Devrun
February 3, 2025
Real-time targeting allows marketers to personalize experiences within the same session, based on immediate user behavior. This method leverages:
🔹Mbox parameters or Web SDK context data
🔹Target profile scripts to persist logic
🔹Real-time traits from Adobe Audience Manager
Real-time targeting is essential when you need to respond instantly to customer behavior, like showing a pop-up when someone views a product twice or tailoring the checkout page based on current cart value.
🔹Pop-ups based on actions in the current session
🔹Checkout offers based on real-time cart size
🔹Product suggestions based on live browsing patterns
This approach significantly elevates actionability and insights by allowing marketers to react to user intent in the moment.
Using Adobe Analytics segments and Adobe Target's real-time capabilities isn’t an either/or decision. It's about aligning the method to the moment. Long-term behavioral patterns help build deep audience profiles, while real-time targeting allows you to act at the speed of customer intent.
For Level 2 leaders looking to drive marketing ROI, the key is knowing when and how to use each approach. This strategic blend not only increases campaign relevance but also unlocks greater actionability and insights across every stage of the customer journey.
Want help applying these best practices in your environment? Our experts can guide you in building a strategy that works.
