2018 Forrester Wave: Experience Optimization Platforms


Adobe is a leader in experience optimization platforms, according to Forrester.

Forrester conducted an extensive, multi-criteria evaluation of experience optimization platforms. They researched, analyzed, and scored the most significant ones, in order to help businesses make the right choice of provider.

Adobe emerged as a leader.

Adobe Target scores well across all experience optimization techniques. And specifically the product impresses with its testing and targeting capabilities. The vision for Adobe Target Premium is to use AI techniques to enable marketing and data scientists to optimize experiences within channels and across customer journeys. The offering sits inside the Adobe Marketing Cloud – which in turn sits within Adobe Experience Cloud. Reference customers provided good satisfaction scores for most of the features surveyed.

Finding the right optimization platform can have a dramatic impact on an organisation’s ability to provide quality, personalised experiences to their clientele. Forrester is a prestigious and respected organisation. Marketers and IT can rely on them to help make them make crucial decisions about the best providers to use.
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