitors with the most relevant content possible. Test a number of versions of a Web page against abaseline sample to determine which version is most effective at improving the success of your site.

For example, you can test versions of your home page with different graphics and text to see which version leadsthe highest percentage of site visitors to purchase your products.

You can also target Web page content to specific populations.You can target segments of visitors who respondmost favorably to different page configurations, then lead each segment of visitors toward a successful outcome.For example, new visitors might be more likely to purchase less expensive products while loyal customers buy moreexpensive items.You can set up your page to display the products most likely to be purchased by each type ofvisitor. Or, you could only permit visitors from Google to enter a campaign or view a report broken down by visitorsfrom Canada.

Adobe Target provides two separate interfaces for Target. Both interfaces can be used side by side, so it's helpfulto understand the key differences between Standard and Classic:

• Target Standard provides a visual interface for creating and managing A/B tests and rules-based targeting activities.

• Target Classic (formerly Test&Target) provides the more detailed interface for managing more sophisticated testson more platforms.

The Standard interface offers an easier implementation strategy with your digital properties: just a single line of codeon each page manages all communication required between your site and Adobe Target. Industry best practicesare built in to Standard, and it is designed to be used by both new and experienced users.You can share data andresults and collaborate easily with other team members who use the Adobe Marketing Cloud.

If you are new to Target or use Target to manage basic A/B tests and rules-based targeting activities, you mightprefer the easy-to-use, visual, Standard interface. Experienced users might prefer Standard for more basic testsand Classic for more complex tests, or you might prefer to use the Classic interface only. Adobe plans to increasethe functionality of the Standard interface in future releases. As this functionality increases, you can begin to performmore of your sophisticated optimization activities in Standard.

System Recommendations

Successful A/B and multivariate targeting requires that you meet system recommendations.

Effective use of this product depends on an understanding of JavaScript and the W3C DOM specification.

It is highly recommended you take the Basic Operations class for an introduction to product terminology, conceptsand tools.You should also read the Integration Guide.

mbox.js

Target Classic requires mbox.js version 53 or later. Version 57 or later is recommended.

Ports

Ports 80 and 443 need to be available.

Supported Browsers

31Welcome


http://marketing.adobe.com/resources/help/en_US/tnt/help/

• Internet Explorer 10.0 or later

• Firefox, latest version

• Chrome, latest version

In addition, mboxes have been tested on the following browsers:

• Internet Explorer 10 or later

• Firefox, latest version

• Chrome, latest version

• Chrome on Android

• Safari on Mac and iPad

Useful Firefox Extensions

• Right-Click to remove cookies for site

https://addons.mozilla.org/en-US/firefox/addon/1595

• FireBug: View generated source with rendered mboxes


Analytics Integration

If you plan to integrate with Analytics, the following code versions are required.

For Analytics to Target integration:

• s_code.js version H.17 or higher

For Target to Analytics integration:


• mbox.js version 53 or higher

If you are using Analytics as the reporting source for Target, see Integrating Adobe Target with the Marketing Cloud.

Additional Resources

• Help includes information on how to create offers, choose the right campaign or test, and detailed instructions tomeet all of your campaign needs.

Log in and click on the Help link.

• JavaScript API reference

http://www.mozilla.org/js/scripting/

• Document Object Model (DOM) reference

http://www.w3.org/TR/1998/REC-DOM-Level-1-19981001/introduction.html

Basic Concepts

There are several important concepts that you should learn to target successfully.

The following list contains the most basic concepts that should be understood:

32Welcome



https://marketing-beta.adobe.com/resources/help/target/a4t/c_integrating_target_with_analytics.html

http://www.mozilla.org/js/scripting/

http://www.w3.org/TR/1998/REC-DOM-Level-1-19981001/introduction.html

About Mboxes

In Target Classic, an mbox is an area on your Web page where content is displayed or user actions are tracked.

An mbox is a "marketing box," a location on your Web page that can be configured to show different content indifferent situations. An mbox can also log the behavior of visitors to your site. Mboxes are defined in the code foreach Web page.

Mboxes are essential to campaigns and tests.You decide whether any mbox can do one, both, or none of thefollowing:

• Display and swap content for visitors.

• Log visitor behavior in real-time.

Tip: Prepare ahead for tests by placing mboxes around all of your Web site's key elements and tracking locations.

For example, examine the following Web page:

In this example, an mbox has been highlighted at the top of the page. This mbox is set up to display a messagecustomized by, or targeted to, the location of the visitor. In this case, the visitor is from Utah, so the message displays

33Welcome

information about the shipping time to locations in Utah. If the visitor were from California, the mbox might displaythe same offer customized to say "to California" or it might show an entirely different offer for visitors from California.

This page contains several areas that could be controlled with mboxes. For example, the area offering a tour to firsttime visitors might not display if the visitor has been here before, or it might only be hidden if the visitor has not onlybeen here before but has also taken the tour.

If the visitor has been to the site before and has purchased children's clothing, the main image on the page mightshow a child instead of a woman, and the visitor might be invited to shop the selection of children's apparel ratherthan women's apparel. Likewise, the rest of the page might be changed to display other information that is usefulfor somebody who buys children's clothing.

Some mboxes do not display anything. They might track a visitor's progress through your Web site, or might trackwhether the visitor completes a specific success metric, such as adding an item to the shopping cart or completinga purchase. One such type of mbox is a conversion mbox.

An mbox is the area where an offer is displayed. An offer is the actual content that is displayed in the mbox. Whena particular offer displays is controlled by an experience.

Mboxes are used differently in Target Standard than in Target Classic. In Target Standard, an mbox is usually setup for the entire page, to track any user actions or to target offers to specific visitors. See Implementation in theTarget Standard help for information about the differences in mbox implementation between Target Standard andTarget Classic.

About Offers

An offer is the content displayed within an mbox during campaigns and tests.

When you test your Web pages, you measure the success of each Web page configuration with different offers inyour mboxes.

For example, the following graphic shows a Web page with an mbox that could display either of two offers, dependingon whether the visitor purchased a women's item or a men's item on a previous visit:

34Welcome

https://marketing.adobe.com/resources/help/en_US/target/ov/c_implementation.html

Offers are the content that displays within the mbox. An experience determines which offer displays when particularconditions are met.

About Experiences

An experience, sometimes called a recipe, defines the content that displays in an mbox.

An experience determines which offer displays in a certain mbox when specific targeting conditions are met. Forexample, the experience determines that, when a visitor visits your site from Utah, an offer for two-day shippingappears in an mbox at the top of the page.

35Welcome

The experience also determines that, when a visitor is located in England, an offer relevant to that visitor appearsin the same mbox. By carefully planned targeting of experiences, you can make sure that your site visitors see themost relevant offers, improving your chances of a successful visit.

About Tests

Test different experiences to determine which will be most successful.

A test is a campaign that compares two or more experiences against the success metrics you specify so you canchoose the experience that is most likely to provide the results you want.

There are three types of campaign test:

• A/B test

An A/B test (sometimes referred to as an A/B...N test) compares two or more versions of your Web site content tosee which best lifts your conversions, sales, or registrations. A/B tests are well-suited for large changes that mightinvolve new layouts or drastically different treatments of the elements. If your test design does not easily breakdown into individual page elements, you should run an A/B test before a multivariate test. Also, if you anticipatelarge interactions between elements, an A/B test is the best choice.

36Welcome

• Multivariate test

A multivariate test tests many elements and variations with less traffic and fewer combinations than A/B testsrequire. A balanced test design is generated for you.

Use multivariate tests to optimize a page. For example, you might have the layout you want, and you're looking tooptimize the individual assets on the page (such as, what's the best image to have in this spot, what's the bestheadline, and so on). For a predetermined page layout, a multivariate test is your best bet for quickly and accuratelyoptimizing the elements on the page.

• Landing page test

A landing page test allows you to use targeting to display different landing page content for different visits. Otherwise,the landing page shows the same content for each visit. A landing page test compares different versions of thepage to help you see which version of the landing page produces more successful results.

About Segments

Narrow your target to visitors who meet specific criteria.

Visitors who meet a specified set of criteria are part of a segment. Campaigns can be targeted to specific segments.Only visitors who belong to that segment see the content of a campaign that is targeted to them.

For example, you might target a campaign to a segment made up of visitors who visit your page using a particularbrowser, or a mobile device that meets certain criteria, such as a certain device maker or a specific screen size.Your campaign might be targeted at visitors from one geographical region, or people who access your page from acertain social network.

There are two kinds of segments:

• Reusable segments

Reusable segments are created in the segment list, and can be selected for any campaign. Changing one of thesesegments changes the segment for all campaigns that use it.

• Custom segments

Custom segments (also known as campaign-specific segments) are specific to a campaign. They are created asa part of the campaign and cannot be reused in other campaigns.

Segments define the target for your campaign and are used anywhere where targeting is available.

Training and Certification

Adobe Training Services provides classes and certifications.

For a list of available in-person, instructor-led courses, visit the Adobe Customer Training website.

For more information, contact the Adobe Training Services center for your geographical area.

[email protected]

[email protected], the Middle East, and Africa

[email protected]

37Welcome

https://www.onlineregistrationcenter.com/registerlist.asp?m=313&sb=1&s=1&p=3&font=1&deh=1&rt=View%20/%20Register&group=1

Set Up Your SiteBefore you can use A/B and multivariate testing to display targeted content on your site, you must set up your Webpages.

Consider both the design of your page and the strategy of your campaigns, including how offers will be targeted anddisplayed, and which metrics will be used to measure success.

Once your strategy and design are defined and your pages created, take the following steps to prepare your Websites. Start by reading the Test&Target Integration Guide.

1. Download the mbox.js to each of your hosts that will serve content for the campaign or tests.

More information

2. Set up host groups (domains) to serve development, staging and, production content.

More information

3. Add the user accounts for your team members who will create offers, create campaigns, or view reports.

More information

4. On all Web pages that will have mboxes, insert a reference to the mbox.js.

More information

5. Insert the mboxes on the Web pages, according to your strategy and design.This includes defining default contentfor all mboxes.

More information

6. Run a non-display campaign for a few days to compare your Analytics metrics reports with Target's reports.

There can be discrepancy's between Target data and data in other analytics tools, such as SiteCatalyst. Formore information, see Understanding Expected Data Variances.

7. If you are using targeting, Reserved Name mboxes, or Segment Filters, or tracking orders or sales, ensure allneeded parameters are associated with the mboxes in your campaign or test.

More information

8. You are now ready to create offers and set up a campaign or test.Offer content can be managed outside Target, using a URL to reference this content. If you use this kind ofdynamic offers, prepare the dynamic snippets on your host.

Hosts

The primary goal of host management is to ensure that no unapproved content accidentally appears on websites.

When an mbox request is received from a new website or domain, these new domains always appear in the productionhost group. The production host group cannot have its settings changed, so unknown or new sites are guaranteedto see only content that is approved and ready. Host management also lets you easily assure the quality of newcampaigns and content in your test, staging, and development environments before you approve the campaigns.

Tip: Target does not limit a host that can send and receive mboxes, so when new servers or domains come up,they automatically work. This also enables ad testing on different domains you don't know or can't anticipate.

To manage hosts, select Hosts from the Configuration menu.

38Set Up Your Site

http://marketing.adobe.com/resources/help/en_US/tnt/pdf/testandtarget_integration.pdf

One host group, the default host group, is pre-named the production host group. The default host group cannot bedeleted, even if you rename it. It is assumed this is where you will serve final, approved campaigns and tests.

Tip: To reduce technical issues with campaigns and offers, ensure all hosts match in file structure, styles andtemplates.

About Hosts and Host Groups

A host is any web server (or web domain) from where you serve content during any stage of your project.

Any host serving an mbox is recognized.

Hosts are bundled into host groups for ease of management. For example, you might have dozens of hosts groupedin two or three host groups.

You can create a whitelist that specifies hosts (domains) that are authorized to send mbox calls to Target. All otherhosts generating calls will get a commented out authorization error response. By default, any host that contains anmbox call will register with Target in the "Production" host group, and have access to all active and approvedcampaigns. If this is not the desired approach, you can instead use the whitelist to record specific hosts that areeligible to make mbox calls and receive Target campaign content. Multiple hosts can be listed, each on its own lineon the host groups page. All hosts will continue to appear in the host group list, and host groups can still be usedto group these hosts and assign different levels to each, such as whether the host can see approved and/orunapproved campaigns.

If an mbox call is made on an unauthorized host, the call will respond with /* no display - unauthorized mboxhost */.

Note: The whitelist takes precedence over host groups.You should clear out all hosts before using the whitelistfeature, then only the hosts allowed by the whitelist appear in your hosts list.You can then move the hostsinto the desired host groups.

The preset host groups are production, staging, and development. However, you can add new host groups andrename your host groups anything you want.

Note: Sometimes domains from other sites appear in your host groups. A domain appears in the list if thedomain makes a call to your mbox.js. For example, if somebody copies one of your web pages to their server,that domain appears in your host group.You might also see domains from spider engines, language translatorsites, or local disk drives.

In cases where mboxHost is passed in an API call, conversion is recorded for the host group that is passed in. If nohost group is passed, the host in the call defaults to Production.

Add a Host to the Host List

To recognize a host, certain conditions must be met.

• The mbox.js for your account must be saved one of your directory

• At least one mbox must exist on the host

• A page on the host must have

• An accurate mbox.js reference

• An mbox

39Set Up Your Site

• The page with the mbox must be viewed in a browser

Once the page is viewed, the host will be listed, allowing you to host group as well as preview and launch campaignsand tests.

Note: This includes any personal development servers.

Confirm that the Host Is Recognized

After you add a host to the Host list, make sure that host is recognized.

1. Select Configuration > Hosts.

2. If your host is not listed, click the refresh button.

3. By default, a newly recognized host is placed in the Production host group.This is the safest host group because it does not allow unapproved campaigns to be viewed from these hosts.

4. If needed, move the host into the Development or Staging host group.

Note: The Production host group, cannot be deleted, even if you rename it. It is assumed that this is whereyou will serve final, approved campaigns and tests. The default host group does not allow unapprovedcampaigns to be viewed.

Set the Default Host for Reporting

You can select the host you want to use as the default on the reporting page.

If you do not set a default host, sometimes random hosts display as a result of searches, copied web pages, andother factors.These automatically fall into the production host group.To set up a "clean" host group, create a customhost group and manually manage which hosts fall into that host group. Then, set the custom group as the defaultfor reporting, and the results for this host group display in all reports.

Note: 1:1 users cannot use this feature because 1:1 does not support non-production host groups.Recommendations users must rebuild their behavior database and product database if hosts switch hostgroups.

In the Host Group Administration page, select the default host from the Default for Reporting drop-down.

Change the Name of a Host Group

You can change the name of a host group.

1. In the Host Group Administration page, click edit for your host group.

2. Change the host group name.

3. Click Save.You will return to the host management page.

Move a Host to a Different Host Group

You can move a host from one host group to another.

40Set Up Your Site

In the Host Group Administration page, to the right of your host name, select a new host group from the choosealternate group drop down box.

Delete a Host

You can delete a host when it is no longer needed.

In the Host Group Administration page, click delete for your host.

Note: The mbox.js will again be listed if anyone browses to an mboxed page on the host.

Delete a Host Group

You can delete a host group when it is no longer needed.

Note: You cannot delete the Production host group (usually the production host), but you can rename it.

In the Host Group Administration page, click the delete button for your host group.

Best Practices for Hosts

When setting up and managing your hosts, keep these best practices in mind.

• Make sure the style sheets, file structure, and scripts in the development environment match the productionenvironment as closely as possible.

• Make sure the hosts are in the correct environment (host group).

Troubleshoot Hosts

Try these tips if you problems with your hosts.

Host does not appear in mbox list for your account

• Click refresh on the host management page.• Confirm the mbox code is correct, including the mbox.js reference.• Try browsing to one of the mboxes on the host. It's possible that no mbox on the host was ever rendered in a

browser.

Random or unknown domains appear in the host group lists

A domain appears in this list if a call to your mbox.js is made from the domain. Often, you could see domains fromspider engines, language translator sites, or local disk drives. If the listed domain is not one your team uses, youcan click Delete to remove it.

My mbox call returns /* no display - unauthorized mbox host */.

If an mbox call is made on an unauthorized host, the call will respond with /* no display - unauthorized mboxhost */.

41Set Up Your Site

Users and Roles

You can create users and manage their roles and passwords.

Add a User

You can add users who are able to access your Target system, and assign them permissions based on their roles.

1. Select Configuration > Users.

2. Select add new user.

3. Type in new user's e-mail, name, and password.

Note: The new user can change the password after logging in.

4. Select a role.

By default, a new user is given the approver role.

5. Click Save.

PrivilegeRole

Read-only • View campaigns and reports

Editor • View campaigns and reports

• Edit unapproved campaigns

• Edit offers not in use by an approved campaign

• Change host group setting to allow unapprovedcampaigns to be viewed

Approver • All editor privileges

• Edit any offers or campaigns

• Approve, deactivate, close campaigns

• Add and delete users and assign roles

Blocking Logins From a Specified IP Address

You can block people from specific IP address from logging in to Target Classic. Contact Client Care for assistance.

Change a User's Role or Resetting a Password

You can change a users role or reset a password.

1. Select Configuration > Users.

2. Next to the user name, click edit.

3. Select a new role from the drop-down list, or type the new password.

4. Click Save.

42Set Up Your Site

Cookies

By default, Target serves a single first-party cookie. The configuration can easily be changed to serve third-partycookies as well.

Cookie Behavior

The cookie behavior depends on whether it is a 1st-party cookie, a 3rd-party cookie with a 1st-party cookie, or a3rd-party cookie alone.

1st-Party Cookie Behavior

The 1st-party cookie is stored in clientdomain.com, where clientdomain is your domain.

Mbox.js generates an mboxSession ID and stores it in the mbox cookie. The first mbox response contains theoffer, as well as the JavaScript to store the mboxPC ID generated by the application, in the mbox cookie.

3rd-Party and 1st-Party Cookie Behavior

The 3rd-party cookie is stored in clientcode.tt.omtrdc.net and the 1st-party cookie is stored inclientdomain.com, where clientdomain is your domain.

Mbox.js generates an mboxSession ID. The first mbox request returns HTTP response headers that attempt toset 3rd-party cookies named mboxSession and mboxPC, and a redirect request is sent back with an extra parameter(mboxXDomainCheck=true).

If the browser accepts 3rd-party cookies, the redirect request includes those cookies, and the offer is returned.

Some browsers reject 3rd-party cookies. If the 3rd-party cookie is blocked, the 1st-party cookie still works. Targetattempts to set the 3rd-party cookie, and if it cannot, then Target can only track on the client's specific domain.Cross-domain tracking does not work if the 3rd-party is blocked, unless the mboxSession is appended in the link

43Set Up Your Site

that crosses domains. In this case, another 1st-party cookie is set and synched with the prior domain's 1st partycookie.

3rd-Party Cookie Behavior

The 3rd-party cookie is stored in clientcode.tt.omtrdc.net and the 1st-party cookie is stored inclientdomain.com, where clientdomain is your domain.

Mbox.js generates an mboxSession ID. The first mbox request returns HTTP response headers that attempt toset 3rd-party cookies named mboxSession and mboxPC and a redirect request is sent back with an extra parameter(mboxXDomainCheck=true).

If the browser accepts 3rd-party cookies, the redirect request includes those cookies, and the offer is returned.

If the browser rejects 3rd-party cookies, the redirect request does not include those cookies, and default content isdisplayed for all mboxes on the page. Because there are no cookies set, the same process above happens againon every page request with mboxes.

Cookie Settings

The cookie has several default settings.

You can change these settings if needed, with the exception of the cookie duration. Consult your accountrepresentative when changing cookie settings.

44Set Up Your Site

InformationSetting

mbox.Cookie name

The second and top levels of the domains from which you serve the mbox. Because it isserved from your company's domain, the cookie is a first party cookie. Example:mycompany.com.

Cookie domain

clientcode.tt.omtrdc.net, using the client code for your account.Server domain

The cookie remains on the visitor's browser two weeks from his or her last login.You cannotchange the cookie duration.

Cookie duration

The cookie is published with a P3P policy, as required by the default setting in mostbrowsers. A P3P policy indicates to a browser who is serving the cookie and how theinformation will be used.

P3P policy

Note: If any of your domain names include a country code, such as mycompany.co.uk, work with your ClientServices to configure your mbox.js to support this.

The cookie keeps a number of values to manage how your visitors experience campaigns:

DefinitionValue

A unique ID for a user session. By default, this lasts 30 minutes.session ID

A semi-permanent ID for a visitor's browser. By default, the ID lasts 14 days.Your accountmanager, consultant, or customer care can increase this limit up to 12 weeks (84 days).Available settings are:

pc ID

• 1 week

• 2 weeks

• 3 weeks

• 4 weeks

• 8 weeks

• 12 weeks

A simple test value used to determine if a visitor supports cookies. Set each time a visitorrequests a page.

check

Set if visitor's load time exceeds the timeout configured in the mbox.js file. By default,this lasts 1 hour.

disable

See Advanced mbox.js Settings for information default setting for Traffic levels, exclusion duration for excludedvisitors, and accepted browsers.

45Set Up Your Site

When to Use First or Third Party Cookies

Your site set up determines which cookies you want to use. It is helpful to understand how Target works when tryingto understand first and third party cookies.

There are three main use cases for cookies:

1. One domain.

All of your testing will take place within one top-level domain (www.domain.com, store.domain.com,anysub.domain.com, etc.).

Approach: Use only 1st party cookies. This is the default.

2. Users cross domains and you want to track and test their behavior across these domains.

Example: A user comes to your site to shop but checks out through Yahoo stores. Three approaches (work withyour account representative to determine the best approach):

• Enable 1st and 3rd party cookies.• Enable 3rd party only (very rare, but has the benefit of keeping mbox cookie out of your domain).• Enable only 1st party cookies and pass mboxSession parameter when crossing domain.

The mboxSession parameter must be passed to a landing page with mbox.js referenced. It cannot be anintermediate redirector page.

3. You are only using adboxes or Flashboxes on a 3rd party site.

Two approaches (work with your client services manager to determine the best approach):

• Enable 1st and 3rd party cookies.

First and 3rd party cookies are required for Flashbox and dynamic creatives.

• Enable only 3rd party cookies.

This approach is only for the rare case where AdBox implementations are used without on-site targeting.

Delete the Mbox Cookie

Delete your mbox browser cookies so that you can validate all of your experiences.

If there is no cookie, you are considered a new visitor and shown a new experience. There are several ways todelete your mbox cookie without deleting all of your browser cookies.

To delete mbox cookie from Internet Explorer:

1. From the Tools menu in Internet Explorer, select Internet Options.

2. Open the General tab, then in the Browsing History section, click Settings > View files.

3. Select the mbox cookie.

4. From the File menu, select Delete, or select the file and press Delete.

To delete mbox cookie from Firefox:

1. Select Tools > Options> Privacy.2. Click View Cookies.3. Sort by cookie name to find the mbox cookies.4. Select the mbox cookies for the sites you are previewing, then click Remove Cookie.

46Set Up Your Site

Add an Opt-Out Link

You can add an opt-out link to your sites to enable visitors to opt-out of all counting and content delivery.

1. Add the following link to your site:

<a href="http://clientcode.tt.omtrdc.net/optout"> Your Opt Out Language Here</a>

2. Replace the clientcode text with your client code, and add the text or image to be linked to the opt-out URL.

Any visitor who clicks this link is not included in any mbox requests called from their browsing sessions until theydelete their cookies, or for two years, whichever comes first. This works by setting a cookie for the visitor calleddisableClient in the clientcode.tt.omtrdc.net domain.

Even if you use a first-party cookie implementation, the provided opt-out is set via a 3rd-party cookie. If the client isusing a first-party cookie only, Target checks whether an opt-out cookie is set.

Mboxes

An mbox is a portion of your Web page that can be configured to show different content in different situations.

Mbox Concepts

An mbox is a "marketing box," a portion of your Web page that can be configured to show different content in differentsituations.

An mbox can also log the behavior of visitors to your site. Mboxes are defined in the code for each Web page andare controlled with the Test&Target admin interface.

47Set Up Your Site

Mboxes are essential to campaigns and tests.You decide whether any mbox can do one, both, or none of thefollowing:

• Display and swap content for visitors.• Log visitor behavior in real-time.

Tip: Prepare ahead for tests by mboxing all of your Web site's key elements and tracking locations.

About Conversion Mboxes

Every campaign or test must select a conversion activity. Often, an mbox is chosen as the conversion activity.

The conversion mbox logs your test or campaign results, such as registrations, orders, or sales.

Typically, a conversion mbox displays nothing but merely listens. Common locations for the conversion mbox area registration completion page, an order thank you page, or a click-through.You might also use a global mbox tocalculate conversion metrics.

The conversion success metric can be associated with an engagement metric. Typically, the chosen mbox is onethat is seen on each page, such as a global mbox.You could also choose any mbox.

Tip: The on-success action for a conversion mbox defaults to restart same experience. The Visit column in thesummary report increments on each page, because the user constantly converts from the campaign. To preventthis, best practice is to change the conversion success metric's on-success action to count, the default for othersuccess metric types.

If you want to track multiple conversion events, you can pass order information to any mbox.

48Set Up Your Site

About Dynamic Mboxes

Many Rich Internet Applications (RIAs) manipulate HTML after the page has already loaded by using technologieslike DHTML and AJAX.

For example, after clicking a button, your Web page may display a new section of content.This scenario is supported,allowing you to define dynamic mboxes through its mboxDefine() and mboxUpdate() functions.

For example, if you want to serve content when an HTML node called "dynamicElement" appears on the page:

<div id="dynamicElement"></div>

then you could trigger the following script on a JavaScript event:

<script type="text/javascript">

mboxDefine("dynamicElement", "mbox_dynamic", "parameter1=value1");

mboxUpdate("mbox_dynamic", "parameter1=value1");

</script>

Of note:

• mboxDefine() defines an HTML element as a container for content to be served. It takes in the unique elementid, the mbox name, and any number of parameters. The parameters can be used for targeting by the activecampaign, even if not passed in again with a later mboxUpdate() call.

mboxDefine() does not actually serve content so it should be followed with mboxUpdate().

• mboxUpdate() retrieves the content. This function may be called multiple times if you want to further change thecontent.

Like mboxCreate, it takes in the mbox name and any number of parameters.

• The usual mboxCreate() function only works for HTML elements that exist on the page on the initial load.• mboxUpdate() can also be used for mboxes created with mboxCreate() rather than mboxDefine().

This allows the page to update content dynamically after the initial page load.

• mboxUpdate() applies the offer only when the DOM-ready event has been fired.

When using dynamic mboxes, delivering offers that include document.write cause the page where the dynamicmbox is located to appear blank because the document.write function is invoked after the DOM has loaded. Notealso that plug-ins using offers with document.write should never be used on sites employing dynamic mboxes.

About Default Content

Every display mbox must contain default content to ensure 100% positive visitor experience.

Default content will be displayed if:

• No campaign is running

• A visitor is not targeted by your campaign

• You use default content as a control in your tests

• Visitor's Web service is extremely slow, or browser does not accept cookies or JavaScript

Default content is tagged with div tags. See Create a Single Mbox for sample code.

49Set Up Your Site

Download and Set Up mbox.js

The mbox.js library is a small but essential file that enables the communication between Target and your Website.

When you open a new account, you are provided with an account-specific mbox.js. The mbox.js file is a libraryof JavaScript functions that:

• Sets cookies to uniquely identify your users

• Adds all of your mboxCreate() functions to the onLoad() function of your page body

Download mbox.js

Save the mbox.js file on all hosts (domains) serving mboxes.

You need only one copy on each host. All pages with mboxes must reference this file.

Tip: Save the mbox.js in a directory at the root of your hosts, such as the js directory, the includes directory, or anew directory named mbox.

1. Click Configuration > mbox.js > Download.

2. Click Download.

3. Browse to your destination host folder, save the file and close the save dialog box.

4. Copy your mbox.js to one of your public hosts (domains).

Validate the mbox.js Download

After you download mbox.js, you should validate that the download was successful.

1. Open a Web browser and browse to your Web domain.

2. Browse to the URL where you saved your mbox.js.

Example: If the mbox.js file is saved in a directory called /js, browse tohttp://www.yourserver.com/js/mbox.js.

You have successfully downloaded mbox.js if any of the following occur:

• The mbox.js appears in your browser as a text file filled with JavaScript functions.• Your browser attempts to download the file, prompting you for where to save it.• Your browser warns you about JavaScript.

Reference mbox.js

Any Web page that includes an mbox must reference the mbox.js file as it is saved on the host. This allows thepage to contact the server.

1. Add this reference to the head section of all Web pages that will have mbox.

Tip: Add the mbox.js reference to an include or header file that exists in the head all of your Web pages.

2. If the mbox.js file is saved in a directory called /js, the reference must be:

<head>

<script src="http://www.mycompany.com/js/mbox.js" type="text/javascript"></script>

</head>

50Set Up Your Site

• Add the reference only once to the Web page, regardless of the number of mboxes on the page.

• Use a relative or absolute path depending on where you saved your mbox.js and as best suits your file structure.

An absolute path is preferred.

• Best practice is to place the reference in the head.

It must be before the first mbox on your page.

Mbox Timeout Settings

The default mbox timeout value in the mbox.js script is a failsafe that is rarely, if ever, needed. Only very specificand exceptional system problems would ever cause this failsafe to be invoked.

If the response from Target doesn't return to the browser within 15 seconds (modifiable default), the visitor timesout, default content is shown, and a cookie is set to exclude that visitor for 30 minutes.This scenario protects againstnetwork issues external to Adobe Target.

Based on this setting, the page renders default content if it doesn't receive a response within the time specified inthe timeout setting. The default is 15 seconds. To set a lower timeout default, search for "15000" in mbox.js andreplace it with the desired value.We recommend that you do not set this value lower than 5 seconds (5000). However,note that in most problem scenarios, default content is delivered by other system mechanisms rather than being aresult of this JavaScript value. We encourage most customers to leave the default value unchanged.

If you want your timeout change to be included when you download future versions of the mbox.js script, you canset an advanced parameter called timeout. To set this parameter:

1. Click Configuration > Edit.

The URL for the Edit page looks something like this:

https://admin5.testandtarget.omniture.com/admin/setup/mboxSettings.do?action=edit

2. Add the &advanced=1 parameter at the end of the URL, then click Go.

For example, using the URL above, you URL looks like this:

https://admin5.testandtarget.omniture.com/admin/setup/mboxSettings.do

?action=edit&advanced=1

After you click Go, a Timeout field appears in the Custom Field section of the Edit page. The default set to 15seconds.

3. Change the value in the Timeout field to change the timeout.

4. Click Save.

After you have completed these steps, each new downloaded version of the mbox.js script includes your customsettings.

In addition to the default mbox timeout, there is a server-side three-second timeout. If the response from the timethe request hits the load balancers at the edge of the network to the time the request is on its way back to the browseris more than three seconds, the load balancers timeout and default content is shown.This adds a layer of protectionto the user experience so the visitor doesn't wait too long if there's a problem with the Target network. If this timeoutoccurs, the page the visitor times out on is not counted in reports. If the timeout occurs on the campaign entry page,the visitor is not counted as a visitor in the campaign. If the visitor qualifies but the conversion times out, the visitoris not counted in the conversion. A visitor who experiences the server-side three-second timeout is not preventedfrom entering a campaign following the timeout.

51Set Up Your Site

Advanced mbox.js Settings

The default settings of the mbox.js function library serve the needs of most Test&Target clients.

If needed, consult your account representative to change the mbox.js settings.

Whether mbox.js is edited from Target Standard/Premium or Target Classic, the changes are applied across Target.The latest changes take precedence.

DescriptionSetting

The client code for your account.Client

The unique domain name where mbox requests are sent. If you are using 3rd party cookies,this is also the domain where your cookie is set.

Server Domain

Determines whether the browser sets cookies in your own domain (1st party cookies),Test&Target's domain, or both. See Cookie Behavior.

XDomain

Determines how compressed the mbox.js library file is. Increasing the compression leveldecreases the page load time.

Compression Level

Enables the ability to forcibly use your own sessionId as the mbox sessionId. Thisidentifier must contain 20 characters or less. This setting is useful for tracking.

Client Session IdSupport

Default: disabled

Enables the ability to forcibly use your own unique identifier instead of Test&Target's uniqueidentifier (mboxPC). This identifier must contain 20 characters or less.

Client PC Id Support

Manually set this setting if you want the API to update the same PcId when repeated offlineconversions occur for the same visitor.

Default: disabled

Passes the page URL and referring URL on each request.Pass Page/ReferringURL

Default: enabled

Sets a percentage limit on the total number of site visitors who can make mbox calls.Traffic Level

Some clients with high traffic volumes lower this percentage to keep mbox calls withincontract. If you set this percentage below 100%, some new (or converted) visitors mightbe blocked. People who are already part of a test remain in the experience for every visitduring the entire duration of the test or campaign.

Excludes a visitor for the specified duration.Traffic Duration

Applies only if you set your traffic level to less than 100%.

52Set Up Your Site

DescriptionSetting

Returns extra parameters to pass to each mbox call.mboxParameters()function body

For example:

return "test=123";

Returns false to exclude specific users.mboxSupported()function body

For example:

return !navigator.userAgent.indexOf('Safari') != -1;

The following browsers can be accepted or excluded:

• IE 5.0 or greater (Windows)

• Netscape 5.0 or greater (Mac, Windows, Linux)

• Safari 1.2.4 or greater (Mac)

• Mozilla Firefox 1.0 or greater (Mac, Windows, Linux)

Returns a string describing the domain to set first party cookies.mboxCookieDomain()function body

For example:

return "YOUR-DOMAIN";

Includes any additional JavaScript you want to execute on each page.Extra JavaScript

Enables the Analytics Target plug-in.SiteCatalyst plug-in

If enabled, the Analytics plug-in generates plug-in code in mbox.js. This sends Analyticstag information to Target servers as an mbox request on every page tagged with Analytics.Note that the Analytics plug-in must still be referenced on the page.

To receive your mbox.js file as a self-extracting JavaScript file, enable this setting.Get mbox.js asself-extractingJavaScript Note: The self-extracting JavaScript option is considered an experimental feature

and should be used with caution.

This option is useful for people who do not have server-side compression enabled. Ifselected, you receive a compressed mbox.js, which is automatically extracted in yourbrowser.

Server-side compression provides advantages over this option:

• The resulting file is smaller.

• Decompression on the client side uses a browser-native implementation, which is fasterthan the self-extracting decompression by JavaScript.

53Set Up Your Site

Determine Your mbox.js Version

New features are periodically released, which require you to install a new mbox.js.

Your account representative is notified when this happens and contacts you.You can always download the mostrecent version of.

To determine the current version of mbox.js:

1. Your server (host) must have your mbox.js downloaded to it, and at least one page with an mbox.

2. Browse to a page that references the mbox.js file. In the address bar, append the URL parameter mboxDebug=1and click go.

or

A pop-up window appears with information related to your implementation.

The heading of the window contains the version number of your mbox.js script, for example: "MboxDebugWindow (version:36)."

Reduce mbox.js Size

It is sometimes useful to reduce the size of the mbox.js file.

There are two ways to reduce the size of mbox.js:

• Enable server-side compression on the server where mbox.js is deployed

• Use a self-extracting mbox.js file

The self-extracting mbox option is intended for customers who do not have server-side compression enabled. It isan experimental feature that should be used with caution. If this option is selected when downloading mbox.js, acompressed mbox.js is downloaded, which automatically expands in the browser.

The preferred method is to use server-side compression. Below is a list of the most popular web servers and linksto their official documentation about how to configure compression.

DocumentationServer

http://httpd.apache.org/docs/2.2/mod/mod_deflate.htmlApache web server 2.2

http://httpd.apache.org/docs/2.4/mod/mod_deflate.htmlApache web server 2.4

http://wiki.nginx.org/HttpGzipModuleNginx

http://tomcat.apache.org/tomcat-7.0-doc/config/http.html#Standard_Implementation

Attributes compression, compressableMimeType,compressionMinSize

Tomcat 7

54Set Up Your Site

http://httpd.apache.org/docs/2.2/mod/mod_deflate.html

http://httpd.apache.org/docs/2.4/mod/mod_deflate.html

http://wiki.nginx.org/HttpGzipModule


DocumentationServer


Attributes compression, compressableMimeType,compressionMinSize

Tomcat 6

http://www.eclipse.org/jetty/documentation/current/gzip-filter.htmlJetty

http://www.caucho.com/resin-3.1/doc/filters.xtp#GzipFilterResin 3.1

http://www.iis.net/configreference/system.webserver/httpcompressionIIS

Create and Place Mboxes

Mboxes are created as sections of your Web pages. The way they are created depends upon the type of mbox andwhere you want to place it.

Mbox names can contain alphanumerical characters, underscores, and colons. No other special characters or spacesare allowed.

Create a Single Mbox

Many people place a single mbox on a page to display an offer.

1. Make sure the Web page contains a reference to in the head.

2. In the body of the HTML page where you want to insert an mbox, define the beginning and end of the defaultcontent.

3. Immediately follow the default content </div> with the mboxCreate function.

Note: Because the mboxCreate() function locates the content it will replace by searching just above itselfin the DOM for <div class="mboxDefault">, it is critical that no other HTML be inserted between theclose </div> tag and the mboxCreate() function.

4. Give the mbox a unique name which makes sense for your campaign strategy and company procedures.

Mbox names can be up to 255 characters long.

In the example below, the mbox is named myMbox.

Example of Javascript for Basic Mbox:

AfterBefore

<head><head>

<scriptsrc="http://www.mycompany.com/myfolder/mbox.js"</head>type="text/javascript"></script></head><body>

My existing page.<body>Part that I'd like to overlay during a My existing page.<div class="mboxDefault">

55Set Up Your Site


http://www.eclipse.org/jetty/documentation/current/gzip-filter.html

http://www.caucho.com/resin-3.1/doc/filters.xtp#GzipFilter

http://www.iis.net/configreference/system.webserver/httpcompression

AfterBefore

Part that I'd like to overlay during a campaign or test.

campaign or test.</body>

</div><script type="text/javascript"> mboxCreate('myMbox');</script></body>

Tips:

• When inserting an mbox, do not add or remove cells or rows from tables.Where possible, wrap only the contentsof table cells or whole table.

• Do not use mboxes to remove inputs from forms. Mboxes are only capable of hiding or showing content. Theydo not remove nodes from the DOM.

• Where possible, wrap only paragraphs, not individual words.

• Mbox names are case sensitive. Mymbox and myMbox will be recognized as two different mboxes.

5. Browse to the page with the mbox and ensure there are no errors.

6. Validate the mbox.

7. Ensure the mbox is listed in the mbox list for your account.

Create a Whole-Page Mbox

You can create an mbox that includes the whole page page.

1. Ensure the page includes a reference to mbox.js in the header.

<script src="http://www.mycompany.com/myfolder/mbox.js" type="text/javascript"></script>

2. Insert mbox default and mboxcreate functions just inside the page's body tags.

Give the mbox a unique name which makes sense for your campaign strategy and company procedures. In theexample below, the mbox is named myMbox.

Note: Do not place mbox scripts before the open body tag <body> or after the close body tag </body>.Mboxes depend on the <body> onLoad function to execute.

Tip: Do not add or remove cells or rows from tables.

Example of whole page mbox:

AfterBefore

<head><script src="/myfolder/mbox.js"

<head>

type="text/javascript"></head></script>

<body></head><...>

.<body>.<div class="mboxDefault">.<...></...>..</body>

56Set Up Your Site

AfterBefore

</html> .</...></div><script type="text/javascript">mboxCreate(‘myMbox’);</script></body></html>


Create a Global Mbox

You can use a global mbox on every page where you want to optimize your content.

A global mbox is a term used in Adobe Target to describe an mbox that is coded at the top of the page and used topull in offer code from Adobe Target to change content elsewhere on the page. It is not a "special" mbox in thatthere are no naming requirements or other rules, and it can be used for all kinds of content. The offers delivered inglobal mboxes typically use JQuery or other JavaScript to manipulate elements of the DOM outside of the globalmbox. This means that content can be modified on the page even if it is not wrapped by its own mbox.

Note: If you plan to use a global mbox you created in Target Classic to run your Target Standard campaigns,see Using a Global Mbox from Target Classic after creating your mbox.

To create a global mbox, insert the following code on every page you want to include in the test. Make sure thembox has the same name on every page.

<div class="mboxDefault"></div><script type="text/javascript">mboxCreate('GlobalMboxName');</script>

To minimize global mbox calls, you might want to deploy global mboxes at the template level, or on a strategiclocation for each section of your site.

Using a Global Mbox from Target Classic

By default, Target Standard creates a global mbox called target-global-mbox, which is used to run activitiescreated in Target Standard. However, if you have already created a global mbox on your pages for your TargetClassic campaigns, you can use that mbox for your Target Standard activities.

Note: You can have only one global mbox per account.

To use your existing global mbox for both Target Standard and Target Classic, you must set a few parameters.

1. Go to Target Standard, then click Setup > Implementation.By default, Auto Create Global Mbox is enabled, and the custom global mbox is named target-global-mbox.

2. If you want to use an existing mbox, disable Auto Create Global Mbox, and specify the name of a previouslycreated global mbox in the Custom Global Mbox field.The Custom Global Mbox dropdown lists all mboxes in your account. If you want to use an mbox that does notyet exist, create the mbox in Target Classic.

3. Click Save.The mbox.js settings for your account are updated.

4. Download the new mbox.js file and reference it on your site.

57Set Up Your Site

Once you've updated your production site with the new mbox.js file, you are ready to set your preferences.

5. Click Setup > Preferences.

6. In the Custom Global Mbox field, specify the name of the global mbox you selected on the Implementationpage.

7. Click Submit.All existing activities update to use the specified global mbox, including activities that have previously beencreated and implemented.

The global mbox changes you make in Target Standard are also visible in Target Classic. In Target Classic, go toConfiguration > mbox.js > Edit. There are several fields for the global mbox near the bottom of the page. Althoughvisible to everyone, these fields can only be edited by Adobe employees. When you set up your global mbox inTarget Standard, all fields for the global mbox are automatically filled, except the optional the Global DOM ElementID for HTML Offer Delivery field.

This optional field is used to deliver offers to a specific location on the page. This requires an empty element withan ID on your page, such as an empty <div> with an ID. Other element types will also work, as long as they areempty and have an ID. Offers delivered through the custom global mbox are inserted into the element with thespecified ID. If there is not already an ID associated with the element, you must create one in the HTML code.

In most cases, no value is provided, and an empty <div> is created immediately following the <body> tag.

Place Multiple Mboxes on a Page

Since each mbox adds some load time (in milliseconds) to the page, try to limit the number of mboxes on a page tofive to seven.

If your strategy involves changing several elements on a Web page, create a page-sized mbox.

Note: Talk to your account representative if you have questions how many mboxes to place on a page. Thesuggested limit depends on many factors.

1. To add more than one mbox on a page, simply repeat the procedures forinserting a basic mbox.

2. Define default content and mbox locations for each of the mboxes.

Example of three mboxes on a page:

In the example below, three unique mboxes are placed around the existing headline, main image and cross-sell.

AfterBefore

<body><body>

My existing page.My existing page.

......

My existing headline.

<div class="mboxDefault">...

My existing headline.My existing main image.

</div>...

<script type="text/javascript">My existing cross-sell.

mboxCreate('HeadlineMbox');...

58Set Up Your Site

AfterBefore

</script>< /body>

...

<div class="mboxDefault">

My existing main image.

</div>


mboxCreate('MainImageMbox');

</script>

...


My existing cross-sell.

</div>


mboxCreate('CrosssellMbox');

</script>

...

</body>

Place an Mbox Around a Table

It is often useful to place an mbox around a table.

1. Make sure the page includes a reference to mbox.js in the header.

2. Insert mbox default function just before the table's tags.

3. Immediately follow the default content close with the mboxCreate function.


Important:

• Ensure any tags left open before the mbox scripts are closed after the mbox scripts.

• Do not wrap rows. Wrap only entire table or a single cell.

59Set Up Your Site

Example of mbox around a table:

AfterBefore

<head><script src="/myfolder/mbox.js"

<head>

type="text/javascript"></script></head>

</head><body>

<body><center>

<center><table bordercolor="red" cellspacing="0" cellpadding="0" width="560" align="left"

<div class="mboxDefault">border="0"><tbody>

<table bordercolor="red"<tr>cellspacing="0" cellpadding="0" width="560" <td align="left" width="12"></td>align="left" border="0"><tbody><td align="left" width="475"><tr>....<td align="left" width="12"></td></table>

</td><td align="left" width="475"></tr>....</tbody></table>

</center> </table></td></tr></tbody></table></div><script type="text/javascript">mboxCreate('myMbox');</script></center>


Place an Mbox Around a Table Cell

You can place an mbox around a single table cell.

1. Ensure the page includes a reference to in the header.

2. Insert mbox default around the cell, not outside the cell.

3. Immediately follow the default content close </div> with the mboxCreate function.


Example of mbox around a cell:

AfterBefore

<table><table>

<tr><tr>

<td><td>Peaches</td>

<div class="mboxDefault"><td>Cherries</td>

Peaches</tr>

60Set Up Your Site

AfterBefore

<tr> </div>

<td>Walnuts</td> <script type="text/javascript">

<td>Almonds</td> mboxCreate('myMbox');

</tr> </script>

</table> </td>

<td>Cherries</td>

</tr>

<tr>

<td>Walnuts</td>

<td>Almonds</td>

</tr>

</table>


Create an orderConfirmPage Mbox

The orderConfirmPage mbox records details about your product, permitting reports on sales data, orders, andrecommendations.

For help deciding if you need the orderConfirmPage mbox, see Visitor Profile Data.

1. In your order details page, insert the mbox script following the model below.

2. Replace the WORDS IN CAPITAL LETTERS with either dynamic or static values from your catalog.

Note: Use comma delimiting to separate multiple product IDs.

Tip: You can also pass order information to any mbox (not only the orderConfirmPage mbox).You can alsopass order information to multiple mboxes within the same campaign.




</div>


mboxCreate('orderConfirmPage',

'productPurchasedId=PRODUCT ID FROM YOUR ORDER PAGE, PRODUCT ID2, PRODUCT ID3',

'orderTotal=ORDER TOTAL FROM YOUR ORDER PAGE',

'orderId=ORDER ID FROM YOUR ORDER PAGE');

</script>

61Set Up Your Site

The orderConfirmPage mbox uses the following parameters:

DescriptionParameter

Unique value to identify an order for conversion counting.orderId

The orderId must be unique. Duplicate orders areignored in reports.

Monetary value of the purchase.orderTotal

Do not pass the currency symbol. Use a decimal point(not a comma) to indicate decimal values.

Comma-separated list of product IDs purchased in theorder.

productPurchasedId

These product IDs display in the audit report to supportadditional reporting analysis.

Creating a Dynamic Mbox

You can create an mbox on a page whose code is changed after the page loads.

Many Rich Internet Applications (RIAs) manipulate HTML after the page has already loaded by using technologieslike DHTML and AJAX. For example, after clicking a button, your Web page might display a new section of content.Adobe supports this scenario, allowing you to define dynamic mboxes through its mboxDefine() and mboxUpdate()functions.

For example, if you want to serve content when an HTML node called dynamicElement appears on the page:

<div id="dynamicElement"></div>

Then you could trigger the following script on a JavaScript event:

<script type="text/javascript" > mboxDefine('dynamicElement’,'mbox_dynamic’,

'parameter1=value1’); mboxUpdate('mbox_dynamic’, 'parameter1=value1’);

</script>

Of note:

• mboxDefine() defines an HTML element as a container for content to be served.

This function takes in the unique element id, the mbox name, and any number of parameters. The parameters canbe used for targeting by the active campaign, even if not passed in again with a later mboxUpdate() call.

mboxDefine() does not actually serve content so it should be followed with mboxUpdate().

• mboxUpdate() retrieves the content from Adobe.

This function may be called multiple times if you want to further change the content. Like mboxCreate, it takes inthe mbox name and any number of parameters.

• The usual mboxCreate() function only works for HTML elements that exist on the page on the initial load.

62Set Up Your Site

• mboxUpdate() can also be used for mboxes created with mboxCreate() rather than mboxDefine().

This allows the page to update content dynamically after the initial page load.

Redirector

Use a Redirector similarly to how you use an mbox in your tests.

Redirectors are created with a special Redirector URL that loads a Redirector mbox (Redirector) into your account.Use this Redirector similarly to how you use an mbox in your tests. Submit the Redirector URL to your Ad Networkas the ad's destination link.

Use the Redirector to

• Track clicks from your display ads to your site

• Create a single centralized report to track clicks to display ads on multiple ad networks

• Vary display ad destinations

For example the same banner lands on your home page, category page and product page.

• Find which landing page leads to the most conversions

For help deciding the right setup see Behavioral Ads.

Create a Redirector

Before you can use a redirector, you must create it.

1. Determine the ad's destination variations, including the default destination.

2. Create the Redirector URL.

http://<your_testandtarget_clientcode>.tt.omtrdc.net/m2/yourclientcode/ubox/page?mbox=redirectorlink_456&mboxDefault=http%3A%2F%2Fwww%2Eyourcompany%2Ecom%2Fusualdestination%2Ehtm

Where:

• yourclientcode is your company's client code. Find this in your mbox.js listed as mboxClientCode ='yourclientcode'. This is all lower case and has no special characters.

• redirectorlink_456is the name of the Redirector mbox that appears in your account to use in campaigns andtests.

Note: Redirectors function differently from other mboxes, but appear just as any other mbox in youraccount. Name the redirector so it is easily distinguished them from the standard type mboxes in youraccount.

Tip: Begin the mbox name with 'redirectorlink'.

• http%3A%2F%2Fwww%2Eyourcompany%2Ecom%2Fusualdestination%2Ehtm is the default destination.

Note: This must be URL encoded and must be an absolute reference.

Tip:http://www.w3schools.com/tags/ref_urlencode.asp quickly encodes your URLs.

3. Validate the Redirector.

a) Insert the Redirector URL into a browser and refresh.

63Set Up Your Site

b) Log in to your account, refresh your mbox list and verify the new Redirector is listed as an mbox.

4. If you will test different destinations for one ad, create Redirect Offers for each version.

5. Create the campaign.

See Behavioral Ads for the right setup to meet your goals.

6. Complete QA on the campaign.

Create a dummy page with an <a href> containing the Redirector URL. Example:

<a href=http://<your_clientcode>.tt.omtrdc.net/m2/yourclientcode/ubox/page?mbox=

redirectorlink_456&mboxDefault=http%3A%2F%2Fwww%2Eyourcompany%2Ecom%2Fusualdestination%2Ehtm>

7. Verify that all experiences, default content, and reports act as expected on all browser types, for all of yourenvironments.

Note:

• Redirectors are not supported by Offer Preview or Browse for mbox. Preview experiences directly in abrowser as explained in Preview Experiences on the Development Host Groups.

• mboxDebug does not work with Redirectors

8. Submit the full Redirector URL to your Display Ad Network as the ad destination.

Redirector Constraints

There are some constraints on the use of a redirector.

• There is no client side timeout as with standard mboxes. If Target is ever completely down (almost never) a visitorcannot click to your destination.

• Third party cookies are used to track the clicks on the ad. If the PCIds are different, by default Test&Target mergesthe visitor's third party with any existing first party profiles.

• To use first party cookies to track ad clicks, pass the mbox session in the URL. Talk to your account representativeto do this.

Costs Per Click

Use a redirector to pass the costs per click.

Note: Best practice is to determine the cost value using the Score per visit engagement metric, as describedin Engagement.

Add &mboxPageValue=-value to the URL. Note the negative value.

Example: For a .10 cents cost per click:

http://<your_clientcode>.tt.omtrdc.net/m2/yourclientcode/ubox/page?mbox=redirectorlink_456&mboxPageValue=-0.1&mboxDefault=http://www.yourcompany.com/usualdestination.htm

Revenue Per Click

Use a redirector to pass the revenue per click.

64Set Up Your Site

Note: Best practice is to determine the revenue value using the Score per visit engagement metric, asdescribed in Engagement.

Add &mboxPageValue=value to the URL.

Example: For a .10 cents revenue per click.

http://<your_clientcode>.tt.omtrdc.net/m2/yourclientcode/ubox/page?mbox=redirectorlink_456&mboxPageValue=0.1&mboxDefault=http%3A%2F%2Fwww%2Eyourcompany%2Ecom%2Fusualdestination%2Ehtm

See Cost and Revenue Reporting for more information.

Validate an Mbox

After you create an mbox, validate it to make sure it was created correctly and is listed in the targeting system.

1. With a Web browser, open the Web page where youinserted the mbox.

2. Refresh the Web page.

The mbox is recognized and listed in your account.

3. Confirm the mbox is listed in the tool.

4. Refresh the mbox list in one of two places.

• Mouse over Locations, then click List > refresh

• Refresh List on the campaigns setup/edit page

5. If your mbox is still not listed, use the mboxDebug pop-up to confirm the mbox is recognized by the browser.

a) In your browser, navigate to the page containing the mbox.b) Ensure pop-ups are enabled on your browser.c) Add mboxDebug=1 to the end of the URL in your browser's navigation toolbar:

Example: http://www.yoursite.com/yourpage.html?mboxDebug=1

d) A pop-up window appears containing information about mboxes on the page and the cookies set by thosemboxes.

• If the mbox is not listed or mbox debug window does not appear, refer to the Mbox Troubleshooting Matrix sectionof the Help.

• Use the close link in the page to keep the pop-up from coming back.

• If you need to meet URL target conditions to see your page, include the required parameters and values in theDebug URL.

Example: http://www.yoursite.com/yourpage.html?urlParam=urlValue&mboxDebug=1

Deactivate an Mbox

Users with the approver role can deactivate requests from an mbox on a page and reactivate inactive mboxes.

Note: Deactivating an mbox could block requests from mboxes that are delivering content as part of livecampaigns or are important to profile scripts, success metrics, or segment filters. A deactivated mbox can alsostill be selected from the campaign edit screen.

65Set Up Your Site

When an mbox is deactivated, the call is still made from the page. As long as the mbox exists, the call cannot beprevented. However, the call is rejected, so there is no cost, the mbox is not tracked, and there is no data associatedwith it.

To deactivate requests from an mbox:

1. Click Locations > List > Manage.

2. (Conditional) To deactivate requests from an active mbox, drag an mbox name to the Drag here to deactivatebox.

3. (Conditional) To activate requests from a deactivated mbox, drag an mbox name to the Drag here to activatebox.

Clear (Delete) an Mbox

You can clear (delete) any mbox from your mboxes list at any time.

The cleared mbox will always reload itself to your mboxes list when you or anyone else browses to that mbox.

1. Select Locations > List.

2. To the right of the mbox you want to clear, click clear.

Troubleshoot Mboxes

Use this troubleshooting information if you have difficulties with your mboxes.

Note: For more information, see Troubleshooting Content Delivery .

Follow the process for validating mboxes.

If the Debug window does not appear:

• Confirm the mbox.js reference exists on the page

66Set Up Your Site

• Confirm the mbox.js reference is written correctly.

• Confirm you have downloaded the mbox.js into the referenced directory.

• Confirm there are no JavaScript errors on the page.

If the Debug window appears but enabled = false:

This means the mbox cookie was not set properly to deliver content and track success.

1. Delete your cookies and clear the cache.

2. Close and reopen a browser and reload the page.

3. If enabled=false persists, seek and remove JavaScript errors.

Some common errors include:

• Improper termination of quotes in mbox arguments

• Spelling mistakes in your mbox functions

• Script tags that are not invoked or that are not closed

4. If enabled=false persists, contact your account representative.

If the mboxes are not listed in the mboxDebug popup window, or if mboxes appear blank on the page, reviewyour page code for the following:

• Confirm the mbox.js reference is correct on all Web pages with the mboxes.

• Check that the mbox default and mboxCreate scripts are written correctly.

• Confirm that any tag opened before the mbox script is closed after the mbox script.

• Remove JavaScript errors.

Mboxes insert new nodes into the DOM tree as the browser creates it. Since each brand of browser has its ownimplementation of the W3C DOM specification, mboxes can affect page rendering differently based on the browsertype. Specify absolute sizes of table cells and images to help the browser more accurately display a page's HTMLlayout.

If you see mbox content delivery lag:

The content inside any mbox is hidden on the page until the mbox response returns from Target. This happensbecause the css class mboxDefault is applied to the div tag that surrounds content in an mbox. Even when defaultcontent is selected as the experience in a test, the content does not display until Target responds. Because of this,the only difference between the loading of default content and test content is the time it takes to actually executethe code in the offer delivered by Target. This is almost always so marginal that there is no benefit to recreating thedefault content experience as an offer.

You may want to deliver both the test and default experiences in mboxes if you are delivering very complex codevia the HTML offer or a dynamic offer. A redirect offer should not have an effect on performance, other than theactual refresh of the new page. If the pages on your site load slowly, then that could affect the test. In that case, youmight choose to redirect the user regardless of the destination, to rule out any effect.

Troubleshooting Content Delivery

If your page does not display the expected content, there are a few steps you can take.

• Check your activity or campaign code carefully. A typo or other error could cause the expected content not todisplay.

• Use mboxTrace or mboxDebug to troubleshoot the mbox.

67Set Up Your Site

mboxDebug is especially useful when you are setting up Target on your page to make sure the mbox is firing andthe cookie is being set. However, it does not go into detail about content delivery. If your activity does not appearon your page or undesired content appears, use mboxTrace to examine the page in detail.

Because mboxTrace and mboxDebug can expose campaign data and profile data to external parties, an authorizationtoken is required.The token can be retrieved using the Target Classic tool or via an API call. The authorization tokenis valid for 6 hours.

To get the token from Target Classic, click Configuration > mbox.js > Edit, then click Request AuthenticationToken.

If you do not have access to Target Classic, you can get the security token using the following API call. Be sure tosubstitute your information for the placeholder text in the call.

https://admin.testandtarget.omniture.com/rest/v1/authentication/token?clientCode=clientcode&scope=debug_tools&[email protected]&password=password

mboxDebug

To use mboxDebug, append an mboxDebug parameter to the end of your URL. The following table containsinformation about mbox-related URL parameters.

Note: Some mboxDebug parameters are available with or without authentication.

PurposeURL Parameters

DebuggermboxDebug=1

Adding this parameter to any URL with mboxes definedopens a pop-up window with valuable debugging details.Cookie information, PCid and Session ID values arewritten out, and all of the mbox URLs are visible. Clickon a mbox URL to show the response for that mbox. Moredetails are available in mbox_debug.pdf.

Modify the cookiemboxDebug=x-cookie

Disable mboxes on the pagemboxDisable=1

View profiles set.mboxDebug=x-profile

Show response time for each mbox requestmboxDebug=x-time

Test geotargetingmboxOverride.browserIp=Insert IP address

Test geotargeting with this URL parameter. Type an IPaddress as the value for this attribute, and Test&Target'sgeotargeting evaluates that IP address to match againstany geotargeting or segmentation set in a campaign.

68Set Up Your Site

https://marketing.adobe.com/resources/help/en_US/tnt/pdf/mbox_debug.pdf

Mbox Troubleshooting Matrix

Use the Mbox Troubleshooting Matrix to help you identify problems with your mboxes.

1. Browse to the page with your mbox.

2. If the mbox appears blank in the browser, check and fix the potential errors listed for that symptom, using thetroubleshooting response flow below.

Tip: After fixing the errors, delete your cookies and clear cache. Close and reopen a browser and reload thepage.

3. Ensure pop-ups are enabled, then append ?mboxDebug=1 to the end of the URL.

If the Debug window reports any of the symptoms listed in the left column, check and fix the root cause errors.

4. Again, clear cookies and cache, close browser and reload the page to verify the errors have been fixed.

Potential Root Cause Errors

The following table helps to discover the possible causes of mbox errors.

Troubleshooting Resources

The Mozilla Firefox browser includes a JavaScript console that quickly finds and lists the JavaScript errors in yourpage. Firefox also offers an extension (https://addons.mozilla.org/en-US/firefox/addon/remove-cookies-for-site/) thatallows you to clear cookies from the site you are on.This helps you test your campaigns without removing all of yourbrowser cookies.

See Troubleshooting Mboxes for detailed mbox troubleshooting steps.

Mbox Request Report

The Mbox Request report shows the number of mbox requests for each mbox over a specified time period so youcan determine which mboxes are getting the most traffic.

69Set Up Your Site

https://addons.mozilla.org/en-US/firefox/addon/remove-cookies-for-site/

The Mbox Request report helps you:

• Understand which mboxes are creating the most requests

• See which mboxes are not generating requests so you can improve, activate, or remove them

• See which mboxes are creating a lot of requests that you are not using so you can deactivate or remove them

1. Click Locations > Usage > Mbox Requests.

2. Select the type of mboxes you want to list.

You can choose from:

• All server calls

• Classic mbox calls

• Global server calls

• SiteCatalyst Plug-In

• Flashbox

• All mobile mbox calls

This is the count of all mbox calls coming from a mobile device, either mobile web or mobile SDK.

• Rawbox calls

• Mobile SDK

Includes only mbox calls that come from mobile SDKs.

3. Select whether to show the mbox requests for the last 31 days or the last six months.

4. Select whether to display requests for all mboxes or per mbox.

If you select to show requests per mbox for the last six months, the report shows the number of requests for eachmonth.

Note: "Last Six Months" does not include the current month.

5. (Optional) Click Download CSV to download the report as a CSV file.

You can sort the report by any column by clicking the column header.

mbox.js Version Details

This page shows changes to each version of mbox.js.

The way Target responds to calls from your page depends on the version of the Target library you are using, whetherthe visitor ID implementation is present, and whether the visitor ID exists. For information, see Target Page Methodsby mbox.js Library Version.

• mbox.js version 61






• Previous Releases

70Set Up Your Site

https://marketing.adobe.com/resources/help/en_US/target/target/c_call-Responses-library-version.html

https://marketing.adobe.com/resources/help/en_US/target/target/c_call-Responses-library-version.html

mbox.js version 61

Target Release: 16.7.2

Release Date: July 28, 2016

mbox.js version 61 contains the following enhancements:

• The mboxSession ID generation algorithm in the JavaScript Date API now generates a random string instead ofusing a timestamp plus a random string.

• The following details apply only if you have the Visitor API on the page:

• mbox.js version 61 doesn't override the Visitor API loadTimeout property. Clients can use visitorApiTimeout+ visitorApiPageDisplayTimeout to control Visitor API integration.

• The recently added deviceGraphEnabled setting has been changed to optoutEnabled. The default value isfalse. If this property is enabled, all requests execute asynchronously against the /ajax endpoint, just like version60.

• Body hiding is disabled by default. Target uses body hiding only when global mbox auto-create is enabled andbody hiding is enabled.

• If there are no Marketing Cloud Visitor ID cookies, all requests execute asynchronously against /ajax on thefirst page load. On the second page load, Target uses the normal flow because Visitor ID values are alreadypresent.

• If you use Adobe Analytics as your activity's reporting source, you do not need to specify a tracking server duringactivity creation if you are using mbox.js version 61 (or later) or at.js version 0.9.1 (or later). The mbox.js orat.js library automatically sends tracking server values to Target. During activity creation, you can leave theTracking Server field empty on the Goals & Settings page.

mbox.js version 60


Release Date: April 21, 2016

Version 60 hides page content only when the "auto-create global mbox" option is enabled. It uses the CSS opacity:0property for page hiding instead of display:none. This ensures proper delivery for responsive sites.

Also in Version 60, if the visitorAPI.js file is present for the Marketing Cloud Visitor ID service, all mboxes arerequested via an AJAX endpoint. This is required because Visitor API methods are asynchronous. One benefit ofthis approach is that the Start Render time is decreased dramatically, because mbox requests do not block rendering.However, this also means that all Target offer content runs asynchronously, so all offer code must be writtenaccordingly. Offers containing document.write and other code that assumes it will run on initial page load will notexecute as expected.

mbox.js version 59


Release Date: February 17, 2016

mbox.js version 59 contains the following enhancements:

• Mbox disabled has been lowered to 30 minutes

• An issue related to page hiding/unhiding has been fixed

71Set Up Your Site

Rather than using display:none to hide the page as in version 58, opacity:0 is used. This resolves issues withresponsive-designed sites that resulted from the previous method of hiding the page.

mbox.js version 58


Release Date: July 30, 2015

This version of mbox.js is required if you use Analytics as the reporting source for Target and is highly recommendedfor Profiles and Audiences.

Version 58 of mbox.js ensures the Marketing Cloud Visitor ID service returns with a visitor ID before Target callsare made. This ensures that audience data shared through the Profiles and Audiences core service are availablefor the first Target call in the visitor's session. To avoid flickering of default content before test content returns, Targethides the <BODY> until the visitor ID service returns. display:none is used to hide the page.

This update also fixes an issue when using Analytics as the reporting source for Target that caused an inflatednumber of visitors to be reported in Analytics for visits that only included one page.

Mbox.js sets timeout values in case the visitor ID service does not return. Default timeout for the visitor ID serviceis 500ms (0.5 seconds). An additional timeout sets the upper limit for how long the <BODY> tag will be hidden. Thatdefault is 500ms (0.5 seconds). These timeouts can be changed by inserting the following code before the mbox.jsreference on each page:

<script>window.targetGlobalSettings = { visitorApiTimeout: 500, visitorApiPageDisplayTimeout: 500};</script>

mbox.js version 57


Release Date: April 21, 2015

The following changes have been made in this version:

• Auto-created global mbox response for Target Standard no longer uses document.write() or creates a <div> element.

This removes the requirement for the mbox.js file to be the last item in the <head> of the page. Strong QA isrecommended when upgrading to this new version.

This change might cause changes in behavior when delivering some offer types. Here are the specific conditionsthat will need to be considered:

• HTML content returned as part of a "plug in offer" does not render correctly, but JavaScript within the offersexecutes as expected.

• JavaScript offers that are being returned to the global mbox can have the JavaScript code embedded in the<script> tag, or referenced by a src attribute.

To do this, add the async attribute to the script call, as follows:

<script src='external-url' async='true'></script>

72Set Up Your Site

Note that the async attribute has limited support in Internet Explorer (details here:https://developer.mozilla.org/en/docs/Web/HTML/Element/script#Browser_compatibility) so you should excludevisitors who use older IE versions from tests that include these 3rd party scripts.

• Fixed problems reported in Version 56 due to changes in the Extra JavaScript section of mbox.js. All code in theExtra JavaScript section is again available in the global scope.

The following functionality is not supported in mbox.js version 57:

• An auto-created global mbox generated in Target Standard does not work with hosted offer types from TargetClassic. Hosted offer types include "offer on your site" and "offer outside Test&Target."

This means that in Target Classic, you must not select the auto-created global mbox from Target Standard whenone of these offers is required.

Refer to About Dynamic Content in the Target Classic help for more information about these offer types.

• Only JavaScript plugins are supported.

If a plugin's offer combines JavaScript code, and HTML, then the JavaScript code is executed but the HTML contentis not shown.

mbox.js version 57 also includes important fixes:

• Fixed an issue that caused the SiteCatalyst plugin to not work in mbox.js v56.

• Fixed an issue that resulted in extra JavaScript errors due to scoping change.

• Revert changes to constructor of mboxFactory.

mbox.js version 56


Release Date: February 17, 2015

The following changes have been made in this version:

• Changes for Premium Recommendations to support passing parameters into global mbox

• Adds a 5 second timeout to the target.js load call. In the rare case that the file doesn't load, the page will renderand no Target Standard activities will display.

• Moved "extra JavaScript" to be executed before global mbox

All settings in v56+ are name spaced. If there are functions declared in "extra JavaScript," they must be prefixedwith window.

For example:

function foo {

}

Becomes:

window.foo = function() {

}

Any variables that should be globally accessible must also be prefixed with window.

73Set Up Your Site

https://developer.mozilla.org/en/docs/Web/HTML/Element/script#Browser_compatibility

https://marketing-beta.adobe.com/resources/help/tnt/help/c_About_Dynamic_Content.html

• Added a cookie called "em-disabled" that mbox.js gives to the user if target.js fails to load during delivery. Thiscookie prevents offers created using the Visual Experience Composer from rendering on the site. Users with thiscookie neither see the test content nor get counted in those activity reports. All other offer content (from campaignsin Target Classic for example) will continue to load.The cookie has a lifetime of 30 min from the time of load failure.

Previous Releases

ChangesDateTarget ReleaseVersion

Modifies version 53 with IE fixes.January 19,2015

15.155

Changes the global mbox implementation to AJAX fromdocument.write. This removes the requirement for the mbox.js

September30, 2014

14.9.254

file to be the last item in the page's <head> section.This versionis only available via API. Clients can download it and use thismbox.js file. Some sites experience content flicker with thisimplementation, so please validate the integration on your site.

Fixed an issue where Target page params do not fire correctlyin Internet Explorer.

September14, 2014

14.9.153

mboxParameter function now works in Target Standard andPremium.

August 14,2014

14.852

Fixed an issue that kept Analytics tracking from working in IE 9& 11. This change only affects users of Analytics.

Now you can pass in parameters as an array, as a JSON object,or as a comma-delimited list (previously supported) totarget-global-mbox using the targetPageParams() function.

Renamed M2PcId and everything related to VisitorId.

Allow the defaultDiv of a registered mbox to be cleared.

Fixed a bug that set an incorrect cookie in sites with twocharacters in their top-level domain.

June 25, 201414.651

Fixed a minor bug in mbox.js that caused hashtag values to bereturned.

Improved synchronization between Target Standard and TargetClassic.

50

Improved Internet Explorer 10 support for nested mboxes.49

Added support for Adobe Analytics as the reporting source forTarget.

48

mbox.js now supports using a custom global mbox name forTarget Standard.

47

Added complete support for Marketing Cloud visitor ID servicefor Target Standard's single-line-of-code implementation. This

46

74Set Up Your Site

https://marketing.adobe.com/resources/help/en_US/target/ov/c_pass_parameters_to_global_mbox.html


enables server-side Adobe Analytics integration and theMarketing Cloud shared profile.

Fixed an issue with delivering content in IE10 in document mode.

Added complete support for Marketing Cloud visitor ID service.This enables server-side Adobe Analytics integration and theMarketing Cloud shared profile.

45

Added new parameter in URL by mboxVizTarget:

mboxDOMLoaded

44

Added support for Target Standard.43

Added initial support for Marketing Cloud shared visitor ID service.42

411. Even with x-only setting, disable the first party cookie to

improve load time and prevent continuous page refreshes

A timeout cookie is set if the call to Target fails to return intime. This is a faster method than using only the 3rd-partycookie. With just the 3rd-party cookie, the page is continuallyrefreshed while waiting for a good response from Target'sservers.

2. Fixed traffic limitation to occur only when mbox.js is enabled

This issue occurred if a customer had a traffic limitation ontheir mbox.js, causing the timeout setting to not work. Thisresulted in the page refreshing while waiting foir a goodresponse from the Target servers.

3. Fixed SiteCalyst plugin to always use the Ajax fetcher

Prior to this change, there were some situations for users ofthe Test&Target to SiteCatalyst plugin where, depending onwhen the plugin loaded, a document.write that would wipeout the page could be triggered.

Added support for page-based SiteCatalyst to Test&Targetintegration (must be enabled)

38

Encoded URL keys37

Changed mbox to use tt.omtrdc.net36

351. Mbox debug is now always remote

2. Added the mboxTime parameter. This parameter is the timeas the user sees it, in ms since the epoch, GMT. This is onlycalculated once.

341. Always try to get the latest default div instead of referring to

a cached version.

75Set Up Your Site


This fixes a problem with a cached default content div notbeing in the DOM due to an mboxUpdate, which provided thecontent for the default div.

mbox.getDefaultDiv has a new optional boolean parameter.If true, it returns the current default div. If false, it returnsthe last cached default div.

2. Updated mbox.loaded to support Ajax load3. mboxURL parameter is now encoded using

encodeURIComponent rather than escape4. Test whether encodeURIComponent is supported by the

browser and show default content if it isn't. Also removed thefollowing mbox.js config options:

• encode_mbox_parameters• mbox_signal_support

ECommerce Integration

This section contains examples of ecommerce integration.

Integration Examples for PHP and OsCommerce

The following code examples are suggestions for creating Recorder mboxes using an open source PHP applicationcalled OsCommerce

The examples assume the mbox.js function library for your account is in a folder called mbox. These samples areprovided for informational purposes only. Please follow the guidance of your Web developers to ensure your codeis valid.

Note: Review the information about mbox.js, mboxes, and parameters and values.

mbox.js include for PHP

<script src="<?php echo (($request_type == 'SSL') ? HTTPS_SERVER : HTTP_SERVER) . DIR_WS_CATALOG; ?>mbox/mbox.js"type="text/javascript"></script>

productPage Recorder mbox for PHP


XX Default Content Here XX

</div>


mboxCreate('productPage',

"productId=<?=$product_info['products_id']?>",

"productName=<?=urlencode($product_info['products_name'])?>",

76Set Up Your Site

“productPageURL=<?=urlencode('http://'.$product_info['products_url'])?>",

"productThumbnailURL=<?=urlencode(tep_href_link(DIR_WS_IMAGES.

$product_info['products_image']))?<");

</script>

orderConfirmPage Recorder mbox for PHP

<?

foreach($products_array as $product) $product_ids[] = $product['id'];

$ids = implode(",", $product_ids);

?>


XX Default Content Here XX

</div>


mboxCreate('orderConfirmPage', "productPurchasedId=<?=$ids?>");

</script>

Integration Examples for ATG

The following code examples are suggestions for creating Recorder mboxes using ATG JSP tag libraries from theATG 6.0.0 Pioneer Cycling Demo Store.

These samples are provided for informational purposes only. Please follow the guidance of your Web developersto ensure your code is valid.


mbox.js include for ATG

<script src="/PioneerCycling/mbox/mbox.js" type="text/javascript"></script>

Integration Examples for ASP

The following code examples are suggestions for creating Recorder mboxes using ASP for the Microsoft CommerceServer 2002, using the sample application Retail 2002.

The retail application consists of a number of small projects. Since we want to use mboxes in a number of projectswe create a new VB project (Web Control Library) called MboxLib and a new VB class MboxControl in that library.


The following samples are provided for informational purposes only. Please follow the guidance of your Webdevelopers to ensure your code is valid.

77Set Up Your Site

mbox.js include for ASP

<-- insert following the < Page directive -->

<%@ Register TagPrefix="fortpoint" Namespace="MBoxLib.Fortpoint.Darwin.MBoxes" assembly="MBoxLib" %@>

<-- insert in the <head> -->

<script type="text/javascript" src="3mbox/mbox.js"></script>

productPage Recorder mbox for ASP Part A

<-- insert the control right after <form> tag: -->

<fortpoint:MBoxControl id="productMBox" runat="server"

name="productPage">

default content

</fortpoint:MBoxControl>

productPage Recorder mbox for ASP, Part B

Insert code to 'ProductDetails.aspx.vb'

' insert declaration of member variable right after declaration of 'ProductDetailsPage' class:

Protected productMBox as MBoxLib.Fortpoint.Darwin.MBoxes.MBoxControl ' set properties of MBoxControl right before end of BindProductInfo procedure:

productMBox.Properties("productId") = CType(ViewState("ProductId"), String)

productMBox.Properties("productName") = prodName

productMBox.Properties("productPageURL") = Request.Url.GetLeftPart(UriPartial.Authority) +

Request.CurrentExecutionFilePath + "?productId=" + Server.UrlEncode(CType(ViewState("ProductId"), String))

productMBox.Properties("productThumbnailURL") = Request.Url.GetLeftPart(UriPartial.Authority) + Request.ApplicationPath

+ productImage.Src

orderConfirmPage Recorder mbox for ASP, Part A

<fortpoint:MBoxControl id="orderMBox" runat="server"

name="orderConfirmPage">

default content

</fortpoint:MBoxControl>

orderConfirmPage Recorder mbox for ASP, Part B

Insert code to 'controls\transactions\OrderReceipt.ascx.vb'

' insert declaration of member variable right after declaration of 'OrderReceipt' class:

Protected orderMBox as MBoxLib.Fortpoint.Darwin.MBoxes.MBoxControl

' set properties of MBoxControl right before end of Page_Load procedure:

Dim _userID As New System.Guid(CommerceContext.Current.UserID)

Dim _poID As New System.Guid(PurchaseOrderID)

78Set Up Your Site

Dim _currentPurchaseOrder As PurchaseOrder

Dim _purchaseOrderForm As OrderForm

_currentPurchaseOrder = CommerceContext.Current.OrderSystem.GetPurchaseOrder(_userID, _poID)

_purchaseOrderForm = _currentPurchaseOrder.OrderForms(ReceiptOrderForm)

Dim _receiptLineItems As LineItemCollection = _purchaseOrderForm.LineItems

Dim productIds As System.Collections.ArrayList = New System.Collections.ArrayList(_receiptLineItems.Count)

Dim item As LineItem

For Each item In _receiptLineItems

productIds.Add(item.ProductID)

Next

orderMBox.Properties("productPurchasedId") = productIds

Click Tracking

Clicks can be tracked as success events.

Tracking clicks usually provides quicker results with a higher confidence level than tracking success only at the endof the funnel.

Use Click From Display Mbox to track clicks. This is built-in functionality. When you add a success metric to acampaign, the option Click From Display Mbox is always in the mbox drop down. If you select this option, thesuccess metric automatically counts anyone clicking anywhere in the mbox div area and landing on a page that hasan mbox.js file. There must be an mbox.js file on the destination page for a click to be tracked.

You can also track clicks by adding an onclick event to any link. This technique only tracks direct links, can be usedwithout an mbox, and can be used to return additional information, such as:

• Name for the click

• Weighting for a click

• Analytics information

• Incorporation into Analytics onClick tracking

This technique requires extra code in the mbox and in the links you want to track.

Add the following code to the Extra JavaScript section of the mbox.js setting page and then download the newmbox.js file and replace your old one on your site:

mboxDefine('','Customer_Name_onClick');

function tt_Log (URL) {

var mboxDestination = ("Destination="+URL);

mboxUpdate('Customer_Name_onClick', mboxDestination);

}

function tt_Redirect(URL){

var mboxDestination = ("Destination="+URL);

79Set Up Your Site

mboxUpdate('Customer_Name_onClick', mboxDestination);

window.setTimeout("window.location.href='" + URL + "'", 500);

}

Any name can be used for the Customer_Name in the code. This appears as an mbox that can be selected as asuccess metric.

Change your links on your page or in your offers to include the onClick parameter (the bold text in the "changed"examples), as shown in the following table:

Link Code ChangesType of Link

Original:<a title="Test Link" href="http://www.adobe.com" target="_blank"> TestLink </a>

Open in a newwindow

Changed: <a title="Test Link" href="http://www.adobe.com" target="_blank"onclick="tt_Log(this.href);">Test Link</a>

Original: <a title="Test Link" href="http://www.adobe.com" >Test Link</a>Open in the samewindow

Changed: <a title="Test Link" href="http://www.adobe.com"onclick="tt_Redirect(this.href); return false;">Test Link</a>

Talk to your consultant for additional techniques for tracking clicks.

Track Flash Content

You can track links from flash buttons.

Tracking Flash content enables you to track individual buttons, without requiring an mbox on the landing page.Tracking Flash content also lets you track interaction in the Flash content itself. For example, you might want to seehow many different tabs a visitor clicks in the Flash element before clicking off the page.

Make the following change to the Flash code to fire the mbox mbox-name-flashclick before transferring the visitorto the specified url:

Changed CodeOriginal Code

loadVariables("http://clientcode.tt.omtrdc.net/m2/clientcode/ubox/rawon(release) {

?mbox=mbox-name-flashclick&mboxDefault=/images/log.gifgetURL("...");&mboxContentType=image.gif",

} _root); getURL("...");

Count Clicks in Campaigns

The previous sections explain the technical options to track clicks. To complete the tracking, add these elementsas success metrics in a campaign.

Each option includes a place where you must name an mbox. Select that name from the mbox dropdown in thesuccess metrics section of the campaign edit page to select that click tracking as the particular success metric.

80Set Up Your Site

Track Clicks to Offsite Domains

You can track your visitors' clicks to offsite domains, or to any of your own domains where you cannot refer to yourmbox.js.

You can also track revenue per offsite click.

Business Case

While viewing your Web site, some visitors click to a partner Web site.You want to track these clicks as a conversionevent and see which experience leads to the most conversions.

Options

There are two solutions: the Redirector or the mboxTrackClickOffsite JavaScript function.

ConsProsOption

If Target servers are down (almost neverhappens) the user will not be able to clickanywhere.

Easy to implement.Redirector

Much more complicated script required.Users will always reach the offsitedestination even if Target servers aredown (extremely rare).

mboxTrackClickOffsite

JavaScript function There is a risk that the visitor will reach thedestination before the click is tracked.

Implement Redirector

You can use a redirector to track clicks to offsite domains.

1. Follow the instructions for creating a Redirector.

2. In the header of the page with the click link, insert the function below.

This function allows a new mbox--for example, an mbox called "trackClicks"--to count the offsite clicks as a visitin your campaign reports. Insert the function below the mbox.js reference.


// Custom function to track clicks on links to offsite domains.

function mboxTrackClick(existingMboxName, trackedMboxName){

var url = mboxFactoryDefault.get(existingMboxName).getURL();

url = url.replace("mbox=" + existingMboxName,"mbox=" + trackedMboxName);

url = url.replace("mboxPage=" + mboxFactoryDefault.getPageId(),"mboxPage=" + mboxGenerateId());

(new Image()).src = url;

}

</script>

3. On the same page as the function, insert the following code:


81Set Up Your Site

</div>


mboxCreate("tcTest");

</script>

<a href="http://google.com" onclick="javascript:mboxTrackClick('tcTest', 'testMbox');">Test</a>

4. Select "trackClick" as the conversion mbox, or as a success metric for the campaign.

5. Complete a thorough Quality Assurance to ensure the "trackClick" mbox reports as expected.

Track Revenue Per Offsite Click

You can keep track of the revenue for each offsite click.

Business Case

The partner company pays you 10 cents for each click to the partner Web site.You want to track this revenue andsee which experience has the highest revenue.

Implementation

Depending on the solution you chose above, either:

• Use the Redirector to pass Revenue Per Click.

• Use the dummy mbox to pass the mboxPageValue to the "trackClicks" mbox


mboxCreate('dummy', 'mboxPageValue=0.10');

See also Cost and Revenue Reporting. Please work with your representative to use this feature.

Note: The mboxPageValue parameter will report revenue for each click, even if a visitor clicks several times.To report only one click per visit, pass the values from the place order mbox to the dummy mbox. Follow theinstructions above but substitute orderConfirmPage mbox for the "trackclicks" mbox. Be sure to pass a uniqueorder id for each order.

Working with Analytics Packages

You can use analytics packages to work with the data collected by Target.

About Data Variances

Target data may vary from data reported by analytics software such as Adobe Analytics and Clicktracks.

Reasons for data variance include:

• Target does not include a visitor in campaign data if the visitor's browser has cookies disabled, or JavaScript isdisabled.

82Set Up Your Site

Each visitors browser may vary in acceptance of cookies and JavaScript and cookies. For example, in InternetExplorer the default when privacy settings are set to high, is to disable JavaScript preventing the visitor from seeingthe campaign or being counted.

• Target does not report on visitors who fail to enter the campaign because they do not meet a targeting condition.

• Once converted, a returning visitor will be counted as a new visitor in Target reports. This allows him or her toconvert again, giving you a more accurate picture of an experience's impact on total conversions.

For additional information about using Target data in Analytics, see View Campaigns and Experiences in AnalyticsReports (Deprecated).

Compare Target Data with Analytics Package Data

It's important to compare Target and analytical package data early in your integration. Understand differences beforelaunching your campaign or test.

1. Set up a simple Monitoring Campaign with a single display mbox, the conversion mbox and at least one successmetric in between.

2. Serve default content so there is no change to the visitor's experience of your Web site.

3. Approve the campaign and run it for a few days.

4. When ready, compare Target reports data and your analytical package data.

Any differences should be due to the differences listed above. If there is an inexplicable mismatch, ask yourrepresentative to do further tests to gather more information about the visitors.

Capture Data Directly to Your Analytics Package

Your Web analytics package can also capture data about visits to a Target campaign or test.You can save thecampaign name and experience name as variables that are recognized by your analytics vendor.

Follow these steps to save the campaign name and experience name as variables on your page:

1. Edit an offer that is displayed in the campaign that you want to send information about to your analytics vendor.

2. Add the following JavaScript to your offer where sCampaignName and sRecipeName are variable names recognizedby your analytics vendor:


var sCampaignName = ${campaign.name};

var sRecipeName = ${campaign.recipe.name};

</script>

${campaign.name} and ${campaign.recipe.name} are server-side string variables that are replaced with thecampaign and experience name that visitor is experiencing.

You can use these variables in other JavaScript code as well.Work with your account representative to determinethe best implementation for your site.

83Set Up Your Site

OffersAn offer is the content displayed within an mbox during campaigns and tests

For an explanation of offers, see About Offers.

Offer Types

An offer can be anything found on a Web site.

The following are common offer types:

• HTML

• Flash

• Dynamic Content

There are several methods for serving dynamic content such as cross-sells, dynamic shopping cart messages,forms, calculators, and interest rate updates. See About Dynamic Content for guidance choosing between these.

• Redirect

Use the Redirect offer when controlling the content of remote content such as display ads or offsite destinations.

The offer types that are available can be configured so only certain types can be used. Contact your consultant orAdobe Client Care if you want to limit the available offer types. For example, some users need to allow only remoteoffers where the offer content creation is managed by another locked-down system. When offer creation rights arelimited, you can view or delete an offer, but you cannot create or modify offers of the types that are disabled. Bydefault, all offer types can be created and modified. At least one offer type must be enabled.

Offer Hosting

You can host offers on your server, on Target's server, or on a third party server.

Use the method best suited to your architecture. In the offers, insert a relative or absolute URL to refer to the content,as best suited to your file structure.You must load your offers before creating a campaign.

See About Dynamic Content for help choosing the best place to host your dynamic content.

See Hosts for details about managing your hosts.

Create an HTML Offer

HTML Offers can be plain text, HTML, a reference to an image, or a code snippet stored on your Web server.

Note: The maximum size for an HTML offer is 256 kilobytes. For larger HTML offers, use a link within theoffer to refer to the larger HTML file.

1. Select Offers > HTML Offer.

2. Name your offer.

3. Select the folder where the offer will be stored.

4. Enter plain text, HTML or a link to HTML, or any code snippet stored outside Target.You may also enter an entirepage of code if loading into a page-size mbox. Scripting is also supported.

84Offers

Click Preview for a WYSIWYG view of the offer.

5. Click save.

6. The new HTML offer shows up in the offers list.

7. Validate the offer.

Click Campaigns for a list of campaigns that use the offer.

Pass Dynamic Data into Offers

You can display profile values and campaign information directly in an HTML or Flash Offer.

Business Case

A visitor arrives on your landing page with keyword=worldcup.You display the term World cup in the offer.

Technical Advantages

Because it is stored in the user profile, you can repeat this message on his next visits. Just one offer or campaigncan manage these custom messages for all your visitors. As the visitor's intent changes your website contentautomatically reflects those changes.

Example

• mboxCreate("landingpage", "profile.keyword=World Cup");

• HTML Offer code: Get your ${profile.keyword} information here!

• User sees: Get your World Cup information here!

The following values can be "token replaced":

ExamplesValues

${profile.age}In-mbox profile parameters

${user.lifetimeSpend}Script profile parameters

${mbox.favoriteColor}Mbox parameters

${campaign.name}, ${campaign.recipe.name}, ${campaign.id},Campaign information

${campaign.recipe.id}

${campaign.recipe.trafficType}

${user. pcId}Unique visitor id

${user.sessionId}Unique session id

${user.isFirstSession}Visitor's first session (true or false)

Tip: This information can be useful for debugging.

85Offers

Implementation

For profile parameters passed into an mbox, use the syntax: ${profile.parameter} For profile parameters createdin a script, use the syntax:

${user.parameter}

These variables are replaced with the value on the server side, so no quotes or other JavaScript is required for theproper display.

Default values can also be specified for values you wish to expose to offers. The syntax is like this:

${user.testAttribute default="All Items!"}

When testAttribute doesn’t exist or is blank, "All Items!" will be written out. If an empty attribute value is valid,and you want to write it out instead of showing the default, you can use:

${user.testAttribute default="All Items!" show_blank="true"}

You can also escape and unescape values to be displayed. If your value has an apostrophe for example, you wouldwant to escape the value so it does not break the JavaScript on the page. (Offers are written in JavaScript, so asingle apostrophe can be confused for a quote.) For example:

${user.encodedValue encode="unescape"}

${user.unencodedValue encode="escape"}

Note: Please work with your representative to use this feature.

Create a Redirect Offer

The Redirect Offer causes a browser to redirect to a new page.

You might have two completely different pages to test instead of just changing pieces of content within a page. Inthis case, your A/B test compares page A vs. page B. Set up an A/B test campaign with two experiences: one pointingto the default page A, and the other redirecting to page B. The offer is configured to redirect the visitor to a differentpage.

Note: You cannot use redirect offers in ajax mboxes (mboxUpdate).

The redirect offer executes JavaScript code to redirect the browser. It uses the window.location.replace(); method,so the page the visitor is redirected from does not get stored in the browser history. This allows the visitor to still usethe back button in their browser.

Note: If you want to pass the referrer value of the landing page, it is recommended that you use an HTMLoffer rather than a redirect offer.

To create a Redirect Offer, select Offers > Create > Redirect Offer.

Name the offer, then insert either the URL for unique content or destination. This must be an absolute URL.

Two checkboxes allow for customization to your redirect offer:

• Pass all URL parameters in redirect

86Offers

Check this box if you want all the URL parameters present on the previous page to be propagated to the redirectedpage.

Example: You want to redirect people directly from a men's page to a men's shirts category page.You also wantthe dynamic parameters in the URL to be passed because this is how you track if people reached your site viaemail, banner ad, search ad, or organically. By checking this box, your redirect offer on pagehttp://www.mycompany.com/mens.html?emailId=123 will automatically becomehttp://www.mycompany.com/mensShirts.html?emailId=123 when all you entered in the URL box washttp://www.mycompany.com/mensShirts.html.

• Pass mboxSessionId in redirect (only needed when the redirect is going to a different domain)

Check this box if you want the sessionId to automatically be included in the redirect. This is only required whenyou are testing clicks from an email or clicks from one domain to another. The sessionId matches the visitor'scookie so the visitor can continue to be tracked and the proper content is shown.

If you use the 1st & 3rd party cookie setup, you do not need to pass the mbox sessionId when crossing domains.It is persistent on the 3rd party cookie, so it is not necessary in the URL.

Note: Ask your Implementation Consultant before launching these tests.

Widget Offers

Use Widget offers to host your own offer content outside of Target.

Widget offers are similar to a standard offer hosted outside of Target. They allow offer content to that's stored onyour server to be deployed, allowing for more sophisticated and dynamic usage. Widget offers retrieve content froma URL, caching and serving that content for approximately two hours.

Widget offers provide some dynamic content generation capabilities that other outside offers do not. If the mboxserving the offer contains mbox parameters such as mbox.offerId and offerID=[OFFERID] URL parameters areappended to the requested URL. These parameters can be used by a service available at the Widget offer URL toreturn outside content that uses product or order information from your mboxes.

The Widget offer is also accessible through the API to programatically create offers outside of Target.

About Dynamic Content

Dynamic content can be part of any type of test or campaign. No additional programming is required. The visitor'ssession on your domain is preserved.

Some examples of dynamic content include:

• Different versions of your cross-sells

• Dynamic shopping cart messages

• Forms

• Calculators

• Interest rate updates

There are several ways to use dynamic content in your campaigns and tests:

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• If you plan to test only the appearance of your existing dynamic content, use styles testing in an offer to hide, show,or reformat existing elements of your dynamic content.

• If your test involves data dynamically generated by your server, Offer Stored on Your Site (dynamic) might bethe right choice.

Use the Dynamic Offer Selection Matrix to help you choose the offer best suited for your specific case. Consultyour account representative if you have questions.

• If your offer resides in the same domain as the mboxes, using Offer Stored on Your Site allows you to use relativeURLs in describing your offer location.

This means that when you move your campaign from your staging servers to production, it will automatically beaccessible without having to change the URL manually. Offers stored on your site or outside Target are bothcached, meaning the content is taken from your site and served to your visitors directly for maximum performance.

How Dynamic Offers Work

Dynamic offers use your dynamic page technology to pass values to the offer.

The offer is executed after you render the page. An invisible iframe gathers the data, copies it out of the frame andinserts in on the page, loading your passed values.

Use Styles to Test Dynamic Content

You can test your dynamic content using styles.

Ensure you need a dynamic offer. See About Dynamic Content to help guide your decision. There are severalmethods for testing experiences with dynamic content.

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Use styles if you plan to test only the appearance of your existing dynamic content, use styles in an offer to hide,show, or reformat existing elements of your dynamic content.

1. Create a stylesheet for each experience, which changes the formatting of elements, or makes some elementsinvisible.

2. Create offers referring to the new stylesheets.

3. Position an mbox in your dynamic page, to override any standard page styles.

The last style referenced will control the appearance of the elements after it.

4. Now create an A/B/…N, Multivariate or Landing Page campaign or test, and load the offers into the mbox foreach experience.

Create a Dynamic Offer Stored on Your Site

The Offer Stored on Your Site (dynamic) is one of several methods for serving dynamic content.

Dynamic offers use your dynamic page technology to pass values to the offer.The offer is executed after you renderthe page, loading your passed values into an invisible iframe. See How Dynamic Offers Work.

Some examples of dynamic offers stored on your site include:

• Dynamic cross-sells served by your server

• Dynamic shopping cart messages served by your server

• A templatized dynamic product page from your server

• Anything with lots of variants or high volume output, that cannot be output by the page code

To create a dynamic offer that is stored on your site:

1. On your dynamic or static page, place an mbox where you want to show the dynamic offer.

2. Create the variations of your dynamic output.

These must be saved on the same host as the page in Step 1.

3. From the Offers menu, select Offer on Your Site.

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4. In the Choose Offer Type dropdown, select dynamic (iframe).

5. For each offer, insert a relative URL referring to one of the variations in Step 2.

Create a Cached Offer Stored on Your Site

There are several types of cached offers you can store on your site.

Some examples of offers stored on your site (cached) include:

• Content, such as images, served by your site

• Form supported by script self-contained within the Web page that you serve from your site

• HTML code stored on the same site your adboxes are on

• Output with fewer variations, or smaller volume outputs

To create a cached offer:

1. Make sure you do not need to serve dynamic content.

See About Dynamic Content to help you guide your decision. This option does not support dynamic content butallows you to switch servers without requiring you to input the URL for the offer again.

2. Select Offers > Create > Offer on your site.

3. Name your offer.


5. Enter a relative URL pointing to a code snippet stored on your site (on the same domain the mbox that will containthis offer is served from).

6. Click save.

The new offer shows up in the offers list.

7. Use the new offer in a campaign or test.


Create a Cached Offer Stored Outside Target

Offers stored outside Target are cached, meaning that the content is taken from your site and served to your visitorsdirectly for maximum performance.

Examples of offers stored outside Target include:

• Content from an ad server updated a few times a week

• Content, such as images, served by a third party server

• Form supported by script self-contained within the Web page

• HTML code stored by a third party

• Output with fewer variations, or smaller volume outputs stored on a third party site

To create a cached offer that is stored outside Target:

1. Ensure you need an outside offer.

See About Dynamic Content to help you guide your decision.

Note: Do not use the outside offer if you are making use of dynamic content.

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2. Select Offers > Create > Offers Outside Test&Target.

3. Name your offer.


5. Enter a link to the code snippet stored outside Target.

This can be an absolute URL.

6. Click Save.

The new offer shows up in the offers list.

7. Use the new offer in a campaign or test.


Dynamic Offer Selection Matrix

The Dynamic Offer Selection Matrix helps you decide which type of dynamic offer to choose, depending on yourneeds.

Offer Stored on Your Site(Dynamic)

Offer Stored on Your Site(Cached)

Offer Stored OutsideAdobe Target (Cached)

Feature

YesNoNoUpdates each time avisitor makes a request

Immediately upon eachrequest

Cached every 2 hoursCached every 2 hoursContent updates

Slower due to requestprocessing

FasterFasterLoad time

No, but can pass via URLYesYesCan see JavaScript onpage

NoYesYesOffers may includeJavaScript

YesYesNoRestricted to the host thatserves the mbox servingthe offer

RelativeRelativeAbsoluteOffer URL

The visitor's computer,which carries the visitor'scookies

Adobe serversAdobe serversRequesting computer

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Validate Offers

Once you have created an offer, validate it to make sure it works properly.

Make sure you followed the suggested guidelines for setting up your hosts.

Troubleshoot Offers

Use the information in this topic to troubleshoot offers that don't work correctly.

If the offer is delivered to the browser as part of a campaign but doesn't render properly or looks incorrect:

• If the content of the offer does not look correct when you view it outside of an mbox (for example, in your editingtool or in test html), validate the .html of the offer, confirm style sheet references are correct, and check theJavaScript.

• If the offer works or looks correct outside the mbox, validate the mbox.

Tip: Use Firefox "Tools/JavaScript Console" to quickly discover JavaScript errors. Use an on-line HTML validatorsuch as http://validator.w3.org/ to quickly validate HTML.

If the offer is not being delivered to the browser as part of a campaign:

1. Delete mbox cookies, clear cache (history), then close and reopen your browser.

The browser detects you as a new visitor and displays the new experiences and their offers.

2. If your offer still does not render correctly, try all of the following.

• Confirm the mbox on your page is properly associated with the expected offer as part of a campaign.

You can see which campaigns an offer appears in at the bottom of the offer edit page.

• Confirm that the campaign is approved.

On the offer edit page (and elsewhere in the targeting admin interface), approved campaigns appear in greenand the word "ongoing" appears in the right-hand status column.

• To see the mbox requests being made and the offer content being returned on your page, use mboxDebug=1as a url parameter on the page where you expect the content to appear.

For example:

http://www.mysite.com?mboxDebug=1

Note: You must disable pop-up blockers to see the mboxDebug window.

Clicking on a link to an mbox in the mboxDebug pop-up shows the mbox offer response.The offer content shouldbe in the document.write portion of the response. If you don't see document.write and instead seemboxDefaultOffer, then default content is being shown in this mbox. In this case, verify that your campaignis set up properly and confirm that all traffic is getting to the campaign. If there is content in the document.writeportion but the content does not appear on the page, then it's likely that your offer content has somehow beenincorrectly written.

• To confirm you are sending 100% of traffic to the campaign, look on the campaign edit page to see if anytargeting criteria prevents you from receiving offer content.

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http://validator.w3.org/

Your campaign could have targeting criteria at the campaign, experience, or mbox level that prevents you fromseeing the offer.

• Isolate the offer from its page and view it to validate the HTML.

• Validate the mbox in which the offer is supposed to appear.

• Validate the HTML on your page.

Specifically, close any open code tags, including form tags.

• Double-check that references to styles are correct.

Incorrect styles can prevent content from appearing, even if it is actually being delivered.

Note: Use Firefox "Tools/JavaScript Console" to quickly discover JavaScript errors. Use an on-line HTMLvalidator such as http://validator.w3.org/ to quickly validate HTML.

Work with Offers

This section explains ways to work effectively with offers. It covers offer folders as well as creating, editing, andcopying offers.

Click Offers in the Navigation menu to view the Offers page. The Offers page is where you manage your offers. Bydefault, most recently modified offers appear at the top of the Offers list.You can change how the list is sorted byclicking the Name or Modified headers.

Search for an Offer

Easily find your offers by searching on all or part of the offer name.

1. Click in the search box at the top of the Offer Management page.

2. Enter the word, or the beginning of the word.

There is no need to press Enter after entering your search criteria. Offers matching your search criteria appearin the offer list.

Create an Offer Folder

As the number of offers you create increases, it is often useful to use offer folders to keep your offer list organized.

When working with folders, consider a naming convention or approach. Clients often use the current month, thetype of offers, the location of the offer on the site, or even the campaign as the naming convention.

1. Select Offers List.

2. Click the down arrow at the top of the offers folders list, then click Add.

3. Name the folder.

Delete a Folder or Offer

You can delete an offer or offer folder.

1. Click Offers List.

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http://validator.w3.org/

2. Select the folder or offer you want to delete.

You cannot delete a folder that contains offers. However, you can delete a folder and its offers by clicking multipleradio buttons on the offers list page.

You can delete multiple folders by selecting each folder you want to delete.

3. Click Delete.

Move an Offer to a Different Folder

You can move an offer from one folder to another.

1. Select Offers > List.

2. Select the folder or offer you want to move.

3. Drag the offer and drop it on the folder where you want to put it.

Copy an Offer

You can create a copy of an offer that you want to use in another context or modify without changing the original.

1. Select Offers > List.

2. Select the folder or offer you wish to copy.

You can select multiple offers to copy.

3. Click copy.

The copied offers appear in the list, labeled with the same name (copy).

4. Rename the offer by clicking Edit for the offer.

Edit an Offer

You can edit an offer if you want to change it.

1. Click Offers > List.

2. Click the Edit button for the offer.

Note: When editing an offer, be aware that an offer containing non-ISO-8859-1 encoded content requiresthat the ContentType HTTP header be correctly set to include the charset. For example:ContentType="text/html;charset=UTF-8

Plug-Ins

A plug-in is a way to deliver offer content to the site outside of a normal campaign structure.

There are three types of JavaScript plug-ins that can be defined.You can define multiple plug-ins of the same type.Please be careful when saving these plug-ins, because they take immediate effect.

• All mbox requests

This JavaScript is outputted with every mbox request.

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• Display mbox requests only

This JavaScript is outputted with every display mbox request (including default content part of a campaign).

• First mbox request only

This JavaScript is outputted on the first mbox request on the page only.

The content to be delivered to the site is saved as a normal offer. This content can be a JavaScript tag, or otherHTML or JavaScript. Then the offer is assigned to a plug-in.

1. Click Configuration > Plug-Ins.

2. Click Add JavaScript Plug-In.

3. Fill in the form to configure the plug-in.

Choose the mbox to deliver the content, and the serve condition (whether to show the content in one mbox onevery page, in every mbox, or in a specific mbox).You can also specify the start and end date, and approve itto be shown live on the site.

4. Click Save.

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CampaignsA campaign is your means of controlling what content to show to whom, and when to show it.

There are several types of campaigns, including the following:

• Multivariate test

• A/B tests

• Optimizing campaigns

• 1:1 campaigns

• Display ad campaigns

• Landing page campaign

• Monitoring campaigns

All campaigns track conversion rates and show results in reports. Tests compare the conversion rates of differentexperiences.

Any campaign can target content to a specific audience.When your primary objective is targeting content to differenttypes of users, you will typically use an A/B Campaign, a Landing Page Campaign, or a Display Ad Campaign. Tocreate a campaign, click the button for the campaign type you want to create.

Read-only users can view the campaign configuration in a “read-only” view of the Edit interface, making it easier tovalidate the configuration of campaigns.

In most campaigns, returning visitors, even if converted, see the same content through the life of the campaign.Theexception is the Landing Page campaign which permits you to use targeting to allow a visitor to see new contentwith each impression.

Campaign Life Cycle

Creating and running a campaign generally involves several stages.

1. Establish Campaign Strategy and Design

The first step in building an effective campaign is to determine where your campaign will run, when it will run,which visitors will see the campaign, what content you will show them, and how you will measure campaignsuccess. The simplest campaigns are often A/B campaigns running on your home page or a landing page,experienced by all your visitors, and evaluated in terms of conversion. To understand all the options whendesigning your campaign, refer to Creating a Campaign.

2. Setup Site and Prepare Content

Once you understand your campaign design, mboxes need to be placed in the locations where your campaignwill run unless those locations already have mboxes. At the same time, your creative team can prepare newimages, text or other Web content needed to meet your campaign strategy and design.

3. Create Offers

Next, create the offers based on the content created by your design team.

4. Set Up Campaign or Test

Set up the campaign or test according to your strategy and design. Creating a test consists of giving it a name,optionally specifying detailed start and end dates, selecting the mboxes, creating the experiences that associate

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offers to mbox locations, and selecting the conversion event. If applicable, you can also set up segment filters,targeting, and success metrics. These concepts are all discussed in more detail in the Creating a Campaignsection.

Note: Set up a Monitoring Campaign before running your first test. This provides a baseline and overviewof your Web site through multiple tests. A Monitoring Campaign informs downstream campaigns about thetypes of offers that are working and the audiences they are working for.

It is recommended that you run each test for at least two weeks. Before you run the test, determine what the enddate for the test will be, and evaluate the results at that time. Ensure that no marketing activities, advertising,etc. interfere during the test time frame. If marketing activities can't be avoided, then try to ensure that themarketing affects each experience of the test equally.

Also, make sure the right segments of users enter each test. Members and non-members, for example, will likelyact differently on your site.

To call a winner for a test, the confidence number should be used to determine how likely it is that the testexperience performed differently than control. Then, the confidence intervals for the lift should be reviewed todetermine what the likely improvement would be.

5. Quality Assurance

Complete quality assurance on all experiences, on all browser types and on all environments. Preview theexperiences to ensure they match your design. See Campaign Quality Assurance.

6. Approve Campaign

Next, approve the campaign. See Approving a Campaign.

7. View Reports

View reports real time as the campaign runs.

8. Make Business Decisions

Finally, make business decisions, such as what to change permanently on your Web site, or what to test next.

Creating a Campaign: Overview

Creating a campaign typically involves several steps.

1. Name the campaign, set start and end dates, set a priority, and configure the targeting rules governing who seesthis campaigns content.

With the exception of the campaign, all settings have appropriate defaults that simplify this step.

2. Select the locations where the campaign's content appears.

Locations are the mboxes on your site.

3. Create experiences and assign offers to your locations for each experience.

You can also assign targeting rules to different experiences.

4. Select your success metrics, which measure the effectiveness of your campaign.

5. Apply any segment filters to your campaign.

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Segments filters allow you to analyze campaign effectiveness for different types of visitors.

To create a campaign

1. To create a campaign, click Campaigns > Create, then select the type of campaign you want to create.

2. Configure the campaign as explained in Change Campaign Settings

Types of Campaigns and Tests

This topic describes the types of campaigns and tests

DescriptionTest

More of a long term tracking tool than a campaign, the Monitoring Campaign tracks theperformance of a conversion, success metric, or segment over time, independently of

Monitoring Campaign

tests or campaigns run to affect it. Set this up early to get a baseline and see how yourtests affect Web site performance over months. These campaigns do not show contentand are typically set to a percentage of traffic rather than to all traffic since they aredesigned to show trends.

Compare two or more versions of your Web site content to see which best lifts yourconversions, sales or registrations. See Create an A/B Test.

A/B Test

A/B tests are well-suited for large changes that may involve new layouts or drasticallydifferent treatments of the elements. If your test design does not easily break down intoindividual page elements, you should run an A/B test before a Multivariate test. Also, ifyou anticipate large interactions between elements, an A/B test is the best choice.

Test many elements and variations with less traffic and fewer combinations than A/Btests require. A balanced test design is generated for you. See Multivariate Campaign.

Multivariate Test

Multivariate Tests are better used for optimizing a page. That is, you pretty much havethe layout you want, and you're looking to optimize the individual assets on the page(i.e. what's the best image to have in this spot, what's the best headline, etc.). For apredetermined page layout, a Multivariate Test is your best bet for quickly and accuratelyoptimizing the elements on the page.

The Optimizing Campaign ensures the most effective experiences are shown moreoften by automatically distributing traffic to the best performing segments. Optimizing

Optimizing Campaign

Campaigns are powerful and allow marketers to use an automated approach to improvingsite performance.

With an optimizing campaign, fewer visitors see underperforming experiences.Automatically and over time, more traffic is sent to the best performing experiences.Visitors who fall in marketer-defined segments are sent to the best performing experiencefor that segment.

See Create an Optimizing (Auto-Targeted) Campaign.

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DescriptionTest

The Display Ad Campaign is used for offsite Flash ad testing. Display Ad Campaignsrequire you to upload a set of .swf files that have been created using Test&Target

Display Ad Campaign

flashbox action script classes. All elements in the .swf that have been designated asdynamic in either of those methods are automatically populated in the Test&TargetDisplay Ad Campaign interface so that new versions of your Flash ad experience canbe created without ever modifying the .swf. See Create a Display Ad Campaign.

The Flash Campaign is used for onsite Flash testing and, like the Display Ad Campaign,require you to upload a set of .swf files that have been created using the Test&Targetflashbox action script classes. See Create a Flash Campaign.

Flash Campaign

Use a Landing Page campaign to convert more of your ad traffic. All campaigns, exceptthe landing page campaign, display the same content the visitor saw when he last

Landing Page Campaign

visited. The landing page campaign allows you to use targeting to override this featureand show unique content to the same visitor if arriving from different ads or sources.See Create a Landing Page Campaign.

Create an A/B Test

An A/B test compares two or more versions of your Web site content to see which best lifts your conversions, sales,registrations, or any other success metric.

A/B tests are well-suited for large changes that might involve new layouts or drastically different treatments of theelements. If your test design does not easily break down into individual page elements, you should run an A/B testbefore a multivariate test. Also, if you anticipate large interactions between elements, an A/B test is the best choice.Like any other campaign A/B campaigns can span multiple pages, can be used to reinforce messaging or contentthroughout your site, and are often used to target different content to different types of visitors.

Note: For detailed information about determining the optimum sample size for an A/B test, see Sample SizeDetermination for A/B Testing in Target Overview and Reference.

Before setting up the test, complete the procedures in Set Up Your Site.

1. Select Campaigns > Create > A/B…N.

2. Name your campaign.

Name the campaign something descriptive that you will recognize months later.

Example: Home Page AB Test November 2013

3. Set the start and end dates, including time of day.

The time zone is determined when you create your account. To change your time zone, ask your Accountrepresentative.

By default, start and end dates are set to When Approved and When Deactivated.

4. Set the campaign priority.

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https://marketing.adobe.com/resources/help/en_US/target/ref/c_sample_size_determination.html

https://marketing.adobe.com/resources/help/en_US/target/ref/c_sample_size_determination.html

5. Target the campaign to certain visitors.

By default, campaigns allow all visitors to view them. To target your campaign, set up Target a Campaign orTest.

6. Select the location where content in your campaign will appear by choosing your mbox.

Your campaign can deliver content to many locations. Click Add Location to add mboxes.

7. In Experience A, select content for each location by clicking the change offer from the actions menu next to theoffer name.

Note that Default Content is assigned to each location initially. After you click select/create offer, you can selectoffers that you've created from the offer selection pop-up. Alternatively, you can create a new offer by writing orpasting offer content and naming the offer.

An effective technique for creating new offers while setting up a campaign is to edit an existing offer. Click theEdit link in the offer selection pop-up, make changes to the offer content, give the offer a new name, and clickSave. Note that you will only be able to edit HTML offers from the offer select pop-up. Redirect offers must beedited from the main offer edit page. Refer to Offers for more information.

8. Click Add Experience to add more experiences or alternatives to your campaign.

Select content for each location in each experience.

Note: When there is no targeting on your experiences, each experience is randomly shown an equalnumber of times over time. Initially, however, the distribution of traffic is slightly uneven. For example, inan A/B test with four experiences, each experience is shown to 25% of visitors. Note too that you mayoverride the random equalization by adding targeting to each experience. Please refer to Target a Campaignor Test for more information.

9. Choose your conversion or other success metric by assigning an mbox to your conversion success metric, whichappears by default.

You might rename the conversion metric, but the first/default metric always appears at the bottom of the list ofsuccess metrics because it is often the final and primary event in your conversion funnel. Refer to Success Metricsfor more information.

10. (Conditional) If you have no conversion activity in mind, select display mboxes as the conversion activity.

Anyone viewing any display mbox is counted as a converted visitor.You will also be able to see impressions andvisits to all display mboxes. This is especially useful for display ad tracking.

Select click from display mbox to count all clicks to display mboxes.

Note: A conversion is only counted if the click leads to a page that has an mbox.js and is in the samedomain. A click to another page without an mbox.js or in a different domain is only counted if the visitorreturns to a page that has an mbox.js and is in the original domain.

11. Add segment filtering orTarget a Campaign or Test as needed for your testing strategy.

12. If this campaign shares mboxes with other approved campaigns, set campaign priority.

13. Click Save.

14. Complete quality assurance.

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Multivariate Campaign

A multivariate campaign helps you determine the best possible combination of content and also explains whichcontent element most contributes to campaign success.

Instead of testing every possible combination, a multivariate (MVT) campaign requires that a subset of all possiblecombinations be tested. That subset determines the best possible combination even if that combination wasn'tactually tested. In this way, less traffic is required than if you were to test all possible combinations.

A common use of multivariate tests is to optimize an entire page after you've used an A/B test to determine anoptimal layout. With the multivariate test, you can optimize the individual assets on the page (such as the mainimage, the headline treatment, or main content promotion).

Create a Multivariate Test

The process of creating a multivariate test begins with designing the test and then setting up a campaign much thesame way you do an A/B campaign.

1. Before setting up the multivariate test, complete the steps in Set Up Your Site.

2. Select Campaigns > Create > Multivariate Test to open the multivariate test design page.

3. (Optional) Name your campaign and provide a description.

4. Specify how you will measure success by selecting with Conversion, AOV, or RPV from the dropdown.

In most cases, select Conversion. AOV and RPV require that you provide sales data using an mbox parametercalled orderTotal on your conversion mbox. See About Conversion Mboxes for more information.

5. To design the test, specify the number of elements and alternatives.

6. Enter meaningful titles for the elements and alternatives.

7. Click Generate Experiences.

This produces creates a template of the experiences you need to build. This template is called the test design.

8. Click Create campaign to build the campaign specified by the test design.

You now see the Campaign Creation Page with the correct number of experiences for the test. Follow the testdesign to build the experiences for your campaign. Select the correct mboxes and offers for each experience.Follow the procedure in Create an A/B Test.

Note: Although a one-to-one relationship between mboxes and elements is implied, it isn't necessary. Aslong as the test design is implemented based on the experiences, the multivariate insights can be determinedregardless of the configuration of the mboxes or even the contents of the offers.

If you do not yet have the mboxes and offers ready, you might want to select a placeholder mbox, leave thedefault content offer for each experience, save the campaign, and return to the campaign after you've createdthe appropriate offers.

9. Click Save to save the campaign.

10. Complete campaign quality assurance before launch.

11. Approve the campaign for launch.

12. Review reports for multivariate tests, including the Element Contribution Report.

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Best Practices for a Multivariate Test

When working with multivariate tests, consider these best practices.

• A full Taguchi array is recommended for multivariate testing. These arrays: 3x2, 4x3, 5x4, or 7x2 (elements xalternatives) allow for the most options with the lowest amount of error introduced.

• Select the page elements you believe will have the strongest impact on the results.

• You must have at least three elements to test. If you have fewer, run a series of A/B tests.

• It is recommended that elements be independent of each other. (For example, do not test your layout and contentin the same test.)

• It is recommended that each element must have the same number of alternatives.

• It is recommended that each element's alternatives be significantly different from each other.

Create a Monitoring Campaign

Use a monitoring campaign to track the performance over time of a conversion, success metric, or segment,independent of the tests or campaigns run to affect it.

Monitoring campaigns are useful in the following business cases:

• Monitor your Web site performance over many months.

You may track segments, conversions, and other success metrics as usual.

• Gain a baseline of your Web site performance before you start testing.

Set up success metrics and segments before you start testing. Compare with test results to quickly measurechanges in conversions and traffic patterns.

1. From the Campaigns menu choose Create > Monitoring.

2. Give the campaign a descriptive name, like "Monitor 2010-2011."

By default, Monitoring Campaigns are targeted to only 10% of traffic because they are designed to track trendsand, therefore, can use sampled data. Additional targeting criteria are often applied to Monitoring Campaigns toproduce more fine-grained monitoring.

Monitoring Campaigns do not have a campaign priority because they typically do not show content. It is possibleto assign content to the locations in your monitoring campaign, but it is not recommended. Offers assigned aspart of Monitoring Campaigns appear if no other campaigns are running in the locations you select.

3. To specify a location for your monitoring campaign, select an mbox.

Choosing a location for a monitoring campaign tells the campaign when to start counting, so base your selectionon what you are trying to monitor. It is not recommended that you assign offers in these locations. Instead, leavethe default content as the assigned offers.

4. Add the conversion metrics and segments you want to track.

5. Save the campaign.

6. Review the campaign's reports to see trends over time for visitors, visits, and impressions to the conversionmbox, conversion metrics, and segment filters.

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Create an Optimizing (Auto-Targeted) Campaign

The Optimizing Campaign delivers the most effective experiences at any point in time by automatically distributingtraffic to the best performing experiences.

Based on a proprietary optimizing model, Optimizing Campaigns allow marketers to use an automated approach toimproving site performance. With an Optimizing Campaign, fewer visitors see under-performing experiences. Asvisitors respond to different experiences over time, more traffic is automatically sent to the best performing experiences.Visitors who fall in marketer-defined segments are sent to the best performing experience for that segment.

When interpreting the Summary Report, ask the question: "Is my self-optimizing campaign performing better orworse than if I showed random traffic (each experience evenly) to all visitors?"

Look at theInsights Report to understand relationships between certain segments and experiences, according tothe rules generated by the algorithm.

Note: An optimizing campaign cannot be optimized for engagement metrics.

This campaign type is appropriate if:

• You want automation, while still maintaining control over the experience creative

• Your Web site tends to attract segments with significantly different behavior

Unlike A/B campaigns where a visitor has the same experience until he converts, optimizing campaigns might servea new experience per visit (or session).You should be aware of this fact if your campaign goal requires users tosee a consistent experience across visits. Conversion is attributed to the experience served at that time. Whenviewing reports, it is most appropriate to select "Visit" as the counting methodology.

If you've defined segments for your campaign and a visitor matches multiple segments, the algorithm serves thevisitor the best performing experience for just one of those matching segments, rather than a combination of segments.You can define compound segments like:

• Windows and Firefox

• Windows and IE

• Mac and IE

• Mac and Firefox

However, it's best to use the Optimizing Campaign with a few distinct segments rather than many granular segments.A rule of thumb is five segments. However, sites or pages with more traffic might accommodate more segments.For optimum performance, consider using a 1:1 campaign, which uses even more sophisticated modeling approachesto automatically target each individual by accounting for everything known about that visitor.

To creating a self-optimizing campaign:

1. From the Campaigns menu, select Create > Optimizing or click Self-Optimizing on the Campaigns List page.

Note: This feature must be enabled by your account representative.

2. Select the target metric:

• Conversion Rate

• Revenue Per Visitor

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• Average Order Value

Note: Optimizing campaigns cannot be optimized on the engagement KPI.

3. Create the experience and load offers following the steps for an A/B or Multivariate test or campaign includingsetting up targeting, segment filtering, and/or success metrics analysis as needed.

In addition to directing traffic to the best performing experience at any given time, the self-optimizing campaignalgorithm takes marketer-defined campaign segments into account. For example, if you define two segments,"IE browser" and "Firefox browser," the algorithm examines performance data for these segments and generatestraffic serving rules like "Visitors with IE browsers should see Experience A, while visitors with Firefox browsersshould see Experience B."

We recommend you define segments that are meaningful for your business. Other potentially useful segmentsinclude "visitors from Affiliate A," "visitors from Affiliate B," "visitors from paid search," and "visitors from organicsearch."

4. Alternatively, you can convert an existing A/B campaign into a self-optimizing campaign by clicking Automateat the top of the campaign pages.

Important: The campaign statistics associated with the original campaign are lost when you click Automate. Tokeep a history of your existing campaign with its reports, consider first copying the campaign and then auto-targetingthe newly copied campaign.

The Optimizing Campaign Insights Report

The Optimizing Campaign Insights report describes which experiences your campaign segments will respond tobased on the campaign's predictive model.

For example, if an optimizing campaign defines an "on mobile device" segment and two experiences, "small screencreative" and "large screen creative," the predictive model might identify a relationship between visitors belongingto the "on mobile device" segment and conversion on the "small screen creative" experience.

While this example might seem obvious, the insight report might show more subtle relationships that can be leveragedin future tests and targeting, both on your site and through other channels.

For example, a stated relationship between your urban professional segment and Experience B might make youcritically examine the content of Experience B and to notice that it includes colorful, creative offers.You might chooseto validate this insight in a future test and if confirmed, construct a targeted Display Ad Campaign with colorful contentto urban professional site visitors.

Information in the report

• The insights column describes the most relevant relationships between segments and experiences.

These insights are based on an analysis of the rules generated by the algorithm in response to traffic patterns.

• The strength column measures how strongly the relationship exists between a segment and an experience.

Insights below a certain threshold are not listed.

• Click Create campaign to define a new campaign that targets that particular segment to that particular experience.

• Click the preview icon to experience your site with that particular experience.

Previewing the site with that experience might help you understand why it resonated with that segment and provideideas for future tests and targeted campaigns.

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• Click view report for a shortcut to the segment report preconfigured to that particular segment.

The Optimizing Campaign Summary Report

The Optimizing Campaign summary report compares campaign performance with random traffic (labeled TestingTraffic in the report).

The comparison allows you to ask the question: Is my self-optimizing campaign performing better or worse than ifI served my experiences evenly?

Testing Traffic refers to the visits whose experiences are served randomly, rather than through rules generated bythe algorithm. By serving roughly 10% of total traffic as Testing Traffic, the algorithm can measure campaignperformance. Because the optimizing campaign is visit-based, it's important to choose "Visit" as the countingmethodology. The comparison column should reflect the success metric chosen when defining the campaign.

Segment Targeted refers to the visits whose experiences are served through rules generated by the algorithm. Thesummary report also displays lift and confidence for this traffic.

Because the optimizing campaign is visit-based, it's important to choose "Visit" as the counting methodology. Thekey success metric should reflect the success metric chosen when defining the campaign.

Advanced Reporting

Although the primary emphasis should be overall campaign performance versus the control experience, the campaignrow can be expanded for greater insight into the campaign traffic.

Both the Testing Traffic and Segment Targeted rows can be further expanded to view the number of visits andconversions for their component experiences. Lift and confidence is only displayed for the aggregated sections.

Create a Campaign from the Winning Experience

The best performing experience and its comparison column are displayed for any active (approved) campaign.

The leading experience's lift over control is listed to the right. Click on this information to access the full data set.Once you know the winning experience of your campaign, just click a button to turn that experience into a new,single experience campaign. This saves time and effort when transitioning a test's winning experience to standardcontent.

By default, the Leading Experience for the last two months is shown. To change this, go to reports, change the daterange in your reports and click Remember Report Settings.

Note: Early results can be misleading. It is recommended to run a campaign for two weeks before analyzingthe results. Work with your account representative to ensure confidence.

The push winner button appears when one experience is better than others strictly by comparing the number ofconversions or revenue data. Statistical confidence and stability are not evaluated. Use your business rules todetermine when you're ready to push the winner.

Creating a campaign from the winning experience is useful in the following business cases:

• Your recent campaign has found that Experience B is best for your general audience.

In this case, run Experience B as your standard content for the audience.

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• A recent campaign, with a segment filter on your sports affiliate sources, has found that experience D is best foryour audience arriving from your sports affiliates.

To create a campaign from the winning experience:

1. Review your reports.

Make sure to complete Best Practices for making reporting decisions, including:

• Selecting the right time period

• Ensuring confidence

• Removing extreme orders

2. From the Summary Report or Segment Filter, click push winner for the winning experience.

The leading experience and its comparison column is displayed for any active (approved) campaign.The leadingexperience's lift over control is listed to the right. Click on this information to access the full data set.

By default, the Leading Experience for the last two months is shown. To change this, go to reports, change thedate range in your reports and click Remember Report Settings.

Note: Early results can be misleading. It is recommended to run a campaign for two weeks before analyzingthe results. Work with your account representative to ensure confidence.

For more information, see Create a Campaign from the Winning Experience.

A new A/B campaign appears with a single experience: the winning experience.

Note: In the original campaign, select a segment filter before clicking push winner to turn that filter intothe target condition of the new campaign. If the filter was on entry to the campaign, the targeting conditionwill also be set on entry to the campaign.

3. Name the campaign and save.

The new campaign inherits the original conversion event, targeting conditions, and success metric analysis.

Use this new campaign as your standard content or run it against a challenger experience.

4. Approve the new campaign.

Note: The status of the original campaign remains the same until you change it. If the original campaignwas active, deactivate the original campaign before approving the new one. This will ensure that visitorssee the campaign you want them to.

Create a Landing Page Campaign

A visitor typically sees the same content for a campaign each visit. The landing page campaign shows differentcontent to the same visitor based on experience targeting.

The landing page test is similar to the multivariate test, except the actual test is done off the site, and Target is simplyused for the test design and reporting. If you want to run a MVT in an email or display ad, use the landing page testto create the MVT test design.

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Because multiple mboxes are not supported in a display ad or email, you would then create each experience to bedelivered as one piece of content through one mbox, or not through an mbox at all. When people click from theemail/display ad/etc., a URL parameter needs to be passed to indicate which experience they saw. Then, use anormal landing page campaign to target people to the appropriate experience based on their URL parameter.

The experiences are not randomly assigned in this case.This must be done through the email or display ad deliverysystem. With this campaign type, the MVT reporting and normal reporting work, so you can determine whichcombination would be best for your off-site content.

Make sure the targeting for each experience in your landing page campaign references the different URL parametersthat the user might enter the page with. Otherwise, a visitor might see the same content delivered from your landingpage campaign, regardless of the referring URL, even if different parameters are passed in the URL.

Example: Create an experience for each of your ad sources and target each experience to the unique parametervalues of that ad's referring URL. Compare conversion rates for each experience to see which ad leads to the highestconversions.

Note: The Landing Page Campaign or Test, combined with Experience Level Targeting, is the only way tounlock experiences for a visitor. All other campaign types lock a visitor to an experience for the life of thecampaign.

Every time a visitor returns, that visitor is re-evaluated and must meet the condition to get that targeted experience.For example, a visitor who comes from a different affiliate, doesn't see the information from the previous affiliate. Avisitor might see different content during the day than at night because of trends (shopping from work or home).TheA/B test doesn't change per visit, but the landing page depends on where the visitor comes from.

From the Campaigns menu, select Create > Landing Page Campaign, then follow the steps for creating aregular A/B campaign.

See Create an A/B Test.

Create a Display Ad Campaign

Use a Display Ad Campaign for offsite Flash ad testing. This enables marketers to optimize a dynamic Flash ad.

To enable the Display Ad Campaign, work with your account manager. Once it's enabled, upload a set of .swf filesthat have been instrumented using the flashbox action script classes and Adobe Flash. These flashbox scripts andan example of their use are available from the download link under the Display Ad Campaign menu.

After you've associated your .swfs with the Display Ad Campaign, all fields specified in the .swf as dynamic becomeeditable in Target.You can also set powerful targeting rules.

Keep the following points in mind when working with Display Ad Campaigns:

• You generally upload one .swf file per ad size, and you target once across all ad sizes.

To enable this, you only need to target on the first tab and it cascades to the remaining sizes.

• After you set up your Display Campaign with all of your requirements, you traffic the .swf files to the Network,Exchange or Publisher in question.

You can do this simply by uploading the .swf file to the Ad Server and then generating an ad tag that you send tothe inventory sources.

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• You can connect the Display Campaign to onsite mboxes using the Include Site Locations checkbox, whichallows you to select an onsite location.

The onsite location appears below the dynamic ad elements in the tabbed ad section.

• You can rotate landing pages by including code in your ActionScript to do it.

This code will be outlined in the developer toolkit FlashDoc that is currently under development. This allows youto change your landing page from within Target and have the ad link to it.

To download the Flashbox classes required for setting up a Display Ad campaign:

Click Display > Flashbox classes, then click the Download classes link for your ActionScript version.

To create a Display Ad campaign:

1. Click Display > Display Ad Campaign.

The Create a Campaign page opens.



Example: Display Test April 2010

3. To set up the targeting rules for the campaign, click Target this campaign and set the rules.

For information about setting targeting rules, see Target a Campaign or Test.

4. Select Include Site Locations to select mboxes that appear on your site.

Use these locations to reinforce ad content and to easily coordinate the onsite and offsite experiences (regardlessof whether someone has clicked on the ad, which is useful for measuring non-direct response campaigns).


The time zone is determined when you create your account. To change your time zone, ask your accountrepresentative.

The default is set to When Approved and When Deactivated. This ensures that your campaign begins andlasts for the duration of your test. Remember, you cannot view or preview a campaign before the start date orafter the end date.

6. Select a priority from the Priority dropdown.

7. Upload the flashbox to be used in the experience.

The flashbox name embedded in a .swf file appears as the label for the tab.You can add other .swf files to yourDisplay Ad Campaign by selecting the plus sign on the next tab and uploading another .swf.Typically, the flashboxcontains the creative size (for exaple, 300x250 or 728x90). The dynamic elements of each additional .swf fileyou add to your Display Ad Campaign must exactly match the dynamic elements of the previously added .swffiles. A validation error occurs if the .swf files are incompatible.

To create multiple display ad experiences, click Create Ad Experience. An ad experience spans all the .swf filesin the campaign.

For example, you could have ads that feature geckos and want to see how ads that feature a caveman perform.Build flashboxes into your gecko creatives to turn the main image into a dynamic element. For this example,assume you have both a 300x250 and a 728x90 ad. Upload two .swf files and label the first ad experience "gecko"and the second ad experience "caveman." Then, update the content of the caveman experience to swap out the

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gecko for a caveman in both the 300x250 and the 728x90 ads. Remember to edit all the tabs as appropriate.Click Preview Ad to verify that your changes look good. Also, note that if you've selected Include site locationseach ad experience only has a single associated offer for the site.

8. Select the conversion mbox and success metrics required for your campaign strategy.

To select an engagement metric, click Measure Engagement, then select a metric from the Engagement Metricdropdown. When you select an engagement metric, the name of the Measure Engagement tab changes to showthe engagement metric you have selected.

To select the action that occurs when a visitor encounters the specified success metric, click Advanced Optionsand select an action from the drop-down list. For more information about advanced options, see Success MetricAdvanced Options.

9. Select the location where you want the conversion or success metric to occur.

If you have no conversion activity in mind, select display mboxes as the conversion activity.

10. Set up the segments you want to apply this test to.

For more information about segments, see .

11. Click Save or Save & Approve.

Create a Flash Campaign

Flash campaigns are designed for testing Flash assets on your site.

To use a Flash Campaign, you must upload a set of .swf files that have been instrumented using the flashboxActionScript classes and Adobe Flash.These flashbox and an example of their use are available from the downloadlink under the Display Ad Campaign menu item. Once you've uploaded your .swf files to the Flash Campaign, allfields specified in the .swf file as dynamic become editable in Target, where you can also set powerful targetingrules.

Note: Technical documentation is included as comments within the flashbox ActionScript files.

To create a Flash campaign:

1. Click Campaigns > Create > Flash.The Create a Campaign page opens.



Example: Flash Test September 2012

3. Select Include mboxes to specify mboxes to include in your campaign.

Use these locations to reinforce the content that you show in the Flash asset.


The time zone is determined when you create your account. To change your time zone, ask your accountrepresentative.

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The default is set to When Approved and When Deactivated. This ensures that your campaign begins andlasts for the duration of your test.You cannot view or preview a campaign before the start date or after the enddate.

5. Select a priority from the Priority dropdown.

6. Upload the .swf file.

The flashbox name, which is embedded in the .swf file, appears as label after you successfully upload the .swffile.

You can create additional versions of the Flash asset by clicking Create Experience and updating the editableportions of the .swf file. To make sure your new version looks good, click Preview.

7. Select the conversion mbox and success metrics required for your campaign strategy.

To select an engagement metric, click Measure Engagement, then select a metric from the Engagement Metricdropdown. When you select an engagement metric, the name of the Measure Engagement tab changes to showthe engagement metric you have selected.

To select the action that occurs when a visitor encounters the specified success metric, click Advanced Optionsand select an action from the drop-down list. For more information about advanced options, see Success MetricAdvanced Options.

8. Select the location where you want the conversion or success metric to occur.

If you have no conversion activity in mind, select display mboxes as the conversion activity.

9. Set up the segments you want to apply this test to.

For more information about segments, see .


Change Campaign Settings

Once you have created a campaign, you can change the campaign settings at any time.

Use the Campaign Create/Edit page to perform the tasks in the following sections.

High-Level Information About a Campaign

The settings in the Name Your Campaign section of the Edit page provide high-level information about your campaign,used to select the campaign name, type, targeting conditions, scheduling, and prioritization.

if you are not already on the Edit page, select a campaign and click Edit.

Campaign Name

The campaign name helps you locate and recognize a campaign.

When naming your campaign, choose a descriptive name to help you quickly find the campaign in the campaignlist.

1. Under Name your campaign, type a new campaign name.


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Show or Hide Campaign Details

You can choose whether to show campaign details.

• To show the campaign type, targeting information, the campaign's start and end dates, and the campaign priority,click Show campaign details.

• If the details are already showing, you can hide them by clicking Hide campaign details.

Campaign Type

Campaign types determine campaign and test behavior.

For information about the campaign types, see Understanding the Types of Campaigns and Tests.

From the Campaign Type drop-down list, select the desired campaign type.

If the Campaign Type drop-down list is not showing, click Show campaign details.

A/B..N Campaign: Compares two or more versions of your website content to see which best lifts your conversions,sales, or registrations. See Create an A/B Test.

Landing Page Campaign: Compares two or more landing pages to determine which leads to the most conversions.See Create a Landing Page Campaign.

Monitoring Campaign: Use a monitoring campaign to track the performance over time of a conversion, successmetric, or segment, independent of the tests or campaigns run to affect it. See Create a Monitoring Campaign.

In addition to these campaign types that are available on the Edit page, you can create the following campaigntypes by selecting them from the Campaigns menu:

1:1 Campaign: Uses sophisticated modeling approaches to automatically target each individual by accountingfor everything known about that visitor. It is recommended that you work with a Test&Target consultant whensetting up a 1:1 campaign.

Flash Campaign: Lets you upload a Flash file (.swf) to Target, and create alternate experiences for Flashelements. A marketer can type in alternatives to Flash elements without ever needing to open Flash Pro. Whenthe Flash file is trafficked either on your site or off your site, the campaign is enabled, and visitors see differentexperiences based on a random test or assigned targeting rules. See Create a Flash Campaign.

Campaign Start and End Dates

The start and end dates define the length of the campaign.

The start and end dates show when the campaign starts and when it ends. The default is set to When Approvedand When Deactivated. This ensures that your campaign begins and lasts for the duration of your test. Remember,you cannot view or preview a campaign before the start date or after the end date.

Note: The time zone is determined when you create your account. To change your time zone, ask youraccount representative.

1. If the start and end dates are not showing, click Show campaign details.

2. To change the start date, click the first date in the Date Range.

By default, the start date is "when approved." Click the Calendar icon to specify a specific date and time.Youcan also click the Calendar icon to change a specific date and time to "when approved."

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If you stop and restart a campaign, the start date remains the date when the campaign was first approved.

3. To change the end date, click the end date Calendar icon and specify a date and time.

By default, the end date is "When deactivated." If a campaign is active, the end date that displays is the currentdate. If a campaign has been deactivated multiple times, the end date is the last time it was deactivated.

Priority

If multiple campaigns match an mbox request, Test&Target uses a set of prioritization rules to determine whichcampaign displays content in the mbox.

Note: This topic applies to Target Classic. If you are using Target Standard, different priority rules apply, asexplained in the Target Standard help.

Select Locations > List to see which campaigns are using the mbox.

Also, a notice on the Campaign Edit page shows how many other campaigns share a display mbox, useful forunderstanding which campaigns take priority. Click the notice for details, including the campaign name, priority, startdate, and status.

The highest priority campaign wins control of an mbox. A low-priority campaign cedes control to the higher prioritycampaign. If two campaigns have the same priority, the campaign with campaign targeting is displayed. If bothcampaigns have targeting, the campaign that was targeted most recently has priority. Otherwise, the campaigncreated most recently wins control of the mbox.

Even in cases where two campaigns share only one mbox, the higher priority campaign wins control of the mbox.For example: Campaign A is low priority. Campaign B is high priority. Campaign A and Campaign B share mbox3.A visitor enters Campaign A and for mbox 1 and mbox 2 sees Campaign A's content. However, upon reachingmbox3, the visitor suddenly sees Campaign B content.

The Monitoring Campaign runs at even a lower priority than a low-priority campaign. These campaigns track theperformance over time of a conversion, success metric, or segment, independent of tests or campaigns run to affectit.

Use this feature for cases where you use the same mbox for simultaneous campaigns. For example, you are testinga future campaign that shares an mbox with a current campaign.

Example

If you have two activities, one targeting the branded search keyword Nike and the second targeting the non-brandedkeyword sneakers, the priorities of both activities are checked. If the Nike activity has a higher priority, that contentdisplays. Likewise, if the sneakers activity has the higher priority, its content displays.

Since both activities have targeting, then the activity that was most recently viewed displays. If the visitor is new tothe page, then the activity that was started most recently displays.

Target This Campaign

You can target your campaign to include a specified number of visitors, to appear in certain locations, and to displayfor visitor segments that meet particular requirements.

When you click Target This Campaign, the targeting options open. Click it again to hide the options.

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http://marketing.adobe.com/resources/help/en_US/target/target/c_priority.html

Set the Percentage of Visitors Included in a Campaign

The percentage of visitors to be included in the campaign or test defines the total percentage of your qualifyingvisitors who will see one of the experiences of this campaign.The remaining percentage of users will see the defaultcontent for the mbox.

For example, if you set percentage to 70%, and 100 customers qualify for the targeting conditions of this campaign.

• 70 customers will see the one of the experiences (either offer A, B, C, etc.)

• 30 customers will see default content.

Note: When you create a new campaign or test, the default setting is for 100% of visitors to included.

Visitors excluded from the campaign are excluded from that particular campaign for the duration of that session andall future sessions.

You might also choose to target a percentage of your traffic to an experience. At the experience level, click on thepopulation target icon. An option to choose percentage appears.

1. Edit or create the campaign whose percentage you want to set.

2. Click Target this campaign.

3. Set the percentage of visitors to include in the test.


Target a Location

You can target a campaign to display in a specific location by choosing the mbox where the content will appear.

For more information, see Mbox Concepts.

1. From the Location drop-down list, select the mbox where you want the content to appear.

When you have selected a location, the Add Targeting Location option appears at the bottom of the Targetingsection.

2. (Optional) Specify additional locations by clicking Add Targeting Location and selecting the new locations.

3. Click Done.

Target a Segment

Targeting a segment enables you to display the campaign to visitors who meet specific criteria.

You can select a predefined segment from the segment list or define a segment that is specific to this campaign.Campaign-specific segments are not added to the segment and cannot be reused in other campaigns.

For more information about the options that are available when targeting a segment, see Segments.

Target a Reusable Segment

You can use segments from the segment list in any campaign.

You can only target one reusable segment. If you want to target multiple existing segments, create a new segmentthat contains all of the conditions in the segments you want to use.

1. Create a campaign, or select an existing campaign and click Edit.

2. Select the campaign element you want to target to a segment.

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To target the campaign to a segment, click Target this campaign under Campaign Name, then click Targeta Segment.

•

• To target a location to a segment, click Target a segment in the locations section of the campaign create/editscreen.

• To target an experience to a segment, click Target a segment in the experiences section of the campaigncreate/edit screen.

3. Select the segment you want to target and click Select.

4. Click Save.

Creating a Custom Segment

A custom segment targets a specific segment used only by the current campaign.

Custom segments are applied only to the current campaign and cannot be reused by other campaigns. If you wantto create a reusable segment, create a segment in the Segments list, as described in Target a Reusable Segment.

1. Create a campaign, or select an existing campaign and click Edit, then select the campaign element you wantto target to a segment..

• To target the campaign to a segment, click Target this campaign under Campaign Name, then click CreateCustom Segment.

• To target a location to a segment, click Create Custom Segment in the locations section of the campaigncreate/edit screen.

• To target an experience to a segment, click Create Custom Segment in the experiences section of the campaigncreate/edit screen.

2. Define the segment in the targeting interface as described in Targeting Rules

Experiences

An experience, also known as a recipe, defines the content that displays in an mbox.

1. To edit an existing experience, click the campaign, then click Edit and open the Create experiences.

If you select default content for an mbox, the experience displays default content specific to that mbox.

2. To create a new experience, click the campaign, then click Edit and open the Create experiences. Type thename of the new offer, type or paste the HTML code that defines the offer, then click Save.

For more information about offers, see Offers.

3. To add an experience, click Add Experience, name the experience, then configure the experience as in theprevious step.

Each experience is randomly shown an equal number of times. For example, in an A/B/C/D test, each experiencewill be shown to 25% of visitors.

Optional Features

You can add several optional features to your campaign or test.

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DescriptionFeature

All campaigns and tests report total visitors entering the campaign and totalconversions. If you want reports on intermediate success metrics, add these to your

Success Metrics (Funnel)Analysis

campaign or test. This is especially useful to find the leaks in your registration orordering process, or if your converted traffic is too low to provide confident results.Add counters or success metrics to any A/B, Multivariate, or Landing Page Test.

By default, all campaigns have a conversion success metric that appears beneathany user-added success metrics. A conversion is an action you have defined as a

Multiple Conversions

success event on your Web site, such as a complete purchase.You can turn anysuccess metric into a conversion by passing it order information. Furthermore, youmay have multiple conversions in existence simultaneously.

Default behavior for users after visiting a conversion success metric is to requirecampaign re-entry before being recounted. With this feature, you can control what

On Success Metric Action

conditions a user must fulfill to be recounted as well as what content they will viewafter visiting a success metric. For more details see Success Metric AdvancedOptions.

Target content to visitors based on one or more parameter values, including source,keyword search terms, new or returning visitors, profiles, category affinity, products

Targeted Campaign or Test

ordered or viewed, and more. Add targeting to an A/B, Multivariate, Landing Page,Optimizing, or a Display Only campaign. See Target a Campaign or Test.

Segment filtering permits you to see report detail for different population segments.Use this feature in conjunction with an A/B, Multivariate, Landing Page, or

Segment Filters

Self-Optimizing Campaign. Segment filter your visitors by source, keyword search,profile or any other parameter.

Conversion and Success Metrics

In the Select conversion and success metric section, set the location that contains a conversion or other successmetric.

For more information about conversion, see About Conversion Mboxes. For more information about success metrics,see Success Metrics. For information about using engagement metrics in your conversions and success metrics,see Engagement.

1. Provide a name for your conversion.

The conversion success metric is required.The conversion success metric must be named "Conversion." Additionalsuccess metrics are optional.

2. To choose a metric, click Measure Engagement, then select a metric from the Engagement Metric drop-downlist.

3. To select the action that occurs when a visitor encounters the specified success metric, click Advanced Optionsand select an action from the drop-down list.

4. Specify a location for any conversion or other success metric from the Location drop-down list.

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The location you select is the mbox containing the conversion.

5. To target the location, click Target this location, then set up your targeting rules as explained in Targeting Rules.

6.To refresh the location list, click Refresh ( ).

7. To add a location, click Add Location and select another mbox.

8. To create a new success metric, click Add Success Metric, name the metric, and select an mbox.

Engagement

Many online businesses consider visitor engagement as an indicator of success.

Does something about Experience B's creative resonate with visitors so they consume more (or more valuable)content than Experience A? Capture information about your site visitors and measure their level of engagement withstatistical confidence.You can choose to capture engagement when selecting your success metrics. This meansthat "success" for a campaign does not have to be simply reaching a particular place on the site or performing aparticular action. A visitor's aggregate actions can be used to measure success.

Engagement Tracking

All engagement types are visit-based, meaning each visit is calculated separately.

The same visitor interacting with a campaign in different sessions is treated as two unrelated visits. Test&Targetstarts recording engagement values when the visitor sees the first display mbox for the campaign and logs the valueon session expiration (30 minutes of session inactivity). For examples of how engagement tracking can be used,see Examples: Online Newspaper.

Engagement metrics start counting once the visitor accesses the mbox that is selected in the dropdown for thatmetric. So "any mbox" starts counting when any mbox on the site is seen. That is also when the visitor is countedas converting on that metric.

Capture Score

The Capture Score engagement metric calculates an aggregated score based on the value assigned to pages visitedon the site, from the point the visitor first sees the campaign's first display mbox.

The following example shows how score engagement is calculated in a campaign that tests two experiences, onewith a cat image, and one with a dog image.

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In this example, the first visitor experiences the cat experience. Assume that a global mbox passes in a page scorebased on the value of the page. If the marketer has captured page count engagement on a success metric associatedwith **any mbox**, the visit score accumulates for any mbox request seen after the display mbox around the catimage.

The first page adds 1 to the score, the second page 0.25, the third 0.10, and the fourth 0.10 for a total of 1.45. Thiscould be interpreted as either currency or points. In a separate visit, a visitor experiences the Dog experience, andalthough the visitor views fewer pages, the score is 2.10, greater than the other visit, because the visitor viewedmore valuable pages.

You can take into account acquisition costs and affiliate link revenue by passing adboxes and redirectors, as depictedin the following page flow. Notice that, in this example, both mboxes on the article page pass a score, possiblyrepresenting a known CPM.

Assigning a Page Score

You can assign a value to any page on your site based on what the page is worth to you. For example, a cookingsite might be able to sell ads for more money on their feature article pages than in their experience section. Thus,the feature articles are more valuable than the experience section. Page score allows you to develop an overall"value" of a visit, so the person who reads more feature articles gets more "points" than someone who just browsesthe experiences.

There are two methods to assign a score to a page:

• In the mbox code, create an mbox parameter called mboxPageValue.

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Example: ('global_mbox', 'mboxPageValue=10');

The specified value is added to the score every time the page with that mbox is viewed. If multiple mboxes on thepage include score values, the score for the page is the total of all mbox values. mboxPageValue is a reservedparameter used for passing values in an mbox to capture an engagement score. Positive and negative values canbe passed. The sum is calculated at the end of each visitor's visit to calculate the total score for the visit.

• Pass the ?mboxPageValue=n parameter in the URL for the page.

Example: http://www.mydomain.com?mboxPageValue=5

Using this method, the specified value is added to the score for each mbox on the page. For example, if you passthe parameter ?mboxPageValue=10 and there are three mboxes on the page, the score for the page is 30.

Note: Mboxes located above the campaign's first display mbox will not be included in the score.

Best practice is to assign values in the mbox code.This allows you to be precise in the values you measure, dependingon the content of each mbox.

Note: For easier maintenance, you can configure your site's page score value assignments in the mbox.jsfile with some conditional JavaScript logic. This eliminates the need to add more code to your pages. Contactyour account consultant for assistance.

You can combine the two methods, but this might result in a higher score than expected. For example, if you assigna value of 10 to each of three mboxes and no score to a fourth mbox, then pass the URL parameter?mboxPageValue=5, your page score will be 50, 30 for the three mboxes with assigned values, and then 5 for eachof the four mboxes on the page.

The counter starts with the first display mbox, not the entry mbox. For example, if you enter the campaign on thehomepage which doesn't have a display mbox, then link to catalog page containing a display mbox, the counterbegins when you move to the catalog page.

You can also pass in negative values on certain pages that cost you money or are not good for a visitor to see. Thenegative values affect the overall score as well. This technique can be used on a page that visitors reach from anadvertisement, so you know how much the CPC was. Or, for example, it can be used for a support or contact page,where you know that visitors might call or request assistance from this page.

Page Count

The Page Count engagement type measures the number of pages seen in a visit from the point the visitor first seesthe campaign's first display mbox.

The following example shows how page count engagement is calculated in a campaign that tests two experiences,one with a cat image, and one with a dog image.

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In this example, the first visitor experiences the cat experience. Assuming the marketer has captured page countengagement on a success metric associated with **any mbox**, the page counter starts as soon as the displaymbox around the cat image is seen. The second page is recorded as well, and as the visitor leaves the site, thevalue 2 is logged.

Another visitor views four pages on the site and so the average number of pages for the cat experience is 3.

Similarly, two visitors experience the dog experience and stay on the site for three pages and six pages respectively,for an average of 4.5 pages. The campaign receives enough visits so that one experience has, on average and withstatistical significance, a higher pages per visit count than the others. Assuming the marketer is basing success onpage count per visit, she will push the winning experience.

Note: Only pages that make an mbox request are counted. Multiple mbox requests on the same page arestill counted as a single page. AJAX requests (using mboxUpdate) are counted as separate pages. Adboxrequests are also counted as a page.

Time on Site

The Time on Site engagement type represents the time spent in the visit (in seconds) from the point the visitor seesthe campaign's first display mbox to the load of the final page with an mbox in the session.

The calculation does not include the amount of time spent on the last page. Pages between these actions do notneed to contain mboxes or the mbox.js file.

The following example shows how time on site engagement is calculated in a campaign that tests two experiences,one with a cat image and one with a dog image.

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During the first and second visits, visitors experience the cat experience for 90 and 80 seconds, an average of 85seconds. On the third and fourth visits, visitors experience the dog experience for an average of 90 seconds.

If time on site is the KPI you're using to determine a winner, you'll need to decide whether the successful experienceis the one with the highest or lowest time on site. For example, a high time on site might indicate that a creative ona video site holds visitor attention. But a high time on site for a support site might suggest a confusing creative thatdoesn't help visitors find what they're looking for.

Note: Targeting a success metric capturing time on site engagement with it will not impact the logged value.For example, if an online newspaper targeted the success metric to pages in the sports section, the valuewould not be limited to the time spent in the sports section of the site, but rather would reflect the time of theentire session (after the visitor entered the campaign).

Set Up a Campaign to Track Engagement

You can specify engagement tracking when creating or editing a campaign by capturing engagement on a successevent.

Best practices:

• Give the success metric a descriptive name that represents the engagement captured.

• To capture multiple types of engagement, select multiple success metrics and associate each with a differentengagement type.

• Pick a location (or mbox) representing when the success metric should be fulfilled.

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As usual, you can pick multiple locations or the **any mbox** value, which captures engagement on every mbox.Note that targeting conditions cannot be applied to the **any mbox** value.

• Choose "any mbox" if you want the engagement metrics to increment on every mbox or page view.

This is a typical selection. Select a specific mbox or several mboxes to track engagement only within a section.(For example, if you want to see how many articles visitors read in the "outdoors" section vs. the "arts+crafts"section.) To track engagement separately by section, set up targeted success metrics to each of those sections,perhaps based on URL structure or URL parameter.

1. Create a campaign, or select an existing campaign.

2. Click Edit.

3. In the Choose Conversion and Other Success Metrics section of the edit page you chose, click MeasureEngagement.

4. Select the engagement type you want to capture.

Your options are:

Page Count per visit: Tracks the number of pages visitors view during a site visit. See Page Count.

Time on Site per visit: Tracks the amount of time visitors spend on the site during a visit. See Time on Site.

Score per visit: Tracks the total of the assigned score for each page viewed during a visit. See Capture Score.

Success metrics capturing engagement can be targeted like any other success metric, which has the effect offiltering the engagement. For an example of how this might be useful, see Examples: Online Newspaper.


Interpret Multiple Engagement Types

Typically, marketers analyze multiple engagement-related KPIs holistically.

For example, an experience that has a much higher score and page count might be a clear winner. However, whatif the score was high but the creative somehow cannibalized page count? Marketers use their judgment to determinethe meaning of success.

Analyze Engagement in the Summary Report

Engagement should be analyzed in the summary report by looking at the engagement column, which shows theengagement captured by the selected success metric.

Engagement is not currently available in the success metrics report.

To configure the filters:

1. Select Visit as the counting methodology.

Because engagement is visit-based, this is the appropriate way to interpret them.

2. Choose any success metric that has been configured in the campaign definition to capture engagement.

For example, if you've named your success metric Page Count, selecting it causes the engagement column toshow the average number of pages in a visit.

3. Choose to evaluate success by Engagement.

Lift and confidence are calculated for the Engagement column.

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4. Click Apply to update the report.

5. Optional: It might be useful to click Save Settings so the report will keep this settings for future analysis.

The engagement column shows the value of the engagement, as well as the aggregate value of engagement acrossall visits, the lift, and statistical confidence.

For example, when a success metric capturing page count is selected the report shows the following:

1. The percentage/number of visits who have reached the mbox associated with this success metric

If **any mbox** is selected, everyone has reached it. Note that this column does not reflect engagement.

2. The average number of pages per visit

3. The total number of pages in all visits

If a success metric capturing score is selected, the report shows the following:


2. The average value (score) of a visit

3. The aggregate score of all visits

The report shows the following when a success metric capturing time-on-site is selected:


If **any mbox** is selected, everyone has reached it. Note that this column does not reflect engagement.

2. The average time on site of a visit (in seconds)

3. The aggregate time on site of all visits (in seconds)

Examples: Online Newspaper

This section provides examples of how an online newspaper might use engagement to measure various levels ofinformation.

Basic Engagement

An online newspaper tags all pages with a global mbox to track site-wide page count, score, and time on site.Theseengagement types are used to compare engagement of different experiences in a test of two front page layouts:"Text heavy" and "Picture heavy."

Finer Granularity

In addition to defining a success metric called "Total Page Count" capturing "Page Count per visit" engagement, thepublisher decides to track how a different creative impacts engagement in different site sections. The publisherdefines additional success metrics, including "Sport Section Page Count" targeted with a rule target matching "sports"in the url, which only counts pages in the sports section, providing the marketer with more granular comparison ofengagement for each experience.

Visitor Segmentation

The online newspaper's search marketing team runs several ad campaigns on the major search engines. By definingsegments like "From Google," "From Yahoo," and "From Microsoft," the publisher breaks down these success metricsby search engine. They might discover that Google adwords bring visitors with disproportionally high page countsfor the "Text Heavy" experience and justify a larger search spend in the future. Maybe Yahoo ads yield traffic withan affinity to the Entertainment section when they see a "Picture Heavy" treatment, and justifies a larger ad spendnext summer when the newspaper plans to highlight summer movie blockbusters. And maybe when presented with

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a "Text Heavy" experience, Microsoft visitors tend to navigate to highly valuable pages as determined by a high visitscore engagement. Similar segmentation can be accomplished to determine the best creative to show visitors comingfrom specific affiliate traffic partners.

Speed to Objective

The site is divided into three types of pages: the home page, section pages, and article pages. This particularpublisher specializes in placing extremely targeted (and lucrative!) ads in each article and is curious which of thetwo layouts more quickly drive visitors to their first article. In addition to the already defined success metric capturingtime on site engagement on any mbox, the publisher creates a second metric capturing time on site, which is targetedto article pages. Due to the behavior of time on site engagement, this causes the timer to start when the user firstreaches the article page. By subtracting this time value from the total visit time value, the publisher can determinethe time needed to first view an article. For example, if total time spent is 130 seconds and time spent after firstseeing an article page is 90 seconds, it can be assumed that it took 40 seconds to click into an article. Of course,not every user clicked on an article, so this is just an approximation.

Maximizing Exit Link Revenue

In addition to ad revenue, the newspaper publisher makes money when visitors click sponsored links to its affiliatepartners. By defining a success metric capturing "score" engagement, the publisher can turn each affiliate link'sdestination URL into a redirector, passing the score (perhaps as a CPC dollar amount) to Target before redirectingto the partner site. Summary report analysis determines which experience is generating higher exit link revenue.

Optimizing Display and Email Campaigns

Display ads and email messaging can be tested. Success metrics capturing engagement, such as number of pagesand score per visit, can be used for display ads and email testing.

Segment Filters for Reporting

Segment filters (or segments) are groups of visitors who share a specific characteristic or set of characteristics.

Use segment filters to specify the segments used for reporting.You can select a segment and compare its performanceto the overall traffic. you might want to understand whether your winners were different for the different traffic sources,when compared to general traffic. This helps you discover segments that should be potentially targeted to differentcreative. One winner does not fit all traffic in many cases.

For example, visitors who arrive at your page from a certain search engine might be one segment. Other segmentsmight be based on gender, age, location, registration status, purchase history, or just about any other detail you cancollect about your visitors. Use segment filters to divide visitor traffic, and compare experience performance for eachtraffic segment.

When planning to use segment filters for a campaign, consider the following guidelines:

• Visitors can be in multiple segments.

If there are two segments set up (for example, "new visitors" and "visitors from Google"), and a person meets bothcriteria, then they are counted and tracked in both segments. As a result, the sum of the visitors in the segmentsdoes not match the number of visitors in a campaign.

• Set up segments before launching the campaign.

Segment data cannot be retrieved retroactively. If you do not configure segment filters before you start the campaign,then decide to use them after the campaign has run for a while, you will not collect the data for the time that hasalready passed.

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• Begin with two to four segments.

Focus on basic information, such as the traffic source.

• Rename segments as needed.

You can rename a segment without affecting the data to make the segment name more meaningful for the resultsbeing collected, even if the campaign is active.

• Enter precise values.

Segment filter values are case-sensitive. For example, if you are using a segment that filters on cities, you shoulduse an "OR" condition to include possible spelling and capitalization variations, such as "Vienna," "vienna," "wien,"and "Wien."

• Segments created from the Segments list are reusable.

Segments created as part of a campaign cannot be reused.

To help you choose the right campaign or test type see Types of Campaigns and Tests.

Before setting up the test, complete Set Up Your Site.

Prepare to Add Segment Filters

There are several ways to prepare to add segment filters.

1. Brainstorm on which visitor segments you want to know about. For each segment, choose the right parametertype.

2. Associate the parameter with the mboxes.

3. Based on the parameter you will use, decide which action will include a visitor in a segment during the campaign.

• A visit to an mbox on the entry page of the campaign (a likely choice for segmenting on source)

• Only visitors who reach a certain success metric

• Only visitors who reach conversion

Define Reporting Segments

Use this procedure to define your reporting segments.

1. Create an A/B, Multivariate, or Landing Page campaign or test.

2. If you will be segmenting on a success metric, first Conversion and Success Metrics.

3. On the bottom left of the Campaign Create/Edit Page, click Setup Segments if the segments section is not alreadyopen.

4. Click Add Segment.

Add as many segments as you need and rename them.

5. Click Show Details and select the criteria for including a visitor in reports.

6. Select the desired user qualification criteria.

• Any visitor to the campaign

• Only visitors who reach a certain success metric

• Only visitors who reach conversion

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7. Choose the parameter type.

The available options are similar to those used for targeting. See Targeting Rules for more information.

8. For your chosen parameter, insert all the conditions required for the new report segment.

You can add as many conditions as necessary to define your segment, including comparisons like "contains,""does not contain," etc. Click to review comparison types.You can even take advantage of regular expressionsby using targeting groups.

For example, you can segment out all your referrals that come from Google domains outside the US.You cancreate a segment for all users whose Landing Target is "From Google" but that does not contain .com or .us.

Note: Multiple values can be assigned to a single condition by separating the values with a new line. SeeOr and And Target Rules.

9. Click Done when you have added all the conditions that define your segment.


11. Complete Quality Assurance before approving the campaign.

View Segment Filter Reports

You can view reports with information about your segment filters.

1. Open a campaign.

2. Click the Reports tab, then select Summary or Success Metric Report from the Type drop-down list.

3. Click the radio button for the segment, then click Show.

The segment filter report permits shows conversion data for each value and success metric. Grouped values appearas a combined total.

Segments that have a different winner than the overall traffic are flagged with the word "interesting." You shouldthink about what it is about this traffic that has a different winning creative for it. This should help with targetingefforts.

Campaign Viewing Preferences

When you create a new account, the hosts groups do not permit anyone to view unapproved campaigns.You mayoverride this for any host group, except the default host group (usually the live production host). Only approvedcampaigns may be viewed from the default host group.

Note: Never allow unapproved campaigns to be viewed for any public host.

To access the viewing preferences, select Manage Hosts from the mbox menu, then click Edit for the Staging orDevelopment groups.

Allow Unapproved Campaigns to be Viewed from All Hosts in the Host Group

Only approved campaigns may be viewed from the default host group.

This is an option for staging and development hosts only.

1. From the mbox menu, select Manage Hosts.

2. On the Manage Hosts page, click Edit for your host group.

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3. In the Active Campaign Mode drop down box, select Show Approved and Unapproved Campaigns.

4. Click Save.

Prevent Unapproved Campaigns from Being Viewed from All Hosts in the Host Group

By default, all host groups show approved campaigns only. If you allowed unapproved campaigns to be viewed forthe host group, undo it as explained in this section.

1. In the host management page, click Edit for your host group.

2. In the Active Campaign Mode drop down box, select show approved campaigns.

3. Click Save.

Save Your Campaign

When you have finished setting your campaign parameters, save the campaign.

You have two options:

• Save and Approve saves the campaign and activates it.

• Save saves the campaign without making it active.

View Information About Campaigns

There are two ways to view your campaigns.You can view details of your campaigns in the Campaigns Launch Pador in the traditional Campaigns list.

Select a campaign to access the management tools available on each campaign's Spotlight.

Campaigns Launch Pad

The Campaigns Launch Pad provides an overview of campaign performance and optimization.

Select campaigns you want to display from the Show menu, based on campaign status, when the campaign wentlive, whether the campaign is in the trophy case, and the type of campaign.

The Campaigns Launch Pad contains a news feed that shows the latest account activities.

The Campaign area shows eight campaigns. By default, the campaigns that match the label criteria selected in theupper right display, sorted by their activation date. Most recently activated (approved) campaigns show first.

Campaign Cards

Campaign details are displayed on "cards." Each card shows the conversion rate and lift for the winner of eachcampaign. Click the campaign's title bar to open the spotlight for that campaign, or click the drop-down arrow andselect an action from the Actions menu.

Edit opens the campaign edit page where you can make changes to the campaign. See Change Campaign Settings.

View Reports opens the reports for the campaign. See Campaign Reports.

Add to Trophy Case adds the campaign to the trophy case, where you can list the campaigns you find especiallyinteresting. The trophy case is a filtered view of the Campaigns Launch pad that shows the campaigns that you'veadded. Select the Campaign Trophy Case label from the Show menu to show your trophy case.

Interesting Segments

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In addition to the campaign cards, the launch pad shows insights about your segments and your program overview.Interesting Segments show you when a specific segment in a campaign performs differently than the overall audience.This is determined the same way the "interesting" mark gets applied in the segment filter section of the campaignreports.The goal is to make it easier to see when your segments are performing differently than your overall audienceand quickly exploit those changes through creating new targeted experiences.

Click Create campaign to create a new campaign built around the information gathered for the selected segment.

Click the link in the segment to load the campaign where the segment is performing differently.

Program Overview

The Program Overview identifies several areas and tools that customers use to run their optimization program. Thegoal of the overview is to show which of these tools your team is using, and to offer information to learn more abouteach one. Keep in mind that some of these may not be applicable to your organization. This is intended to be usedto "benchmark" your adoption of successful optimization strategies.

The metrics are based on usage in each of the focus areas. Increased usage in each area moves you along theoptimization path from stage 1 to stage 3 in each area and in your overall status.The thresholds to reach each stageare based on the community's usage. About the top 30% of organizations are in stage 3, middle 40% are in stage2, lower 30% are in stage 1 and getting started. Contact your account representative if you have questions aboutyour optimization level.

Campaign Spotlight

The Campaign Spotlight helps you quickly see how a campaign is doing so you can make decisions based oncampaign data. The Spotlight also helps you compare the campaign objectives with the actual results.

You can share a campaign spotlight with another person for review. The person you share a spotlight with does nothave to be able to log in. Click Share, then type the recipient's email address and any other information you wantto provide.You can save your settings so others who view your spotlight see it the way you set it up.

To open the campaign Spotlight, click a campaign name in the Campaigns Launch Pad or the Campaigns list.

The Spotlight is divided into several sections:

Objective & Result: Specify the objective of the campaign and the result achieved. Typically, the objective recordsthe desired result and the result records the actual result.

Notes: Record notes about the campaign. Notes can include any information you want to record. For example, anote might contain statistics from a certain point in the campaign, information about effectiveness of the campaign,or ideas for how the campaign could be improved. Notes are displayed on the Campaigns Launch Pad.

Winning Experience: View data about the experience that is currently winning.

Data Overview: View graphs that provide a quick overview of the current campaign results.

Experience Snapshots: Snapshots create a record of your various experiences in the campaign. Snapshots areautomatically taken while the campaign is running.You can also take a snapshot at other times and upload themto this section.You can download all snapshots for use in reports or your internal repository.

At the top of the Spotlight, a toolbar enables you to perform the following actions on the campaign:

Approve: Approve and activate the campaign. See Approve a Campaign.

Copy: Create a new campaign based on the selected campaign. The current campaign is not altered.

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Close: Delete the selected campaign.

Archive: Send the campaign to the archive.You can approve an archived campaign to make it active again.

Automate: Change the campaign to an Optimizing campaign. The Optimizing campaign automatically determineswhich experience is the best to show to each segment defined in the campaign. See Create an Optimizing(Auto-Targeted) Campaign.

Email Experiences: Email the campaign to another person.

Add MVT Design: Design a multivariate test for the campaign.You can design the test and specify elements andalternatives to create the experiences used in the multivariate test.

Campaign List

The Campaign List page is a dashboard to offer a quick overview of your activity.

Click directly on Campaigns to go to the Campaign List page, or select Campaigns > List.

By default, the Campaign List page shows your approved and unapproved campaigns. Use the Show menu to filterthe list to show only the campaigns that meet specific criteria.

Click a campaign title to open that campaign's Spotlight.

Label Campaigns and Tests

Labels provide a way to sort, tag, and easily find campaigns. Labels determine which campaigns display in theLaunch Pad and the Campaigns List.

Labels are automatically assigned depending on campaign type, status, if the campaign is live in the last 7 or 30days, whether the campaign is added to the Trophy Case, and other factors.

The Trophy Case gives you a place to store the campaigns you find especially interesting. The Trophy Case isavailable from the Campaign Launch Pad or the Campaigns list. Campaigns are added to the Trophy Case byassigning the Trophy Case label.

In addition to the preconfigured labels, you can assign custom labels.You might want to assign labels like "Jim" or"Sandra" to identify who is responsible for a campaign, or tags like "Holiday Sales" or "Back-to-school" to groupcampaigns by purpose.

1. To create custom labels, choose Edit labels from the search bar in the Campaigns list, which brings up a newpage where you can create or rename labels:

Type the name of the new label, and then click create. When you are finished creating labels, click Home toreturn to the Campaign Home Page.

2. To assign a label, hover over the campaign type next to any campaign (for example, AN Campaign), click AddLabel, then select the label and click Add.

Repeat to add multiple labels. To remove a labels, click the Delete icon next to the label.

Assigned campaign labels are displayed just below the campaign name in the Campaign List Page. Once you'veset up labels, you can click more labels in the search bar and choose the labels corresponding to the campaignsyou'd like to see. Click Close to list those campaigns.

Search and Sort Campaigns and Tests

You can more easily locate specific campaigns and tests by searching and sorting.

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To sort your campaigns and tests, use the search box, and labels in the Campaigns list or Launch Pad.

The search box conducts a search each time you press a key to find campaigns that contain the typed string in theirnames.

Ignore Visits from Your Browser

During an active (approved) campaign period, you can remove yourself from the report results.

Note that you will still be able to experience campaigns, but no data from visits from your browser will be reflectedin reports.

On the Campaign Home Page, select ignore visits from this browser in all campaign reports.

Monitor Campaign Status

The current status of a campaign is indicated by the color of the campaign name in the Launch Pad and the Campaignlist, and the information on the right side of the campaign's row in the Campaign list.

Green campaigns are approved, orange campaigns are unapproved, gray campaigns have completed or are in thelibrary.

The information on the right side of the row indicates when the campaign will run. The statuses are:

• needs approval: campaign has not been approved

• ongoing: campaign is approved and has no end date

• ends xx/xx/xx or ended xx/xx/xx: campaign stops on the specified date and time (if time is specified)

• starts xx/xx/xx: campaign starts on the specified date and time (if time is specified)

• archived: campaign is in the library

• closed: campaign has been closed to new visitors. (See Close a Campaign for more information.)

Campaign Reports

Reports show information about your campaigns.

To see reports for your campaign, click Reports from the Action menu for the campaign or open the Reports tabon the Campaign View page.

Campaign Change Log

The campaign change log provides a record of who changed your campaigns and when the changes occurred.

From the Campaign Home page, click the campaign name, then click Change Log.

The date and editor are listed anytime a campaign is saved, approved, deactivated, or closed. Changes to customtargets and offers used in the campaign are also listed.

Campaign View API

The Campaign View API displays campaign information in your own application or in a report widget on your system.

When to Use

• When you want to display customized campaign information in an application

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• When you want to display campaign information in a widget

Implement

Create the base URL.

Example URL:

https://admin.testandtarget.omniture.com/admin/api?operation=viewCampaign&id=NNNN

&thirdyPartyId =MMMM&client=acme&company=acmeco&[email protected]&password=mysecret

where:

• operation=viewCampaign is the operation to display a campaign from Test&Target as specified by the campaignID.

• id=NNNNN is the campaign ID.You must send either the third party ID or the campaign ID, but cannot sendboth.

• thirdPartyId=MMMMM is the 3rd party id for the campaign.You must send either the third party ID or thecampaign ID, but cannot send both.

• client=acme is the client code.You must send either client or company, but cannot send both.

• company=acmeco is the Analytics company name. This can be used in place of the Test&Target client codeof the Target/Analytics integration has been set up.You must send either client or company, but cannot sendboth.

• [email protected] is the email address of a user with REST privileges.

• password is the password you use to log in to Target.

• version=1 is the version of the request, which defaults to the latest if not provided. This version is 1.

If a campaign is found that matches the campaign ID or thirdPartyId then XML describing the campaign isreturned. For example:

<campaign>

<id>NNNN</id>

<thirdPartyId> third party id supplied by the client if any </ thirdPartyId>

<name> Campaign Name </name>

<state>approved|paused|deactivated|saved|deleted</state>

<enabled>true|false</enabled> 

<startDate>YYYY-mm-DDTMM:HH:SS</startDate>

<endDate>YYYY-mm-DDTMM:HH:SS</endtDate>

<displayLocations>

<location>

<targetExpression>

<targetMbox>

<name>mboxName</name>

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</targetMbox>

<targetParameter>

<type>url</type>

<name>ad</name>

<matcher>equalsIgnoreCase</matcher>

<values>

<value>A</value>

<value>B</value>

</values>

</targetParameter>

<targetUnknown/> 



</targetExpression>

</location>

<location>

<targetExpression>

<targetMbox><name>homePageHero</name><targetMbox>

<targetParameter>

<type>mbox</type>

<name>age</name>

<matcher>equals</matcher>

<values>

<value>33</value>

</values>

</targetParameter>

</targetExpression>

</location>

</displayLocations>

<branches>

<branch>

<id>NNNN</id> 

<name> branch name, e.g. Experience A</name>

<description> branch description </description>

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<targets> .... experience targeting - same type as targets from displayTargets </targets>

<offers>

<displayLocation location="/campaign/displayLocations/location [1]">

<offerHTML> 

<html>...</html>

</offerHTML>

</displayLocation>


<offerNamed>

<id>ID</id>

<name>offer name</name>

<offerRedirect>

<url>http://client.com/page.html</url>

</offerRedirect>

</displayLocation>


<offerDefault/>

</displayLocation>

</offers>

</branch>

<branch> ... can have more branches here .... </branch>

</branches>

</campaign>

Supported Targets

• mbox name

<targetMbox><name>mboxName</name></targetMbox>

• mbox and url parameter targeting

<targetParameter>

<type>url|mbox</type>

<name>parameter name</name>

<matcher>equals|equalsIgnoreCase|etc</matcher>

<values>

<value>value1</value>

<value>value2</value>

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....

</values>

</targetParameter>

• branch percent constraint

<targetPercent><percent>95.5</percent></targetPercent>

Supported Offers

• anonymous html offers

<offerHTML>

<html>.... offer content </html>

</offerHTML>

• anonymous redirect offers

<offerRedirect>

<url>http://mysite.com/page.html</url>

</offerRedirect>

• default content

<offerDefault/>

• currently unsupported offers

<offerUnknown>

<id>ID</id>

</offerUnknown>

• non-anonymous offers

<offerNamed>

<id>ID</id>

<name>offer name</name>

</offerNamed>

Error Codes

• Authentication error code: 401

• Invalid request code: 400

Bookmark a Location

From any specific report, campaign, or screen, you can create a bookmark in your browser.

Forward this link to team members for quick access to specific campaigns or reports.

Note: Team members must log in to Target to see the information.

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Start and Stop Campaigns

A campaign must be started before it displays or gathers information. Stop the campaign to end it.

You can test a campaign before you start it to make sure it works as expected.

Campaign Quality Assurance

Before approving (launching) a new campaign, confirm that it looks and behaves as you expect.

Below are some best practices for validating your campaign. These are only suggestions. Follow your standardcompany quality assurance processes to validate your content and functionality.

Prepare to Assure Campaign Quality

Assuring campaign quality requires some initial preparation.

1. Review your hosts and move each into the correct host group.

See About Hosts and Host Groups for details.

2. It is recommended that you validate mboxes and validate offers relevant to the campaign before validating thecampaign.

3. Set the campaign viewing preferences to permit you to view pending (unapproved) campaign from the Developmentand Staging host group.

• If today is within the campaign start and end dates, and the campaign is not yet approved, allow unapprovedcampaigns to be viewed from the Development and/or Staging host group.

Preview Experiences on the Development Host Groups

You can email experiences when you want other people to check the different experiences in a campaign. Anindividual doing QA should use the normal preview where you can move between each experience

Note: QA procedures for all host groups besides "Production" are the same.You can create your own customhost groups.

1. From the Campaign list or Launch Pad, click on an unapproved campaign.

2. From the campaign spotlight page, click Email.

3. In the pop-up window, click choose page to load the preview screen.

4. Browse to the desired page or enter the URL in the browser's address bar.

5. If your test includes targeting conditions, insert the parameter and values at the end of the URL, using URLencoded syntax.

Example: categoryId=123

6. Click the bar labeled Click here to select this page as the page where you're displaying content.

7. Enter your email in the To and From windows.

8. Click send.

9. Retrieve the email from your email program and use this as a reference.

10. In a browser, go directly to the links listed in the email.

11. Mimic all expected audience behavior.

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Click through each success metric and conversion. Do this for all browser types.

To test that reports work, leave preview mode by clicking on the exit link on the right side of the preview bar.

12. If you included targeting or segment filtering in your campaign, also mimic visitor behavior to validate your targetconditions.

13. Review reports to confirm visits and conversion data is collected as expected.

If applicable to your campaign, review reports for the sales, order revenue, costs per click or page, and revenueper click or page.

Note: Remember to select the right host group for your reports.

Fix All Errors

Confirm that each experience and report appears as you intended on all browsers.

If something does not look right, identify the source of the problem, fix it and reload the experiences. Repeat thisprocess until all experiences and reports look and behave as expected.

Note: Always preview your content on Macs as well as PCs.

Test on the Production Host Groups

Even a small inconsistency in your environments (such as an unmatched style sheet) can make your offers appeardifferently on Production than on Development or Staging.

Suggested best practices are listed below. However, you should follow your company Quality Assurance procedures.

1. Set-up an exclusivecampaign level target condition that only you and your QA team can meet.

Example parameter: testing=true. This ensures no visitors will see the campaign until you remove the targetcondition. Be very cautious. Do not risk showing new unvalidated campaign content to your visitors.

2. If you have not already done so, move the campaign content, including mbox.js and all pages with mboxes tothe Production server.

3. Approve the campaign so you can view it.

Note: Do not do this until you have set up the exclusive campaign target rule above.

4. Confirm that all offers and experiences look and behave correctly.

View the campaign with the exclusive target condition. Browse through success metrics and click-through theconversion activity. Confirm target conditions and passing of values work. Review report data.

Set Up the Final Pre-Launch

As you prepare to launch your campaign, you must set up the final pre-launch.

1. Copy the validated campaign.

This ensures your report data includes only future visits.

2. Edit the copied campaign.

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Remove the exclusive targeting rule.a)b) Rename the campaign as needed.c) Update campaign dates to match your campaign strategy.

Tip: You are not required to enter an end date. Monitor the campaign traffic and manually deactivate it whenyou have selected a winner.This ensures you control the campaign shut-off, even if it is later than you expect.

3. If there are other active campaigns sharing mboxes with the new campaign, set campaign priority as needed.

If you see an mbox collision notice or shared location notice under the mbox selection, then the mbox you selectedis used in another campaign. Click the link in the message to see the other campaigns and their statuses.

4. Save changes.

5. Just before approval, you might want to select the ignore visits from your browser setting.

Approve a Campaign

Approve a campaign to activate it.

Before a campaign can be activated, a start date must be set and the campaign must be saved and approved. Ifthese prerequisites are not met, the campaign is not active and is colored orange in the Campaigns list.

To approve, or launch, a campaign, click approve on the campaign view page.

The campaign will be live on all of its hosts.

Once you approve a campaign, it automatically starts running at 12:00 am on the start date set in the campaign.

Deactivate a Campaign

Deactivate a campaign to shut it down.

When you deactivate a campaign, it is stopped immediately. No visitors will see the campaign's content. Its statuschanges to Unapproved.

Click deactivate to shut down a campaign immediately.

When you deactivate a campaign, you are asked if you want to move the campaign to the library. Choose yesto move it to library. Choose no to leave the campaign listed on the Campaigns Home Page.

Close a Campaign

Closing a campaign makes it unavailable to new users. A returning visitor continues to see the campaign contentuntil he converts.

Click close to immediately close a campaign to new visitors.

New visitors do not see campaign content and are not counted in reports. Returning visitors continue to see thecampaign content until they convert.

Open a Campaign

You can reopen a closed campaign to make it available to new visitors.

Click open on any closed campaign.

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Campaign Troubleshooting

Try these solutions if you created a campaign but it is not appearing.

Fix/TroubleshootPotential Root Causes

Clear your cookies and cache. Reload your page.Your browser is showing you old content.

Also try closing and reopening the browser.

Edit the campaign and change its start and end dates toinclude today and the period you want to preview thecampaign.

The dates of the campaign do not cover today. Either theend date is before today or the start date is after today'sdate.

Review the campaigns' priority settings.The mbox is shared with another campaign and that othercampaign has a higher priority.

Review the target conditions and exactly match themwhen previewing the campaign.

You are not meeting the targeting conditions of thecampaign.

See Managing Hosts and Setting Campaign ViewingPreferences.

The campaign is not approved, and the campaign's hostis in a host group which does not allow unapprovedcampaigns to be seen.

Validate and the troubleshoot the mbox.The coding of the mbox is incorrect.

Isolate and validate the offer.Something is wrong with the offer.

Using mboxDebug=1, verify the client ID in the URL iscorrect. If not, change your mbox.js reference to pointto the correct file.

The mbox.js reference is referring to an mbox.js foranother account.

You can also verify what content is being returned to any mbox by looking at the mboxDebug pop-up window. Viewthis document for a walkthrough of possible mbox responses.

Test Campaigns

You can test a campaign to make sure the campaign works as expected and your success metrics are set properly.

Test Mutually Exclusive Campaigns

You can use profile attributes to set up tests that compare two or more campaigns but do not let the same visitorsparticipate in each campaign.

Testing mutually exclusive campaigns prevents a visitor in one campaign from affecting the test results for the othercampaigns. When a visitor participates in multiple campaigns, it can be difficult to determine whether positive or

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http://marketing.adobe.com/resources/help/en_US/tnt/pdf/mbox_debug.pdf

negative lift resulted from the visitor's experience with one campaign, or if interactions between multiple campaignsaffected the results of one or more of the campaigns.

For example, you can test two areas of your ecommerce system.You might want to test making your Add to Cartbutton red instead of blue.You might also test a new checkout process that reduces the number of steps from fiveto two. If both campaigns have the same success event (a completed purchase), it can be hard to determine whetherthe red button improves conversions, or whether those same conversions were also increased because of theimproved checkout process. By separating the tests into mutually exclusive campaigns, you can independently testeach change.

Setting Up Two Campaigns

To sort visitors into groups that each see a different campaign, you must create a profile attribute. A profile attributecan sort a visitor into one of two or more groups. To set up a profile attribute called "twogroups," create the followingscript:

if (!user.get('twogroups')) {

var ran_number=Math.floor(Math.random() *99);

if (ran_number <= 49) {

return 'GroupA';

} else {

return 'GroupB';

}

}

if (!user.get('twogroups')) determines whether the twogroups profile attribute is set for the current visitor. Ifthey do, no further action is required.

var ran_number=Math.floor(Math.random() *99) declares a new variable called ran_number, sets its value toa random decimal between 0 and 1, then multiplies it by 99 and rounds it down to create a range of 100 (0-99),useful for specifying a percentage of visitors who see the campaign.

if (ran_number <= 49) begins a routine that determines which group the visitor belongs to. If the number returnedis 0-49, the visitor is assigned to GroupA. If the number is 50-99, the visitor is assigned to GroupB. The groupdetermines which campaign the visitor sees.

After you create the profile attribute, set up the first campaign to target the desired population by requiring that theuser profile parameter user.twogroups match the value specified for GroupA.

Note: Choose an mbox early on the page.This code determines whether a visitor experiences the campaign.As long as an mbox is encountered first by the browser, it can be used to set this value.

Set up the second campaign so the user profile parameter user.twogroups matches the value specified for GroupB.

Setting Up Three or More Campaigns

Setting up three or more mutually exclusive campaigns is similar to setting up two, but you must change the profileattribute JavaScript to create a separate group for each campaign and determine who sees each one. The randomnumber generation is different, depending on whether you create an odd or even number of groups.

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For example, to create four groups, use the following JavaScript:

if (!user.get('fourgroups')) {

var ran_number=Math.floor(Math.random()*99);

if(ran_number <= 24) {

return 'GroupA';

} else if(ran_number <= 49) {

return 'GroupB';

} else if(ran_number <= 74) {

return 'GroupC';

} else {

return 'GroupD';

}

}

In this example, the math used to generate the random number that assigns a visitor to a group is the same as it iswith only two groups. A random decimal is generated, then rounded down to create an integer.

If you create an odd number of groups, or any number that 100 does not divide evenly into, you should not roundthe decimal down to an integer. Not rounding the decimal enables you to specify non-integer ranges.You do thisby changing this line:

var ran_number=Math.floor(Math.random()*99);

to:

var ran_number=Math.random()*99;

For example, to place visitors in three equal groups, use the following code:

if (!user.get('threegroups')) {

var ran_number=Math.random()*99;

if(ran_number <= 32.33) {

return 'GroupA';

} else if(ran_number <= 65.66) {

return 'GroupB';

} else { return 'GroupC';

}

}

Success Metrics

By default all campaigns show results for visitors' first landing and their final conversion activities. Add successmetrics to track visitor behavior between entry and conversion. Success metrics enable you to perform funnelanalysis.

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Success metrics are especially helpful for discovering the leaks in your registration or ordering process, or whenyour conversion levels are not high enough to give you confidence in results.

Prepare to Add Success Metrics

You must prepare your site before you can add success metrics.

1. Choose the Web pages where visitors are most likely to visit before conversion.

2. Place mboxes on these pages, even if you will not display new content there.

See Set Up Your Site for details on how to set up mboxes.

Counters and Success Metrics

Set up counters and success metrics to measure the results from a campaign or test.

1. Create or edit any campaign or test.

2. Click Choose Conversion or Other Success Metrics to open that section.

3. Click Add Success Metric.

Add as many success metrics as you need.Title each success metric and select a unique mbox for each successmetric.

Mbox Selection Options:

• An individual mbox

• **display mboxes**

Any active display mbox on any page will be counted for that success metric.

• **clicks from display mboxes**

A click on any display mbox in the campaign is counted.

Tip: Because visitor's landings are already reported, there is no need to use success metrics for these.

4. Use other success metrics setup options to meet your needs including:

• Multiple mboxes for a success metric• Engagement metrics

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• Report only on a restricted order of success metrics• Target display based on prerequisite success metric views• Use Success Metric Action to dictate recounting and branch viewing behavior

5. Click Save to save the campaign and your success metrics setup.

6. Complete campaign quality assurance before approving the campaign.

Multiple Mboxes for One Success Metric

Select multiple mboxes on a success metric when you want a single metric to combine the metrics for multipleactivities on your Web site.

For example, an automobile manufacturer wants a combined total for visits to any of three Web pages:

• Dealer locator page

• Newsletter sign-up

• Request for quote

Each destination page has a unique mbox. All three mboxes are selected for a success metric. The Success MetricReport provides the total impressions, visits, and visitors to these three mboxes combined.

1. Set up success metrics as usual.

2. For a single success metric, add the mboxes you want to combine in Success Metrics Reports.

Note: You can select any success metric from the dropdown. However, this value cannot be targeted.

3. Save the campaign.

Restrict the Order of Success Metrics

Restrict the order of success metrics when you are interested in reports only in cases where a certain sequencewas followed.

Note: Restricted order success metrics only restrict reports. Display is not impacted. To make a successmetric a prerequisite for display, see Targeting Display to a Prerequisite Success Metric.

For example, restricting the order of success metrics is useful in the following business scenarios:

• Report visits to your subscription form, only if the visitor saw an incentive message.

• Report visits only if the visitor followed a set sequence of success metrics.

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1. Create a success metric following normal success metrics setup.

2. For a subsequent success metric, select the target icon.

3. Select Display when "Success Metric."

4. Select the prerequisite success metric.

This restrains only your reports, not the visitors' display.

You have the option to select landing mbox impression if the entry page (success metric) of your campaign isthe only prerequisite.The mbox you choose at the campaign level target is the prerequisite entry success metric.By default this is any display mbox.

Note: If the campaign level targeting is display mboxes (the default setting) do not choose Landing PageImpression as the prerequisite or no one will be tracked for that success metric.

5. Select the comparison type has been or has not been seen.

6. Click done.

Success Metrics Report

The Success Metrics report shows the performance of your success metrics.

1. From the Campaign Home page, open the campaign, click on Reports, select Success Metrics Report fromthe Type dropdown, then click Apply.

2. As needed, change the comparison column or Counting methodology.

Click Show.The lift and confidence will display. Mouse over to see statistical significance and confidence intervals.

To view the statistics for a single success metric, select the desired success metric and click Show.

Note: If you chose **display mboxes** for a success metric, reports will count 1 impression per pageview even if there are multiple mboxes on a page.

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If your campaign contains multiple success metrics, you can aggregate the conversion data across successmetrics by selecting the success metrics you wish to aggregate in Conversion Success Metrics.

3. If used in your campaign or test, view segment filters for each success metric.

4. For more information read about Report Data.

Success Metric Advanced Options

Success metric advanced options give you the ability to define custom behavior for both content viewing and countingwhen visiting a success metric.

The default behavior when visiting any normal success metric is to continue to show the user campaign content onthe same experience and to never recount them.The default behavior for conversion is to enable a visitor to re-enterthe campaign if they meet the entry conditions, but always keep them on the same experience.To change the defaultcontent viewing or counting behavior on a success metric, select the gear icon next to the success metric and modifythe value in the drop down.

The table below describes the functionality of each of the selections with regard to its content viewing or countingbehaviors.

Counting BehaviorViewing BehaviorFor Conversion orOther SuccessMetric?

Name

Never count the visitor more thanonce.

Continue to display content fromthe same experience.

Success metricCount Once

Count the visitor again if they visitany other mbox before visiting thissuccess metric again.


Success metricCount Landings (orClicks)

Count the visitor again every timethey visit this success metric (evenon a page reload).


Success metricAlways Convert

Count the visitor again if theyre-fulfill the campaign entryconditions.


ConversionRestart - SameExperience


Run experience selection againto determine the content todisplay.

ConversionRestart - RandomExperience


Run experience selection againto determine the content todisplay, but exclude anyexperiences the visitor has

ConversionRestart - NewExperience

already seen. This might result inseeing default content if all

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Counting BehaviorViewing BehaviorFor Conversion orOther SuccessMetric?

Name

experiences have already beenseen.



ConversionExclude - SameExperience


Display default content.ConversionExclude - DefaultContent

Category Affinity

The category affinity feature automatically captures the categories a user visits and calculates the user's affinity forthe category so it can be targeted and segmented on. This helps to ensure that content is targeted to visitors whoare most likely to act on that information.

Whenever a user visits your site, profile parameters specific to the visitor are recorded in the Target database. Thisdata is tied to the user's cookie. One particularly useful parameter is categoryId, an mbox parameter assigned ona product page. As the visitor continues to browse, or returns for another session, the categories of products aparticular user chooses to see can be recorded.You can also record category information by passing it as the mboxparameter user.categoryId in any mbox (including a nested mbox), or as a URL parameter user.categoryId.Please ask your account representative for more details.

Separate categories with a comma to create separate categories. For example:

• categoryId=clothing,shoes,nike,running,shox,nike shox turbo,nike shox turbo VI

• entity.categoryId=clothing,shoes,nike,running,shox,nike shox turbo,nike shox turbo VI

Based on the frequency and recency of visits to your product categories, the category affinity (if any) a user has isrecorded. Category affinity can be used to target populations for your campaigns.

You can use user.categoryAffinities[] in a profile script to return an array of the affinities that a visitor haspopulated.

Business case

A visitor's activity in one session, such as which category they visit the most often, can be used for targeting insubsequent visits. Each category page a visitor views during their session is captured, and their "favorite" categoryis calculated based on a recency and frequency model. Then, every time the visitor returns to the home page, thehero image area can be targeted to show content related to their favorite category.

Example of Using Category Affinity

Suppose you sell musical instruments online and want to target sales promotions on bass guitars to visitors whohave already expressed interest in guitars in the past. Using category affinity, you can create offers that display onlyto visitors with this category affinity.

Algorithm

The category affinity algorithm works as follows:

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• 10 pts for first view

• 5 pts for every one after

• At end of session divide all values by 2

For example, viewing categoryA then categoryB in one session results in A: 10, B: 5. When the session ends, youwill have A: 5, B: 2.5. If you view the same items in the next session, the values change to A: 15 B: 7.5.

Prepare to Use Category Affinity

To use category affinity, you must first turn on the Category Activity Recorder.

1. On the Locations Home Page, click Profiles.

2. Press Start on the user.category Affinity row.

Tip: Start recording right away. Because category affinity is based on users' returning visits, the more datarecorded, the more accurate category affinity will be.

Category Affinity for a Targeted Group

It is common to use category affinity for a targeted group.

1. Create an A/B, Multivariate, or Landing Page campaign or test.

2. Choose the target population for a campaign location, experience, mbox, or conversion.

3. Click Target this campaign, then select user.categoryAffinity from the Visitor Behavior section of the Targetingscreen.

4. Select the comparison type (contains, exactly matches, etc.) and enter the categoryId.

You may also enter multiple categoryIds if you would like different sets of users to all receive the same content.

5. Click Done.

6. Click Save to save the campaign and rules.

Behavioral Ads

You can test and track visits to ads and other offsite content.You can also identify the same user on and off yoursite and deliver a consistent experience throughout their web experience. Using a single URL, the AdBox allowstesting without JavaScript or the mbox.js.

Note: This help section is available as a PDF file athttp://marketing.adobe.com/resources/help/en_US/tnt/pdf/testandtarget_behavioralads.pdf.

An AdBox is useful for testing marketing from sites that do not have mbox.js, such as affiliates. If your campaignneeds dynamic creative (for example, you need to show a product in the ad that was abandoned in the cart), youcannot use an AdBox. In this case, use the Flashbox combined with the Display Campaign. Please contact youraccount representative for details.

The following table compares a Redirector, AdBox, and Flashbox and when to use each:

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http://marketing.adobe.com/resources/help/en_US/tnt/pdf/testandtarget_behavioralads.pdf

http://marketing.adobe.com/resources/help/en_US/tnt/pdf/testandtarget_behavioralads.pdf

Offer ContentOfferType

URL StructureWhen To UsePurpose

URL for a pageredirectoffer

clientcode.tt.omtrdc.net/

m2/clientcode/ubox/page?

To change thelanding page ofan ad

Redirects a visitorto a different webpage

Redirector

URL for animage

redirectoffer

clientcode.tt.omtrdc.net/m2/

clientcode/ubox/image?

To change thecontent of an ad

Returns differentimages to the ad

AdBox

Flash-readablecontent

Built in tocampaign

See the Flashbox ActionScriptclasses.

To changecontent within aFlash ad

Returns contentelements to aFlash file

Flashbox

Redirector and AdBox ads can be used with any kind of campaign. Flashbox can only be used with Flash or DisplayAds.

Business Cases

• Monitor ad performance real time, from first click to final conversion.

Compare multiple ads in a test.

• Track view throughs.

A view through is when a user does not immediately click on the ad when he sees it, but later arrives at your siteorganically.

• Combine ad testing with cost and revenue tracking to quickly see real-time total revenue for that ad.

• Test and compare various landing locations of the ad, for example the home page, the category page, and productpage.

Advantages

• Use a single URL to provide default content, alternative content and to track visitors, clicks, and impressions.

• Allows you a central point of control for ads, onsite content, and offsite clicks. Simpler to run tests across multiplepublishers.

• Simpler to run tests across multiple publishers.

• Requires no JavaScript or mbox.js.

Constraints

• There is no client side timeout as with standard mboxes. If Target is completely down, (which almost never happens),visitors to the ad will not see content, not even default.

• Third party cookies are used to track the visits to the ad. If the PCIds are different, by default the visitor's 3rd partyis merged with any existing 1st party profiles.

• To use first party cookies on the AdBox itself, you will need to pass the mBox session in the URL. Talk to youraccount representative to do this.

• To use more than one AdBox on the same page, you must pass the Mbox session in the URL. Talk to your accountrepresentative to do this.You may have one AdBox and one Redirector link on the same page (because theRedirector is actually on a second page).

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Dynamic Ads for Display Advertising

You can create dynamic ads for your Display Advertising campaigns.

Display Advertising is advertising that appears on paid media. Advertisers can purchase guaranteed inventory directon publisher sites or non-guaranteed inventory via an Ad Network, Demand Side Platform (DSP) or a Supply SidePlatform (SSP). The DSP or SSP delivers the ad across ad exchanges.

Note: There is a separate CPM fee for Display Advertising impressions.

You can continue to use the standard license for ad campaigns that do not run on paid media. For Display Advertising,your Account Manager enables a new campaign type called “Display Campaign” developed for this purpose.

Terminology

• 1st party: A publisher, such as the New York Times, provides the placement for the ad.

• 2nd party: An advertiser, such as Nike, who sponsors the ad campaign.

• 3rd party: The advertiser’s media agency.

• 3rd party tools: The ad server and possibly DSP (Demand Side Platform) that a media agency might use onbehalf of an advertiser.

• 4th party and 4th party tools: The advertiser’s creative agency can deploy other vendors within an ad unit. Forexample, a DoubleVerify pixel for Ad Safety, Quantcast for Audience Measurement, Target for Dynamic Creative,Evidon for Ad Privacy, etc.

Use Case

The marketer is allowed to configure dynamic ads using visitor information that is either collected on the advertisersite or across the Web (using a data provider). For visitor information collected on the advertiser site, dynamic adsprovide retargeting on abandoned visits. For example, United Airlines shows you a discounted fare from San Franciscoto Los Angeles after you abandoned that ticket configuration in their site's shopping cart.

The marketer can also configure dynamic ads using information that has been collected on the visitor as they browsethe broader web. For example, United Airlines shows you an ad for a discounted fare from San Francisco to LosAngeles because you searched for those flights on Kayak.These are dynamic ads for acquisition purposes, becausethey drive net new traffic to your site.

Remarketing campaigns tend to suffer from volume. Consider an evolution to campaigns that have both acquisitionand remarketing strategies working together. The tradeoff when incorporating a dynamic creative for acquisitioncampaigns is potentially purchasing data from vendors such as BlueKai, Rapleaf, Exalate etc. These vendors adddata and processing cost to the mix. The data cost is a charge for using the 3rd party data. The processing cost isincurred when passing information to the universal profile maintained by Adobe.

Specifications for Creatives

You are free to use any creative size you like and are not limited to IAB specifications. Ad creatives can be builtusing three formats:

• Image

• HTML

• Flash

For example, you might prefer to use an HTML5 ad when the placement needs to include the iAd network thatdisplays on iOS devices. Note that if the mobile browser does not support 3rd party cookies or the user has disabled

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3rd party cookies, you cannot use the profile (server side cookie store) to target your advertising. If the target browsersupports 3rd party cookies, the marketer is fully empowered to create dynamic ads using this profile.

Most creative shops want to use flash technology to create dynamic ads. The creative process for FLA-baseddynamic ads involves instrumenting the creative for dynamic fields and then using a Display Campaign to configurethe range of values for these ads.

Instrument a Creative

You must instrument the creative you want to show in your ad.

To get you started, starter FLAs explain how to develop dynamic ads. An example of their use is available from thedownload link under the Display Ad Campaign menu. If you do not see this menu, contact your account representative.

This section contains code examples that show different aspects when implementing dynamic creative. The codesnippets are included for illustration purposes only. Refer to the example FLA for the supported version.

Privacy

Consumer privacy is an important consideration when using targeted advertising. An opt-out ad template is providedto comply with the DAA Self Regulatory principles. To use this template, you must purchase rights from the DAA.Please refer to DAA.com for more details. For a comprehensive implementation of Opt Out, you should use a DAAcompliant vendor such as Evidon, Truste or DoubleVerify. To show you how your customers would be able to optout of behavioral advertising within this template, here is an example.

Within the provided FLA template, the following snippet of code includes the power-I icon.

/ Add opt out option to right-click menu.

function callOptOutMethod() {

myConnection.optOut();

}

var myMenu:ContextMenu = new ContextMenu();

var optOutOption:ContextMenuItem = new ContextMenuItem("Opt out of Behavioral Advertising", callOptOutMethod);

myMenu.customItems.push(optOutOption);

_root.menu = myMenu;

Default Content

If the server cannot be contacted for some reason (very rare) or if your Display Campaign is deactivated while yourtags are live on the web, your ad needs to be able to serve up default content.This is accomplished using the functionbelow.

//Set the default XML property.

var myDefaultXML:String =

"<offer>\n" +

" <sub_copy>FALL PREVIEW</sub_copy>\n" +

" <show_women_image>image1</show_women_image>\n" +

" <landing_page>http://www.jjesquire.com</landing_page>\n" +

"</offer>";

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myFlashbox.defaultXML = new XML(myDefaultXML);

Dynamic Creative

Your FLA defines a XML schema that represents the customizable attributes in the ad. This schema is read whenyou upload your FLA. It then allows you to define variants. The visitor is matched to the appropriate variant andreturns that to the ad for rendering.

// Define a function that will be used to consume the XML returned from Test&Target.

function renderDisplayAd(xmlResponse:XML) {

var _xmlOffer:XMLNode = xmlResponse.firstChild;

var _subCopy:String = _xmlOffer.childNodes[0].childNodes[0].nodeValue.toString();

subCopy._visible = true;

subCopy.text = _subCopy;

Registering Clicks

The number of impressions (via the flashbox) and conversions are reported as part of the campaign setup.To reporton clicks and other success metrics, register another flashbox for the click.

//Create a flashbox to capture the impression and another to capture the click.

// Create the Flashbox with "Flashbox_example" as the mbox name.

var myFlashbox:Flashbox = myConnection.addFlashbox("jjesquiredemo1flashbox");

var myFlashbox_Click:Flashbox = myConnection.addFlashbox("jjesquiredemo1flashbox_click”);

Registering Clicks with Ad Server

When 3rd party ad servers receive an ad request from a 1st party ad server (publisher or network), the ad requestlooks up the advertiser and creative that is appropriate for the current request. The advertiser and the creativechosen can depend on a number of factors such as yield optimization and audience targeting. When the ad serverreturns the requisite SWF that is used for the ad, it is possible to configure the ad server to pass a flashvar calledclickTAG into the SWF. Passing this clickTAG is required to register the click with the ad server and redirect therequest to a requisite landing page. Begin this process with the following code:

//Insert ClickTags into flashbox.

if (_landingPage.indexOf("http") == 0) {

_root.clickTag = myFlashbox.getModifiedClickTagURL(_root.clickTag, _landingPage);

}

Create a Display Ad Campaign in Test&Target

To create a display ad campaign, see Creating a Display Ad Campaign. Each section of the campaign setup isaddressed below:

1. Upload SWF.

Upload the SWF files (one per ad size) you created using the instrumentation techniques described into theDisplay Ad campaign.You only have to target once to target across various ad sizes.

2. Pick locations.

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In the Pick Locations section, be sure to choose the mboxes on your site that have a creative that should to besynchronized with the creative in the offer.This typically leads to a better conversion rate because the messagingis synchronized across channels. Be sure to include the mbox that identifies the visitor as a candidate forretargeting, as well as an orderConfirmMbox.

3. Create experiences.

You can use token replace syntax in the dynamic fields. For example, the subCopy field can take the syntax${user.testAttribute default="seafoam green" show_blank="true"}. This technique uses behavioraldata for dynamic ads instead of hard coding the variations.

For a retargeting campaign, choose the audience that you want to find on the network or exchange. To do this,set up an mbox on the site that reflects a point in your funnel where your audience is considered to be in-marketfor your products. Map an offer that contains a retargeting pixel for the ad network to this location. When thevisitor visits the mbox, the browser receives a cookie from the ad network that tracks the visitor as he browsesthe web. Consequently, your orderConfirmMbox calls the ad network unpixel function so an ad is not shownto a converted visitor.

4. Set conversion metrics.

In the Conversion Metrics section, use the impression and click flashboxes to implement your attribution rules.For example, you might want to see a report that shows the number of times a user viewed your ad and thenumber of times that user clicked your ad. This could be combined with conversion data to provide your analysisteam more insight into how your advertising was consumed.

5. Define segments.

In the segments section, set up reporting segments that match your goals. For example, you might want a reportfiltered by Geo, Demo, or Intent behavior. Geo and Demo information might be captured using 1st party data(passed using mbox or captured using profile scripts) or 3rd party data (either built into the tool, such as DigitalEnvoy, or passed in using the REST based profile passing API). Or, perhaps you’d like to see whether the adsize or publisher affected the ad consumption and conversion passed using the flashbox APIs. In all cases, youneed to make sure that the data you want to segment on has been captured.

As an example, consider capturing ad size or publisher name.This type of data can be passed from the ad duringad impression time using flashbox APIs. To pass ad size and network data into the flashbox as parameters, youcan add an mbox parameter to a segment to filter it within the report:

var myFlashbox:Flashbox = myConnection.addFlashbox("jjesquiredemo1flashbox");

My_Flashbox.addParameter(“size”, “300x250”);

var myFlashbox_Click:Flashbox = myConnection.addFlashbox("jjesquiredemo1flashbox");

My_Flashbox_Click.addParameter(“network”, “Rubicon Project”);

Using this technique necessitates additional SWF creation for each publisher and size combination, instead ofjust size.

Trafficking

After you test the campaign, create ad server tags from your creatives and then traffic those tags to your ad networks.

Ensure that the ad server is configured to pass the clickTag to the SWF, so Target can track clicks. The clickTagis called and then the dynamic ad is rendered. Make sure that the campaign is live within Test&Target at the timeof trafficking so that default content is not rendered for your ads.

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Ad Ecosystem Compatibility

This section lists compatibilities within the ad ecosystem.

Compatible SystemsEcosystem

Doubleclick Dart for Advertisers (DFA)Ad Servers

Microsoft Atlas

MediaMind

Invite Media (Google)Demand Side Platforms

Turn

MediaMath

DataXU

Rubicon ProjectSupply Side Platforms

PubMatic

Collective MediaAd Networks

Tribal Fusion

Fox Audience Network (now part of Rubicon Project)

Traffic Marketplace

24-7 Real Media

Yahoo Right Media

Google Ad Exchange (AdX)

AOL

ValueClick

Dynamic Ad Reporting

Use the Campaign Spotlight and Report to view information about your dynamic ads.

The campaign report shows see visits, visitors, impressions, clicks and conversion metrics from the flashbox andonsite mbox locations of the campaign such as a product page or a shopping cart page. Use filters to view resultsfor a segment of traffic and use Success Metrics to see a consolidated report from the ad through the site funnel.

Affiliate Banner Testing

There are two broad use cases for affiliate banner testing.

If you need to rotate Images, you could use the AdBox/Redirector combined with the AB...n campaign.

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Note: Target contracts do not include a provision for delivering offsite display ads. Contact your accountmanager if you want to deliver offsite display ads using Target technology.

The Display Campaign is appropriate to use on paid media for a variety of reasons. For example, you are able totarget once across all ad sizes.You are also able to return default content if Target is down instead of serving ablank ad. However, sometimes you’d like to be able to do ad testing for affiliate banners and not incur the cost ofDisplay Ad impressions. In that case, using Target’s core ad testing functionality is appropriate.

You can test and track visits to ads and other offsite content.You can also identify the same user on and off yoursite and deliver a consistent experience throughout their web experience. Using a single URL, the AdBox allowstesting without JavaScript or the mbox.js. An AdBox is useful for testing marketing from sites that do not use mbox.js,such as affiliates.

If your campaign needs dynamic creatives (for example, you need to show a product in the ad that was abandonedin the cart), you cannot use an AdBox. In this case, use the Flashbox combined with the Flash Campaign.

The following table compares a Redirector and AdBox and Flashbox and when to use each:

OfferContent

Offer TypeURL StructureWhen To UsePurpose

URL for apage

redirectoffer


clientcode/ubox/page?

To change thelanding page ofan ad

Redirects avisitor to adifferent webpage

Redirector

URL for animage

redirectoffer


clientcode/ubox/image?To change thecontent of an ad

Returns differentimages to the ad

AdBox

Flash-readablecontent

Built in tocampaign

See the Flashbox ActionScriptclasses.

To changecontent within aFlash ad

Returns contentelements to aFlash file

Flashbox

AdBox and Redirector ads can be used with any kind of campaign. Flashbox should only be used with the Flashcampaign.

Pros

• Flexibility to use a single URL to provide default content, alternative content and to track visitors, clicks, andimpressions for ads that do not require dynamic creative.

• Requires no JavaScript, ActionScript or mbox.js for ads that do not require dynamic creative.

Cons

• With the AdBox, there is no client side timeout as with standard mboxes.

• If an edge cluster is completely down, (which almost never happens), visitors to the ad will not see any content,not even default content.You must use the FlashBox to show default content.

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Track Clicks Through Conversion

You can track clicks on the ad, through to conversion.

1. Create a Redirector.

The default content must be your Web site landing page.

2. Create a campaign.

3. Choose the Redirector as the entry point, or a success metric in the campaign, and then load with default content.

4. Submit the Redirector URL to your Ad Network as the ad's destination URL.

Test Version of Ad Content

You can test different versions of the ad's content.

1. Create an AdBox.

2. Create unique ad content for each content version.


4. Choose the AdBox as your display mbox.

5. Create an experience for each content.

For a comparison of AdBox and Flashbox, see the table in Testing Ads.

6. Submit the AdBox URL to your Ad Network as the content URL.

Vary Destination of an Ad

You can vary the destinations of an ad.

1. Create a Redirector.

2. Create a Redirect Offer for each unique landing location on your Web site.


4. Choose the Redirector as your display mbox, and one experience for each new Redirect Offer.

5. Submit the Redirector URL as the ad's destination URL.

Test Content with the Adbox

Use the AdBox to test content and track visits to display ads and other offsite content.

An AdBox is like an mbox, but it is controlled by a URL rather than JavaScript. AdBoxes are created with a specialAdBox URL that loads an "ad" mbox (or AdBox) into your Adobe account. Use this AdBox in place of the mbox inyour tests. Submit the AdBox URL to your Ad Network in place of the ad's image reference.

For help selecting the right setup see Testing Ads.

1. Prepare creative content for ads, including the default content.

Tip: Make sure all content matches the ad size.

2. Create the AdBox URL:

http://myClientCode.tt.omtrdc.net/m2/myClientCode/ubox/ image?mbox=adimage123_320x200

&mboxDefault=http%3A%2F%2Fwww%2Eyourcompany%2Ecom%2Fimg%2Flogo%2Egif

Where:

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• myclientcode is your company's client code. Find this in your mbox.js listed as mboxClientCode ='myclientcode'. This is all lower case and has no special characters.

• image is the offer type. In this case it is an image. See below for Flash instruction.

• adimage123_320x200 is the name of the mbox.

Note: AdBoxes function differently from other mboxes, but appear just as any other mbox in your account.Name the AdBox so it is easily distinguished them from the non-ad mboxes in your account.

Tip: Begin the mbox name with adimage and the size of the ad.

• http%3A%2F%2Fwww%2Eyourcompany%2Ecom%2Fimg%2Flogo%2Egif is the mbox's default content.



3. Validate the AdBox.

a) Insert the AdBox URL into a browser and refresh.b) Login to your account, refresh your mbox list and verify the new AdBox is listed in your account.

4. If you will test different versions of the ad, create Redirect Offers for each version.

Note: AdBoxes must be loaded with a Redirect Offer or the default content offer. Other offers types willnot work. Because the AdBox is a URL, it can only contain the URLs it receives, so only the Redirect Offerworks.


See Testing Ads for the right set up to meet your goals.


7. Create a dummy page and verify that all experiences, default content, and reports act as expected on all browsertypes, for all of your environments.

8. Use an img src tag on the dummy page.

<img src= http://myClientCode.tt.omtrdc.net/m2/myClientCode/ubox/image?mbox=ad123&mboxDefault=

http%3A%2F%2Fwww%2Eyourcompany%2Ecom%2Fimg%2Flogo%2Egif>

AdBoxes are not supported by Offer Preview or Browse for mbox. Use email experiences and preview experiencesdirectly in a browser.

Firefox will cache the image request, so you have to shift-reload to preview your changed AdBox content.

mboxDebug does not work with Adbox.

9. Submit the full AdBox URL to your Display Ad Network, as the image reference.

Create an Adbox for an Image

You can create an AdBox to display an image.

1. Prepare creative content for ads, including the default content.

Tip: Make sure all content matches the ad size.

2. Create the AdBox URL, replacing the bolded parameters below with your own information:

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http://myClientCode.tt.omtrdc.net/m2/myClientCode/ubox/image?mbox= adimage123_320x200

&mboxDefault=http%3A%2F%2Fwww%2Eyourcompany%2Ecom%2Fimg%2Flogo%2Egif

Where:

• myclientcode is your company's client code. Find this in your mbox.js listed as mboxClientCode ='myclientcode'. This is all lower case and has no special characters.

• image is the offer type. In this case it is an image. See below for Flash instruction.

• adimage123_320x200 is the name of the mbox

Note: AdBoxes function differently from other mboxes, but appear just as any other mbox in your account.Name the AdBox so it is easily distinguished them from the non-ad mboxes in your account.

Tip: Begin the mbox name with adimage and the size of the ad.

• http%3A%2F%2Fwww%2Eyourcompany%2Ecom%2Fimg%2Flogo%2Egif is the mbox's default content.



3. Validate the AdBox.

a) Insert the AdBox URL into a browser and refresh.b) Login to your account, refresh your mbox list and verify the new AdBox is listed in your account.

4. If you will test different versions of the ad, create Redirect Offers for each version.

Note: AdBoxes must be loaded with a Redirect Offer or the default content offer. Other offers types willnot work.


See Testing Ads for the right set up to meet your goals.


7. Create a dummy page and verify that all experiences, default content, and reports act as expected on all browsertypes, for all of your environments.

8. Use an <img src> tag on the dummy page.

<img src= http://myClientCode.tt.omtrdc.net/m2/myClientCode/ubox/image?mbox=ad123&mboxDefault=

http%3A%2F%2Fwww%2Eyourcompany%2Ecom%2Fimg%2Flogo%2Egif>

• AdBoxes are not supported by Offer Preview or Browse for mbox.

Use email experiences and preview experiences directly in a browser.

• Firefox will cache the image request, so you have to shift-reload to preview your changed AdBox content.

• mboxDebug does not work with Adbox

9. Submit the full AdBox URL to your Display Ad Network, as the image reference.

Test an Email Image Adbox

Dynamically test images in email, and even change those images on the fly when someone opens their email.

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By running a self-optimizing campaign on images in an email, early responders to your email can influence whatdelayed email openers see in their email. Redirectors can also be used in emails to track clicks and dynamicallycontrol which landing page people reach.

Email image testing is achieved through using modified versions of adboxes. Since email clients do not allow cookiesto be set, a unique identifier must be generated for each email. This number is appended to the adbox URL and toany redirectors used in the email to track clicks from the email.

Download a How-To Document about Email Testing

Sample code for an email image adbox:

<img src="http://<clientcode>.tt.omtrdc.net/m2/clientcode/ubox/image?mbox=

email_Header&mboxDefault=http%3A%2F%2Fwww.domain.com%2Fheader.jpg& mboxXDomain=disabled&

mboxSession=123456&mboxPC=123456" border="0" >

Where the bold values are specific to you:

• clientcode is your company's client code. Find this in your mbox.js listed as clientCode='yourclientcode'.This is all lower case and has no special characters.

• image is the offer type. It is always "image" for graphic ads; it is "page" for redirectors.

• email_header is the name of the adbox.

• http%3A%2F%2Fwww.domain.com%2Fheader.jpg is the adbox's default content. This must be an absolutereference and must be URL encoded.

• mboxXDomain=disabled tells Test&Target to not attempt to set a cookie.

• mboxSession=123456 and mboxPC=123456 are two values required by Test&Target to merge this user's profilewith their existing profile for your site. 123456 is the unique identifier generated per email. Dynamically insert thisvalue into every adbox and redirector URL. This number must be unique for each email sent to each person. If aweekly email is sent to 1,000 people, 1,000 unique IDs need to be generated.

The unique identifier per email needs to be assigned to the mboxSession and mboxPC in each adbox and redirectorURL. The recommended format for this identifier is timestamp-NNNNN where NNNNN is a random 5-digit number,but any alphanumeric format will work. Some mass e-mail services and any programming language are capableof generating this unique identifier.

Use Flashbox to Test Flash

There are multiple ways to test and target Flash content.

Generic ActionScript classes can be used to "instrument" any Flash file with targeting capabilities.

You can learn more about Flashbox by following the Flash Integration tutorial here:http://www.adobe.com/devnet/flash/articles/fl_tnt_overview.html.

To change more than just static elements in Flash, you can use the Flash ActionScript classes available for Target.With these classes you can create Flashboxes that work quite similarly to mboxes to return different content to theFlash file to change the viewer's experience.

Note: Flashbox developer documentation is available by clicking Display Ads > Flashbox classes. Contactyour support professional for more information.

The process for creating an AdBox for a Flash file is the same as for an image Adbox (see Creating an AdBox foran Image), with these differences:

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http://marketing.adobe.com/resources/help/en_US/tnt/pdf/TTemailCampaignSetup.pdf

http://www.adobe.com/devnet/flash/articles/fl_tnt_overview.html

1. Use page as the content type and make the default link to your swf file.

http://myClientCode.tt.omtrdc.net/m2/myClientCode/ubox/page?mbox=adflash_abc_320x200

&mboxDefault= http%3A%2F%2Fwww%2Eyourcompany%2Ecom%2Fimg%2Flogo%2Eswf

2. To complete QA, use the embed src tag on the dummy page as you would a Flash file.

<embed src=http://myClientCode.tt.omtrdc.net/m2/myClientCode/ubox/page ?mbox=ad123&mboxDefault=

http%3A%2F%2Fwww%2Eyourcompany%2Ecom%2Fimg%2Flogo%2Eswf>

Syncing Between Target Standard and Classic

Adobe Target Classic displays campaigns (activities) created in Adobe Target Standard. Segments from Classicand audiences from Standard are available in both interfaces.

This syncing makes possible the functionality of Target Standard.

If you use both Standard and Classic, you will see the activities you create in Standard as read-only campaigns inthe Campaigns list. This means you can view information about your activities, including reports, in the Classicinterface, but you cannot make changes. The Edit button is disabled in Classic.

Syncing activities with Target Classic is required, even for clients whose contract does not include access to theTarget Classic interface and functionality. If an activity does sync correctly after you create it, a message displays,and the activity cannot be used.

Reusable segments created in Classic are available as audiences in Standard. This means that audiences thatcannot be created at this time in Standard can be created as a segment in Classic and used in Standard. For example,you can create a geo-targeted segment in Target Classic and use it in Target Standard, although you cannot editthe synchronized audience in the Standard interface. Likewise, audiences created in Standard are available inClassic.

Note: Changes made in Target Classic can take several minutes to appear in Target Standard. For example,if you archive a campaign in Target Classic, that activity continues to display as active in Target Standard forapproximately ten minutes.

Integrating with Adobe Analytics (Deprecated)

If your company has an existing Adobe Analytics (formerly SiteCatalyst) site implementation, you can leverage yourAnalytics tags when defining Target campaigns by installing a plug-in.

As of April 17, 2014, the information in this section has been deprecated, and is replaced by theAdobe Analytics as the Reporting Source for Adobe Target functionality. Adobe is continuing tosupport the former integration methods, but it is recommended that you use the new functionality.

Some of the possible uses of Analytics data include:

• Use events in place of the conversion mbox.

• Use events in place of the campaign success metric mboxes.

• Target visitors based on page variables including pageName, custom conversion variables (eVars) or traffic variables(props).

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https://marketing.adobe.com/resources/help/en_US/target/a4t/a4t.html

While mboxCreate tags aren't required to pass Analytics data, pages must still include a reference to mbox.js, aswell as a JavaScript plug-in.

Note: For pricing information for this integration, please contact your account manager.

Analytics to Target Integration (Deprecated)

Use Adobe Analytics variables (props, eVars, events, etc.) for segmenting, targeting, success, and conversion.


Analytics to Target integration requires s_code.js version H.17 or higher.

For more information, see the SiteCatalyst to Test&Target Integration white paper.

1. Enable the Adobe Analytics plugin within the Target Interface:

Click Configuration > mbox.jsEdit, then enable the plugin and click Save.

2. Click Configuration > mbox.js > Download to download a new mbox.js file, then upload the file andreferenceit.

3. Add the mboxLoadSCPlugin(s); plugin call to the page code.

Put the plugin call after the Analytics variables are set and before the s.t() call.

s.pageName=""

s.prop1=""

s.events=""

s.eVar1=""

mboxLoadSCPlugin(s);

/************* DO NOT ALTER ANYTHING BELOW THIS LINE ! **************/

var s_code = s.t(); if (s_code) document.write(s_code)//--></script>

4. To validate the integration, add mboxDebug=1 as a query string parameter to a page with themboxLoadSCPlugin(s); on it.

Target to Analytics Integration (Deprecated)

View and understand campaigns and experiences inside Adobe Analytics. Create segments after collecting the dataand compare campaigns and experiences against other reporting and analytics data.


Target to Analytics integration requires the following:


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http://marketing.adobe.com/resources/help/en_US/target/a4t/

http://marketing.adobe.com/resources/help/en_US/tnt/pdf/SiteCatalyst%20to%20TnT%20integration%20guide.pdf


• mbox.js version 38 or higher

1. Create a new HTML offer named TnT-SC Plugin with the following code in Target:

<script type="text/javascript">if (typeof(s_tnt)=='undefined'){var s_tnt='';}s_tnt+=

'${campaign.id}:${campaign.recipe.id}:${campaign.recipe.trafficType},';</script>

2. Create a Plugin Offer.

a) Click Configuration > Plugins > add javascript plugin.b) Name the plugin.c) Select Display mbox requests only.d) Select the JavaScript (HTML) offer you created earlier (TnT-SC Plugin).e) Select to serve in the production host group.

3. Download and reference a new version of the mbox.js file.

4. Add the integration code to the s_code.js plugins section.

/* Plugin: Target Integration v1.0 */

s.trackTNT=new Function("v","p","b",""

+"var s=this,n='s_tnt',p=p?p:n,v=v?v:n,r='',pm=false,b=b?b:true;if(s."

+"getQueryParam){pm=s.getQueryParam(p);}if(pm){r+=(pm+',');}if(s.wd[v"

+"]!=undefined){r+=s.wd[v];}if(b){s.wd[v]='';}return r;");

5. Check whether the getQueryParam plugin code is in the Analytics s_code.js plugins section and add it if it'snot there.

/* Plugin: getQueryParam v2.4 */

s.getQueryParam=new Function("p","d","u","h",""

+"var s=this,v='',i,j,t;d=d?d:'';u=u?u:(s.pageURL?s.pageURL:s.wd.loca"

+"tion);if(u=='f')u=s.gtfs().location;while(p){i=p.indexOf(',');i=i<0"

+"?p.length:i;t=s.p_gpv(p.substring(0,i),u+'',h);if(t){t=t.indexOf('#"

+"')>-1?t.substring(0,t.indexOf('#')):t;}if(t)v+=v?d+t:t;p=p.substrin"

+"g(i==p.length?i:i+1)}return v");

s.p_gpv=new Function("k","u","h",""

+"var s=this,v='',q;j=h==1?'#':'?';i=u.indexOf(j);if(k&&i>-1){q=u.sub"

+"string(i+1);v=s.pt(q,'&','p_gvf',k)}return v");

s.p_gvf=new Function("t","k",""

+"if(t){var s=this,i=t.indexOf('='),p=i<0?t:t.substring(0,i),v=i<0?'T"

+"rue':t.substring(i+1);if(p.toLowerCase()==k.toLowerCase())return s."

+"epa(v)}return''");

6. Add s.tnt=s.trackTNT(); to the doplugins section.

/* Plugin Config */

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s.usePlugins=true

function s_doPlugins(s) {

/* Add calls to plugins here */

s.tnt=s.trackTNT();

}

7. Have your Adobe representative enable the integration (Target and Adobe Analytics internal settings).

8. (Optional) Within Analytics, set up user groups to see targeting reports (not necessary for admin users).

9. (Optional) Have your Adobe representative enable additional subrelations so Target data can be broken downby more than variables.

10. Validate your integration.

a) Use the Adobe DigitalPulse Debugger to verify that the tnt variable is being sent to Analytics.

The variable should contain values in the following format: 12345:1:0,.

b) Make sure campaigns show up in Adobe Analytics.

If the value Unspecified is the only value, then the consultant or account manager might need to reclassifythe campaigns.

A new Analytics report called "Test&Target" is added to the system. This report shows Target campaigns andexperiences.

Install the Analytics Plug-In (Deprecated)

Before you can integrate Target with Adobe Analytics, you must install the Analytics plug-in.


It is assumed that the page is already tagged with Analytics.

Work with your consultant to generate mbox.js code with the Analytics plug-in option enabled, which will generateextra plug-in code. This requires changing a setting in your mbox.js file.

The page should reference mbox.js and include a call to the JavaScript function mboxLoadSCPlugin. The pagedoes not require any mboxCreate tags, but they may be present if Target offers are intended to be displayed.Youmay place the mboxLoadSCPlugin(s) call in the Extra JavaScript section of mbox.js, provided s_code.js hasbeen defined higher in the page code and the s object is instantiated.

We recommend that you place the mboxLoadSCPlugin on the page before making any calls to Adobe Analytics.

<html>

<head>

<script language="JavaScript" type="text/javascript" src="mbox.js"></script>

</head>

<body>

<script language="JavaScript" type="text/javascript" src="s_code.js"></script>

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<script language="JavaScript" type="text/javascript"></script>

<script language="JavaScript" type="text/javascript"></script><noscript><img src="http://rs.112.2o7.net/b/ss/rsid/1/H.23.8--NS/0"height="1" width="1" border="0" alt="" /></noscript>

</body>

</html>

SiteCatalyst: event Mbox (Deprecated)

Once the plug-in is installed, SiteCatalyst data is available as an mbox called SiteCatalyst: event in the mboxselect dropdown.


When targeting mbox parameters, the 20 most recent mbox parameters are displayed in the list. If the Analyticsproperty you're trying to target doesn't appear (eg. eVar21), you can select choose a parameter in the Site Pagestargeting section and type the name of the parameter. Alternatively, you can target it explicitly with a profile scriptlike:

eVar3IsTrue

return mbox.name('SiteCatalyst: event') && mbox.param('eVar3') == 'true';

Representing campaign conversion

All page variables, including events, eVars, and props, are accessible as mbox parameters associated with theSiteCatalyst:event mbox. Associate Adobe Analytics events with campaign conversion by targeting on the eventsmbox parameter associated with the SiteCatalyst:event mbox.

Representing success metric conversion

The SiteCatalyst: event mbox can be used similarly to represent a visitor reaching a campaign success metric.Other variables can be used in addition to events.

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Representing a segment

The SiteCatalyst: event mbox can be used similarly to represent a visitor being included in a segment.

Use for campaign or experience targeting

The SiteCatalyst: event mbox can be used to target campaigns to visitors based on custom variables like eVarsand s.props. For example, if eVar3 describes the registration state of a site visitor, you can target a campaign onlyto registered visitors. Note that mboxes on the page won't be associated with this targeted campaign until the nextpage load, because the visitor only qualifies for the campaign after the page has loaded.

Use to capture engagement

You can use the SiteCatalyst:event mbox as an mbox to capture visitor engagement such as time on site orpage views per visit. For information about capturing engagement, see Engagement.

SiteCatalyst purchase: Mbox (Deprecated)

Once the plug-in is installed, the SiteCatalyst purchase event will be available as an mbox called SiteCatalyst:purchase.


You can select the mbox from the select an mbox dropdown.

Representing campaign conversion

When selected as the campaign conversion mbox, revenue will be recorded in Target reports.

Analytics to Target Integration to Track Analytics Events (Deprecated)

By integrating with Analytics data, Target can track conversions based on success events that are already trackedin Adobe Analytics, even if these success events are only fired based on a click.


Often, conversions are only tracked after a click. For example, a user might click the Add to Cart button withoutgoing to another page.Your existing integration might already track this with a specific event. This conversion datacan be tracked easily in Target if the client has Adobe Analytics and the Analytics-to-Target integration is enabled.

To track these event-based clicks, do the following:

1. Make sure Target is set up to receive Adobe Analytics data with the following:

• Verify that your Analytics implementation is using s_code.js version 17 or higher.• Enable the Analytics plugin in your mbox.js configuration menu and upload a new copy with this change to

your server.• Add the mboxLoadSCPlugins(s) function call to your page-level Analytics code after the variables have been

declared and before the s.t() call is called.

2. In your campaign, create a success metric with SiteCatalyst:event as the mbox location.

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3. Target on the mbox parameter for events that contain your event. (For example,event8.)

If you are looking for event 8, you would select the mbox SiteCatalyst: event and target the success metricto track when current page mbox parameter events contains event8.

Code Example:

function trackClick(s_account)

{

var s=s_gi(s_account);

s.linkTrackVars="events";

s.linkTrackEvents="event8";

s.events="event8";

s.tl(true,"o","name my link here");

}

<a href="#">track this!</a>

View Campaigns and Experiences in Analytics Reports (Deprecated)

If your company owns Adobe Analytics, you can view and segment your Target traffic data in an Analytics report.


Some possible uses include:

• Measuring the success of campaigns through your reporting and analytics KPIs.

• Subrelating campaign and experience data with Analytics conversion variables.

• Subrelating other Analytics reports with campaign and experience traffic data.

By leveraging data in Adobe Analytics, you can drill into your Target experiences using subrelations and detect highperforming segments that are ripe for future tests and potentially targeted campaigns. The Analytics report displaysAnalytics conversion data rather than Target conversion data.

When an integration offer is activated, this special offer is served to all display mboxes, in addition to the regularoffer.Think of it as "piggybacking" on a campaign's regular offers. It is invisible to the visitor because it is JavaScript.You only need to configure it once and it will send data about the current experiences for each campaign on thepage. With the data now available on the page, the Analytics tag sends it to the Analytics server, along with all otherAnalytics data. There is no additional contract or usage cost for this integration.

To visualize this, consider normal Target behavior with no integration, depicted in the image below. The Web sitewww.acme.com has two campaigns on its home page, a banner test and a hero image test. Each campaign containsa single mbox, so when the page is rendered, the server serves an offer for each experience (two total).

163Campaigns


Now consider the behavior with the integration enabled in the image below. Notice how the campaign name andexperience name "piggybacks" on top of the regular offers. With the campaign and experience data now availableon the page, the Analytics tag sends the Target data to its own server so that a marketer can later examine campaignand experience data in an Analytics report.

Configure the Integration (Deprecated)

Before you can use the Analytics integration, you must contact an account representative to enable it for yourcompany.


When you contact Adobe, your representative can inform you of any obligations you may have in conjunction withenabling the integration. Once enabled, you can begin to complete the remaining procedures.

Minimum Requirements

It is assumed that your site is already tagged with both Analytics (version H.19 or higher) and Target (version 36 orhigher). Also, the integration requires a bottom-of-page Analytics tagging implementation.

Adding a plug-in code snippet into the Analytics s_code.js

Please contact Consulting Services for the appropriate plug-in code for s_code.js.

Creating and activating a plug-in offer in Target

Once the s_code.js plug-in snippet is in place, you need to create a plug-in offer to attach to all of your displaymboxes. This offer creates the link between Target and Analytics. When you create it, it is automatically dispersedto all your mboxes. To create the plug-in offer:

1. Click Offers > Create > HTML and Image Offer.

2. Name the offer with descriptive name that you will not confuse with other offers.

A name like "Analytics Integration Offer" is appropriate.

164Campaigns


3. Select HTML Offer as the display type.

4. Paste the specialized HTML code into the HTML field:


if (typeof(s_tnt) == 'undefined') {

var s_tnt = '';

}

s_tnt += '${campaign.id}:${campaign.recipe.id}:${campaign.recipe.trafficType},';

</script>

5. Save the offer.

6. Associate the offer with a rule that always sends it to the browser with each campaign's display mbox response.

Select Configuration > Plug-ins. Click the Add JavaScript plug-in button.

7. Name the plug-in.Specify a name like "Analytics plug-in."

8. In the Serve Condition field, select Display mbox requests only so all offers served by Target include campaignand experience information.

9. In the JavaScript offer field, select the offer that you created previously in this procedure.

10. Enable the Serve in production host group check box.

You can leave it unchecked if you only want the plug-in offer outputted to pages in non-production host groups.

11. Click Save.

The Analytics Report

The Target report in Analytics provides the marketer with the ability to examine the success of campaigns andexperiences using Analytics KPIs.

As of April 17, 2014, the information in this section has been deprecated, and is replaced by the AdobeAnalytics as the Reporting Source for Adobe Target functionality. Adobe is continuing to support theformer integration methods, but it is recommended that you use the new functionality. There are somedifferences between the old and new integrations; you should rely on the new report if there are anyactivities that use both (e.g. they use the backend integration and the plug-in). We strongly suggestthat you hide the old report from your menus once you have upgraded to the new integration.Youshould not need this report anymore, once all of your pre-existing activities have run their course.

Initially, you're shown a report listing all campaigns. As in other reports, additional events and metrics may be addedas columns and subrelations can be performed. By clicking into a campaign, you're taken to a report listing allexperiences in that campaign.

You can breakdown by several subrelations, such as:

• Site Metrics

• Traffic Sources

• Products

• Visitor Retention

• Visitor Profile

• Custom Conversion

165Campaigns



For example, a campaign named Home Page Banner Test has been subrelated with Monitor Resolutions. Lookingat the data, a marketer might infer that although the Default experience generates more revenue overall, ExperienceD performs better for the 1024x768 monitor resolution segment. A marketer might use this insight to conduct furthertests, and if validated, create a targeted campaign always showing Experience D to visitors with that screen resolution.Breaking down experience performance data by segment is possible as well, however the specific segments mustbe defined before the campaign is activated.

Expected Data Variances (Deprecated)

Because of the different ways that Target and Analytics work, it is expected that data will vary between the twosystems.


Variances of 15-20% are normal, even with similar data sets. Systems that count differently can result in much higherdata variances, as much as 35-50%. In some cases, variances can be even higher.

Although actual data can vary significantly, trends are usually consistent. As long as the differences and trendsremain consistent, the data remains valuable and useful. If the differences and trends are inconsistent, it could meanthat something is set up incorrectly. In this case, contact your account representative for assistance.

Analytics uses a system based on visits and transactions, but Target uses visitor-based metrics. That means thatwhenever a visitor opens a page, it counts as a visit in Analytics, but Target does not count the visit until the conditionsset in the campaign are met.

Reports in Target show performance based on the conversion mbox selected when defining the campaign, but thisconversion mbox data is not sent to Analytics, which has its own conversion variables as defined by your Analyticstagging implementation. In cases where you may expect identical data (for example, if a retailer's order confirm pagecontains both a conversion mbox and an Analytics purchase event), data may differ due to the placement of thesetags. In general, trends in the two products' reports should be the similar.

Expected data variances can be caused by both technical and business variances.

Examples of Technical Variances

The following can cause data variances based on technical differences:

• Target visitors must allow cookies and JavaScript

• First- and third-party cookies are processed differently; as a result, data from these cookie types do not match.

• Relative location of tags on pages and "leakage" caused by visitors who exit the page before it fully loads

• Time zone considerations

• Differences in which devices can be counted

Examples of Business Variances

The following can cause data variances based on business differences:

• Differences between visitor and visit metrics

• Targeting on campaigns excludes some visitors

• A single mbox can be located on multiple pages, counting visitors on each of those pages

• Campaign priorities might include some visitors and exclude others on a page

166Campaigns


• Visitors who have converted once can be counted again when they re-enter the campaign

• Analytics counts all conversions for all visits and visitors, but Target only counts conversions for those visits andvisitors that are included in the campaign

Frequently Asked Questions About Analytics Integration (Deprecated)

Several questions about the integration between Target and Analytics surface often.


How much does this integration cost?

There's no charge for this integration, although professional services fees apply should they be required.

With what variables can I subrelate campaigns and experiences?

You can subrelate with the variables listed below. Consult with your account representative about enabling furthersubrelations.

• Monitor Resolutions

• Search Engines

• Search Keywords

• Referring Domains

• Time Spent on Site

• Visit Number

• Products

• Pages

• Your choice of 5 custom eVars

Do I need to use one of my custom eVars towards this integration?

No, the integration does not use one of your custom eVars.

Can I correlate Target campaign and experience data with traffic variables?

No, Target campaign and experience data behave like conversion variables (eVars), and therefore can't be correlated(with props, for example).

Can I perform pathing analysis with Target campaign and experience variables?

No, pathing reports are not possible at this time.

Can I perform analysis in Analytics with data from my Target MVTs (multivariate tests)?

You can analyze the experiences explicitly defined in the MVT campaign definition, but Analytics does not provideinformation about best predicted experiences or element contribution.

Can I analyze my Target-defined segments in Analytics?

No, segments explicitly defined in your Target campaign definition are not available in Analytics. Of course, you canbreak down your campaign and experience traffic with Analytics variables.

Comparing my reports in Target and Analytics, I notice that my conversion data differs for the same campaign.Why?

167Campaigns


Reports in Target show performance based on the conversion mbox selected when defining the campaign, but thisconversion mbox data is not sent to Adobe Analytics, which has its own conversion variables as defined by yourAnalytics tagging implementation. In cases where you may expect identical data (for example, if a retailer's orderconfirm page contains both a conversion mbox and an Analytics purchase event), data may differ due to the placementof these tags. In general, trends in the two products' reports should be the similar. See Understanding ExpectedData Variances for more information.

Why is it that when I look at my page's generated JavaScript, I see numbers with a format like "s_tnt=1323,1,0"instead of my campaign and experience names?

Target serves the ids of the campaign and experience, rather than the human-readable names. Iif you examine thespecial integration offer, you can infer that ${campaign.id} and ${campaign.recipe.id} are replaced by thecampaign and experience ids, respectively. The traffic type is also included (${campaign.recipe.trafficType}),but there's no need to pay attention to that. Target assigns this data to a global variable named s_tnt, which thes_code.js later assigns to the s.tnt reporting variable before sending it along with other data to the analyticsreporting server. Behind the scenes, Target sends classification files to analytics reporting, which perform themapping. With this strategy, changes to the campaign or experience name in Target are automatically updated inanalytics reports.

The integration with Analytics uses something called a "tntvar." Is this variable available all the way throughinto Analytics?

The tntvar is in the raw data warehouse files. However, it is not available in the Analytics user interface.You canalways get at data in a data warehouse report, even if it is not available directly in Analytics by using a VISTA ruleto copy the value to an empty prop or eVar. The "tntvar" contains raw data and is not available in reports, but otherTarget reports are available (campaign, campaign > recipe, recipe, etc.).

Using the Campaign Library

When you are finished running a campaign, you can move it to the library. Campaigns in the library can be movedfrom the library and reopened.

Moving a Campaign to the Library

Move a campaign to the library after it is finished so you can reuse it later if you want.

For unapproved campaigns, click Archive.

For closed or active campaigns, click deactivate before archiving the campaign.You cannot send an active campaignto the library.

Moving a Campaign from the Library

Campaigns in the library can be moved from the library and reopened.

Campaigns in the library cannot be approved. Move the campaign out of the library where it can be approved.

From the campaign's view page, click Edit. Click save at the bottom of the screen. The campaign appears in themain campaign list.

168Campaigns

Visitor Profile DataParameters are labels, or key names, for values you need in order to run some campaigns and tests.

Often the parameters and values correlate to your company's customer or merchandising database.Your Web sitemay already be using parameters. Parameters and values passed during a visitor's session can be used to supportthese Test&Target features:

• Targeting or displaying unique content (on-site or off-site display ads) to visitor segments.

• Filtering campaign and test reports by visitor segments.

• Feeding the algorithms for Automated Product Suggestions.

• Reporting sales, Average Order Value (AOV) or Revenue Per Visitor (RPV) for your tests.

• Costs or revenue per page impression or click, useful for tracking display ad costs or income from your ad publishingincomes.

Parameter Types

There are several types of parameters.

DescriptionParameter Type

These parameters are in the address bar of any page linked to any page with anmbox. If the page link is clicked on, the parameters and values are passed to the

Referring URL Parameters

destination page's mbox as referring URL parameters and values. Use these totarget on the visitor's source, for example.

All referring page and page URL variables are automatically passed to an mboxwhenever the page with the mbox is viewed by any visitor. These URL variables arethen available to use through the for display targeting or segment filters in reports.

URL Parameters

To force the parameters to load:

1. Browse to the page with the mbox.

2. Mimic the visitor behavior which causes the desired parameters and values to bepassed.

This browsing associates the passed parameters and values to the mbox.You canalso simply add the parameters manually to the URL and refresh the page throughthe browser.

3. View the mboxes, then click Locations > List.

4. Click refresh.

The URL parameters of the page with the mbox should be listed for that mbox.

URL parameters are in the address page of the page with the mbox.

Example of URL parameter/ value pairs:

http://www.yourcompany.com/asp/feature_item.asp?keyword=

chair&categoryId= 45

169Visitor Profile Data


These parameters are passed in the page, not the URL. Rendered uniquely for eachvisitor, they are used to pass data from your database and to track sales data or torun recommendations for cross-selling.

Mbox (page) Parameters

When entering a parameter that includes quotation marks, single quotes, orapostrophes, use the \ character to "escape" the characters:

entity.description="This is some \"quoted\" text."

Single quotes inside double quotes need not be escaped.

Geo location parameters allow you to target campaigns and experiences based onyour visitors' geography.You can include or exclude visitors based on their country,

Geo Location(geo-targeting)

state/province, city, DMA, or zip/postal code.This data is sent with each mbox requestand is based on the visitor's IP address. Select these parameters just like any targetingvalues.

Contact your account manager to gain access to this feature.

For more information, see Target Based on Geography (Geotargeting).

Profile parameters are specific to the visitor and are passed to the visitor's cookie. Asthe visitor continues to browse, or returns for another session, the saved profile

In-mbox Profile Parameters

parameter values can be used to target content. Returning visitor is an example of anin-mbox profile parameter. These parameters are passed in through page code whenthe mbox is created:

mboxCreate('myMbox', 'profile.myParam=value')

Profile parameter names are limited to 128 characters. Longer names are truncated.Profile parameter values can be up to 256 characters in length.

When entering a parameter that includes quotation marks, single quotes, orapostrophes, use the \ character to "escape" the characters:



Script Profile parameters are specific to the visitor and are passed to the visitor'scookie. As the visitor browses the site or returns in another session, the values areused to target display or to better understand visitor preferences.

Script Profile Parameters

Script Profile parameters are like in-mbox Profile Parameters except they are definedwith JavaScript in the tool rather than page code, giving the marketer additionalflexibility. Here is an example of a parameter representing purchase frequency:

if (mbox.name == 'orderConfirmPage') {

return (user.get('frequency') || 0) + 1;

}



A Script Profile parameter's code snippet is evaluated on every mbox request and canstore running totals like number of purchases and total purchase value per user.

Once stored, these parameters can be referenced in custom targeters or in the targetingtool.

Profile parameter names are limited to 128 characters. Longer names are truncated.Profile parameter values can be up to 256 characters in length.

Similar to Script Profile Parameters, except predefined in the tool to provide usefultargeting functionality. Includes category affinity and the list will grow in the future.

Smart Targeter ProfileParameters

View an Mbox's Passed-In Parameter Values

You might sometimes want to view the parameters associated with your mbox.

1. Mouse over Locations, then click List.

2. Expand or shrink each mbox, parameter and parameter type.

Only referring url, url and mbox (page) parameters are shown.


Decide Which Parameters and Values You Need

The parameters and values you need depend on the goals of your campaign or test.

Use the table below to guide your choice.

How to ImplementParameter TypeCampaign or Test Feature

See Profile Attributes.profileTarget or segment filter on new or returningvisitor

See Profile Attributes.profileTarget or segment filter on profiles

See Category Affinity.profileTarget or segment filter on visitor's categoryaffinity

See URL Parameters.URLTarget or segment filter on a URLParameters

See Referring URL Parameters.URLTarget or segment filter on source URL ofvisitor

See Create an orderConfirmPage Mbox.pageReporting of sales, average order value(AOV), or revenue from orders

See Cost and Revenue Reporting.page or URLEngagement metrics: revenue perimpression, page view or click (such as adpublishing revenue)

URL Parameters

URL parameters and values are passed to Target through the URL.

Use these URL parameters to target on the visitor's source, or any parameter passed in the URL during the visitor'svisit to your campaign.

Note: When targeting, you can add parameters on the fly without waiting for the mbox parameters to load.However, even when you add parameters on the fly, you must still "lazy load" the parameter.

Example URL Parameter/Value Pairs

http://www.vintagagetubs.com/asp/feature_item.asp?keyword=chair&categoryId=45

Where:

• keyword is a parameter name and chair a value.

• categoryID is a parameter name and 45 is a value.


Validate URL Parameters

After associating URL parameters with an mbox, you should validate the parameters.

1. Mouse over Locations and click List.

2. Click Refresh.

The URL parameters are listed beside all mboxes on the page you browsed to above.This is also known as "lazyloading."

3. Expand the parameter to see the last 10 values loaded.

Tip: You do not need to load values to the parameter.You need only the value name.

Target Content to URL Parameters and Values

You can target content to URL parameters and values to display specific content when certain conditions are met.

1. Create or edit an A/B...N, Multivariate, Landing Page, or Display Only campaign or test.

2. Click Target this campaign for the target level that matches your strategy: Campaign, experience, mbox,conversion or success metric.

If you choose the campaign level, you must first choose a specific mbox that has the URL parameter associatedwith it. Then select the campaign level target link.

3. Create the target condition.

a) For display when, choose URL Parameter.b) Choose from the parameters associated with the mbox (in the example above it is "productId.")c) Select the comparison type. Insert all values relevant to this target condition. In the example above a visitor

must pass one of three values- 1, 5 and 28 - of the productId parameter in order to be shown the content.

Tip: You do not need to preload values in order to target on URL parameter values. Simply type in the valueshere.

d) To add conditions, click on <Add another condition>.

This permits you to create a more restrictive "and rule."

e) Click Done.

Your target rule is summarized on the screen.

4. To save the campaign, click Save.

5. Validate the campaign.

Referring URL Parameters

When a page contains a link that sends (refers) your visitor to a page with an mbox, the mbox picks up the parametersand values in the referring page's URL.

These referring URL parameters are useful when targeting or segmenting on the source of the visitor.

Example URL: A search engine results page (A) contains a link to your site. After viewing the search results page,a visitor clicks on at the link to your landing page (B). The parameters in the address of the results page (A) willappear as referring URL parameters for all mboxes on the landing page (B).


Example of Referring URL Parameter/ Value Pair:

http://www.searchengine.com/search?query=antique

Where:

query is a parameter name and antique the value.

Associate Referring URL Parameters with an Mbox

Referring URL parameters are associated with an mbox.

Note: The Referring Host Name parameter is always provided.You do not need to associate it.

1. Browse to the referring page.

This is the page that sends you to the page with the target mbox.

2. Ensure the address bar of the referring includes the parameters you need.

3. Click on the link that sends you to page with the target mbox.

Tip: If you do not have ready access to a Web site that contain links to your site, create a "dummy" page with linksto your target mboxed page. Browse to the dummy page, append needed parameters to the end of the URL address,then the link to your mboxed page.

Validate Referring URL Parameters

After URL parameters are associated with an mbox, you should validate the parameters.


2. Click Refresh.

The Referring URL parameters are listed below URL parameters, next to all mboxes on the page you browsedto above.

Although the Referring Host Name parameter is not listed in the mboxes list, the parameter is always availablefor targeting.

3. If needed, click on the parameter name to see the last 10 values loaded.

Tip: You do not need to load values to the parameter.You need only load the parameter name.

Target Content to Referring URL Parameters

You can target content to referring URL parameters and values to display specific content when certain conditionsare met.

1. Create or edit an A/B...N, Multivariate, Landing Page, or Display Only campaign or test.

2. Select the target level.If you choose the campaign level, first choose an mbox that has the Referring URL parameter associated withit.

3. Enter the target rule.

4. Create the target condition.


For display when, choose Referring URL parameter.a)b) Choose from the parameters associated with the mbox.

In the example above, it is Referring Host Name.

c) Select the comparison type.

In the example above, it is contains.

d) Insert all values relevant to this target condition.

In the example it is Yahoo or Google. A visitor must meet one of these values to view the content.

Note: You do not need to preload values in order to target on Referring URL parameter values. Simplytype in the values here.

e) To add conditions, click add another condition.

This permits you to create a more restrictive "and rule."

f) Click done and your target rule is summarized on the screen.

5. To save these target rules, save the campaign by clicking save at the bottom of the screen.

6. Validate the campaign.

Mbox-Specific Parameters

Mbox specific parameters are coded directly into the mboxCreate function script. Use these for targeting and segmentfiltering.

See Visitor Profile Data for more information about which parameters and values you need to run your campaignor test.

Note: When targeting, you can add parameters on the fly without waiting for the mbox parameters to load.However, even when you add parameters on the fly, you must still "lazy load" the parameter.

When entering a parameter that includes quotation marks, single quotes, or apostrophes, use the \ character to"escape" the characters:



Associate Mbox-Specific Parameters

Parameters can be added and associated with an mbox.

1. Follow the instructions for a inserting a basic mbox.

2. After the mbox title, enter the parameters and values you wish to add to the mbox.

Parameters and values are case sensitive. Match the case of the parameters and values you will receive duringthe campaign or test.

Parameters use the structure shown below:


mboxCreate('myMbox',"parameter1=value1","parameter2=value2","parameter3=value3");


</script>

For example:


mboxCreate('myMbox',"state=AL","categoryId=toys, books, accessories");

</script>

Validate Mbox Parameters

After you associate parameters with an mbox, you should validate them.


The parameters will be listed beside your mbox. Mbox-specific parameters are at the top of the list.

2. If the parameters do not appear, browse to the page with your mbox and refresh the page.

Return to the List page and click refresh.

3. Click on the parameter label to see the last 10 values loaded.

JavaScript Methods for Offers and Other Pages

This page lists the JavaScript methods that can be used in the HTML for offers or other pages that include an mbox.jsreference.

PurposeMethod

A single mbox supports:

Returns the name of the mboxmboxCurrent.getName()

An array of parameters with two fields, name and valuembox.getParameters()

mbox.setOnload(function() {

alert(this.getName() + " loaded" });

mbox.setOnError(function() {

alert(this.getName() + " had error" });

Shows message in debug windowmbox.setMessage(message)

Returns the div associated with the mbox (containingdefault content or an offer)

mbox.getDiv()

mbox.getURL()


PurposeMethod

All Mboxes:

Returns an mboxListmboxFactoryDefault.getMboxes()

mboxFactoryDefault.getMboxes().each(function()

{ alert(mbox.getName()) };

mboxFactoryDefault.getMboxes().length()

Action will be called when page loadsmboxFactoryDefault.addOnLoad(action)

mboxFactoryDefault.getPageId()

mboxFactoryDefault.getSessionId()

mboxFactoryDefault.getPCId()

Profile Attributes

Profile attributes are parameters that are specific to the visitor. These attributes are stored in the visitor's profile toprovide information about the visitor that can be used in your campaigns.

As the visitor browses, or when the visitor returns for another session, the saved profile attributes can be used totarget content, or log information for segment filtering.

To set up profile attributes, click Segments > Profiles.

There are four types of profile attributes:


Passed in directly through page code when creating the mbox.In-mbox

Defined directly with a JavaScript code snippet. These can store running totals like totalmoney spent by consumer and are executed on each mbox request.

Script

Similar to Script profile attributes, except predefined in Target. Currently includesthecategoryAffinity attribute. More attributes will be added in the future.

Smart Targeter

Similar to Script profile attributes, but run at the expiration of the user's session. Set upby clicking Create Session Expiry Attribute on the Profile Attributes page.

Session Expiry

Profile attributes refresh automatically at pre-determined times. If you want to refresh immediately, click the button.


For more information, view the "Personalization with Profiles" webinar. This webinar provides information aboutleveraging customer profiles to more effectively personalize web experiences, increasing engagement, revenue,and brand loyalty.

Script Profile Attributes

Define a script profile attribute with its associated JavaScript code snippet on the Profile Attributes page.

Profile scripts run profile attribute "catchers" on each mbox request. When an mbox request is received, Targetdetermines which campaign should run and displays content that is appropriate to that campaign and that experience,tracks the success of the campaign, and runs any relevant profile scripts.This enables you to track information aboutthe visit, such as the visitor's location, time of day, number of times that visitor has been to the site, if they'vepurchased before and so on.This information is then added to the visitor's profile so you can better track that visitor'sactivity on your site.

1. Click Segments > Profiles.

2. Click Create Attribute for Every Mbox or Create Profile Attribute.

The Create Profile Attribute dialog box opens.

3. Select Every Mbox from the Type selector.

4. Type a name for the profile attribute.

You can select predefined variables that can be tracked in the script. Select either Profile or Mbox to determinewhich variables you can select, then select a variable to add to your script.

5. Type your JavaScript script and a description of what the script is intended to do, then save the attribute.

The attribute is added to the Customizable Attributes list.

6. Turn the attribute On to start collect data.

If an attribute is automatically turned off by the system, an icon appears for that attribute in the Collection Statuscolumn. Click on the icon for an explanation of why the attribute has been turned off.

Script profile attributes have the user. tag inserted before the attribute name. For example:

if(mbox.name == 'Track_Interest') { if(profile.get('model') == "A5" && profile.get('subcat') == "KS6") { return (user.get('A5KS6')||0)+1; }}

• Refer to script profile attributes (including itself) in the code with user.get('parameterName')

• Save variables that may be accessed the next time the script is run (on the next mbox request) withuser.setLocal('variable_name', 'value').

Reference the variable with user.getLocal('variable_name'). This is useful for situations where you want toreference the date and time of the last request.

• Parameters and values are case sensitive.

Match the case of the parameters and values you will receive during the campaign or test.

• Reference the JavaScript Expressions for Targeters and Profile Scripts Cheat Sheet for more JavaScript syntax.

To add another attribute and profile script, click Create Profile Attribute.


http://my.adobeconnect.com/p6zp5ff5gi9

http://marketing.adobe.com/resources/help/en_US/tnt/pdf/js_expression_cheat_sheet.pdf

To add a session-expiry attribute and profile script, click Create Session Expiry Attribute. Session-Expiry profilescripts help you update your site visitor's profile at the end of a session, without the visitor needing to see anothermbox.

Best Practices

The following guidelines are meant to help write simplified profile scripts that are as error-failing-free as possible bywriting code that fails gracefully so the scripts are processed without forcing a system-script-halt. These guidelinesare a result of best practices that have been proven to run efficiently. These guidelines are to be applied alongsideprinciples and recommendations drawn by the Rhino development community.

1. Set current script value to a local variable in the user script, set a failover to blank string.

2. Validate the local variable by ensuring it is not a blank string.

3. Use string based manipulation functions vs. Regular Expressions.

4. Use limited for loops vs. open ended for or while loops.

5. Do not exceed 1300 characters or 50 loop iterations.

6. Be mindful of not only the script performance, but the combined performance of all scripts as it must be under5000 executions in total.

7. If all fails, wrap script in a try/catch.

8. JS Rhino engine documentation here: http://www.mozilla.org/rhino/doc.html.

Identify Campaigns Using Script Profile Parameters

You can identify the campaigns that use script profile parameters.

Click Segments > Profiles.

Each script profile parameter is listed with all campaigns using it for targeting. Recent values are also listed.

Useful Variables, Profiles, Parameters, and Methods

This page lists profiles, parameters, methods, and variables that are useful in profile scripts and expression targets.

Built-In Profiles

NotesProfile

Returns an array of the campaignIds the visitor is inuser.activeCampaigns

user.pcId

user.sessionId

user.categoryAffinity

Return an array of the affinities that a visitor has populateduser.categoryAffinities

user.isFirstSession


http://www.mozilla.org/rhino/doc.html

NotesProfile

user.isNewSession

user.daysSinceLastVisit

The user agentuser.browser

All user.header profiles are built-in from mbox requestheader data

user.header

Visitor IP addressuser.header('x-cluster-client-ip')

Website hostnameuser.header('host')

Visitor cookie datauser.header('cookie')

Visitor browser user-agentuser.header('user-agent')

Visitor languageuser.header('accept-language')

Visitor character encodinguser.header('accept-encoding')

Visitor language and character encodinguser.header('accept')

Server connection. For example: keep-liveuser.header('connection')

Website URL of visitor current page. Does not work forInternet Explorer.

user.header('referer')

user.getLocal('param_name','value');

user.setLocal('param_name','value');

user.get('param_name')

profile.get('param_name')

profile.param('param_name');

The visitor's local browser time. For system time, createa new date object in the profile script

profile.browserTime

profile.averageDaysBetweenVisits


NotesProfile

profile.sessionCount

URL Variables

pagereferrerlanding

page.urlreferrer.urllanding.url

page.domainreferrer.domainlanding.domain

page.protocolreferrer.protocollanding.protocol

page.paramreferrer.paramlanding.param

page.queryreferrer.querylanding.query

Geo and Other Third-Party Profiles

• profile.geolocation.country

• profile.geolocation.state

• profile.geolocation.city

• profile.geolocation.zip

• profile.geolocation.dma

Mbox Variables

NotesVariable

mbox.name

mbox.param('param_name')

Parameters automatically passed with every request:

• mbox.param('browserHeight')

• mbox.param('browserTimeOffset')

• mbox.param('browserWidth')

• mbox.param('colorDepth')

• mbox.param('mboxXDomain')

• mbox.param('mboxTime')

• mbox.param('screenHeight')

• mbox.param('screenWidth')

Parameters passed with order mboxes:

• mbox.param('orderId')

• mbox.param('orderTotal')


NotesVariable

• mbox.param('productPurchasedId')

An mbox parameter to sync a third-party id to the mboxPCID in the server so either id can be used when API orother mbox calls are made.

When a site visitor logs in mid-session and gets a3rdpartyId, all previously-loaded profile attributes tied tothe 3rdPartyId are immediately available.

mbox3rdPartyId

In each mbox call the page is assigned a value.mboxPageValue

Only used for debug info. Added to the page url wherethe mbox.js looks for it.

mboxDebug

Sets a different geo than the actual location so you cantest how something would look in another location.

mboxOverride.browserIp

Campaign Variables

• campaign.name

• campaign.id

• campaign.recipe.name

• campaign.recipe.id

• offer.name

• offer.id

Methods

NotesMethod

mbox.getName()

mbox.getURL()


mbox.getDiv()

An array of parameters with two fields, name and valuembox.getParameters()

Example:

mbox.setOnError(function() {

alert(this.getName() +" had error"});

mbox.setOnError()

You can see message in debug window .mbox.setMessage(message)


NotesMethod

mboxCurrent.activate()

mboxCurrent.cancelTimeout()

mboxCurrent.finalize()

mboxCurrent.getDefaultDiv()


mboxCurrent.getDiv()

mboxCurrent.getEventTimes()

mboxCurrent.getFetcher()

mboxCurrent.getId()

mboxCurrent.getImportName()

mboxCurrent.getName()

mboxCurrent.getOffer()

An array of parameters with two fields, name and value.

mboxCurrent.getParameters()

mboxCurrent.getURL()

mboxCurrent.getURLBuilder()

mboxCurrent.hide()

mboxCurrent.isActivated()

mboxCurrent.load()

mboxCurrent.loaded()

mboxCurrent.setEventTime()

mboxCurrent.setFetcher()

mboxCurrent.setMessage()


NotesMethod

View message in debug window .mboxCurrent.setMessage(message)

mboxCurrent.setOffer()

Example:

mboxCurrent.setOnError(function(){

alert(this.getName() +" had error"});

mboxCurrent.setOnError()

Example:

mboxCurrent.setOnLoad(function(){alert(this.getName()+"

loaded")});

mboxCurrent.setOnLoad()

mboxCurrent.show()

mboxCurrent.showContent()

Action is called when page loads.mboxFactoryDefault.addOnLoad(action)

Example:

mboxFactoryDefault.getMboxes().each(function()

{ alert(mbox.getName()) };

mboxFactoryDefault.getMboxes().each()

mboxFactoryDefault.getMboxes().length()

mboxFactoryDefault.getPageId()

mboxFactoryDefault.getPCId().getId()

mboxFactoryDefault.getSessionId().getId()

mboxFactories.get('default').getSessionId()

.forceId("1276011116668");

mboxFactories.get('default').getPCId()

.forceId("1276011116668");

mboxFactoryDefault.create()

mboxFactoryDefault.disable()

mboxFactoryDefault.enable()


NotesMethod

mboxFactoryDefault.get()

mboxFactoryDefault.getCookieManager()

mboxFactoryDefault.getDisableReason()

mboxFactoryDefault.getEllapsedTime()

mboxFactoryDefault.getEllapsedTimeUntil()

Returns an mboxList.mboxFactoryDefault.getMboxes()

mboxFactoryDefault.getSignaler()

mboxFactoryDefault.getURLBuilder()

mboxFactoryDefault.isAdmin()

mboxFactoryDefault.isDomLoaded()

mboxFactoryDefault.isEnabled()

mboxFactoryDefault.isSupported()

mboxFactoryDefault.limitTraffic()

mboxFactoryDefault.update()


.getCookie("name")//!= null) {


.setCookie(_name,_value, _duration);

Customer Attributes

Customer attributes can be referenced in profile scripts, formatted as crs.get('<Datasource Name>.<Attributename>').

These attributes are also available as tokens in profile scripts and directly in offers without first requiring a profilescript. The token should be in the form: $crs.datasourceName.attributeName.


In-Mbox Profile Attributes

Insert parameter value pairs directly into the mboxCreate function. In-mbox attributes have the profile tag insertedbefore the attribute names.

Note: All mbox calls, including offline calls, are limited to 50 profile values.

Click Segments > Profiles, then type the in-mbox attribute to search for.


mboxCreate('mboxTitle','profile.PARAMETER1=VALUE1','profile.PARAMETER2=VALUE2','profile.PARAMETER3=VALUE3');

</script>

Note: Profile attributes cannot contains characters that are not valid JavaScript identifiers, such as spaces,slashes, and so on. To check the validity of your attributes, use the JavaScript Variable Name Validator (linksto third-party website).

Associate In-Mbox Profile Attributes with an Mbox

In-Mbox profile attributes are associated with an mbox.

1. Follow the instructions for inserting a single mbox.

2. After the mbox title, enter the in-mbox profile attributes and values you wish to add to the mbox.

Note: Parameters and values are case sensitive. Match the case of the parameters and values you willreceive during the campaign or test.

Validate In-Mbox Profile Attributes

After you associate in-mbox profile attributes with an mbox, validate the parameters.


The parameters are listed beside your mbox. In-mbox profile parameters are at the bottom of the list.

2. If the parameters do not appear, browse to the page with your mbox and refresh the page.

Return to the my mboxes list page and click refresh.

Note: Parameters load automatically when the mboxed page is viewed in a browser. They can also beadded dynamically using the Target interface.

Tip: Use in-mbox profile parameters to target content or add segment filters to reports. Also, you may displayprofile values directly in an HTML offer and update in-mbox profile attributes via the HTML offer.

Smart Targeter Profile Attributes

Smart targeter profile attributes come out-of-the-box to provide a variety of targeting functionality.


https://mothereff.in/js-variables

Create a script profile attribute with a smart targeter-supported variable. Currently, smart targeting supports thefollowing variable:

• Category Affinity: Determine a user's favorite product category for more relevant targeting in campaigns.

Dynamic Values in Targets and Profiles

Dynamic values can be referenced in expression targets and profile scripts.

The Landing, Referrer, and Page Objects

landing, referrer, and page are objects that can be referenced with several methods. This data is automaticallycaptured and updated per mbox request.

page : The current page the user is on

referrer : The previous page as defined by the referring URL in the browser,

landing : The first page the user visited in this session that contained an mbox.js file reference

The following table lists the methods that can be used with page, referrer, and landing.

Important: If using parameters with "name"--such as offer.name, campaign.name, etc.--do not use thefollowing characters in the name: double quotes ("), single quote ('), or backslash (\).These special characterscause formatting errors in the offer response.

DescriptionMethod

Stores the URL of the referring page to either the landingpage or current page. (Does not apply to the referrerobject.)

-referrer

Landing.referrer is the most recent page seen beforethe visitor reached the current site. Thelanding.referrer updates if the visitor changessubdomains. To store the original landing.referrereven if the visitor switches subdomains, you could writea profile script to only store one landing.referrer persession.

For example, you could use a script like the following:

if user.isNewSession{return landing.referrer;}

The full URL of landing/referrer/page object includingthe protocol (http or https).

-url

The domain portion of the URL of thelanding/referrer/page object. For example,

-domain

"www.acme.com" in http://www.acme.com/categories/men_jeans?color=blue&size=small


DescriptionMethod

The protocol used for the page (http, https).-protocol

The value of the parameter indicated by'parameter_name'. If your current URL is Google’s

-param('parameter_name')

search page and you had inputted page.param('hl'),you would get “en” for the URL http://www.google.com/search?hl=en&q=what+is+asdf&btnG=Google+Search

The query string for the landing/referrer/page. Forexample, the "color=blue&size=small" in

-query

http://www.acme.com/categories/mens_jeans

?color=blue&size=small

Additional Dynamic Values

DescriptionValue

The name of the mbox in the current request.mbox.name

The value of the mbox parameter named'parameter_name' in the current mbox request.

mbox.parameter_name

Profile scripts only. Retrieves the value of the specifiedlocal variable that was previously set usinguser.setLocal. For example:

parameter name: user.numVisitsif(user.sessionId!=user.getLocal('lastSessionId'))

user.getLocal('variable_name')

{ user.setLocal('lastSessionId', user.sessionId); return (user.get('numVisits') || 0) + 1;}

Profile scripts only. Sets a local variable visible only withinthe profile script. This variable can then be accessed on

user.setLocal('variable_name', 'value')

the next script run. This is useful for comparing valuesand incrementing counts. For example:

parameter name: user.numVisitsif(user.sessionId!=user.getLocal('lastSessionId')) { user.setLocal('lastSessionId', user.sessionId); return (user.get('numVisits') || 0) + 1;}

Returns the visitor's current value of the script profileparameter named user.param_name.

user.get('param_name')


DescriptionValue

Returns the vistior's current value of the in-mbox profileparameter named profile.param_name.

profile.get('param_name')

Returns the category with the highest affinity score asdetermined by the built-in category affinity algorithm.

user.categoryAffinity

Returns the full array of the all of the categories with theirassigned scores as determined by the built-in category

user.categoryAffinities

affinity algorithm. For a collection of scripts to help youaccess the user.categoryAffinities array, seeuser.categoryAffinities Scripts.

Returns 'true' if this is the visitor's first session (asdefined by Test&Target). Returns 'false' if it is a repeatsession.

user.isFirstSession

Returns 'true' if this is a new session for a visitor (asdefined by Test&Target). Returns 'false' if it is not anew session.

user.isNewSession

Returns the full user agent string for browser making thembox request. Must be written as a profile script beforebeing used as a token in offers.

user.browser

Returns the Date object for the visitor's current local time.Must be written as a profile script before being used asa token in offers.

profile.browserTime

Returns the visitor's country as defined by their IPaddress. Available to geotargeting clients. The values

profile.geolocation.country

match the values described in the csv files available forgeotargeting. Must be written as a profile script beforebeing used as a token in offers.

Returns the visitor's state or region/province as definedby their IP address. Available to geotargeting clients.The

profile.geolocation.state

values match the values described in the csv filesavailable for geotargeting. Must be written as a profilescript before being used as a token in offers.

Returns the visitor's city as defined by their IP address.Available to geotargeting clients. The values match the

profile.geolocation.city

values described in the csv files available for


DescriptionValue

geotargeting. Must be written as a profile script beforebeing used as a token in offers.

Returns the visitor's zip code or postal code as definedby their IP address. Available to geotargeting clients.The

profile.geolocation.zip

values match the values described in the csv filesavailable for geotargeting. Must be written as a profilescript before being used as a token in offers.

Returns the visitor's DMA as defined by their IP address.Available to geotargeting clients. The values match the

profile.geolocation.dma

values described in the csv files available forgeotargeting. Must be written as a profile script beforebeing used as a token in offers.

Displays the name of the campaign the current mbox isserving content from.

campaign.name

You can only token replace the campaign name.Youcannot use this value in the scripting system becausewhen the scripts run before campaign and recipemembership is determined. These tokens are valuablein offers and expression targets in campaigns.

Displays the name of the experience or recipe the currentmbox is serving content from.

campaign.recipe.name

You can only token replace the recipe name.You cannotuse this value in the scripting system because when thescripts run before campaign and recipe membership isdetermined. These tokens are valuable in offers andexpression targets in campaigns.

Displays the name of the offer the current mbox is servingcontent from.

offer.name

You can only token replace the offer name.You cannotuse this value in the scripting system because when thescripts run before campaign and recipe membership isdetermined. These tokens are valuable in offers andexpression targets in campaigns.

Displays the ID of the offer the current mbox is servingcontent from.

offer.id


DescriptionValue

Displays the PCID value used to map the visitor's cookieto the visitor's profile. This value can also be mapped to

user.pcId

a 3rdPartyID value to pass in additional visitor profileinformation via the 3rd Party Profile API.

Displays the visitor's session ID. This value changes forevery new 30 minute session.

user.sessionId

user.categoryAffinities Scripts

Use the following scripts to access the user.categoryAffinities array.

To return a particular category in the user.categoryAffinities array:

return user.categoryAffinities[0];

To return the number of categories in the user.categoryAffinities array:

return user.categoryAffinities.length;

To return all the categories in the user.categoryAffinities array as a comma-delimited string:

var number = user.categoryAffinities.length;var affinities = '';if (number !=0){ var i = 0; for (i=0; i<number;i++){ affinities += user.categoryAffinities[i] +','; } return affinities;}else { return affinities;}

Profile Exports (BETA)

Profile exports enable individual profile data to be sent to other systems from Target.

Segments > Profile Exports

Note: This is a Target Classic feature only.

Profile attributes, including session expiry profile values, can be included in profile exports, which are executed foreach visitor's profile when their session expires. Each profile export can be targeted, so the data is sent only forvisitors that have a certain specified profile value. Essentially, an HTTP call is made at the end of each visitor'ssession to a specified destination, if they meet the targeting criteria. This HTTP call will be in whatever format thedestination requires, with any desired profile attributes appended to it.

A simple use case of this feature is a real-time email basket abandonment. Imagine you go to a site, add somethingto the basket, and then leave without purchasing. Upon your session expiration (30 minutes from last activity), theprofile export could be used to send your info to the site's email service provider, including the product you abandoned(saved as a Target profile attribute).


Real-Time Profile Syncing for mbox3rdPartyID

The mbox3rdPartyID is the company's own ID for a visitor, such as the membership ID for the company's loyaltyprogram.

For example, when a visitor logs in to a company's site, the company creates an ID that is ties to the visitor's account,loyalty card, membership number, or whatever applies for that company.

When a visitor access a page that has Target enabled, that visitor is assigned a Target PCID. If the visitor then logsin and the implementation passes the mbox3rdPartyID to Target, Target connects that person's mbox3rdPartyIDwith the Target PCID.

When you log in, the PCID and mbox3rdPartyID data are combined. Every three to five minutes, updates are syncedwith the database. When the visitor logs out, the merged data replaces the previous data associated with thembox3rdPartyID, creating a more complete record of that visitor's activities. If the same attribute exists in both IDs--forexample, the PCID has category=hats and the mbox3rdPartyID has category=skis, or if before logging in the visitorsaw experience A, but experience B is stored in the mbox3rdPartyID--the attribute stored in the mbox3rdPartyIDoverwrites the attribute from the PCID. If the visitor was in one campaign or experience before logging in, but adifferent campaign and experience are stored in the mbox3rdPartyID, after logging in that visitor is placed into thembox3rdPartyID campaign and experience.

Merged and Saved tombox3rdPartyID

mbox3rdPartyID (Logged In)PCID (Not Logged In)

category=skiscategory=skiscategory=hats

store=94103store=94103

Activity 1, Experience BActivity 1, Experience BActivity 1, Experience A

Activity 1Activity 1

When the visitor logs out, the merged profile is maintained.

Cost and Revenue Reporting

Costs and revenues can be passed per page, impression or click.

Costs and values inserted during site setup are reported for your campaign or test.You may pass via URL ormboxCreate function.

Note: Revenues may also be tracked by product orders. See Create an orderConfirmPage Mbox for details.

Business Scenarios

• Easily monitor the costs of PPC ads or banners of each experience.

• Compare the net and gross revenue of each experience, including the order totals and the cost of the PPC adsthat drew customers to the experience.

• Monitor the revenue of the ad impressions for each experience.

• Find which success metrics provide the most revenue.


Visitor Profile Lifetime

By default, visitor profiles are stored for two weeks. This profile lifetime can be extended.

Contact Client Care or your Adobe consultant to extend the profile lifetime at no additional cost. The lifetime can beset to one of the following:

• 2 Weeks

• 3 Weeks

• 4 Weeks

• 8 Weeks

• 12 Weeks

If your profile is extended beyond the two-week default, you must download a new mbox.js file after your consultantor Client Care changes your settings. See Download mbox.js. The cookie extension to support the changed profilelifetime is included in the updated mbox.js file.

The expiration date is not reset for existing profiles. If a previous visitor does not return for 15 days, that profileexpires. If a previous visitor returns before the original two-week profile expires, the profile is reset to the extendedlifetime. All new visitor profiles are set to the extended profile lifetime.

If you have two sites under one client code and a visitor visits both sites, the profile is set to the lifetime of profileson whichever site was visited last. For example, if Site 1 has a 12-week profile lifetime and Site 2 has a two-weeklifetime, and the visitors visits Site 1 and then Site 2, that visitor's profile will expire in two weeks. If the visitor visitsSite 1 after visiting Site 2, the profile will expire in 12 weeks.


Target a Campaign or TestTargeting allows you to display different content and different campaigns to different customer segments.

If you want to show the same content to everyone but break out report data by group, use segment filters insteadof targeting.

When a visitor lands on a page where you have set up a campaign, Target determines whether the visitor qualifiesas a member of an audience that has been identified for the test. If the visitor cannot be identified as a member ofa target segment, that visitor is shown default content and is not included in the reports for the campaign.

If the user is identified as part of a target audience, then Target determines which experience to display, based onthe criteria established when the campaign was created.

In most cases, it is better to analyze visits than visitors. If you use visits, you get a more narrow view than you wouldwith visitors, because everything happens within one session. With visitors, you are including people's actions whoentered or originally saw the test content before the current session and are only acting now. Viewing by visitor isimportant in cases where you hypothesize that the changes will have longer-term impact on a user's behavior, or ifit typically takes your customers multiple visits to convert.

Before targeting a campaign or test, do the following:

• To help you choose the right campaign or test type, see Understanding the Types of Campaigns and Tests.

• CompleteSetting Up Your Site and ensure you have associated the right parameters to your relevant mboxes.

Rules-Based Targeting

Rules-based targeting uses parameters you establish to target based on specific criteria. If visitors meet the criteria,they are included in the campaign and campaign reports.

You can group visitors based on anything Target knows about the visitor, including how the visitor reached the site,technographic information such as the browser and operating system, geographic data, and visitor behavior attributes.You can specify parameters and values passed on your Web site as preconditions for display. For more informationabout setting up targeting conditions, see Setting Targeting Rules.

You must enter unencoded characters in targeting conditions to match correctly. All campaign targeting criteria useunencoded characters.

The following list shows some examples of targeting:

• A Landing Page campaign that shows exclusive content to visitors coming from an email notice

Everyone else sees default content.

• An A/B/C/D test to only visitors from your sports affiliates

• An A/B/C/D test limited to a single category in your merchandising database

• A multivariate test only to visitors who searched on the keywords "mortgage" or "mortgage rate"

• An A/B...N campaign that shows different content based a returning visitor's category affinity

• An A/B...N campaign offering a high-margin product to consumers fitting into top cells, according to your RFManalysis

194Target a Campaign or Test

Categories for Targeting

You can target on any of several categories. Each category functions as a tab that enables you to create targetingrules (or groups) for each category.

You can create targeting rules for each of the following categories.

DescriptionCategory

Target visitors who are on a specific page or have a specific mbox parameter.Site Pages

Target visitors based on their behavior. Examples of visitor behavior include their choiceof operating system or browser, number of times they visit the site, and the number ofconversions.

Visitor Behavior

Target visitors based on the search engine or landing page that refers them to your site.Traffic Sources

Target visitors who arrive on your site from Facebook, Twitter, Pinterest, and URLshorteners.

Social

URL shorteners include any landing page referrer URL that contains bit.ly, tinyurl.com,is.gd, cli.gs, tr.im, ow.ly, zi.ma, nn.nf, pnt.me, url.ie, snipurl.com, doiop.com, dwarfurl.com,or ad.vu.

For a complete list of social sites included in the Test&Target social sites suite segmentsee the Social Sites spreadsheet.

Target users based on their geographical location.This option is only available for accountsconfigured with the geo option. Contact your account manager for details.

Geo

A visitor's IP address is passed with an mbox request, once per visit (session), to resolvegeo targeting parameters for that visitor.

Target users based on entries and conversions.Success Metrics

Target users based on your saved target rules. Target rules are set under Locations >targets.

Target Library

Target mobile devices based on parameters such as screen width and height, cookieacceptance, operating system, device vendor, and more.

Mobile

Mobile targeting is delivered by DeviceAtlas, a service of DotMobi. DeviceAtlas is acomprehensive database of mobile devices built on data compiled from numerous sources,including manufacturers and network operators. This data is then verified,cross-referenced, and validated to build a large and accurate mobile device databaseavailable.

"False" in the Device Atlas data set is interpreted as 0. "True" is interpreted as 1. Use 0and 1 when setting up targeting. There is a value for each attribute for every device (0 if


http://marketing.adobe.com/resources/help/en_US/tnt/csv/social_sites.xlsx

http://deviceatlas.com/resourcecentre/explore+deviceatlas+data/devices

DescriptionCategory

it is false for that device). Therefore, parameter is present or value is present should notbe used for mobile device targeting.

When configuring mobile targeting in a profile script, use the following syntax:

.add("targeting.mobile.displayWidth", "displayWidth", NUMBER)

"displayWidth" is the name of the attribute you can use in profile scripts. The value is anumber. To use this, the value is profile.mobile.displayWidth. This is not availabledirectly for token replace in an offer; instead, it must first be set as a profile script.

View the Mobile Testing & Optimization Webinar Recording and the accompanying slidedeck to learn about mobile testing and optimization best practices, and access links totools that will help you develop your testing program for mobile website and applications.

Segment and target against the same populations you measure against in other MarketingCloud products (within the limitations of each product) such as Analytics and Discover,

Suite Segments

giving you a consistent view of your website visitors. The same segments exist in allproducts in the suite. These segments are defined in Target using Target profileinformation. This means that the definition is the same for all of these segments acrossthe suite, but the populations included in each segment might vary slightly.

Purchasers and non-Purchasers are determined by using the orderTotal mbox parameterto see if they have ever spent money on the site. See About Conversion Mboxes.

(Requires Data Workbench and Analytics.) If enabled, Data Workbench segmentintegration allows you to identify populations of your visitors across channels via Insight

Data WorkbenchSegments

and then push those segments to Target. Once in Target, you can use those segmentsto deliver more meaningful campaigns to those visitors with messaging that resonatesbetter.

A Data Workbench user can analyze populations within Data Workbench for meaningfulsegments using all of the available data (including off-line conversions through channelssuch as phone, a store, and so on). For example, a visitor looks for shoes on your website.The visitor doesn’t convert but downloads a coupon for 20% off their next purchase. Thevisitor then purchases a shirt in your store. Data Workbench can be used to gather thatdata then push profile data to Target showing that the visitor purchased a shirt off line.You can then target a campaign offering a necktie to that visitor, when normally Targetmight try to remarket shoes to that visitor.

For information about setting the parameters in each category, refer to Setting Targeting Rules For information abouttarget pages, seeTargeting Based on Site Pages.

When a particular category is selected, you can apply one or more targeting conditions. For example, in the Geocategory, define a rule like City=San Francisco. Adding multiple values creates an OR condition. The visitor onlyhas to match one of the values to meet the targeting condition. For AND conditions on the same parameter, createa custom expression target,



After you have created a rule, click Done. A summary of the rule displays next to the targeting link for the level youare targeting. The following example shows the rule created above, at the Campaign level:

You can further refine a rule by adding more conditions, or by creating additional rules in other categories. Forexample, to target only Firefox users from San Francisco who accessed your site from Google, set the Geo categoryto target users from San Francisco, the Visitor Behavior category to Firefox, and the Traffic Sources category toGoogle. All of the rules created across categories are combined with "AND." To create complex targeting rules thatinclude "OR" operations across categories, create an expression target.

Segments

Segments enable you to target your campaign at visitors who meet very specific criteria.

Segments are used anywhere targeting is available. When targeting a campaign, you can either select a reusablesegment from the Segments list or create a campaign-specific segment and target it.

For more information about segments, see About Segments.

Segments List

The Segments list contains all reusable segments.

Use the Segments list to create, delete, or copy reusable segments.

Creating a Reusable Segment

Reusable segments are targets that can be used in multiple campaigns.

Reusable segments are managed in the Segments list.

Best practice is to limit the number of segments in the list to 75. Using more than 75 segments might provideunexpected results.

1. Click Segments > Segment List.

2. Type a description of your segment.A good description helps other users understand the details of the segment.

3. Choose a segment category, then specify the desired conditions, as explained in Targeting Rules.

4. Click Save.

Editing a Reusable Segment

You can edit a reusable segment if you want to change a segment's targeting conditions.

Editing a reusable segment changes the targeting conditions of any campaign that uses that segment. Use carewhen editing a segment for one campaign or other campaigns that use the segment might end up with differenttargeting conditions than expected.


2. Select the segment you want to edit, then click Edit from the drop-down menu next to the name of the segment..

3. Make your desired changes.

4. Click Save.


Deleting a Reusable Segment

Deleting a reusable segment deletes the segment from the targeting system.

When a segment is deleted, it is removed from the Segments list and from any campaign that targets that segment.Be careful when deleting a segment so you don't accidentally remove important targeting criteria from an activecampaign.


2. Click Delete.

Copying a Reusable Segment

Copy a reusable segment when you want to create a new segment based on an existing segment.

For example, you might want to create a segment that is identical to an existing segment, except that one conditionis changed. Copying the existing segment enables you to create a new segment that is identical to the existingsegment, except for the one condition that you change in the copy.


2. Select the segment you want to copy, then click Copy.The copy of the segment is added to the Segments list. The copy has the same name as the original segment,with "(Copy)" added to the end of the name.

3. Select Edit from the drop-down menu next to the name of the segment copy, then make any desired changes.

4. Click Save.

Campaign-Specific Segments

Campaign-specific segments are created as part of an individual campaign.

A campaign-specific segment is used only by the campaign for which is was created, and cannot be reused byanother campaign. See Creating a Custom Segment.

Targeting Rules

Targeting rules determine which visitor segment will see the content defined in a selected campaign.

For information about targeting, see Target a Campaign or Test.

1. From the Name Your Campaign section of the Edit page, click Target this campaign.

The Target this campaign tab opens.

For more information about the targeting interface, see Categories for Targeting.

2. Specify the percentage of visitors you want to include in the test.

3. Select the location where you want the campaign to appear from the display mboxes dropdown list.

Click Refresh ( ) to refresh the list of mboxes.

4. Set the targeting conditions in all categories that apply by selecting the category and entering the desiredconditions.


Target Based on Site Pages

You can target visitors who view any of several types of pages.


• Current page

The page the user is currently on, which is the page that contains an mbox in the campaign. If you target at thecampaign level, this could be a page with an mbox that you are using to define entry conditions, or a page thatdisplays content. If you are targeting by experience, then the current page is the page that the display mbox is on.For Success metric or conversion targeting, then it is the page that those mboxes are on.

• Previous page

The page the user was on before clicking to the current page. (The user has to click from the previous page to thecurrent page for the page to be tracked. The previous page is not tracked if the user types a new URL in thebrowser.) The actual content of this page depends on the design of your site. For example, if the current pagedisplays information about a specific product, the previous page might be a category page where the visitor selectsthe specific item (such as a page displaying several cameras of a certain type), or it might be the home page thatleads to the final page.

• Landing Page

The landing page is the first page the visitor sees when accessing your site. For example, if the visitor clicks a linkon Google that leads to a category page, then the category page is the landing page. If the link leads to your homepage, then the home page is the landing page. The landing page is remembered for the visitor's session.You cantarget deeper in the site based on what the visitor's landing page was in this session.

Note: The landing.url object is reset on a subdomain change or direct URL replacement.

• Mbox

The mbox you are targeting on. For example, if you want to count orders with an order total of $100 or more, youwould pass orderTotal as an mbox parameter with that targeting specified here.


2. Click Site Pages.

3. Choose the type of page.

4. From the second dropdown list, select the parameter you want to use to identify the page.

If you select Mbox, choose from a list of mboxes.

5. Choose an evaluator.

For example, if you want to target visitors from pages with a domain name other than mydomain.com, selectDoes not equal.

6. In the field provided, type the text used to identify the page.

For example, if you want to target visitors from pages with a domain name other than mydomain.com, typemydomain.com after selecting Does not equal.

7. If you want to use additional conditions, click Add Condition and set the next condition.

Multiple conditions are evaluated using And logic.

8. Click Done.

Target Based on Visitor Behavior

You can target your campaign based on visitor behavior.


For example, you can target based on the number of conversions by a visitor, the visitor's browser, the visitor'soperating system, or other user profile parameters.


2. Click Visitor Behavior.

3. Choose a user profile parameter.

Depending on the parameter you choose, the evaluator dropdown list might appear. Select an evaluator andtype the desired text.

4. Click Done.

Target Based on Traffic Sources

You can target your campaign based on how the visitor accesses your site.

For example, you can target based on the visitor's browser, search engine or the referring landing page.The referringlanding page is the page you clicked from to reach the current site this session. (For example, if you click on an adon Google and it leads you to the adobe.com home page, then the referring landing page is google.com.)

You can combine multiple traffic sources to create a complex targeting rule.


2. Click Traffic Sources.

3. (Optional) To target visitors from a specific search engine, select the search engine from the dropdown list.

You can target visitors from any of the following engines:

• Yahoo

• Google

• Microsoft

4. (Optional) To target visitors by search engine query, select Search Engine Query, then select an operator andtype the query.

5. (Optional) To target visitors based on the referring landing page, select one of the referring landing page options,then select an operator and type the landing page information.

You can target visitors based on the referring landing page URL, domain, or query.

6. (Optional) Further refine the target sources by adding at least one more target source.

7. Click Done.

Target Based on Social Media Sites

You can target based on the social media site a visitor access your site from.

For example, you can target visitors who come from Facebook or Twitter.


2. Click Social.

3. Choose the social media site from the Target drop-down.



5. Click Done.


Target Based on Time and Day

You can target based on the day of the week and the time of day.

This gives you the ability to create targets such as:

• Monday, Tuesday, Wednesday: Targets only when it is Monday, Tuesday, or Wednesday

• Friday 7 pm - 10 pm: Targets Friday night

• 12 pm - 2 pm: Targets lunch time, any day of the week

You can combine these targets. For example, you could do something like the following: Monday, Tuesday,Wednesday, or Friday from 7 pm to 10 pm (targets on Monday, Tuesday, or Wednesday, or on Friday night).

The time is based on the visitor's browser time and time zone, not the time zone of the person configuring thecampaign.


2. Click Time of Day & Week.

3. Select the targeted days.

4. Select the start and end times, or select All day.

5. If you want to set additional times, click Add Time and set the next condition.

Multiple times are evaluated using Or logic. If any of the targets match the current time of your browser, theyqualify for the time target.

6. Click Save.

Target Based on Geography (Geotargeting)

You can target your campaign based on the visitor's locations.

Geotargeting parameters allow you to target campaigns and experiences based on your visitors' geography.Youcan include or exclude visitors based on their country, state/province, city, DMA, or zip/postal code. This data issent with each mbox request and is based on the visitor's IP address. Select these parameters just like any targetingvalues.

You can target based on one or more of the following geographical units:

• Country

• State

• City

• Zip Code

• DMA

• Latitude

• Longitude


2. Click Geo.

3. Select a geographical option from the dropdown list, then select an evaluator and type the desired value.

As you type, matching values are listed.

For a reference of available locations and spelling, see in these csv files:

• City codes


http://marketing.adobe.com/resources/help/en_US/tnt/csv/city_codes.csv

• State/Province codes

• Country codes

• DMA codes

Note: Use the "DMA codes" csv file to target by DMA. Use the location spellings listed in theMETRO_NAME column of the csv file.

4. (Optional) Add additional conditions.

5. Click Done.

Accuracy

The following table shows the accuracy of IP-based geographical information from DigitalEnvoy. DigitalEnvoyprovides the most accurate data in the industry. Global accuracy is more than 99.9 percent at the country level andis up to 97 percent accurate at a city level.

RegionCityStateCountry

94%96%99.99%US

94%96%99.99%Canada

99.99%Europe

87%99.99%UK

93%95%99.99%Germany

Mid 80sLow 90s99%Scandinavia

Mid to high 90sAround 90%99.99%Spain

Low 90sMid 90s99%Asia

Low 90sMid 90s99.99%Japan

91%94%99.99%Australia

Geotargeting FAQ

How does geotargeting work for mobile devices?

The vast majority of mobile device users access content via WiFi, which means Target's IP-based geotargeting isas accurate as on a desktop. Cell tower-based connections may be less accurate because the visitor's IP addressis based on the tower where the signal is being picked up. Some mobile geo location issues can be solved usingthe HTML 5 Geo location API.

How does geo feature handle visitors from AOL?


http://marketing.adobe.com/resources/help/en_US/tnt/csv/region_codes.csv

http://marketing.adobe.com/resources/help/en_US/tnt/csv/country_codes.csv

http://marketing.adobe.com/resources/help/en_US/tnt/csv/metro_codes.csv

http://www.digitalelement.com/solutions/

http://diveintohtml5.info/geolocation.html

Due to the way AOL proxies its traffic, we can only target them at a country level - so for example, a campaigntargeted to France will successfully target AOL users in France. But a campaign targeted to Paris will not successfullytarget AOL users in Paris. If your intent is to specifically target AOL users, you can set the region field to "aol." Infact, you can target US AOL users by specifying two targeting conditions - country exactly matches "united states"and region exactly matches "aol."

What location granularity does geotargeting provide?

• Country - global

• State/province/region - global

• City - global

• Zip/postal code - US, Germany, Canada

• DMA/ITV (UK) - US, UK

.

Can I access geo information for expression targets and profile scripts?

Yes! Use profile.geolocation.country, profile.geolocation.state, profile.geolocation.city,profile.geolocation.zip, and profile.geolocation.dma. So you can write a target expression called "FromNorth America" with the following code:

return profile.geolocation.country == 'united states' || profile.geolocation.country == 'canada'

|| profile.geolocation.country == 'mexico';

How can I test my campaigns as if I'm a user coming from a different location?

You can override your ip address with an ip address from a different location and use the mboxOverride.browserIpurl parameter. So if your company is in the UK, but your global campaign targets visitors in Aukland, New Zealand,use this style of url assuming that 60.234.0.39 is an IP address in Auckland:

http://www.mycompany.com?mboxOverride.browserIp=60.234.0.39

You'll need to clear your cookies before doing this.

Target Based on Success Metrics

You can target your campaign based on success metrics.

You can target based on one or more of the following success metrics:

• Entry

• Conversion


2. Click Success Metric.

3. Choose the desired success metric, then the evaluator (either Seen or Not Seen).

4. Click Done.

Target Based on Your Saved Target Library

You can target your campaign based on your saved target library.


2. Click Target Library.

3. Select the saved target you desire.


4. (Optional) Add additional conditions.

5. Click Done.

Target Based on Mobile Devices

You can target based on information about a visitor's mobile device.

You can target specific information to a mobile device from a particular vendor, to a particular device model, to adevice with a certain operating system, or based on a variety of other device specifications.You can combine multipledevice specifications to narrow your target. For example, you could target devices from HTC with a particular screenheight, and that use a particular Android OS version.

Mobile targeting is delivered by DeviceAtlas, a service of DotMobi. DeviceAtlas is a comprehensive database ofmobile devices built on data compiled from numerous sources, including manufacturers and network operators.Thisdata is then verified, cross-referenced, and validated to build a large and accurate mobile device database available.

"False" in the Device Atlas data set is interpreted as 0. "True" is interpreted as 1. Use 0 and 1 when setting uptargeting. There is a value for each attribute for every device (0 if it is false for that device). Therefore, parameter ispresent or value is present should not be used for mobile device targeting.

View the Mobile Testing & Optimization Webinar Recording and the accompanying slide deck to learn about mobiletesting and optimization best practices, and access links to tools that will help you develop your testing program formobile website and applications.

For an up-to-date list values for mobile targeting, visit https://deviceatlas.com/device-data/explorer . To access thelist, you must create a free account.


2. Click Mobile.

3. Choose the targeted specification from the Target drop-down.

4. Choose an evaluator.

Note: Some specifications do not require an evaluator, in which case the evaluator drop-down does notdisplay.

5. Type the desired condition, or select it from the drop-down list, if available.

Some specifications provide a list of conditions. Others require you to type the desired conditions. Boolean valuesare represented by 0=false or 1=true.



7. Click Done.

When configuring mobile targeting in a profile script, use the following syntax:

profile.mobile.get('stream.httpLiveStreaming')

where stream.httpLiveStreaming is the name of the mobile attribute you want to use. These properties are notavailable directly for token replace in an offer; instead, they must first be set as a profile script.

For a list of available variables, see Mobile Targeting Variables.


http://deviceatlas.com/resourcecentre/explore+deviceatlas+data/devices


https://files.acrobat.com/a/preview/a64ebc1a-f52b-4de3-9449-33128ae7b24f

https://deviceatlas.com/device-data/explorer

View the Mobile Testing & Optimization Webinar Recording and the accompanying slide deck to learn about mobiletesting and optimization best practices, and access links to tools that will help you develop your testing program formobile website and applications.

Mobile Targeting Variables

Every mobile targeting attribute can be used in profile scripts.

When using a mobile targeting attribute in a profile script, use the following syntax:

profile.mobile.get('stream.httpLiveStreaming')

Where stream.httpLiveStreaming is the name of the attribute in the "Variable" column of the tables below. Thevalue is either a number, boolean, or string depending on the attribute. Note that this is not available directly fortoken replace in an offer. Instead, it must first be set as a profile script.

The available variables are categorized and described in the following sections.

Audio Player

Device Name

DRM

Environment

Hardware

HTML 5

Java VM

JavaScript

Network Protocols

Streaming

Video Player

Web Browser

Audio Player

Data TypeReferenceVariable

Booleanprofile.mobile.aacaac

Booleanprofile.mobile.amramr

Booleanprofile.mobile.midiMonophonicmidiMonophonic

Booleanprofile.mobile.midiPolyphonicmidiPolyphonic

Booleanprofile.mobile.mp3mp3

Booleanprofile.mobile.qcelpqcelp

Top

Device Name


Stringprofile.mobile.marketingNamemarketingName



https://files.acrobat.com/a/preview/a64ebc1a-f52b-4de3-9449-33128ae7b24f


Stringprofile.mobile.modelmodel

Stringprofile.mobile.vendorvendor

Numberprofile.mobile.yearReleasedyearReleased

Top

DRM


Booleanprofile.mobile.drmOmaCombinedDeliverydrmOmaCombinedDelivery

Booleanprofile.mobile.drmOmaForwardLockdrmOmaForwardLock

Booleanprofile.mobile.drmOmaSeparateDeliverydrmOmaSeparateDelivery

Top

Environment


Stringprofile.mobile.developerPlatformdeveloperPlatform

Stringprofile.mobile.developerPlatformVersiondeveloperPlatformVersion

Booleanprofile.mobile.osAndroidosAndroid

Booleanprofile.mobile.osLinuxosLinux

Booleanprofile.mobile.osOsxosOsx

Stringprofile.mobile.osProprietaryosProprietary

Booleanprofile.mobile.osRimosRim

Booleanprofile.mobile.osSymbianosSymbian

Stringprofile.mobile.osVersionosVersion

Booleanprofile.mobile.osWindowsosWindows

Top

Hardware


Numberprofile.mobile.displayColorDepthdisplayColorDepth

Numberprofile.mobile.displayHeightdisplayHeight

Numberprofile.mobile.displayPpidisplayPpi



Numberprofile.mobile.displayWidthdisplayWidth

Booleanprofile.mobile.isEReaderisEReader

Booleanprofile.mobile.isGamesConsoleisGamesConsole

Booleanprofile.mobile.isMediaPlayerisMediaPlayer

Booleanprofile.mobile.isMobilePhoneisMobilePhone

Booleanprofile.mobile.isSetTopBoxisSetTopBox

Booleanprofile.mobile.isTabletisTablet

Booleanprofile.mobile.isTVisTV

Booleanprofile.mobile.mobileDevicemobileDevice

Booleanprofile.mobile.touchScreentouchScreen

Strinprofile.mobile.versionversion

Top

HTML 5


Booleanprofile.mobile.css.animationscss.animations

Booleanprofile.mobile.css.columnscss.columns

Booleanprofile.mobile.css.transformscss.transforms

Booleanprofile.mobile.css.transitionscss.transitions

Booleanprofile.mobile.html.audiohtml.audio

Booleanprofile.mobile.html.canvashtml.canvas

Booleanprofile.mobile.html.inlinesvghtml.inlinesvg

Booleanprofile.mobile.html.svghtml.svg

Booleanprofile.mobile.html.videohtml.video

Booleanprofile.mobile.js.applicationCachejs.applicationCache

Booleanprofile.mobile.js.deviceMotionjs.deviceMotion

Booleanprofile.mobile.js.deviceOrientationjs.deviceOrientation

Booleanprofile.mobile.js.geoLocationjs.geoLocation

Booleanprofile.mobile.js.indexedDBjs.indexedDB

Booleanprofile.mobile.js.localStoragejs.localStorage

Booleanprofile.mobile.js.querySelectorjs.querySelector



Booleanprofile.mobile.js.sessionStoragejs.sessionStorage

Booleanprofile.mobile.js.touchEventsjs.touchEvents

Booleanprofile.mobile.js.webGljs.webGl

Booleanprofile.mobile.js.webSocketsjs.webSockets

Booleanprofile.mobile.js.webSqlDatabasejs.webSqlDatabase

Booleanprofile.mobile.js.webWorkersjs.webWorkers

Top

Java VM

ReferenceVariable

Stringprofile.mobile.cldccldc

Booleanprofile.mobile.jsr30jsr30




Stringprofile.mobile.midpmidp

Top

JavaScript

DataReferenceVariable

Booleanprofile.mobile.js.jsonjs.json

Booleanprofile.mobile.js.modifyCssjs.modifyCss

Booleanprofile.mobile.js.modifyDomjs.modifyDom

Booleanprofile.mobile.js.supportBasicJavaScriptjs.supportBasicJavaScript

Booleanprofile.mobile.js.supportConsoleLogjs.supportConsoleLog

Booleanprofile.mobile.js.supportEventListenerjs.supportEventListener

Booleanprofile.mobile.js.supportEventsjs.supportEvents

Booleanprofile.mobile.js.xhrjs.xhr

Top


Network Protocols


Booleanprofile.mobile.csdcsd

Booleanprofile.mobile.edgeedge

Booleanprofile.mobile.gprsgprs

Booleanprofile.mobile.hscsdhscsd

Booleanprofile.mobile.hsdpahsdpa

Booleanprofile.mobile.umtsumts

Top

Streaming


Booleanprofile.mobile.stream.3gp.aac.lcstream.3gp.aac.lc

Booleanprofile.mobile.stream.3gp.amr.nbstream.3gp.amr.nb

Booleanprofile.mobile.stream.3gp.amr.wbstream.3gp.amr.wb

Booleanprofile.mobile.stream.3gp.h263stream.3gp.h263

Booleanprofile.mobile.stream.3gp.h264.level10stream.3gp.h264.level10

Booleanprofile.mobile.stream.3gp.h264.level10bstream.3gp.h264.level10b




Booleanprofile.mobile.stream.httpLiveStreamingstream.httpLiveStreaming

Booleanprofile.mobile.stream.mp4.aac.lcstream.mp4.aac.lc

Booleanprofile.mobile.stream.mp4.h264.level11stream.mp4.h264.level11

Booleanprofile.mobile.stream.mp4.h264.level13stream.mp4.h264.level13

Top

Video Player


Booleanprofile.mobile.3gp.aac.lc3gp.aac.lc

Booleanprofile.mobile.3gp.amr.nb3gp.amr.nb

Booleanprofile.mobile.3gp.amr.wb3gp.amr.wb



Booleanprofile.mobile.3gp.h2633gp.h263

Booleanprofile.mobile.3gp.h264.level103gp.h264.level10

Booleanprofile.mobile.3gp.h264.level10b3gp.h264.level10b




Booleanprofile.mobile.mp4.aac.lcmp4.aac.lc

Booleanprofile.mobile.mp4.h264.level11mp4.h264.level11

Booleanprofile.mobile. mp4.h264.level13mp4.h264.level13

Booleanprofile.mobile.qcelpInVideoqcelpInVideo

Booleanprofile.mobile.wmvwmv

Top

Web Browser


Stringprofile.mobile.browserNamebrowserName

Stringprofile.mobile.browserVersionbrowserVersion

Booleanprofile.mobile.cookieSupportcookieSupport

Booleanprofile.mobile.flashCapableflashCapable

Booleanprofile.mobile.httpshttps

Booleanprofile.mobile.image.Gif87image.Gif87

Booleanprofile.mobile.image.Gif89aimage.Gif89a

Booleanprofile.mobile.image.Jpgimage.Jpg

Booleanprofile.mobile.image.Pngimage.Png

Stringprofile.mobile.imageFormatSupportimageFormatSupport

Stringprofile.mobile.inputModeSupportinputModeSupport

Stringprofile.mobile.inputDevicesinputDevices

Booleanprofile.mobile.markup.wml1markup.wml1

Booleanprofile.mobile.markup.xhtmlBasic10markup.xhtmlBasic10

Booleanprofile.mobile.markup.xhtmlMp10markup.xhtmlMp10





Stringprofile.mobile.markupSupportmarkupSupport

Numberprofile.mobile.memoryLimitDownloadmemoryLimitDownload

Numberprofile.mobile.memoryLimitEmbeddedMediamemoryLimitEmbeddedMedia

Numberprofile.mobile.memoryLimitMarkupmemoryLimitMarkup

Booleanprofile.mobile.omaoma

Stringprofile.mobile.scriptSupportscriptSupport

Stringprofile.mobile.stylesheetSupportstylesheetSupport

Booleanprofile.mobile.uriSchemeSmsuriSchemeSms

Booleanprofile.mobile.uriSchemeSmsTouriSchemeSmsTo

Booleanprofile.mobile.uriSchemeTeluriSchemeTel

Numberprofile.mobile.usableDisplayHeightusableDisplayHeight

Numberprofile.mobile.usableDisplayWidthusableDisplayWidth

Booleanprofile.mobile.vCardDownloadvCardDownload

Top

Target Based on Suite Segments

You can target visitors who match one or more specified segments.

For example, you can target first time visitors, or visitors who have visited more than five times.

Note: The segments are built in to the system across the Digital Marketing Cloud, but each product definesthem differently. For example, "Visits from Facebook" is defined by using Target data, not by pulling in datafrom Adobe Analytics. The numbers can vary with the different measurements in each product, but the intentis the same.


2. Click Suite Segments.

3. Choose the desired segment from the Target drop-down.



5. Click Done.

Targeting Groups

Targeting groups provide a means for you to reuse commonly created targeting rules.

You can use them anywhere you would normally do targeting:

• Your campaign population selection


• Your experience population selection

• Success metrics

• Segments

Viewing the List of Targeting Groups

You can view the list of targeting groups.

To view the list of targeting groups, click Segments > Expression Targets.

Understanding Built-In Targeting Groups

Several built-in targeting groups are available wherever you can specify a target.

Targeting groups are incorporated into the targeting interface. (See Understanding the Targeting Interface.) Thegroups are based on referring URL parameters, so they only function in locations where the last page the visitorvisited was on one of those domains. Furthermore, because these groups are based on referring URLs, yourapplication might not function properly if it does redirection before sending the user to your page. (Ask your accountrepresentative for more details.)

Built-in targeting groups cannot be changed.

The following table describes the built-in targeting groups.

DescriptionType of TargetBuilt-In Targets

Targets content according to the search engine the site visitorcame from.

Search engineFrom Yahoo

From Google

From Microsoft

From Baidu

From Bing

The search engine query allows you to target on a user-enteredquery, regardless of which of the following search engines theuser used:

Search engine querySearch engine query

• Google

• Yahoo

• MSN

• Live.com

• Ask

Targets content according the visitor's browser.BrowserBrowser: Chrome

Browser: InternetExplorer

Browser: Firefox


DescriptionType of TargetBuilt-In Targets

Browser: Safari

Browser: Opera

Browser: iPad

Browser: iPhone

Browser: MonitoringService

Targets content according to the visitor's operating system.Operating systemOperating System:Linux

Operating System: Mac

Operating System:Windows

Targets content depending on whether the visitor has accessedyour site before, is included in other tests, or is accessing thefirst page in a new session.

Type of visitorVisitor: New

Visitor: Returning

Visitor: In other tests

Visitor: Not In Othertests

Visitor: First page ofsession

Visitor: Not first page ofsession

Targets content according to the social networking site thevisitor comes from.

Social networkingSocial: Digg

Social: Facebook

Social: Pinterest

Social: Twitter

Social: MySpace

Social: URL shorteners

Tips for Targeting Groups

The following tips will help you with your targeting groups.

• All standard JavaScript operators ( == != < > && || etc.) can be used, as well as accessible variables (for example,landing.page.url).


• You can reference both in-mbox and script profile parameters. By defining and collecting profile parameters includingtime-on-site, lifetime monetary value and purchase frequency, you can use them as building blocks in custom targetgroup expressions. See the link below for a full list of accessible variables and more examples.

Creating Reusable Targeting Groups

You can create your own reusable custom targeting groups.Expression Targets

Expression targets allow you to create sophisticated targets once and use them repeatedly in different campaigns,experiences, and so on. In an expression target, you can also use multiple OR and AND conditions that are notallowed in the standard targeting interface.

For advanced users, these custom targeting groups permit targeting based on flexible JavaScript expressionsevaluating to a boolean value.You can select this target in the targeting interface for the campaign, from the TargetLibrary category. If the user matches the target (the target evaluates to "true"), the targeting condition is met. If thetarget evaluates to "false," the targeting condition is not met.You can also combine an expression target with othertargeting options in the targeting interface. (Refer to the JavaScript Expression cheat sheet.)

For best practices, see Script Profile Attributes.

To create your own reusable expressions in targeting groups:

1. To create a target group, click Segments > Expression Targets, then click Add Expression Target.

2. Enter any one-line JavaScript expression that evaluates to a boolean true or false value, essentially anythinginside an if ().

Example: Suppose we wanted to target customers on Saturdays and Sundays in order to offer them promotionsonly available on weekends.

return (new Date()).getDay() == 0 || (new Date()).getDay() == 6;

matches

Saturday OR Sunday (In server time, 0 is Sunday and 6 is Saturday.)

You can now use your target in campaign and experience population selection, in segments, or in successmetrics.

Expression Target Generator

The Expression Target Generator helps you create an expression target with the parameters you specify.

The Expression Target Generator is a useful tool for understanding how to build expression targets, but is not areplacement for a person who knows exactly what to do with the code. It can help you get started with expressiontargets, but you should still go through your normal campaign QA process before launch.

Note: All parameters and values are case sensitive.

1. Open the Expression Target Generator at http://adobetarget.com/tools/targets/.

2. Select the parameter type for the expression target you want to generate.

3. Enter the parameter name.

The available parameter names for the selected type appear in the box next to the Parameter Name field.

4. Selecting how the parameter type and name should match the values.



http://adobetarget.com/tools/targets/

5. Type the values that the parameter must match.

When entering multiple values, place each value on its own line.

6. To add another parameter to the expression target, click Add Additional Parameter, select a condition (And orOr), and enter the information for the additional parameter.

7. Click Generate Expression Target.

The expression target is generated.

Using Regular Expressions in Targeting Groups

A regular expression is a set of letters, numbers, and special characters that together specify a pattern of text.

Using regular expressions to match text patterns is very similar to wildcard searching, but far more powerful andflexible. For example:

Regular Expression: google\.com/\?.*q=([^&]*)

Matches: http://www.google.com/search?hl=en&q=my+product

Using the regular expression in our example, we can match any Referring URL that comes from a Google searchquery containing "adobe.com/" and "?" and "=" even with unspecified text in between.

For more information on regular expressions, see Regular Expression and JavaScript References.

Regular Expression and JavaScript References

The following references provide help for you regular expressions and JavaScript.

• A walk-thru for understanding and using regular expressions (external link)

• Regular Expression Quick Reference (pdf)

• JavaScript Expressions for Targeters and Profile Scripts cheat sheet (pdf)

Targeting Display to a Prerequisite Success Metric

Targeting display to a prerequisite success metric requires a visitor to have seen (or not seen) another mbox inorder to see content.

Note: Do not confuse this feature with Success Metrics Reporting, which impacts only reporting, not display.

Be cautious using this feature. Complete a thorough QA and consult your account representative to ensure this isthe best solution to meet your needs.

1. Set up success metrics as you would for a Success Metric Report.

One of these success metrics must have selected the prerequisite mbox.

2. At the Experience or Mbox Level, target the content to display only when the Prerequisite success metric hasbeen seen or has not been seen.

Warning! Do not target display to a success metric at the campaign level. The result will be that the visitor islocked out of the campaign.

Or and And Target Rules

"Or" and "And" rules enable you to determine how strict the conditions used for targeting are.


http://zez.org/article/articleprint/11/

http://marketing.adobe.com/resources/help/en_US/tnt/pdf/Expression_targeters_cheat_sheet.pdf


In an "or" rule, the current page URL could contain any one of the entered conditions. The text at the top of thetargeting widget puts the rule in sentence form so you can easily tell what the targeting conditions are. For example,you might want to target a test to URLs that are either the home page or a landing page.

An "And" rule creates stricter targeting rule by using multiple conditions. In the "and" rule example below, visitorsmust use the Chrome browser and they must be new visitors.

You can create complex rules by combining "and" and "or" rules. For example, you can combine "and" and "or" rulesabove to create the following rule:

For additional control of your targeting rules, create an expression target as explained in Expression Targets.

Behavioral Targeting

Behavioral targeting refers to all of the visitor data that can be stored and used to segment your population andtarget different content to different people based on their visitor profile

Some of the information you can track includes (but is not limited to):

• How often someone comes to the site

• Whether they purchase items

• How much they spend

• Whether they are a member

All of these elements can greatly impact what you learn from your tests and other optimization activities.

Behavioral Targeting Basic Steps

The following steps outline the process of setting up behavioral targeting.

1. Define your business objective.

• Clear out old inventory?

• Highlight a niche product?


• Increase form completion from female visitors?

• Map your customer segmentation to your Web content.

2. Define the user most likely to help you.

• Who are these people?

• Start with simple, broad segments and refine them over time.

3. Define the behaviors the user is most likely to exhibit.

• Are they a return visitor?

• Are they a frequent visitor?

• What pages do they visit?

• Have they filled out a form before?

• Have they purchased something before?

• Are they weekend shoppers?

• Did they come from specific search engines? Social referrers?

• Do they come primarily from certain geographies?

4. Capture relevant behaviors in profiles.

• Custom created labels for your users

• Stored in databases and associated with your visitor through a cookie

• Two strategies: either in-mbox profile parameters or script profile parameters

• In-mbox profile parameters are placed in the page's mboxCreate call:


mboxCreate('myMbox', 'profile.name1=value1', 'profile.name2=value2');

</script>

<script type="text/javascript"> mboxCreate('myMbox',

'profile.name1=value1', 'profile.name2=value2'); </script>

• Script profile parameters are defined with JavaScript in the admin tool:

1. Select Segments > Profiles.

2. Clicking add attribute to add a new parameter.

3. Name your profile and type the JavaScript code into the text fields.

4. Click Start to start the script.

The profile data is now available for use in campaigns.

5. Target content to those users based on their profiles.

• Create offers and use the targeting features to send that content to specific users.

Case Studies

Read how our customers have leveraged marketing controlled behavioral targeting to increase relevancy for theircustomers:

CNET Moves the Relevance


http://marketing.adobe.com/resources/help/en_US/tnt/pdf/casestudy_mp3.pdf

AutoAnything.com Drives On-Site Behavioral Targeting to a Different Level

Magazines.com Subscribes to On-Site Behavioral Targeting

Examples and Tips

Here are some ideas for leveraging behavioral targeting.

Some ideas are clickable and describe a potential implementation strategy with in-mbox or script profile parameters.

• Number of visits (for example, less than 10, between 10 and 20)

Surely a visitor coming to your site for the 20th time would welcome a different experience from a newer user.Youmight replace instructional messaging with more advanced content, since they already know their way around yourWeb site.

• Recency of purchase, visit, photo upload, etc

If a month has gone by since a shopper bought a pack of 30-day disposable contact lenses, maybe it's time tooffer it at a discount. How about reminding a user who hasn't uploaded a photo to your site in three weeks thattheir gallery is getting stale?

• Frequency of purchase, category click, etc

If user intent is demonstrated by action, then repeated action increases confidence in that intent. So why not delivera different offer to a visitor who has purchased five times rather than once? You can also gain insight by measuringthe frequency of certain clicks. For example, clicking repeatedly into a high-heeled shoe category provides informationabout a user's gender, valuable for targeted content.

• New or Returning Visitor

Replace introductory content with something more appropriate for an informed user. Can you "sweeten the deal"if a user hasn't converted the first time?

• Active or passive user

Imagine that you have a video site like YouTube, where you want to message users who upload videos or postcomments on videos differently from users who tend to just watch videos.You can apply this concept to other typesof sites as well. For example, does a user participate in your support forums?

• Total amount purchased

On a retail site, a visitor's lifetime purchase history can predict future shopping behavior. Learn how to target contentbased on amount spent.

• Highest amount spent in a single order

On a retail site, the highest amount spent by a user in a single visit can predict future shopping behavior. Onlinemarketers might want to test a hypothesis that big spenders will buy higher priced items if they're highlighted onthe landing page.

• Time of day/Day of week

Does a visitor behave differently based on the day or time? For example, is behavior different during work hoursthan after work hours? Or weekday versus weekend?

• Recently viewed products or categories

• Labeling a user based on search history and category selection

Number of Visits

You can track the number of times a single visitor visits your site.


http://marketing.adobe.com/resources/help/en_US/tnt/pdf/casestudy_autoanything.pdf

http://marketing.adobe.com/resources/help/en_US/tnt/pdf/casestudy_magazines.pdf

For a profile attribute, write a script to increment a counter whenever a new session is recognized.You'll thenreference the script profile parameter in several expression targeters (target tab), which will be used in the campaignedit page. Here is the script:

user.numVisits

if(user.sessionId!=user.getLocal('lastSessionId')) {

user.setLocal('lastSessionId', user.sessionId);

return (user.get('numVisits') || 0) + 1;

}

Create five expression targets (you may choose more):

0visits:return typeof(user.get('numVisits')) == 'undefined';

1visit:return user.get('numVisits') == 1;

2to9visits:return user.get('numVisits') > 1 && user.get('numVisits') < 10;

10to19visits:return user.get('numVisits') >= 10 && user.get('numVisits') < 20;

over20visits:return user.get('numVisits') >= 20;

For more information, see the JavaScript Expression Cheat Sheet (PDF).

Recency of Purchase, Visit, Photo Upload, Etc.

If a month has gone by since a shopper bought a pack of 30-day disposable contact lenses, maybe it's time to offerit at a discount.

How about reminding a user who hasn't uploaded a photo to your site in three weeks that their gallery is gettingstale?

For a profile attribute, write a script that calculates how many days elapsed since the last conversion. A conversiondoesn't have to be a purchase. It could be uploading a video, visit to a lead generation form, etc.You'll then referencethe script profile parameter in several expression targeters (target tab), which will be used in the campaign edit page.Note that the "new Date()" function brings back time in EDT. Here is the script:

user.recency

if (mbox.name == 'orderThankyouPage') {

user.setLocal('lastPurchaseTime', new Date().getTime());

}

if (mbox.name == 'someMbox') {

var lastPurchaseTime = user.getLocal('lastPurchaseTime');

if (lastPurchaseTime) {

return ((new Date()).getTime()-lastPurchaseTime) / (3600 * 24 * 1000);

}

}



Create some expression targets:

no_purchases:return typeof(user.get('recency')) == 'undefined';

within_1day:return user.get('recency') < 1;

within_1week:return user.get('recency') >= 1 && user.get('recency') < 7;

within_1month:return user.get('recency') >= 7 && user.get('recency') < 31;

over_1month:return user.get('recency') >= 31


Frequency

If user intent is demonstrated by action, then repeated action increases confidence in that intent.

So why not deliver a different offer to a visitor who has purchased five times rather than once? You can also gaininsight by measuring the frequency of certain clicks. For example, clicking repeatedly into a high-heeled shoe categoryprovides information about a user's gender, valuable for targeted content.

In the Profile Attributes list, write a script that increments a counter whenever something notable occurs. This couldbe:

• A purchase

• Uploading a picture or video

• Clicking on a special category or section of the site

• Using the search box

Here's a script that increments the counter whenever an mbox called orderConfirm is seen:

user.purchaseFrequency

if (mbox.name == 'orderConfirm') {

return (user.get('purchaseFrequency') || 0) + 1;

}


buys_never:return typeof(user.get('purchaseFrequency')) == 'undefined';

buys_sometimes:return user.get('purchaseFrequency') > 0 && user.get('purchaseFrequency') < 3;

buys_often:return user.get('purchaseFrequency') >= 3

This one looks for the video upload page in the url:

user.uploadFrequency

if (page.url.indexOf('upload_video.html) > -1) {

return (user.get('uploadFrequency') || 0) + 1;

}




uploads_never:return user.get('uploadFrequency') == 0;

uploads_sometimes:return user.get('uploadFrequency') > 0 && user.get('uploadFrequency') < 10;

uploads_often:return user.get('uploadFrequency') >= 10

These scripts determine a visitor's gender, giving a higher weight to search results than category clicks, since asearch term implies heavy intent:

user.femaleFrequency

if (page.param('category').indexOf('blouses')) {

return (user.get('femaleFrequency') || 0) + 1;

}

else if (page.param('search_query').indexOf('blouse')) {

return (user.get('femaleFrequency') || 0) + 5;

}

user.maleFrequency

if (page.param('category').indexOf('tuxedos')) {

return (user.get('maleFrequency') || 0) + 1;

}

else if (page.param('search_query').indexOf('tuxedo')) {

return (user.get('maleFrequency') || 0) + 5;

}

Create expression targets, which use a simple heuristic to determine a visitor's gender.

male:var maleFrequency = user.get('maleFrequency');return maleFrequency && maleFrequency > user.get('femaleFrequency') && maleFrequency > 10;

female:var femaleFrequency = user.get('femaleFrequency');return femaleFrequency && femaleFrequency > user.get('maleFrequency') && femaleFrequency > 10;


New or Returning Visitor

Each visitor is counted as either a new or returning visitor.

A visitor is included in the "Visitor: New" segment if it is the visitor's first time visiting the site, the first time sinceclearing cookies, the first time since the mbox.js file was installed, or if it has been two weeks since the last visit.(For information about extending the two-week profile lifetime, see Visitor Profile Lifetime.)

The visitor is included in the "Visitor: Returning" segment if the user previously visited the site, left for at least 30minutes, and returned to the site again with the same cookies. As long as a visitor returns within 14 days, they willbe a returning visitor.



The count of users in the new segment and return segment do not always add up to the total number of visitors. Avisitor can be counted as new, then return and get counted as a return visitor. That visitor is still counted as only asingle visitor in the visitor count.

When a site visitor logs in mid-session and gets a 3rdpartyId, all previously-loaded profile attributes tied to the3rdPartyId are immediately available.

Active or Passive User

Imagine that you have a video site like YouTube, where you want to message active users who upload videos orpost comments on videos differently from passive users who tend to just watch videos.You can apply this conceptto other types of sites as well, such as whether a user participates in your support forums.

In the profile page, write some scripts that capture the behaviors describing a visitor's engagement. For example,if you run a video upload site, you may opt to watch the number of video uploads, comments and video views for auser, and classify users with a higher ratio of uploads and comments to video views as "active users."

Here are the scripts:

user.numUploads

if (page.url.indexOf('upload_video') > -1) {

return (user.get('numUploads') || 0) + 1;

}

user.numComments

if (page.url.indexOf('add_comment') > -1) {

return (user.get('numComments') || 0) + 1;

}

user.numViews

if (page.url.indexOf('view_video') > -1) {

return (user.get('numViews') || 0) + 1;

}

The above scripts assume that the url contains descriptive names like upload_video, add_comment and view_video,but these events are recognized in other ways if not available in your urls, for example as mbox parameters.

Next, create some expression targets that use the values in the above profile scripts (think of them as Lego blocks).Note how extra weight is given to uploads and comments (multiplying by 25 and 5, respectively) to determine whethera visitor is active or passive.

active_user:return (25 * user.get('numUploads') + 5 * user.get('numComments') - user.get('numViews') > 0) ;

passive_user:return (25 * user.get('numUploads') + 5 * user.get('numComments') - user.get('numViews') <= 0) ;


Now active_user and passive_user can be used for campaign or experience level targeting.


Total Amount Purchased

On a retail site, a visitor's lifetime purchase history can predict future shopping behavior. As a marketer, you mighthave a hypothesis that users who have purchased over $200 are more likely to buy products in the future, so yourhomepage should highlight higher margin products.

Select Segments > Profiles. Write a script that calculates a user's total lifetime amount spent by adding the neworder total on the order confirm page.

The following script assumes that the amount for the current order is passed as an mbox parameter namedorderTotal:

user.amountSpent


return (user.get('amountSpent') || 0) + parseInt(mbox.param('orderTotal'));

}

Next, create some expression targets that segment users based on their total amount purchased. In this example,we categorize users as zero, low, medium, and high spenders.

zero_spender:return typeof(user.get('amountSpent')) == 'undefined';

low_spender:return user.get('amountSpent') > 0 && user.get('amountSpent') < 100;

medium_spender:return user.get('amountSpent') >= 100 && user.get('amountSpent') < 500;

high_spender:return user.get('amountSpent') >= 500;


Once the expression targets are created, create a campaign and target the experiences accordingly.

Highest Amount Spent in a Single Order

On a retail site, the highest amount spent by a user during a single visit can predict future shopping behavior.

As a marketer, you might want to test a hypothesis that users who have purchased over $100 are more likely to buyexpensive products, so your home page should highlight products with a higher cost.

In the Profile Attributes list, write a script that stores the highest amount spent in a single order.

The following script assumes that the cost for the current order is passed as an mbox parameter named orderTotalin an mbox named orderConfirm.

user.mostSpent


var orderTotal = parseInt(mbox.param('orderTotal'));

if (orderTotal > user.get('mostSpent')) {

return orderTotal;

}


http://marketing.adobe.com/resources/help/help/en_US/tnt/pdf/js_expression_cheat_sheet.pdf


}

Next, create some expression targets that segment users based on the most they've spent in one visit.

zero_spender:

return typeof(user.get('mostSpent')) == 'undefined';

low_spender:

return user.get('mostSpent') > 0 && user.get('amountSpent') < 100;

medium_spender:

return user.get('mostSpent') >= 100 && user.get('mostSpent') < 500;

high_spender:return user.get('mostSpent') >= 500;


Once the expression targets are created, create a campaign and target the experiences accordingly.

Time of Day and Day of Week

Does a visitor behave differently based on the day or time? For example, is behavior different during work hoursthan after work hours?

Select Segments > Expression Targets, then write a script that examines the day and time. In order to use thevisitor's local time, use the special profile.browserTime variable. Note that this requires mbox.js version 36 or later.Here is the strategy for work hours versus after work hours, but you can modify for your unique situation:

Create two expression targets:

work_hours (eg. M-F 9am-6pm):

var today = profile.browserTime;

var hour = today.getHours();

var day = today.getDay();

return (day >= 1) && (day <= 5) && (hour >= 9) && (hour <= 17);

after_work:

var today = profile.browserTime;



return !((day >= 1) && (day <= 5) && (hour >= 9) && (hour <= 17));

If you're not concerned with the visitor's local time, instantiate a JavaScript Date object instead. In this case, youwill be using the Target server local time, which is EST, so adjust your times appropriately:

work_hours (eg. M-F 9am-6pm):

var today = new Date();





return (day >= 1) && (day <= 5) && (hour >= 9) && (hour <= 17);

after_work:

var today = new Date();



return !((day >= 1) && (day <= 5) && (hour >= 9) && (hour <= 17));


Once the expression targets are created, create a campaign and target the experiences accordingly. Note that youshould use a landing page campaign if your intention is for visitors to switch experiences based on the time. Otherwise,they won't switch to the after_work experience if they're already in the work_hours experience.

Webinars, Reports, Blogs, and Demos

Explore ideas about adding relevance to the Web experience of your customers.

• A report about personalizing the online experience by Aberdeen Group

• A webinar on 6 ways to increase online conversions through targeting and personalization from AMA

• This cheatsheet describes JavaScript expressions targeters and profile scripts, two tools for behavioral targeting

Percentage Targeting

You can set up your campaign so a specified percentage of visitors sees each experience.

For example, you might have three experiences, and set them up so 50% of visitors see Experience A while 25%of visitors see Experience B and another 25% see Experience C.

When a visitor enters the campaign, a random number is generated. That number is used to choose the experienceto display. If there has been very little traffic, for example at the beginning of a campaign, the traffic might not besplit exactly as specified in the percentages. The more traffic you get, the more exact the percentages will become.

The total of the percentages for the campaign should add up to 100%.

Combined Rules-Based and Percentage Targeting

You can combine percentage-based and rules-based targeting.

For example, you might want to show a particular offer to 60 percent of visitors from California. When using the twotargeting styles together, the rule is considered first, then the percentage. In this example, all California visitors aresampled first, then 60% of those visitors see the specified content.

You might want to test within mutually exclusive groups, such as new or returning visitors, or purchasers vs.non-purchasers. And, you might want to show 30% of your new users one set of content. Or you might want 75%of non-purchasers to view a particular offer that you only want to show to 25% of purchasers.

For example, you might create a campaign with four experiences that you want to target as follows:

• Experience A: Targeted to 20% of male visitors



http://marketing.adobe.com/resources/help/en_US/tnt/pdf/Aberdeen_Online_Personalization.pdf

http://www.omniture.com/en/products/conversion/testandtarget


• Experience B: Targeted to 80% of male visitors

• Experience C: Targeted to 10% of female visitors

• Experience D: Targeted to 90% of female visitors

In this example, the segments Male or Female are determined first, then the segments are divided according to thespecified percentages.

• Segment Male

• 20% Experience A

• 80% Experience B

• Segment Female

• 10% Experience C

• 90% Experience D

How Target Decides Who Sees What Content

Target uses the criteria you set up for your campaign to determine who sees what content, based on a specific orderof operations.

Target does not automatically split traffic if you have two experiences with the same rules-based targeting. If thevisitor qualifies for Experience B and Experience C based on the targeting, then 100% of those users go into thefirst experience (in this case, Experience B).

The same is true for experiences with no targeting. In the following example, if the user does not qualify for A or B,then they are always placed into Experience C (in other words, no one will make it to Experience D):

• Experience A - 10% of visitors

• Experience B - Only show Fri/Sat/Sun

• Experience C - (not targeting)

• Experience D - (not targeting)

One way around this is to create a profile script that generates a random number from 1...100 and then set up thetargeting this way:

• Experience A - 10% of visitors

• Experience B - Only show Fri/Sat/Sun

• Experience C - (random number profile has value 1..50)

• Experience D - (random number profile has value 51..100)

You can add percentage targetingto Experience C (set Experience C to 50% of traffic and leave Experience D withoutany targeting) to make sure visitors get into all experiences.

If your campaign has multiple experiences that are set up with specific percentage targets, for example fourexperiences each configured to receive 25% of the traffic, a random number is generated and that number determinesthe experience shown to a visitor. In this example, if the random number is 30, the visitor would receive the secondexperience because 30 is between 25 and 50, the second range when dividing 100 into 25% chunks.


If percentages are not specified, a random starting experience is chosen for each Edge node. For example, if thereare three experiences and the second is randomly chosen, the first visitor sees the second experience. Eachsubsequent visitor sees the next experience, in rotation. So, the second visitor on that Edge node sees the thirdexperience, the third visitor sees the first experience, the fourth see the second experience, and so on.

Preparing a Targeted Campaign or Test

Tests or campaigns can be targeted in many different ways to achieve different results.

You can target a campaign so only certain people enter the campaign, or include everyone in a campaign and directthem to different experiences based on the targeting criteria.You can also add targeting criteria to mboxes to showcontent only some of the times an mbox is loaded on a page.

Choose the level of the content to target by clicking Target this<level> on the Edit page.

Campaign level and experience level are the most commonly used.

Details on each type are described below.

Campaign-Level Target

Experience-Level Target

Location/Mbox-Level Target

Other Target Levels

Order of Targeting Execution

Campaign-Level Target

Target at the campaign level to determine which people to allow or disallow into the entire campaign. Users haveequal opportunity to see any experience if no other targeting conditions are set.

If not allowed in, the visitor sees default content or can be included in other campaigns approved for the same mboxlocations. See the Campaign Entry Process flowchart for information about how visitors are chosen for a campaign.

Campaign Level Target Options:

Choose **display mboxes** to allow a visitor to enter the campaign at any display mbox in the entire campaign.The visitor's first view of any display mbox in the campaign causes him to be counted as a visitor in reports. A displaymbox is any mbox that displays offer content in the campaign.

Choose an individual mbox to require a visitor's first visit to the campaign to be this mbox. If the visitor does not viewthis mbox, he is not accepted into the campaign.

Targeting to multiple mboxes at the Campaign level creates an "or condition" for entry into the campaign.You cantarget to multiple mboxes by first choosing an mbox from the dropdown, then clicking add targeting location underthe set of targeting categories.

Warning! Do not use success metric targeting at the campaign level. The result is an infinite loop that locks thevisitor out of the campaign.

Experience-Level Target

Target at the experience level to determine who sees the experience of the people who are already allowed into thecampaign. By default, Target performs randomization so each experience is shown an equal number of times across


http://marketing.adobe.com/resources/help/en_US/tnt/pdf/campaign_entry_process.png

all visitors to the campaign. Experience-level targeting overrides this default randomization, because you are applyingcriteria that define who is allowed to see any given experience.

Experience-level targeting is typically used with a landing page Landing Page campaign. With targeting rules oneach experience, you can show relevant content to different groups in the same mbox on your site. For example,you might want to "welcome" visitors from each of your affiliates.You can set up a landing page campaign thatshows a different welcome message in an mbox based on which affiliate a visitor reached your site from. This canall be managed in one campaign. As your list of affiliates change, you can remove or add new experiences targetedto that affiliate source (using the Traffic Sources category) and choose an offer for each experience that uses thataffiliate's logo or special offer.

You can also choose to target a percentage of your traffic to an experience. At the experience level, click on thepopulation target icon. An option to choose percentage appears.

Note: For an A/B test, there is only one chance to enter the campaign. If a visitor is included in the 50% thatgets into the campaign, that visitor is in the campaign. If the visitor is not included, that visitor is not evaluatedfor the campaign again. For a landing page campaign, the percent evaluation happens for every sessioninstead of once per cookie life.

Targeting experiences to specific visitor segments overrides the default randomization which shows each experiencean equal number of times.

Tip: It is recommended that, if you want to change percentages or greatly affect the flow of people into eachexperience, you should create or copy a new campaign. Otherwise, if you change the percentages on differentexperiences, it will take a few days for the data to normalize again if many purchasers are return visitors. For example,if your A/B test is split 50/50, and then you change the split to 80/20, for the first few days after that change, theresults might look skewed. If the average time to conversion is high, meaning it takes someone several hours oreven days to make a purchase, then these delayed conversions can affect the reports. So, in that first experiencewhere the number went from 50 to 80, and the average time to conversion is two days, only people from the 50%of the population are converting on the first day of the test, although today 80% of the population is entering theexperience. This makes it look like the conversion rate plummeted, but it will normalize again after these 80% ofpeople have the two days to convert.

Location/Mbox-Level Target

Target at the mbox level to determine whether to show specific content to visitors who are allowed into the campaignand who get to see this experience. If the visitor does not meet the targeting conditions for a given mbox, defaultcontent is shown.

Mbox-level targeting gives you the ability to show content in an mbox only when the visitor meets certain real-timeconditions.This is most often used when an mbox is on every page of a site (the logo for example) or on a templatedpage like a category or product page.You can uniquely identify specific instances of those mboxes (one instanceof an mbox on a template page, or one instance of the global mbox) so that you can display specific content in it.For example, if you wanted to promote a special offer on all women's products but not on any men's products, youwould either need a specially named mbox on the women's pages, or you can use mbox-level targeting to limit whenthe content in the campaign actually displays. For example, if the women's pages all share the same URL structure,you could target on the word "women" existing in the current page URL.

Mbox-level targeting is checked first. In other words, a visitor must match the mbox-level targeting before beingconsidered to see a display mbox, and therefore be eligible for the campaign.


When you target at the mbox level, targeting criteria is evaluated each time the mbox is requested. So, if a visitornavigates to category 1, 5, and 20, in that order, the visitor would see content for category 1, the special offer forcategory 5, and then the default content for category 20. Browsing to category 5, enters the visitor into the campaign,so even if default content is displayed for category 20 next, the visitor is still in this campaign.

Targeting at the mbox level is not used nearly as often as targeting at the campaign or experience level, but is usefulfor situations in which you want to ensure that certain visitors continue to see content that makes sense, in thecontext of global mboxes.

Note: Mbox-level targeting takes precedence over other levels, For example, if there is a conflict between anexperience-level target and an mbox-level target, the mbox-level target will win.

Other Target Levels

• Conversion Level Target

Target on conversion if you want to limit what counts as a conversion beyond merely reaching an mbox.Conversion-level targeting could be used for something like only tracking conversions if the user spent over $100,or signed up for a particular offer or product.

• Target Display to a Success Metric

Target Display on a Success Metric if you want to only count visitors who might have, or have not seen a previoussuccess metric. By default, success metrics are not consecutive, meaning you do not have to reach success metric1 to be counted on success metric 2. This targeting allows you to override that default. This can be used to trackpeople's progress through a strict order or registration funnel. For example, people are only counted on a "billingpage" success metric if they have first gone through the "shipping page" success metric. In the targeting widget,select success metrics, the name of the previous success metric, and then has been seen from the next dropdown.

Order of Targeting Execution

A campaign can have targeted experiences and non-targeted experiences. To determine which experience a visitorsees, Target first tries to match the visitor to one of the targeted experiences. Each experience is attempted in order:the one listed top in the campaign is attempted first, and so on. The visitor sees the first experience that matches.If the visitor does not match any experience's targeting criteria, then that visitor sees a non-targeted experience, ifthere is one. If there is more than one non-targeted experience, then the non-targeted traffic is split evenly acrossall of the experiences. If there is no non-targeted experience, then the visitor is not included in the campaign.

See How Target Decides Who Sees What Content.

Inserting Target Conditions

The following procedure shows how to set the conditions that determine how the campaign or test is targeted.

1. Create a campaign or test.

2. Select the target level: campaign, experience, mbox, or conversion

3. Specify the percentage of visitors included in the test and the location where the test appears.

4. Choose the parameter and set the targeting rules.

For more information, see Understanding the Targeting Interface.

5. Click Done.


Validating a Targeted Campaign

After you create a targeted campaign, you should verify that it works as expected.

Begin with the Campaign Quality Assurance Process.

For each experience mimic each type of targeting situation in your campaign. This includes meeting, and notmeeting the targeting conditions.

Validate Targeting to URL or Referring URL Parameters

Follow these steps to validate targeting to a URL or referring URL parameters.

1. Append the targeting parameters and values to the end of the URL, or referring page URL.

The example below shows an appended target condition where your targeting condition is met when the keywordequals "chairs":

http://www.yourcompany.com/asp/feature_item.asp?keyword=chair&categoryId=45

2. Confirm that you see the correct content for the targeting condition.

3. Delete cookies and confirm you do not see the content when you do not meet the targeting condition.

4. If segments filters are set, confirm reports correctly capture the URL parameter values.

Validate Targeting to New or Returning Visitors

Follow these steps to validate targeting to new or returning users.

1. In your browser, delete all mbox cookies.

This allows you to appear as a new user (new visitor).

2. Browse to the targeted campaign, experience or mbox, or conversion mbox.

3. Verify you see the expected content for a new user.

4. Test the expected content (or lack of content ) shows for a returning visitor.

Close your browser, and reopen it. Do not delete your mbox cookies. Confirm that as a returning visitor, you seethe expected content.

A "returning visitor" is someone who is on the website for at least their second session.

Tip: To imitate being a return visitor for testing purposes, there must be at least 30 minutes of inactivity betweensite views. When a second session has started, a new sessionID appears in the mboxDebug popup utility.

5. If segments filters are set, confirm reports correctly capture the parameter values.

Validate Targeting to Profile Parameters

Follow these steps to validate targeting to profile parameters.

1. Perform any action that sets the required profile value.

2. Close and reopen your browser.

Do not delete any files. The profile value is connected to your browser cookie.

3. Return to the page where the campaign should display.


4. Confirm that the correct offer content is shown to you.

5. If segments filters are set, that reports correctly capture the parameter values.


Automated Decisioning and TargetingYou can use data collected from visitor activities to display the content that is most likely to interest a specific visitor.

Adobe Target automated decisioning and targeting records visitor activity on the site, building up a profile of eachindividual visitor. It tracks responses to content, both for individuals and the population as a whole, then usessophisticated modeling approaches to automatically target each individual by accounting for everything known aboutthat visitor.

Note: It is recommended that you work with a consultant when setting up an automated decisioning campaign.

Automated decisioning learns by itself and requires minimum human analysis. Fully automated, it learns continuously.

Target uses two approaches to determine what to display to a visitor:

• Generalized Learning

The system learns what is most popular for the population as a whole, and watches for time variation. Responserates to content are measured to provide sufficiently accurate assessments of content performance. Sometimesless popular content is deliberately served to explore visitor response.

• Targeting

The system builds models and automatically learns what products an individual visitor is most likely to be interestedin. Every time a visitor interacts with the site, information is collected and stored in the visitor profile.

To maximize generalized lift, the popularity of different content over the whole population is measured, explorationis carefully managed, and changes in performance over time are accounted for. Thus maximizes performance fornew visitors, or visitors about whom little is known. Generalized learning also takes into account market movements,such as TV advertising campaigns, changing interest rates, and so on.

To maximize targeted lift, comprehensive real-time visitor profiles are tracked and multivariate models are built tounderstand user propensity. This maximizes relevance for those users for whom comprehensive knowledge hasbeen compiled. Creatives are grouped by theme so they can be mapped to products or marketing messages. Thevisitor profile is used to build multivariate models that predict how well each visitor is likely to respond to a particularoffer. Many User Profile Variables can be tracked to measure behavior. The targeting system automatically extractspredictive information from the data. If a variable has no predictive power, it is ignored. The system collects andmanages the data without the need for human interaction.

When an automated decisioning campaign is live, mbox requests are used to track the following additional information:

• Recent URL and referring URL parameters• Session position (number of page views this session)• Counts for eachinterest area.

Note: Advanced options are not available on automated decisioning campaigns because the modeling systemdetermines what to show. Advanced configuration options would hinder the system from generating lift.

Profile attributes can change during a visit. For example, a value like favorite category could change due to thevisitor's behavior. The model continues to categorize the data and build relevant models based on the values thatare important for that profile. Those models are applied to the scoring for the visitor's next visit.

You can view information about your campaign in the following reports:

232Automated Decisioning and Targeting

• Campaign Spotlight

• Summary report

• Offers report

• Insights report

Modeling System Overview

Models are computer algorithms developed to automatically predict behavior of a new site visitor based on activityfrom earlier visitors. The model maximizes the optimization goal defined per campaign.

Models are built using historical training data about visitors and their response to content. The model determineswhich variables and values predict behavior in the campaign. The model scorer matches each new visitor, againstthe predictive variables in the model, and determines a score for each content option in the campaign. Simultaneously,real-time response tracking monitors responses based on the predictive variables and determines updated probabilities,which are then inputted into the scorer to calculate response rates for new visits.

Models are built every six hours, using between seven and 84 days worth of historical data, as defined by thetruncation window, to allow the model to adjust to changing customer behavior over time. The system validates themodel to confirm it accurately predicts behavior. The model is used by the campaign for the next six hours to deliverthe best content option to each visitor.

Training Data Records

Training data records are the visitor data that the model uses to build predictions.

Each training data record contains a visitor profile, a snapshot of the profile when content was served, whether thevisitor converted, and any revenue associated with the conversion. A model generalizes from all these specificinstances of training records to predict the response probability of a previously unseen visitor to each of the contentoptions in the campaign. Training data records are stored for both targeted and exploration content serves, whichallows predictions to be made for anonymous and known visitors. For example, in a campaign with three offers, themodel's job is to predict the probability that a visitor will convert on each of the three offers based on that visitor'ssimilarities to previous visitors. If the modeling goal of the automated decisioning campaign is a revenue metric,then the model makes a value prediction rather than a binary conversion prediction. The marketer can determinethe modeling goal for each campaign.

Many data points are stored per profile for the model builder. The profile variables fall into two categories: automaticand custom.

Automatic Profile Variables

For each visitor, Target automatically stores many variables to be used by the modeling system.

No setup is required for automatic profile variables to be collected. They include:

• Operating system

• Browser agent

• Screen resolution

• Language

• Time zone

• Day of the week


• Browser referrer data

Also, if third party data targeting is included in the contract, variables for geo-targeting and demographic providersare automatically added. Finally, a visitor's activity on the site is captured, including:

• Session number

• Page depth in the session

• Purchase activity

• Interest areas

Custom Profile Variables

Custom profile variables are used by the modeling system to offer a crucial way to provide additional data pointsbeyond what the modeling system can determine from the page request.

Any profile attribute passed from an mbox or created in the profile attributes page is automatically included in thetraining data records. Data passed in via the third-party profile API and via mbox parameters from display mboxesalso contribute to the training data. Segments added to automated decisioning campaigns contribute to the trainingdata for that campaign. These methods allow marketers to add data into the system from offline sources, ordermanagement systems, and CRM systems.

Marketers can also have a valuable impact on the modeling system by grouping data that the system would otherwisenot view as a set. If there are value sets for variables or sets of variables that are known to be valuable for a business,either through offline analysis, data warehouse data, or direct marketing analysis, then these groupings should besaved as profile attributes.These sets can provide valuable information to the model that the model would not collectitself. For example, if a marketing organization considers "luxury loyalists" as people who have purchased morethan five times and spent a total of $5,000, then grouping those two data points into a profile attribute or segmentmeans the modeling system considers those two data points as a combined attribute.

Interest Areas

Interest areas attempt to quantify the user behavior across client's website (sometimes different domains) to determinewhat content or site sections visitors are most interested in.

Automated decisioning and targeting algorithms base their prediction on variables that are stored in the user profile.A profile can contain two types of variables: continuous and nominal values. Thus, the quality of predicting the bestoffer (modeling group) to display relies heavily on the number and quality of data (variables) from the user profile.Currently, there are no systemic variables in user profile that would describe the user behavior on the site, as mostof them are simple characteristics such as geo location or browser type.

The rationale behind tracking user activity on the website is related to the fact that different users have differentintentions and interests when visiting a site. Because most of the clients' websites are very diverse and often onesite comprises tens, if not hundreds of different compartments, users tend to focus their browsing on isolated areas.This tendency of visiting isolated areas of interest is often predictive of a user's temporary behavior.

The quantification of interest areas takes the form of one or more continuous variables stored and updated in theuser profile on each request. Each variable represents the degree of interest the visitor expresses for a particulararea of the site.

This information is often very predictive in determining what content is best to show. Site URLs are mapped tohigher-level categories, or "interest areas" (for example, mapping men's product page viewing to a "men's" interestarea), without need for manual updates or monitoring. Client sites are automatically crawled based on the domains


that send mbox calls, and URLs are grouped based on the site's structure, as defined by the site's site map orgeneral URL structure. Very common pages, like the home page, are removed from the interest area groupings.

Interest areas are stored in the training data and, if they are predictive, affect the model and display in the insightsreport. This is all done automatically. No manual edits or updates to interest areas are needed.

Structure of Interest Areas

An interest area is a part of the website, or more specifically, several URLs from the total of all the pages. The URLsare gathered in such a manner that they are highly related to each other, usually gravitating around one notion ortopic.

There are two constituents of an interest area:

• The list of URLs

• The topic which unites the URLs expressed by the interest area name

For example, a computer manufacturer might have the following interest area:

name (topic): Laptops URLs:

• http://www.computercorp.com/us/computers.aspx

• http://www.computergamingcorp.com/laptops.aspx

Notice that there are two domains: computercorp.com and computergamingcorp.com. In this case, an interest areais not just a site compartment, because the topic can transcend several sites of the same client.This cross-gatheringis necessary because a user who seldom visits computercorp.com, but is intensively browsingcomputergamingcorp.com laptop related pages, will likely be more interested in laptops than desktops when shevisits the computercorp.com site.

The structure of an interest area is absolved of any logic regarding how it was constructed or of the manner it isgoing to be used for generating model variables. This completely separates the logic of discovering (constructing)the interest areas and the one of computing variables.

Additionally, for performance reasons (due to memory constraints), a hash value is generated for each URL. Thehash takes the form of an 8-byte java long value.

Interest Area Discovery Phases

The more high cohesion interest areas that are discovered, the more fine-grained variables that can be used forlearning about user interest areas in the modeling algorithms.

The division of a site into interest areas is mostly based on the structure provided by sitemaps. Sitemaps providethe index of most of the resources available in the website and are kept updated regularly by the host.

Interest areas are discovered in the following phases.

Content Acquisition

The content of all of the websites for a particular client is acquired every three weeks. To start crawling, Targetrequests the top 50 hosts that account for 90% of entire traffic for that customer. For each host, the most popularURLs are requested. These URLs serve as an entry point (seed URLs) for Nutch crawling. In case Target has aprevious run of the interest areas, all of the previous sitemaps are added to the list of the current seed URLs. Asmany as 15 levels are crawled with a limit of 100,000 URLs per level across all hosts.


Indexing

The acquired content is indexed. The index for one page has the following fields:

• URL

• Title

• Anchor

• Host

• Content

• Inlinks

Inlinks is a special field that contains a list of the URLs from which a particular entry can be reached (for example,all URLs that lead to the current page).

Sitemaps Discovery

Target attempts to find all available sitemaps. Because the entire content is indexed, the sitemap URLs are relativelyeasy to discover. A URL that contains any of the sitemap variants is considered to be a sitemap. The variants arecase insensitive:

• sitemap

• site-map

• site map

Interest Area Names (Topics) Discovery

Sitemaps usually provide href anchors for each of the available resources on the site. Each anchor becomes aninterest area name (topic). In other words, every URL on the sitemap results in an interest area. The number ofsitemaps and the number of URLs they contain limits the number of interest areas. This limitation is a rigid factor attimes, given that there are no more than several hundred resources in one sitemap, when, at the same time, thenumber of pages in a site could be up to several hundred thousand.

In case there is no anchor for a URL provided by the sitemap (such as can be the case with images), the page titleis used as an interest area name.

To increase the number of interest areas, each of the home or landing pages is processed the same way as thesitemaps. Because these pages have a high visit rate, they provide a partial insight into the site's most populartopics.

Interest Area URLs Discovery

To find every page related to a particular topic (interest area name), the index is queried. Not all fields in the indexare equally important, so each field is weighted individually.

These weights are adjusted empirically by analyzing the most important sites. In the tradition of SEO best practices,the following preferences are used:

• Short URLs over longer ones

• Longer anchors over short ones

• More content over less

Because most of the interest area names are at least two words long, open-sourced algorithms are used that ensurethe following:


• Case-insensitive search

• Filtering of non-letter characters

• Score calculations based on the relative distance between the queried words in the matched record

The 100 URLs with highest score are filtered out of the list containing the results returned from the index.

Interest Area Considerations

Consider the following factors when setting up interest areas to create the desired balance.

Strong cohesion areas vs. Site coverage

A website should be divided into meaningful quality areas with a decent coverage. If the areas of the site are notmeaningful, the variable becomes non-predictable.The main risk is to gather too many notions under one area.Thiscould happen either because the URLs that an area contains are not highly related to each other, or because thereare too many URLs and, therefore, it is not possible to find a common characteristic. A typical site can have severalthousands to several millions of pages and sometimes there are several domains. so there should be enough areasto provide a good coverage across all pages. The tradeoff is between having small, predictive areas and havinglarge areas that cover most pages, but are not very predictable. The issue with small areas is that they do not coverthe entire site, and provide good particular details only for a fraction of users.

Scalability vs Predictability

Because each user is targeted individually, data should be collected from millions of users and be leveraged for adecision in milliseconds. The setup should scale linearly because the user base is always growing. The tradeoff isbetween the amount of data stored per profile (memory footprint) and the quality of prediction, which depends onthe amount of data available.

User Activity Logging

To successfully target a user, Target records as many of the visited URLs as possible. This implies that, for eachrequest the user makes, regardless of the campaign type, the URL is logged in the user profile.

URLs are logged to monitor the overall user activity on the site, not only on the pages which are part of 1:1 campaigns.

Memory footprint is critical when tracking user activity on edge nodes. The URL string format is quite costly, andcan be from 10 to more than one hundred bytes large. Also, the user base is continually growing, making it moreoptimal to log only the hash values.

Because a user can visit the client's site several times and change her interests during a period of time, it is importantto distinguish between the URLs visited in different sessions.The most recent sessions are probably more predictiveof her interests, and are thus more valuable than the previous sessions.

The hashing algorithm lowercases the URLs and drops any query parameters. For example, each of the followingURLs has the same hash:

• https://www.bigbank.com/PersonalBanking

• https://www.bigbank.com/personalbanking

• https://www.bigbank.com/PersonalBanking?sessionId=1214455

The memory footprint constrains the amount of data that can be logged in the user profile.To avoid over-consumption,the number of URL hashes per profile is limited to 100. When the user exceeds the limit, the six oldest values aredeleted to free space for new hashes. The most recent records are always kept. An average session has about fiverequests, so six new slots are sufficient in most cases. (One slot is reserved for session demarcation.)


How Data Is Categorized

A key to the modeling system is that data is just data. The system does not interpret or try to understand what thevariables mean or might imply.

Instead, the modeling system associates similar values to determine the most important variables and values, evenif, to a marketer, they do not seem like they would be predictive. Values for each variable are split into multiplegroups using a series of two-side partitions. The values are separated into the high side (where the responseprobability or value is highest) and the low side. This is done for nominal variables (strings, etc.) and continuousvariables (time, number of pages viewed, etc.). Each possible split is tested, and the splits that show the biggestdifference between response rates are used for that variable. This way, the system can group similar values so newvisitors' attributes can be bucketed with similar visitors, without requiring exact matches between visitors.

This means that a lot of data can be sent into the system without concern for data overload. The modeling systemanalyzes all of the variables it has collected and determines which ones are predictive based on visitors' responserates. It can easily ignore noise caused by other variables. It organizes the values for the variables into distinctlyperforming groups, so nobody needs to make assumptions on where behavior splits would occur. Finally, this entiregrouping is validated in the model validation step outlined below. This step confirms that the model does not overfitto the training data and can accurately predict the behavior of new, unseen traffic.

Truncation Windows

The truncation window algorithm determines what data is out of date and removes it from the model.

For example, say there is an option that promotes Valentine's Day. It will significantly change in popularity on orabout the 14th of February. The goal of the truncation windows is to find the right data time window to use thatincludes enough data but is still current and accurate. The data window can vary from seven to 84 days.

Model Validation

Each time the model is built for each campaign, the model is validated before it is used on live traffic.

This validation step ensures that the new model does not overfit to the training data. To ensure that the model isindeed predictive of new, unseen traffic, instead of simply describing what happened before, the model is tested.First, the raw training data traffic is split into two sections. Most goes into building the model, and the model runsagainst the rest of the raw traffic.The correlation between the actual response values from the test group is measuredagainst the model's scores for those records.The new model must pass certain thresholds to become the new modelfor the campaign.

Real-Time Reaction Tracking

The model builds every six hours to determine the response rates for each profile attribute.

However, the system must be able to respond to faster changes in response rates and modify its responses withinthose six-hour windows. Quick changes like news announcements about interest rates, sales, televisionadvertisements, and other things can almost instantly affect the traffic to an automated decisioning campaign. Thecampaign accounts for this by tracking the response rate for each campaign option compared to the prediction fromthe model. The real-time response rate then influences the model score. This means that, for example, a contentoption with a high model score but a lower real-time response rate has less chance of being selected than if thesystem only used the model score.

Scorer

The scorer determines the best option to show to a visitor in real-time.


The scorer compares the visitor's profile and behavior with the training data, scores each content option, and selectsthe best set of offers, or experience, to return to the visitor's page. It is important to note that 10% of traffic is set tobe randomly served content. The model serves randomly to avoid becoming stuck on one option. For example, ifone option began with a higher probability of conversion, the algorithm would favor that option and begin to re-enforceits decision with excessive serves of that option. To ensure the algorithm continues to consider the possibility ofother options, these options are randomly explored to gauge their performance. For the other 90%, the scorer followsa series of steps to choose the best content option for each mbox in the campaign.

Scoring decisions are made at the modeling group level. A modeling group is a set of offers with similar marketingthemes. Users have complete control over the modeling groups, and can determine which offers should go in whichgroup. More detail is available in Creating an Automated Decisioning Campaign.

Two scores per modeling group are determined for each person: a personalized profile score and a generalizedscore. The personalized score is how the model expects each person to react to the content based on his individualvariables. The generalized score is the sum of all the response rates of all offers within a modeling group for usersin the random serve group. This establishes a general popularity hierarchy of modeling groups. The personalizedscore and generalized score are added together, and this combined score is used to determine the score for eachmodeling group for which the visitor is eligible. Because the generalized score includes more traffic, temporal changesare reflected much more quickly than in the personalized score. Adding them together provides the best opportunityfor lift.

If a visitor has no profile values that match the variables in the model, then the generalized score is used.

Once the model runs, content is chosen for new visits based on what the model predicts these new visitors willrespond to favorably. The score from the model is evaluated with a real-time reaction update model to choose thebest content to deliver.

Targeting criteria must be met for each offer first, and then the modeling group with the top score is selected. If thereare multiple locations in the campaign, the scorer picks the top-scored modeling group for the second location,ignoring any options that are not allowed due to experience exclusions. Through this process, a modeling group isselected for each location in the campaign. If multiple offers exist in the winning modeling group, then one of thoseoffers is chosen randomly for delivery. Targeting criteria and experience exclusions are described in Creating anAutomated Decisioning Campaign.

Sophisticated algorithms are used to determine the "best score" for a particular profile and offer set.When a campaignlaunches, the model does not know what is the best to serve, so each option is served an equal amount. However,the system learns very quickly, so a strictly equal split happens only at the very beginning of a new campaign. Asthe system's knowledge quickly increases, it begins to favor the options that indicate success. It takes input fromthe lower performing modeling groups as well, via the exploration traffic, to ensure that its decisions are correct.Finally, the model score is influenced by the real-time reaction tracking to reach a final score for each modelinggroup and mbox combination to determine the experience to deliver to each visitor.

Creating an Automated Decisioning Campaign

Creating an automated decisioning campaign requires several steps.

1. Click Campaigns > 1:1 or 1:1 Display.

2. Specify the campaign name, targeting settings, and other high-level information about the campaign.

3. Select or create the offers to be used in the campaign.

4. Find and remove any experiences that you don't want users to see.


5. Organize related offers in groups.

6. Choose conversion or other success metrics.

You can change the success metric for a campaign as long as the conversion point stays the same (for example,still the order confirmation page, not changing to the shopping cart page). It is best practice to simply change thesuccess metric for the modeling system. The modeling system quickly updates upon saving the campaign tobuild new models.

If the conversion point changes, then it is best to copy the campaign, make the required conversion changes,and start this new campaign fresh.

7. Define segments for the campaign.

The following topics contain more details.

Priority of Campaigns

Campaign priority can be set on an automated decisioning campaign in the same way as a regular tested or targetedcampaign.

Automated decisioning campaigns fall under the same campaign entry and conversion structure as regular campaigns.In this way, some traffic can be sent to a standard A/B test or rule-based targeting campaign, and the rest of thevisitors can be included in an automated decisioning campaign.

Use Case

Many organizations have requirements to deliver particular marketing messages to a percentage of the populationat a certain time, such as for a product launch. To accomplish this while still running an automated decisioningcampaign, create a new single-experience A/B campaign that shows the required marketing message. Set thiscampaign to high priority, and target it to a percentage of the population.Then, the automated decisioning campaigncan still run at a lower priority (medium or low) and all the visitors not selected for the high priority campaign areincluded in the automated decisioning campaign.

Campaign Entry Targeting

Automated decisioning campaigns support all of the targeting options built into Test&Target.

Campaign entry can be limited to visitors who meet certain targeting conditions. Entry can also be limited to apercentage of the population.

Optimizing Metric

The modeling system works to achieve the best possible list for the selected optimizing metric.

Each automated decisioning campaign can have a different optimizing metric. The three available optimizing metricoptions change the model's decisions:

• Conversion rate

• Revenue per visit

• Average order value

The conversion rate is a broad term. it can be defined in the campaign setup as performing any binary action: clicking,purchasing something, reaching a particular page, etc. Similarly, revenue can be passed in on any event; it doesnot have to be the final revenue event on the site. However, the conversion or revenue point used for modeling must


be the last conversion success metric set up in the campaign. If the model optimization is to be done on an intermediaryaction like clicking, then a separate monitoring campaign must be set up to track final site conversion activity.

The optimizing metric also affects the traffic estimator. Revenue-based metrics require more traffic than conversionmetrics. More traffic and conversions are required to optimize to revenue, or average order value. Far less data isrequired to optimize to conversion because a binary event, converted or not, is simpler to model than a continuousvariable such as revenue.

You can choose a success metric prior to the final conversion step for the model to use as the optimization point,but the campaign can still track performance after the optimization point.

Traffic Requirements

Automated decisioning campaigns need enough traffic to run the models and determine scores for visitors.

Visitor data is used to see how different pieces of content perform, and to make valid predictions for future visitors.It is important not to include more content options in the campaign than the traffic levels can support. In the campaignedit page, a traffic estimator updates as locations and offers are added to the campaign, so it is easy to monitor howmuch traffic is required to sustain the campaign. This traffic estimator can serve as a guideline to determine howmany offers and locations can be included in the campaign while allowing enough traffic to hit each offer for themodel to determine a prediction.

You can edit the conversion rate in the traffic estimator. Enter your typical conversion rate, based on people seeingthe content areas and then performing whatever action you deem as the final conversion in the campaign.This couldbe the click, final conversion, and so on. Although you want your conversion rate to increase as the campaign runs,using your baseline conversion rate works well as a guide for campaign size and complexity.

This conversion rate is used to calculate the traffic required for conversion-based campaigns and revenue basedcampaigns. Far less data is required to optimize to conversion because a binary event, converted or not, is simplerto model than a continuous variable such as revenue. The example below shows the Traffic Estimator calculationsfor conversion and revenue per visit for the same campaign.

Modeling Groups

A modeling group is a set of offers with similar marketing themes. Modeling Groups connect similar offers so themodels can be more efficient.

Offers are considered similar if they promote the same type of content. If you have multiple offers that highlight aspecific product category but have different messaging or a different look and feel, place them in one modeling


group. The model can determine generally which people like this product category quickly, and then make a finerdecision about which version of that category content is best to show. Also, when a new creative or offer for thatcategory is added to the campaign and the modeling group, the algorithm can immediately make smart decisionsabout that offer instead of starting from scratch.

Note: An offer can belong to only one modeling group.

Modeling groups perform two functions.

1. They make the data richer.

If two offers are very similar, then putting them in a group allows the system to consider the two options as asingle concept in order to learn about the two options together.

2. Modeling groups help accommodate changes to offers.

If Target modeled only at each offer level, then whenever a new offer was added to a campaign the system wouldnot know anything about the new offer. But if the new offer is put into a group, then anything already learned forthat group is automatically applied to the new offer. As a result, the system can respond to changes to thecampaign without having to relearn.

When new offers are added to the campaign, they immediately take on the generalized learning for the modelinggroup and start receiving targeted traffic. Multiple offers in the same modeling group are given the same modelscore, and targeted traffic is evenly distributed among them.

Modeling groups are highly recommended because they improve the system performance. If an offer is not in amodeling group, the modeling system treats it as its individual modeling group. Also, default content is given its ownmodeling group. The default content option can also be removed from campaign.

Note: The goal of the automated decisioning campaign is not to increase lift for every modeling group. Somemodeling groups may perform better than others.

Best Practices

1. Offers should be grouped based on their "content theme" rather than their design. Modeling groups should mapto different products or offerings on your site, rather than to design themes such as "people", "text-heavy" or"aspirational". Each modeling group should map to an expected different behavior on the site.

2. Use no more than five to ten active modeling groups per campaign. With each modeling group you add, thebehaviors distinguishing one group from another become more difficult as the similarity between the modelinggroups increases. Sites with high traffic might be able to support additional modeling groups.

Modeling Groups FAQs

1. How long does it take for the model to learn about new modeling groups?

The system learns about the new modeling groups when the model runs next (every six hours). Before the systembuilds a model for new modeling groups, traffic is delivered randomly to these unknown modeling groups.

2. Does the historical data persist in the reports when a modeling group is deleted from the campaign?

The offers still show in the reports, but the modeling group association is lost.These offers are listed as "ungroupedoffers" in the modeling group report.

3. When an offer is removed from a modeling group but left in the campaign, does the model have to relearn aboutthat offer? What happens to the reports?


The model does relearn about the offer, because the modeling decisions are made at the modeling group level.If the offer is removed from a modeling group and not put into a new one, that offer is treated as its own modelinggroup. The reports do not keep track of historical modeling group associations at this time. Only the currentmodeling group is indicated.

4. If a modeling group or offer is not getting a lot of traffic, should I delete it? When should I make that decision?

Generally, it is best to keep all of the options in the campaign. While an offer or modeling group might not begetting a lot of traffic, it might be highly predictive for a small set of visitors. The value outweighs the cost ofexploration for these offers, so it is recommended that you leave all available offers.

5. What happens if I rename an existing modeling group? Does it merely change the name to the same modelinggroup, or does it create a new modeling group and lose all the historical data for that modeling group?

Changing the name doesn't do anything to the model, so your data is safe. If you change the grouping itself(which offers are in which group), then the traffic allocation going to each modeling group can change.

Business Rules

Ideally, no business rules would be applied to any automated decisioning campaign, to allow the modeling systemto determine the best options to show a visitor based on empirical evidence.

It is best practice to avoid business rules when questions of suitability arise.The system is designed to automaticallyselect the optimal offer. Sometimes the results might be different than the marketing team's hypothesis, but this canresult in valuable learnings that can drive decision making in other parts of the business. Whenever a business ruleis applied to the campaign, that option is removed from being served, even if all the data indicates it is the best.Thisreduces the chance for the campaign to drive lift.

As you can see in this example, business rules have reduced the model's options from four to two. This increasesthe chance that the model will serve a non-optimal offer because it is all that the model has available to it:

It is not always possible to allow any content to be served to any person. Business rules fall into two categories:suitability and eligibility.

Suitability

Ensure that the offer combinations delivered to the site make sense when delivered together.

Use Case: Inappropriate offer combinations. If multiple mboxes, particularly on the same page, are used in onecampaign, it might not make sense to show the same offer in both locations, or to show contradictory offers. Useexperience exclusions to remove these combinations. However, these should only be used when it is absolutelyrequired that the offers are not shown together. It is always better to let the model make the final decision than toenforce rules.

For information about excluding experiences, see Restricting the Content to Display.


Note: The search criteria are not rules that automatically apply to new experiences. Any new experience thatneeds to be excluded needs to be manually marked.

Eligibility

Ensure that the visitor is eligible to see the offers. Use offer targeting to deliver these business rules. On each servedecision, only the offers that the visitor matches the targeting rules for will be considered. No targeting on the offermeans that every visitor is eligible for that offer.

For information about targeting, see Target a Campaign or Test.

Use Cases

1. Compliance issues

Use a business rule to ensure that visitors who are ineligible for a product or offer to do not receive that content.For example, rules about using the word "free" can vary by U.S. state. Use offer targeting for these businessrules.

2. Defining Eligibility

If your customer already knows that a user owns a particular product and that she cannot own two of them, thenit is appropriate to remove that offer from the set. Use the business rules to determine eligibility, and let the modeldetermine suitability. Use offer targeting for these business rules.

3. Specialized Knowledge

The model only knows the information that is fed into it. It cannot anticipate sharp changes caused by a new adcampaign, new product announcements, or something in the news. Business rules can be used to force thesechanges until the model can learn about them.

Success Metrics for Automated Decisioning Campaigns

Automated decisioning campaigns can include intermediary success metrics like all Target campaign types.

Marketers can monitor how their traffic performs at various success points before their defined final conversion.

Note: The final conversion point as specified in the campaign is the metric used for modeling.

To model to a click or intermediary metric but monitor activity past that point, create a companion monitoring campaign.

In other campaign types, advanced options are available for success metrics, to change the way visitors see contentand get counted on each success metric. These options do not make sense for automated decisioning campaignsbecause the model drives the content delivery, and the content area is constantly targeted to visitors, even if theyconvert and return at a later time. In 1:1 campaigns, all steps are set to Count Once, and conversion is set to Restart- Same Experience.

User Profile Variables

Target tracks the variables defined by your mboxes to measure visitor behavior.

When a display request is made (a request for an mbox in an automated decisioning campaign that needs to showcontent to the user), the standard set of variables is recorded. These variables come from:


• URL & referring parameters

• Segments

• Third-party data providers

• Environmental parameters

• Mbox parameters

• Profile parameters

• Offline profile API

Mbox parameters are only used in the modeling system when the mbox is a display mbox. For mbox parameterson non-display mboxes to be included in the model, they need to be saved as profile parameters, typically by creatinga profile script.

Note: Analytics to Target integration passes all Analytics variables as mbox parameters, so these variablesneed to be saved as profile parameters through profile scripts to be included in the modeling.

The variables that are not predictive are dropped. Variables can be combined manually as a segment to provide theinformation required to display the best content for that campaign.

The following table provides examples of the data types.

VariablesVariable Types

Customer/prospectSite behavior variables

New/return visitor

Previous visit patterns

Previous Product interests – top level

Previous Product interests – low level

Searches

Previous online purchases

Previous Campaign exposure

Previous Campaign responses

IP addressEnvironment variables

Geodem/Psycho

Country of origin

Time zone

Operating system

Browser type

Screen resolution

Time of dayTemporal variables


VariablesVariable Types

Day of week

Recency

Frequency

Referring domainReferrer variables

Campaign ID

Affiliate

PPC

Natural search

Direct/bookmark

Selecting or Creating Offers

For each automated decisioning campaign, you must specify the offers to display in each location.

1. Click Select/create offers and select the offer you want to display in the selected location.

To create a new offer, click Select/create offers, then click Create new offer. Type a name for the offer, thentype or paste the HTML for the offer in the HTML field. Click Save after the offer is created.

To edit an existing offer, click Select/create offers, then click Edit for the offer you want to edit. Make the desiredchanges and click Save.

2. Choose your optimizing metric.

Choose one of the following optimizing metrics:

• Conversion

• RPV

• AOV

Your choice affects the amount of traffic required, as shown in the traffic estimator.You can alter your expectedconversion rate in the calculator to get a good understanding of how much traffic you will need to support thenumber of offers and mboxes you have chosen.

3. After you add an offer, use the drop down for that offer to preview, target, or delete the offer.

As you add and change offers, the Traffic Estimator shows the number of visits and conversions you need each dayrequired for the algorithm modeling to work.

Previewing and Restricting Display Ad Combinations

You can preview all the combinations generated by the modeling system for your display ads. This enables you toexclude combinations that do not make sense to deliver.


It is a good idea to preview display ad combinations to make sure that sets of display ads look as expected andmake sense to display together. For example, one ad might include fine print about shipping that does not makesense if not displayed with an ad for a free shipping offer.You can preview the combinations generated by themodeling system and disable combinations that you do not want to have appear together. This gives you greatercontrol over the ads displayed by the automated decisioning and targeting system and prevents the system fromdisplaying undesirable combinations.

1. In the Flashbox and Variations section of the display ad campaign creation page, upload the flashbox files forthe ads used in the campaign.

2. Configure the content alternatives for the uploaded files.

The available alternatives depend on the parameters for each ad. For example, there might be copy textalternatives, or you might change the location where an element of an ad, such as a button, appears in the ad.

3. In the Exclude Experiences section, view all possible combinations of display ads.

You can view the experiences in a table that lists all ads, or you can preview each combination. In the Previewview, you can click on an element to switch to alternative ads.

4. Select the ads you want to exclude.

In the list view, select the check boxes for the ads you do not want to display, then click Exclude.

In the preview view, use the arrows at the top of the view to move through the combinations, and deselectIncluded for combinations you do not want to display.

Restricting the Content to Display

Although it is highly recommended that you allow the automated targeting system to determine what to display,occasionally there might be business rules that require you to restrict your content so certain offers do not displaywhen it does not make sense to show them. Restricting content interferes with the system's ability to find the mostlift.

Each restriction has an opportunity cost, because they force the targeting system to serve something other thanwhat it decides will result in the highest return.

Use experience exclusions to remove an experience from the options so it never displays on the site. This preventsthe same offer from displaying in multiple mboxes on the same page, or keeps items from appearing together if theydo not look good when combined.

Offer filtering and targeting

Sometimes a situations arises where you do not want to show a certain offer in a particular situation or to a specificpopulation. Target’s complete targeting functionality is available within automated decisioning campaigns to controlwhich offers can be displayed to whom.

For example, in some states a banner with the word “free” cannot be displayed.

Testing Against a Control Group

Automated decisioning and targeting always measures performance against a control group. A fraction of visitors(5-10%) are placed into the control group, and served random content.


Percentage of traffic to control varies because that portion of traffic is also learning/exploration traffic and the targetingsystem maximizes exploitation.

Pausing an Automated Decisioning Campaign

An automated decisioning campaign can be paused without affecting the modeling system.

You can pause an automated decisioning campaign. For example, you might want to pause the campaign while yourun a promotion in its place.

There are two ways to pause the campaign:

• Deactivate the campaign and reactivate it when desired

• Set the traffic level on the campaign to 0%

Neither option affects the modeling system, but the first option results in more accurate reports. Setting the trafficlevel to 0% affects the averages in the reports.


IdeasIn many organizations, the person who manages Target receives ideas from other people. To enable ideas to begathered and managed in one location, the Ideas list eliminates the need to manage ideas in email or spreadsheets.

There are two ways to change the order of items in the ideas queue.You can type a number in the order box whenyou create or edit an idea.You can also drag an idea and drop it into the desired place in the queue.

Adding an Idea

You can add your idea to the Ideas list.

1. Select Ideas > Ideas List, then click Add Idea.

2. Fill in the fields for your new idea.

Type a title and description for your idea.You can also include a URL to the page where your idea applies. Ifappropriate, specify the place in the queue order where the idea should be placed.

3. Specify the value of the idea, high, medium, or low.

4. Click Save.

Allowing Other Users in Your Organization to Create Ideas

You can create a bookmark to the dialog box where a user can enter an idea, and share it with other people whomight contribute ideas.

When somebody creates an idea using this bookmark, you can drop it into the desired place in the queue.You canalso edit or delete ideas submitted by other people.

To use the bookmark, the user must log in.You can either create a user login for each person you invite to createideas, or use a generic login.The advantage to creating a separate login for each user is that the person who createdthe idea is identified.

Editing an Idea

After an idea is added to the Ideas list, you can make changes to it.

Click the arrow next to the idea title, then click Edit.

Deleting an Idea

You can delete an idea from the Ideas list when it is no longer wanted.

To delete an idea, click the arrow next to the idea title and click Delete, then click Delete when prompted toconfirm the deletion.

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ReportsReports show the progress and results of your campaigns so you can make decisions based on your data. Reportdata can help you decide when to end a test, which campaign is the winner, and how to get the most successfulresults from your site.

This section provides information about reports, including how to use reports, descriptions of the various reporttypes, and information about reporting APIs.

Note: Data is stored for four financial quarters. Audit data is stored for 30 days.

Keep the following best practices in mind when working with reports.

Evaluate the metrics you defined as the key metrics for the campaign. It is important to focus on the metricsthat you aimed to affect, not just every metric you can view. For example, your goal might be to improve the conversionrate, and the data shows that the average order value went down. That is an important thing to understand, butshould not immediately mean that the test was a failure. Focus the next test in the series on raising the averageorder value.

Know when to stop your test and declare a winner. Before you can make a decision, reports need to reachstatistical confidence and be stable over time. When you view the report with the main success metric or conversionthat you specified when setting up your campaign, the lift column needs to show at least 90% confidence. When90% confidence has been reached, go to the graph report and view the Cumulative Conversion Rate graph. Confirmthat the winning experience has been winning for several days.You should run each test for at least two weeks andtwo weekends so a wide variety of visitors are included in the test analysis, not just the specific type of people whobrowse your site on, for example, Tuesday afternoons. Finally, make sure you view the report for each segmentfilter you defined, to understand if any segment is behaving differently than the general population.

Know what to do after you declare a winner. Pushing a winner creates a new campaign with only one experienceand any targeting conditions required. After you approve this new campaign and deactivate the original test, thewinning content displays to everyone on your site. If different experiences win for each segment, push each winner.The appropriate targeting is enabled to ensure that members of each segment see the winning content. Rememberto deactivate the original test.

Note: You can block visitors from specified IP addresses from being counted in reports. Contact Client Careto set up IP filters. This filter does not apply when using Adobe Analytics as your reporting source.

Report Date Restrictions

Reports have the following date restrictions:

• Start date of the report must be within the last two years.

• Daily reports are limited to 100 days.

• Hourly reports are limited to 15 days.

These limits do not apply to Automated Decisioning and Targeting (1:1).

Viewing Reports

You can view reports from the Campaigns List.

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1. From the Campaigns List, click reports. The Summary report is automatically displayed.

The Summary report is automatically displayed.

You can choose to display any of the other reports.

About the Data

The conversion rate, lift, confidence (statistical significance) and confidence interval are reported for each experience.

For information about engagement metrics, see Capturing Engagement.

Note: In all data, duplicate orders are ignored if an orderID is passed. The audit report lists the ignoredduplicate orders.

• Conversion Rate is the percentage of visitors who reach conversion during a campaign (conversions divided byvisitors, visits, or impressions).

• Conversion Rate (CR) Lift compares the conversion rate for each experience against the control experience.

Lift = (Experience CR - Control CR) / Control CR

If control is 0, there is no percentage lift.

• Confidence (statistical significance) This number represents the likelihood that the results would be duplicatedif the test were run again. The confidence rounds up to 100.00% when the confidence is greater than or equal to99.995%.

See Confidence Level and Confidence Interval.

• Confidence Interval This number represents how much the results could vary and still stay within a 95% confidencelevel.

See Confidence Level and Confidence Interval.

• Retail Data AOV, RPV and Sales data are displayed for each experience if you inserted a Place Order(orderConfirmPage) mbox and selected it as the conversion mbox.

Confidence Level and Confidence Interval

For each experience, confidence level and confidence interval are displayed.

Confidence Level

The confidence level is represented by the filled-in bars in the confidence column for each experience. To see theexact confidence level percentage, hover your mouse over the confidence column for the experience. In the examplebelow, the confidence level is four bars and 99.90%.

The confidence level, or statistical significance indicates how likely it is that an experience's success was not dueto chance. A higher confidence level indicates:

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• The experience is performing significantly different from control.

• The experience performance is not just due to noise.

• If you ran this test again, it is likely that you would see same results.

If the confidence level is over 90% or 95%, then the result can be considered statistically significant. Before makingany business decisions, try to wait until your sample size is large enough and that the 4 bars of confidence on oneor more experiences stays consistent for a continuous length of time to ensure the results are stable.

Note: The confidence rounds up to 100.00% when the confidence is greater than or equal to 99.995%.

The following list shows the meaning of the number of confidence bars:

• One bar: significance < 60%

• Two bars: significance < 75%

• Three bars: significance < 90%

• Four bars: significance >= 90%

Confidence Interval

The confidence interval is a range within which the true value can be found at a given confidence level. To view theconfidence interval, rollover the "Lift" column of any experience. In the example above, the confidence interval forExperience B's lift is -10.15 to 68.82%.

Example: An experience's RPV is $10, its confidence level is 95% and its confidence interval is $5 to $15. If weran this test multiple times, 95% of the time the RPV would be between $5 and $15.

What impacts the confidence interval? The formula follows standard statistical methods for calculating confidenceintervals.

• Sample size: As sample grows the interval will shrink or narrow. This is preferred as it means your reports aregetting closer to the true value of the success metric.

• Standard deviation smaller: More similar results, such as similar AOVs or similar numbers or visitors convertingeach day, reduces the standard deviation.

Additional Information

• Reporting Calculations

This PDF file shows the calculations used to calculate confidence.

• Complete Confidence Calculator

This spreadsheet allows you to paste the CSV download data and outputs confidence and lift data.

Counting Methodology

You can choose to view reports by different counting methodologies to understand how your campaigns affect yourusers across their lifetimes or during a single session.

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http://marketing.adobe.com/resources/help/en_US/tnt/pdf/Test&Target_reporting_calculations.pdf

http://marketing.adobe.com/resources/help/en_US/tnt/csv/Complete_Confidence_Calculator_w_AOV.xlsx

• Visitor: A unique participant in the campaign, for the life of the campaign.

A person will be counted as a new visitor if he visits the site from a new computer, a new browser, deletes cookie,or converts and returns to the campaign with the same cookie. A visitor is identified by the PCID in the visitor'smbox cookie. If the PCID changes, the person is considered a new visitor.

• Visit: A unique participant in an experience during a single 30 minute browser session.

If a conversion is achieved or a user comes back to the site after being away at least 30 minutes, a returning usercounts as a new visit. A visit is identified by the sessionID in the visitor's mbox cookie. When the sessionIDchanges, the visit is considered new.

• Impression/Page View: Counted each time a user loads any page of the campaign.

A single visit may include several impressions of, for example, your Homepage.

• Landing: Each time a user loads the entry page of the campaign, it is considered "landing" on the site or in thecampaign.

Note: Usually, counts are determined by cookies and session activity. However, if you reach the final conversionpoint of a campaign and then re-enter the campaign, you are considered a new visitor and a new visit to thecampaign. This is true even if your PCID and sessionID values do not change.

Conversion Success Metric

The conversion success metric control allows you to change the success metrics you aggregate your reports on.

It only appears when you have added multiple success metrics to your campaign. If more than one success metricin your campaign contains order or conversion information, you can select all of these success metrics in order forthe report data to aggregate all of the conversion and order information from all of the selected success metrics.

To select multiple success metrics, shift-click on each success metric in the list. then click Show to refresh the report.

Changing the Control Experience

To select multiple success metrics, shift-click on each success metric in the list. then click Show to refresh the report.

Change the control experience to a new experience, then click show to change the display.

Changing the Comparison Column

You can change the column used to compare experiences.

In the Metrics Filter tab, change the control experience used to calculate lift, then click show to change thedisplay.

Note: All campaigns track conversion rate, or the rate of visits to your conversion mbox. If you inserted aPlace Order mbox in your campaign, you may choose AOV, RPV or Sales as your control experience.

For information about the Engagement option, see Capturing Engagement.

Selecting the Host Group

By default, reports show data for the Production host group. Change this to another host group if needed.

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During the Quality Assurance period, for example, you can validate campaign reports on the development or staginghost groups.

Excluding Extreme Orders

You can exclude extreme orders from affecting reports so a few unusual orders (such as a coach buying uniformsfor an entire team instead of individual shoppers) don't affect your campaign results.

Extreme orders are automatically flagged based on the rules described below.You can toggle between seeing andexcluding the extreme orders from your reports. A campaign will have its extreme orders excluded once the campaignhas run for an hour or after 15 orders, whichever comes first.

An order is considered extreme if it is more than +/- 3 standard deviations from the average order value using thelast month of data (up to the point in time in which the calculation was made).

For example, the extreme order filter is often useful when using RPV. RPV combines conversion rate and averageorder value, and often exposes the volatility of those metrics. If you use RPV and determine that orders don't appearto be distributed normally, you might see more normal results if you apply the extreme order filter.

When an order is marked extreme, its order value is replaced with the average order value of the experience for thelast month, excluding the extremes.The order is also marked as extreme in the Audit Report and in the CSV downloadfor daily results.

To exclude extreme orders from your reports:

1. Open a campaign and click the Reports tab.

2. Click Extreme Order Filter.

3. Click Exclude.

4. Click Show.

Changing the Date Range

By default, the date range is set to the last two months. Change the range by changing the to and from dates, orselect the time range pre-sets.

Click show to refresh the display.

Setting the Weekday Filter

The weekday filter allows you to filter reports on weekday or weekend traffic. It's based on midnight to midnight inyour local time zone.

To change your local time zone, contact your account representative.

Remembering Report Settings

When you remember report settings, your report setting will be shown the next time you or anyone else in youraccount views reports for the campaign.

Click Remember Report Settings.

Note: Changes to date range, control experience and comparison column will also affect the leadingexperience on the Campaign Home Page.

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Because Remember Report Settings affects all users of the account, it is not available to read-only users.

Downloading Data in a CSV File

Download data in a .csv format for quick import into Excel, Access or other data analysis programs.

CSV data includes the following:

• Mean time to conversion in hours, so you can see how long it takes the average visitor to reach the conversionpoint

• Sum of revenues, squared, for offline statistical confidence calculations

Data is saved for 90 days from the visitor's last visit, or until the end of the campaign.

Note: Audit report data is stored for only four weeks. For more information, see Audit Report.

You can also use the Complete Confidence Calculator.

Reset Report Data

You can reset all report data for a selected campaign.

Resetting report data is a permanent action that removes the current data. It cannot be undone. Current visitors willnot be reset.

Note: Contact Client Care to enable this feature. There is no additional charge.

1. Select the campaign.

2. Click More Actions > Reset Report Data.

3. Specify that you are sure you want to reset the report data.Resetting report data permanently deletes the current data.

4. Click OK.

Pushing a Winner

The winner is the experience that achieved the best results during your test. One experience is designated as thewinner. However, you can push any experience, even if it is not the designated experience.

Pushing a winner creates a new campaign with only one experience and any targeting conditions required. Afteryou approve this new campaign and deactivate the original test, the winning content displays to everyone on yoursite. If different experiences win for each segment, push each winner.The appropriate targeting is enabled to ensurethat members of each segment see the winning content. Remember to deactivate the original test.

Click Push Winner next to the winning experience (or experiences when using the segment filters).

Report Types

There are several types of reports.

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http://marketing.adobe.com/resources/help/en_US/tnt/pdf/Complete_Confidence_Calculator_w_AOV.xlsx

Summary Report

View a summary of overall campaign performance.

(You can also access data programmatically using a Web API.) You can use this information to determine a winnerand create a campaign from the winning experience. See Creating a Campaign from the Winning Experience andPushing a Winner for information about pushing a winner.

Note: Data is stored for four financial quarters. Audit data is stored for 30 days.

For optimizing campaigns, the Summary Report displays different information. The Summary Report for optimizingcampaigns shows the aggregate tested traffic vs. the aggregate targeted traffic. This helps you understand, at ahigh level, how showing content targeted to different segments is performing compared to random content shownto those segments.You can expand the sections in the report to show how each targeted experience compares tothe tested traffic. For more information about the self-optimizing campaign Summary Report, see The OptimizingCampaign Summary Report.

Graph Report

Display a graph of the conversion rates for all experiences, and easily narrow results to only the experiences youwant to see.

A graph report helps you understand when your campaign results have stabilized, with experiences performingconsistently.

Daily Results Report

Provides details for all activities, for each experience and for each day.

The Daily Results Report helps you spot quick changes in response rates and campaign activity.You can oftenconnect these changes to other business changes, such as advertising launches, news coverage, and so on.

Success Metrics Report

The Success Metrics Report helps you see the progression of visitors through the funnel identified in the successmetrics section of the campaign setup.

See Success Metrics Report for more information.

Offers Report

The Offers report shows the success of the offers in a selected campaign.

Choose a success metric and success evaluator, then use the report to compare the performance of each offer.

Modeling Groups Report

The Modeling Groups report helps you compare the success of your automated decision and marketing campaignmodeling groups.

The report shows visits and impressions for all of your modeling groups. Expand a modeling group to list the offersin the group.

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Element Contribution Report

If you create a multivariate campaign, the Element Contribution report is the main report you use. The ElementContribution Report shows the best overall combination for the test, even among combinations that are not explicitlytested.

Note: The Element Contribution Report is only available for multivariate campaigns.

Element Contribution is based on Analysis of Variance (ANOVA), which distinguishes results variance due to internalfactors from variance due to factors external to the test. Elements that contribute less than 5% of the influence oninternal variance are automatically pooled. Ask your account representative if you have questions about pooling.

The table below explains what the Element Contribution Report shows.


A Predicted Best Experience is provided, even if that specific experience was notdisplayed during the campaign. The Predicted Best Experience is the combination

Predicted Best Experience

of the winning alternative for each element identified in the multivariate test design.The combination is not necessarily an experience that was explicitly tested. Thenames of the elements and alternatives shown in the report are the user-definednames entered during the design of the multivariate test. The winning alternative islisted for each element.

To display the details of an element's influence during the test, and its confidence,click show stats. then click on the show button.

Statistics

Only elements with at least 90% confidence are displayed in green. These are theonly elements taken into account for the predicted lift calculation.

Lift in the Element Contribution Report is the predicted lift the winning alternativewould provide over the comparison base metric, if the Predicted Best Experiencewere run.

Lift

Change the baseline for the predicted lift comparison. For Show lift compared to,choose from Average of tested experiences, the Control experience, or Worstperforming experience.

Change Lift ComparisonBase

Influence shows which elements have the most impact on the test results. Elementscan have a negative influence when that element has less influence on the results

Influence

than the error factor. For the same reason, the sum of all the influence does not addup to 100%, because not all of the lift can be attributed to specific elements.

Pooling allows you to ignore low contributing elements and focus on those with highinfluence.

Pool?

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Click on the pooling radio button to pool, or exclude, the least influential elements.These pooled elements are considered part of the error factor. Any element withnegative or low influence should be pooled.

Segment Filters Report

The Segment Filters Report helps you understand how each segment set up in the campaign is performing.

Apply segment filters in the Summary and Success Metrics reports. The Segment Filters Report always displays,even if you didn't add segment filters during campaign setup.

The Segment Filters Report helps you understand how each segment set up in the campaign is performing. To seethe segment filters, click Segment Filters in the Filters area of the report. The segment filter is available in theSummary, Graph, Success Metrics, and Element Contribution reports.

Any segment that has a different winning experience and has reached statistical confidence on that winner will beflagged with the word "interesting" next to its name in the list. This helps you identify and focus on the segmentsthat are different than your overall traffic.

The Interesting indicator is shown when:

1. The following conditions are met:

• The winning recipe for the segment is different from the winning recipe for the "All" segment.

• The confidence interval that two experiments have different conversion rates is greater than N (N=95%).

Example

You have 3 recipes: recA, recB, recC

Assume the winning recipe is recB (5% of impressions leads to conversion), but a big part of visitors fromsegmentN leads to conversion for recipe recA. (For example, 23% of visitors with request parameterreferredFrom='google.com' bought product A.) The Interesting indicator should display for this segment.

Experiments are:

• E1 [segmentN[recA] impressions/segmentN[recA] conversions]

• E2[segmentN[recB] impressions/segmentN[recB] conversions]

2. The following conditions are met:

• The winning recipe for the segmentN is the same as the winning recipe for the "All" segment.

• The confidence interval that two experiments have different conversion rates is greater than N (N=95%).

Example:

You have three recipes - recA, recB, recC.

Assume the winning recipe is recB (5% of impressions leads to conversion) but a larger (in %) part of visitorsfrom segmentN leads to conversion for recipe recB. (For example, 23% of visitors with request parameterreferredFrom='google.com' bought productB.)The Interesting indicator should display for this segment.

Experiment is:

• E1 [segmentN[recB] impressions/segmentN[recB] conversions], E2[all[recB] impressions/all[recB] conversions]

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To select one of these segment filters, select the filter and click Show. The report data updates to show data onlyfor people in the selected segment.You can toggle between segments to view the differences between segments,and between each segment and the overall population.

Click Push Winner next to an experience name when the segment filter is applied to create a new campaign targetedto that specific segment. The new campaign contains only one experience, the winning experience from the originalcampaign. All of the success metrics and segment filters are copied to the new campaign.You can edit the segmentsand success metrics before launching the new targeted campaign. After you approve this new campaign anddeactivate the original test, the winning content displays to everyone from the selected segment who visits your site.If different experiences win for each segment, push each winner. The appropriate targeting is enabled to ensurethat members of each segment see the winning content. Remember to deactivate the original test.

Audit Report

The Audit Report shows you information about your orders.

Audit report data includes four weeks of data for the default host group and two weeks for all non-default host groups.

Drill down to all the campaign order details for each experience when using the place order or orderConfirmPagembox. At a minimum, an orderTotal is required.

Tip: The best practice is to include an orderID as well as an orderTotal.This allows duplicate orders to automaticallybe ignored.

The Audit Report includes the following:

• Order date and time

• Order amount (if you inserted a Place Order mbox)

The Audit Report works only if you have orders.

• Order flag (duplicate or extreme orders)

Extreme orders are automatically flagged. In the reports, you can toggle between including or excluding extremeorders, as explained in Excluding Extreme Orders.

• Product ID

Note: Audit information is accessible for four weeks. If you'd like to save this information, either download thedata using the csv download button or use the Campaign Audit Report API to extract the informationprogrammatically.

In order to record an audit record, the orderTotal parameter must be passed.

Values passed via the ProductPurchasedId mbox parameter are now listed in the audit report.ProductPurchaseIDvalues are visible in the Audit Report for advanced offline analysis by product.

Troubleshooting

My product IDs do not display fully.

The total length of product IDs, concatenated with commas, should not exceed 255 characters, or the IDs will notdisplay properly in the report. For example, if your order had products with IDs "aa, bb" then the total length is "aa,bb"= 5.

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Insights Report

The Insights Report for automated decisioning and targeting shows each variable and value for the variables thedecisioning algorithm determined to be predictive of site activity and responses to offers.

Each predictive value displays with the offer or offer group and location it was predictive for.The report also displaysthe predictive power meter, which is the same as the strength indicator on the self-optimizing insights report.

The Insights report can be filtered by Offer or Group, and by Location.

This data is a snapshot in time. In the date dropdown, select a date to see the Insights Report for that day.

You can download the data from the Insights Report in a CSV file for offline processing or analysis.

Note: The Insights report doesn't always generate insights. There aren't always enough differences amongthe segments to identify anything as an "insight," even if you see lift for a segment.

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APIsA set of APIs helps further integrate Target functionality into your platform.

The REST-based APIs can be integrated neatly into a range of application stacks. They can be used to connectyour profile management services, your content management systems, CRMs, and data collection suites.

There are three primary use cases supported by the APIs:

• How do I get report information programatically?

• How do synchronize with my Website Visitor Profile data?

• How do I manage campaign-related assets outside of Target?

Using the APIs to solve these use cases depend on your ability to do the following:

• Retrieve campaign report information

• Synchronize website visitor profiles between your platform and Target

• Create offers outside of Target

• Provide a mechanism to easily guide your users to the campaign creation process

For detailed specifications on the available APIs, visit the Developer Connection.

The APIs include:

Audit Report API: Extract audit report (sales) data for a campaign to manipulate outside of Target, and for longer-termaudit data storage.

Batch Profile Update: Request profile updates in a batch.

Campaign Copy API: Create a new campaign based on an existing source campaign.

Campaign Create API: Create and update AB..N campaigns, landing page campaigns, and optimizing campaigns(optimized to RPV/AOV/Conversion Rate).

Campaign List API: Retrieve lists of campaign names and identifiers by constructing a filtered request.The retrieveddata can be passed into the Audit Report API.

Campaign State API: Approve or deactivate a campaign without logging in.

Campaign View API: Return an XML "view" of the specified campaign.

Landing Page Tool API: Integrate a "create campaign" workflow into your content management system that leadsusers to Target, where they can create campaigns.

Offer Create API: Creates a new HTML offer.

Offer Get API: Retrieves the content of an existing HTML offer.

Offer List API: Lists all offers that are contained in a folder.

Performance Report API: Access detailed campaign performance data.

Profile Passing API / Offline Conversion API: Link a site visitor to your own user profile database and passinformation for better targeting and segmentation. There is a 30-minute delay before a response is returned.

Third-Party Campaign ID API: Associate a third-party identifier to a campaign.

Widget Offer API: Create "widget offers" that reference content that exists outside Target but can be used in acampaign like a standard HTML offer.

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http://developer.omniture.com/en_US/documentation/test-target

Frequently Asked QuestionsThis topic contains answers to the most frequently questions about A/B and multivariate testing, automated decisioning,and targeting.

When will my campaign start?

By default, campaigns are set to begin "When approved" and to end "When deactivated." However, you can set thestart and end dates manually, including time of day, when you create or edit a campaign. Campaigns that do notspecify time of day begin at midnight and end at 23:59:59.

How are impressions, visits and new visitors counted?

See About the Data.

How do I publish or share a segment to Adobe Marketing Cloud?

Adobe's audience services manages the translation of visitor data into audience segmentation. This requires theMarketing Cloud visitor ID service to be implemented. For more details, see the Marketing Cloud Visitor ID Servicehelp.

Do visitors see the same content throughout the life of the campaign?

By default in most campaigns and tests, returning visitors, even if converted, will see the same content through thelife of the campaign.This behavior can be changed by using the advanced settings for success metrics. (See SuccessMetric Advanced Options.) The exception is the Landing Page test which can use experience level targeting to forcea returning visitor to see new content.

I am concerned with visitor privacy. What data is sent to Adobe servers?

Adobe does not collect personally identifiable information. Adobe collects at a minimum visitors, clicks and conversionsfor all tests. All data captured by Adobe Target is linked to a visitor ID, but there is no personal data related to thatvisitor ID. At an aggregate level, the success metrics defined in a campaign are tracked. This data is not availableat an individual visitor level. Visitor profile data is stored per visitor, but is linked to the visitor only by the anonymousvisitor ID or mboxPCId value.

For information on the current state of global privacy, how it's changing, and how it might affect you and your business,view the Adobe Target Privacy Webinar.

Can I display more than one offer in an mbox?

No. An mbox may display only one offer. However you may create a larger mbox and use a larger offer to displayseveral elements of the Web site. See Creating a Whole Page Mbox.

How do offers and mboxes impact search engines and automated browsing utilities?

Most search engine robots do not execute JavaScript, so the content served in an offer does not affect search resultsor search engine rankings.Your Default Content, because it is still on the page, continues to influence the searchengine results as it would without an mbox.

Will an mbox add another cookie to the current list already returned by our Web application?

Yes, another First Party cookie is added, named "mbox." Third party cookies can be used as well in instances whereyou need to track the visitor across domains. Speak with your account representative to set this up.

Will the mbox code, which automatically attaches to a body onLoad() event, conflict with other embeddedJavaScript in our pages?

262Frequently Asked Questions

https://marketing.adobe.com/resources/help/en_US/mcvid/

https://marketing.adobe.com/resources/help/en_US/mcvid/

https://my.adobeconnect.com/p8cyxm0sn5a/

No. Code is added at the end of the onLoad() event, in order to ensure that it does not conflict with other JavaScriptcalls in your pages.

We have an internally-built proprietary content management system. Do we continue use this or have aseparate interface to manage content with AdobeTarget?

Target coexists perfectly with your content management tool.You define the content to be delivered and where itshould reside. The tested content can be static or dynamic HTML and uses the same format as your contentmanagement tool.You can choose to create offers that point to content stored on your content management system.You can also store the content directly in Target, bypassing your content management system.

Can I track conversion off-line? For example, people register on my Web site, then turn into actual clientsafter they speak to our representatives by phone.

Use the combined offline conversion/third-party profile API.

Is a first party cookie or a third party cookie dropped onto the visitor's browser?

By default, Test&Target drops a first party cookie.You can also use a third party cookie if you need to track visitorsacross different domains. A first party cookie.

Can more than one conversion event be tracked?

Yes. See Managing Success Metrics for more information.

How many mboxes can I have on one page?

It's recommended that you limit your mboxes to five to seven per page. However you can also use a whole-paged-sizembox and use large offers to display as many elements of the Web site as you need.

Does the mbox.js reference need to be on every page of my site?

The mbox.js must be referenced on every page with an mbox. See Downloading and Setting Up Mbox.js or Creatinga Single Mbox for more information.

What do the confidence bars in the reports indicate?

Four bars indicates the highest level of confidence.You can hover over the percentage bars to see the confidencepercentage. See Confidence Level and Confidence Interval for more information.

Can I insert an mbox within an mbox? For example, an mbox with a small piece of dynamic content insidea static page sized mbox?

Yes. Place a reference to the mbox within the HTML offer itself. Warning! Do not place the smaller mbox within thedefault content of the larger mbox. The consequence will be a flashing page for the visitor.

Where should I host my images, code and other content?

You can host offers on your server, on Adobe servers or a third party server. Use the method best suited to yourarchitecture. In the offers, insert a relative or absolute URL to refer to the content, as best suited to your file structure.

Why are some of the features grayed out in the interface?

Depending on your contract level, you may not have access to all the features. Speak with your Sales Representativeor account representative if you have questions about this.

Which campaigns are using my mbox?

To see the list of campaigns using your mbox, select Locations > List.


Can I control the conditions under which a user is counted again after they convert for the first time?

Yes. See Success Metric Advanced Options for more information.

How can I control the experience a user sticks to after they convert?

See Success Metric Advanced Options for more information.

Can I change the time zone that my reports refer to?

Yes. To change your time zone after signup, ask your account representative to change it for you.

If I want to change the success metric for my automated campaign, can I simply change it, or do I need tocreate a brand new campaign for the modeling to start working with my new metric?

As long as the conversion point stays the same (i.e. still the order confirmation page, not changing to the shoppingcart page) then it is best to simply change the success metric for the modeling system.The modeling system quicklyupdates upon saving the campaign to build new models.

If the conversion point changes, then it is best to copy the campaign, make the required conversion changes, andstart this new campaign fresh."

Why does the automated traffic estimator change when I change the success metric (conversion rate vsAOV vs RPV)?

Revenue per visitor and average order value require real numbered values instead of binary success/failure eventlike conversion rate. This means that there is more noise in the revenue-based data, and it may be harder for thesystem to discern which of the options is best to display. Therefore, it takes more traffic for RPV and AOV-basedcampaigns to be successful.

What is the character limit of the mbox name?

255 characters.

How big is the mbox.js?

About 12k. This size can be affected in several different ways, including compression level or adding customJavaScript to your mbox.js. Compression can either be weak or strong, with about a 3K variance between them.

Can JavaScript exist in the default content?

Yes.

Can JavaScript be inserted in the HTML offer?

Yes.

Can JavaScript be used to create custom targets?

Yes. These custom targets are known as profile scripts. Profile scripts can be created in the Administration areaand are used in the targeting interface in the Visitor Behavior parameter. For more information, see ExpressionsTargets. Also see our JavaScript Expression Targeters cheat sheet (pdf).

What are the length requirements for the mbox3rdpartyid parameter?

This parameter is limited to 60 characters in length. For more information about the mbox3rdpartyid parameter,refer to the Developer Connection.

Is there a way to see which campaigns I belong to on a site?

Yes. There are two ways:


http://marketing.adobe.com/resources/help/en_US/tnt/pdf/Expression_targeters_cheat_sheet.pdf

https://developer.omniture.com/en_US/documentation/test-target/r-offline-conversion

• The user.activeCampaigns profile returns an array of the campaigns you are in. See Useful Variables, Profiles,Parameters, and Methods.

• You can use the mboxHighlight feature of the Digital Pulse Debugger:

javascript:void(window.open("","dp_debugger","width=600,height=600,location=0,menubar=0,

status=1,toolbar=0,resizable=1,scrollbars=1").document.write("<script language=\"JavaScript\"

id=dbg src=\" https://www.adobetag.com/d1/digitalpulsedebugger/live/DPD.js\"></"+"script>"));

Is there a way to exclude certain IP addresses from being counted in reports?

The exclude IPs feature is an account-level setting that can be changed by Client Care or your consultant. There isno access to this feature in the Target interface.

Is there a way to limit login to Target Classic to certain IP addresses?

Yes. There is an account-level setting managed by Client Care or your consultant. Reach out to them to enable thisfeature.

I see an error message that says, Error! Step strategies : "Restart - random experience", "Restart - sameexperience" and "Restart - new experience" are not allowed with Adobe Analytics for reporting.What shouldI do?

Although this error appears in Target Classic, the campaign delivery and reporting are not affected. Everythingcontinues to work as expected.

Reset the campaign to removes the error. Open the campaign, then for the final conversion metric click on AdvancedOptions and choose anything but count once default for conversion. Save the campaign, then reopen it, openAdvanced Options again, and then choose count once default for conversion again. Then save the campaign.

Why do Landing Page Campaigns deliver the same experience to the user irrespective of the url parameterbeing passed?

Because multiple mboxes are not supported in a display ad or email, you either create each experience to bedelivered as one piece of content through one mbox, or not through an mbox at all. When people click from theoriginal location, a URL parameter needs to be passed to indicate which experience they saw. See Creating aLanding Page Campaign.


https://marketing.adobe.com/resources/help/en_US/tnt/help/t_Creating_a_Landing_Page_Campaign.html

https://marketing.adobe.com/resources/help/en_US/tnt/help/t_Creating_a_Landing_Page_Campaign.html

LimitsThere are several limits that affect campaigns and other elements.

The limits listed below are recommended limits. When these limits are approached or exceeded, performance canslow down. Slow interface load times can also be caused by a very complex campaign, such as many segments,targets, and experiences all in one campaign. Highly complex campaigns should be reviewed with Adobe Consultingand tested in a limited environment before being released to production.

CommentsLimitFeature

250 charactersMbox Name

Due to URL length restrictions in Internet Explorer.2,083 charactersMbox Request URLs

250 charactersCampaign Names

20 charactersExperience Names

250 charactersOffer Names

If using a global mbox, the limit is for the whole set ofcontent returned for the page. Limiting offer size improves

512KBOffer Size

page load times. If the limit is exceeded, the followingmessage appears:

"The content for the experience is too large to deliver.Please modify the experience to affect less page code."

Recommended limit. JavaScript timeouts occur in theinterface if you have too many.

75 segmentsReusable Segments/Account

128 charactersIn-Mbox Profile Names

All profiles after 50 are ignored.50 profilesIn-Mbox Profiles in an mboxrequest

50 charactersScript Profile Names

255 characters is the maximum limit.255 charactersScript Profile Value

1,300 charactersScript Profile Code Box

50 charactersTarget Names

Recommended limit. Depends on the size of the encodedstring, which could be much longer than the raw string. Ifthe string is too large, it fails before it gets to Adobe Target.

2,000 charactersTarget Code Box

Recommended limit. This refers to the number ofline-separated values in the targeting text area. Forexample, entering 1,000 zip codes into a zip code target.

1,000 valuesTarget Conditions

Anything longer is clipped by the system.47 characters percomma-separatedvalue

productPurchasedId parameter

266Limits

CommentsLimitFeature

Recommended limit.120 charactersorderId parameter

Recommended limit.120 charactersorderTotal parameter

60 charactersmbox3rdPartyId parameter

250 characterscategoryId parameter

267Limits

PrivacyAdobe Target has enabled processes and offers settings that allow customers to use Target in compliance withapplicable data privacy laws.

Collection of IP Address

The IP address of a visitor to a customer’s website is transmitted to an Adobe Data Processing Center (DPC) wherethe IP address may be stored. Depending on the network configuration for the visitor, the IP address does notnecessarily represent the IP address of the visitor’s computer. For example, the IP address could be the externalIP address of a Network Address Translation (NAT) firewall, HTTP proxy, or Internet gateway.

Replacement of Last Octet of the IP Address

Adobe has developed a new “privacy by design” setting that can be enabled by Adobe Client Care for Adobe Target.When this setting is enabled, the last octet (the last portion) of the IP address is immediately hidden when the IPaddress is collected by Adobe. This anonymization is performed prior to any processing of the IP address, includingbefore an optional geo-lookup of the IP address.

When this feature is enabled, the IP address is made sufficiently anonymous so it is no longer identifiable as personalinformation. As a result, Adobe Target can be used in compliance with data privacy laws in countries that do notpermit the collection of personal information. Obtaining city-level information will likely be significantly impacted bythe obfuscation of the IP address. Obtaining region- and country-level information should only be slightly impacted.

Contact Adobe Client Care to enable the IP obfuscation feature.

GeoSegmentation

If customers enable the replacement of the last octet of the IP address, the remaining values of the IP address canbe analyzed using reports in Adobe Target. If the last octet of the IP address has not been obfuscated, then the fullIP address can be analyzed in Adobe Target. Customers can use the GeoSegmentation feature that allows thecustomer to map out visitor location by geographic area. GeoSegmentation data is granular only to the city level orzip code level, and not to the individual level.

268Privacy

GlossaryDefinitions of terms.

• A/B test

Compares two or more versions of your Web site content to see which best lifts your conversions, sales, orregistrations.

• AdBox

Useful for testing marketing from sites that do not have an mbox, such as affiliates.

• behavioral ads

Behavioral ads test and track visits to ads and other offsite content.You can also use behavioral ads to identifythe same user on and off your site and deliver a consistent experience throughout their web experience.

• Campaign Change Log

A record of who changed your campaigns and when the changes occurred.

• Campaign List

Dashboard that displays a quick overview of campaign activity.

• capture score

An engagement metric that calculates an aggregated score based on the value assigned to pages visited on thesite, from the point the visitor first sees the campaign's first display mbox.

• category affinity

Automatically captures the categories a user visits and calculates the user's affinity for the category so it can betargeted and segmented on. This helps to ensure that content is targeted to visitors who are most likely to act onthat information.

• conversion mbox

Logs your test or campaign results, such as registrations, orders, or sales. Typically, a conversion mbox displaysnothing but merely listens. Common locations for the conversion mbox are a registration completion page, an orderthank you page, or a click-through.You might also use a global mbox to calculate conversion metrics.

• default content

Displays if the visitor does not meet the requirements of the test, or if default content is used as a control in thetest. Every mbox must contain default content to ensure a positive visitor experience.

• display ad campaign

Used for offsite Flash ad testing.

• dynamic content

Can be part of any type of test or campaign. No additional programming is required. The visitor's session on yourdomain is preserved.

• dynamic mbox

Enables Rich Internet Applications (RIAs) to manipulate HTML after the page has already loaded by usingtechnologies like DHTML and AJAX.

• dynamic offer

269Glossary

Uses dynamic page technology to pass values to the offer.

• engagement

The measurement of a visitors interest in a site, measured my time on site, clicks, conversions, and other engagementmetrics.

• experience

Defines the content (or offer) that displays in an mbox. Sometimes called a recipe.

• flash campaign

Used for onsite Flash testing.

• Flashbox

Returns content elements to a Flash file.

• geo location parameter

Allows you to target campaigns and experiences based on your visitors' geography. Also known as geo targetingparameter.

• host

Any Web server (or Web domain) from where you serve content during any stage of your project.

• host group

Hosts are bundled into host groups for ease of management. The preset host groups are production, staging anddevelopment. However, you may add new host groups and rename your existing host groups.

• In-mbox profile parameter

Visitor-specific parameter passed to the visitor's cookie from the mbox. Returning visitor is an example of an in-mboxprofile parameter.

• landing page campaign

A landing page campaign allows you to use targeting to display different landing page content for different visits.Otherwise, the landing page shows the same content for each visit. A landing page campaign compares differentversions of the page to help you see which version of the landing page produces more successful results.

• Launch Pad

Provides an overview of campaign performance and optimization.

• mbox

"Marketing box," the location on your Web page where content is displayed and visitor behavior is recorded. Somemboxes do not display anything.They might track a visitor's progress through your Web site, or might track whetherthe visitor completes a specific success metric, such as adding an item to the shopping cart or completing apurchase. One such type of mbox is a conversion mbox.

• mbox parameter

Passed in the page, not the URL. Rendered uniquely for each visitor, they are used to pass data from your databaseand to track sales data or to run Adobe Recommendations. Also known as page parameter.

• monitoring campaign

270Glossary

Tracks the performance of a conversion, success metric, or segment over time, independently of tests or campaignsrun to affect it.

• multivariate test

Tests many elements and variations with less traffic and fewer combinations than A/B...N tests require. A balancedtest design is generated.

• offer

An offer is the content displayed within an mbox during campaigns and tests. An experience determines whichoffer displays when particular conditions are met.

• opt-out link

Enables visitors to opt-out of all counting and content delivery.

• optimizing campaign

Ensures the most effective experiences are shown more often by automatically distributing traffic to the bestperforming segments.

• page count

An engagement metric that measures the number of pages seen in a visit from the point the visitor first sees thecampaign's first display mbox.

• recipe

Deprecated term defining the content that displays in a location. See experience.

• redirector

Redirects a visitor to a different web page. Use this Redirector similarly to how you use an mbox in your tests totrack clicks from display ads to your site, vary display ad destinations, and similar tasks.

• referring URL parameter

Passes values to the destination page's mbox as referring URL parameters and values. Use these to target on thevisitor's source, for example.

• role

A group of users with a specific set of privileges.

• script profile parameter

Similar to in-mbox profile parameter, but defined with JavaScript in Target itself rather than in the page code.

• segment

A specified set of criteria used for targeting a campaign. Only visitors who meet the criteria see the content of acampaign targeted to that segment. Some segments are reusable across multiple campaigns and other are specificto a campaign.

• segment filter

A report filter used to display reports related to a specific segment.

• smart targeter profile parameter

Similar to script profile parameter, but predefined to provide useful targeting functionality.

• Spotlight

271Glossary

Displays campaign performance and compares the campaign objectives with the actual results.

• success metrics

Track visitor behavior between entry and conversion. Success metrics enable you to perform funnel analysis.

• test

A campaign that compares two or more experiences against the success metrics you specify so you can choosethe experience that is most likely to provide the results you want.

• time on site

An engagement type that represents the time spent in the visit (in seconds) from the point the visitor sees thecampaign's first display mbox to the load of the final page in the session with an mbox.

• URL parameters

All referring page and page URL variables are automatically passed to an mbox whenever the page with the mboxis viewed by any visitor.These URL variables are then available to use through the for display targeting or segmentfilters in reports.

• winning experience

The best performing experience in a test.

272Glossary

If There's a ProblemClient Care is prepared to help you solve any issues that might arise. This page contains the information you needwhen contacting Client Care to expedite a resolution.

Basic Information

If you encounter issues or have questions when using Target, you have a number of options

For questions, you can ask the Adobe Target experts in the Marketing Cloud community(http://help-forums.adobe.com/content/adobeforums/en/target-forum/adobe-target.html)or ask us on Twitter at @AdobeMktgCare (http://twitter.com/adobemktgcare).

For technical issues or to log a bug you can contact Customer Care. To contact Customer Care by telephone, call1-800-497-0335. Toll free numbers outside the United States can be found athttp://helpx.adobe.com/marketing-cloud/contact-support.html. When asked to select an option for your product,press 3 to contact the Target team.

E-mail Customer Care at [email protected].

For the quickest triage of your issue, please have the following basic information ready when you are contacting us:

Brief summary of the overall issueSummary

Account information • Company Name

• Admin Number

Displayed as the first part of your Target URL. For example:https://admin4...

• Campaign ID

Displayed at the end of the URL when you edit the campaign. Forexample: ...campaignId=12345

• Type of Campaign

• Report Suite/Report Suite ID

Needed if you call regarding a Target to SiteCatalyst integration.

Include as much detail as possible, including any URLs needed toduplicate as well as the expected result.

Steps to reproduce

Include enough detail that somebody unfamiliar with Target should beable to follow the directions and reproduce the problem.

P1 (most important) to P4 (least important).Priority

What is the impact to your business? For example, is this issue causingrevenue loss or rendering the product unusable, and is there a viableworkaround?

Business impact

273If There's a Problem

http://help-forums.adobe.com/content/adobeforums/en/target-forum/adobe-target.html

http://twitter.com/adobemktgcare

http://helpx.adobe.com/marketing-cloud/contact-support.html

[email protected]

What do you expect to happen?Expectations

Also prepare information related to the specific issue. For example, one of the most common problems received byClient Care is that mboxes load too slowly. For this issue, helpful data includes:

• A Firebug trace showing the repeatable slowness to a URL or host.

A gomez report with one or two outlying requests is not enough data to analyze or troubleshoot the issue.

• A screenshot of a traceroute from the machine running the firebug TO 70.42.13.100.

This is very important. The EDGE networks are worldwide so it is very difficult to determine where the client isbeing sent. For example, if you can reproduce the issue from your desktop in your office, say "I can reproduce thisfrom my desktop and I am homed to EDGE 20."

• Your client code and the mbox name (if you have it).

• The number of mboxes embedded in the page.

Is it a single mbox of many on the page that is slow?

• How repeatable is the slowness with the given mbox on the given page?

Providing a Firebug trace shows Client Care a one-time case scenario. If you can provide statistical data, such as"the lowest I've seen is 300ms, highest I've seen is 1.1 seconds and I've tested 50 times," it will help to facilitate asolution.

• Information regarding anything unusual about your campaigns.

Is there a high number of segments? (For example, do you update segments 3 to 4 times per hour in the admininterface?) This information helps Client Care understand the interaction between the admin interfaces and theedges for this campaign. Frequent updates to the campaign mean frequent reloads from the central server, whichcan force more remote calls or cache reloads.

• Any other data you think might be helpful.

In Case of an Outage

If you suspect there is an outage, first check the Marketing Cloud System Status page (http://status.adobe.com)This has a record of all outages, incidents and maintenance for Marketing Cloud Solutions, including Target, andincludes latest updates from our Tech Ops team. If you still require assistance, please ensure you know the followingin addition to the information listed above when you contact Customer Care:

• Time outage started

• Explanation of what is occurring

• Scope

• Expectation of resolution (ETA, severity, and so on)

274If There's a Problem

http://status.adobe.com

Contact and Legal InformationInformation to help you contact Adobe and to understand the legal issues concerning your use of this product anddocumentation.

Help & Technical Support

The Adobe Marketing Cloud Customer Care team is here to assist you and provides a number of mechanisms bywhich they can be engaged:

• Check the Marketing Cloud help pages for advice, tips, and FAQs• Ask us a quick question on Twitter @AdobeMktgCare• Log an incident in our customer portal• Contact the Customer Care team directly• Check availability and status of Marketing Cloud Solutions

To receive advance notifications about upcoming product enhancements, sign up for the Adobe Priority ProductUpdate:

http://response.adobesystemsinc.com/content/customer-success-subscription

Service, Capability & Billing

Dependent on your solution configuration, some options described in this documentation might not be available toyou. As each account is unique, please refer to your contract for pricing, due dates, terms, and conditions. If youwould like to add to or otherwise change your service level, or if you have questions regarding your current service,please contact your Account Manager.

Feedback

We welcome any suggestions or feedback regarding this solution. Enhancement ideas and suggestions for theAnalytics suite can be added to our Customer Idea Exchange.

Legal

© 2016, AdobeAll rights reserved.Published by Adobe Systems Inc.

Terms of Use | Privacy Center

A trademark symbol (®, ™, etc.) denotes an Adobe trademark.

All third-party trademarks are the property of their respective owners. Updated Information/Additional Third PartyCode Information available at http://www.adobe.com/go/thirdparty.

05172016

275Contact and Legal Information

http://helpx.adobe.com/marketing-cloud.html

https://twitter.com/AdobeMktgCare

https://customers.omniture.com/login.php

http://helpx.adobe.com/marketing-cloud/contact-support.html

http://status.adobe.com/

http://response.adobesystemsinc.com/content/customer-success-subscription

https://my.omniture.com/login/?r=%2Fp%2Fsuite%2Fcurrent%2Findex.html%3Fa%3DIdeasExchange.Redirect%26redirectreason%3Dnotregistered%26referer%3Dhttp%253A%252F%252Fideas.omniture.com%252Ft5%252FAdobe-Idea-Exchange-for-Omniture%252Fidb-p%252FIdeaExchange3

http://www.adobe.com/go/marketingcloud_terms_of_use

http://www.adobe.com/privacy.html

http://www.adobe.com/products/eula/third_party/

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