Target v. Optimizely – Let’s Compare

When it comes to A/B testing and personalization platforms, Adobe Target (AT) and Optimizely Web Experimentation (OWE) are two can’t-miss names. Both have their perks, but they’re quite different in what they offer. Here’s a quick rundown of how they stack up against each other:

1. Integration with Analytics:
   • AT: Plays super well with Adobe Analytics, giving you detailed insights and deep dives into data. A click of the mouse passes experiment data into performance reports in seconds.
   • OWE: Integrates nicely with various analytics tools like Google Analytics, but not as tightly as Adobe Target with Adobe Analytics.
2. Machine Learning and Automation:
   • AT: What once was the fun buzzword at Adobe Summit, “Sensei” remains the powerful engine that enables machine learning and algorithm-based decisioning in Adobe Target. Some examples of AI-driven activities include Auto Target and Auto Personalization, each capable of delivering tailored experiences based on visitor data.
   • OWE: Has its own AI and machine learning capabilities, but is generally not as advanced as Adobe. A Multi-Armed Bandit test, for example, dynamically allocates traffic to variations that are performing well, based on a defined primary success metric.
3. User Interface and Usability:
   • AT: Can be a bit tricky to navigate if you’re new, but overall pretty straightforward. Experiments, or “Activities”, are searchable by name, URL location or ID. Target has an intuitive top nav to easily click from tests, audiences, offers or administrative settings.  Activity setup includes both “form” and “visual” editors with the option to input manual code modifications.
   • OWE: Optimizely has a similar vibe to Target in terms of navigation, but offers a bit more customization on the overview page including upwards of 20 different filters to narrow down experiments. Additionally, the left nav offers a project-wide modification history, while Target exclusively houses this information at the activity level. Optimizely experiments can be setup in a visual editor or with custom code.
4. Audience Segmentation:
   • AT: Offers super detailed audience segmentation, especially powerful with Adobe Audience Manager. Target offers custom audience creation, as well. Profile attributes can be setup via simple JavaScript that identifies unique visitor characteristics or behaviors.
   • OWE: Provides similar capabilities in capturing visitor data with custom attributes. Optimizely provides steps to setup attributes using the JS API here. One awesome feature of these attributes is the ability to filter test reporting on the Results page with these segments, providing a much deeper understanding of performance!
5. Multivariate Testing (MVT):
   • AT: Great support for complex multivariate testing, including click-and-point modifications in the Visual Experience Composer (VEC). MVT testing is available in the base-level Target Standard product.
   • OWE: Optimizely supports MVT, but requires a higher-level plan above Web Experimentation to enable this capability.
6. Personalization:
   • AT: Advanced personalization features powered by AI for dynamic content and real-time personalization. Personalization capabilities include Auto-Personalization, Auto-Target, and Product Recommendations (Target Premium).
   • OWE: Good personalization capabilities through Optimizely Personalization, though often seen as less sophisticated than Adobe Target.
7. Data Management:
   • AT: Integrates well with Adobe Experience Cloud, including Audience Manager, for comprehensive data management and customer journey mapping. Segments can also be shared to and from Adobe Analytics for onsite activation or deeper performance analysis.
   • OWE: Optimizely Data Platform is offered as a standalone product that integrates natively with Web Experimentation. ODP enables the collection, storage and enrichment of customer data to activate anywhere within the Optimizely Experimentation platform.
8. Customer Support and Training:
   • AT: Extensive support and training through Adobe’s ecosystem, including docs, forums, and dedicated support. There’s also endless tutorials and “how-to” videos online if you encounter questions or issues.
   • OWE: Excellent support and training resources, with a responsive and helpful support team. A bit less documentation than Adobe, but still pretty solid.
9. Testing Across Channels:
   • AT: Strong capabilities for testing across web, mobile and email.
   • OWE: Focuses more on web and mobile, with less emphasis on other channels.
10. Pricing Structure:
    • AT: Typically more expensive, reflecting its robust feature set and seamless integration capabilities with the entire Experience Cloud.
    • OWE: More flexible pricing plans with a larger number of product tiers, potentially better for smaller businesses or those with very specific needs.

TL;DR

Adobe Target and Optimizely Web Experimentation are two industry-leading tools in the A/B testing and personalization space. Which platform is best for you really depends on your organization’s unique needs and goals. Hopefully this brief overview helps!