User Guide to Test and Target A/B Testing Platform

User Guide Book by Antonio Garcia

Table of Contents
Introduction to Adobe Test&Target ................................................................................................................ 17
System Recommendations .......................................................................................................................... 17
Supported Browsers .................................................................................................................................... 17
Additional Resources ................................................................................................................................... 18
Useful Firefox Entensions ............................................................................................................................ 18
How Test&Target Works ................................................................................................................................. 18
More Details ................................................................................................................................................ 19
Privacy ......................................................................................................................................................... 20
Understanding the Test&Target Campaign Life Cycle ..................................................................................... 20
Frequently Asked Questions............................................................................................................................ 21
Answers ........................................................................................................................................................... 22
1. When will my campaign start? ................................................................................................................ 22
2. How are impressions, visits and new visitors counted? .......................................................................... 22
3. Do visitors see the same content throughout the life of the campaign? ................................................ 22
4. I am concerned with visitor privacy. What data is sent to Test&Target servers? ................................... 23
5. Can I display more than one offer in an mbox? ...................................................................................... 23
6. How do offers and mboxes impact search engines and automated browsing utilities? ........................ 23
7. Will an mbox add another cookie to the current list already returned by our Web application? .......... 23
8. Will the mbox code, which automatically attaches to a body onLoad() event, conflict with other
embedded JavaScript in our pages? ............................................................................................................ 23
9. We have an internally-built proprietary content management system. Do we continue use this or have
a separate interface to manage content with Test&Target? ...................................................................... 24
10. Can I track conversion off-line? For example, people register on my Web site, then turn into actual
clients after they speak to our representatives by phone. ......................................................................... 24
11. Does Test&Target drop a first party cookie or a third party cookie onto the visitor's browser? ......... 24
12. Can Test&Target track more than one conversion event? ................................................................... 24
13. How many mboxes can I have on one page? ........................................................................................ 24
14. Does the mbox.js reference need to be on every page of my site? ...................................................... 24
15. What do the confidence bars in the reports indicate? ......................................................................... 24
16. Can I insert an mbox within an mbox? For example, an mbox with a small piece of dynamic content
inside a static page sized mbox? ................................................................................................................. 25
17. Where should I host my images, code and other content? .................................................................. 25
18. Why are some of the features grayed out in the interface? ................................................................. 25
19. Which campaigns are using my mbox? ................................................................................................. 25

20. Can I control under which conditions a user is counted again after they convert for the first time? .. 25
21. How can I control the experience a user sticks to after they convert? ................................................. 25
22. Can I change the time zone that my reports refer to? .......................................................................... 25
Infrequently Asked Questions ......................................................................................................................... 25
Answers ........................................................................................................................................................... 26
1. What is the character limit of the mbox name?...................................................................................... 26
2. How big is the mbox.js? ........................................................................................................................... 26
3. Can JavaScript exist in the default content? ........................................................................................... 26
4. Can JavaScript be inserted in the HTML offer? ....................................................................................... 26
5. Can JavaScript be used to create custom targets? .................................................................................. 26
Setting Up Your Site ......................................................................................................................................... 27
Managing Hosts ............................................................................................................................................... 28
About Hosts and Host Groups ..................................................................................................................... 29
Adding a Host to the Host List ..................................................................................................................... 29
Confirm that Test&Target Recognizes the Host .......................................................................................... 30
Setting the Default Host for Previewing ...................................................................................................... 30
Changing the Name of a Host Group ........................................................................................................... 30
Change the host group name. Moving a Host to a Different Host Group ................................................... 30
Changing the Number of Hosts Listed Per Page .......................................................................................... 31
Deleting a Host ............................................................................................................................................ 31
Deleting a Host Group ................................................................................................................................. 31
Best Practices............................................................................................................................................... 31
Troubleshooting Hosts .................................................................................................................................... 31
Host does not appear in mbox list for your account. .................................................................................. 31
Random or unknown domains appear in the host group lists. ................................................................... 32
Managing Users and Roles .............................................................................................................................. 32
To add a user ............................................................................................................................................... 32
To change a user's privilege or reset a password........................................................................................ 33
About the Test&Target Cookie ........................................................................................................................ 33
Understanding Cookie Settings ................................................................................................................... 34
Understanding When to Use First or Third Party Cookies........................................................................... 35
Deleting the Mbox Cookie ........................................................................................................................... 36
To delete mbox cookie from Internet Explorer ........................................................................................... 36
To delete mbox cookie from Mozilla Firefox ............................................................................................... 36

Managing Mboxes ........................................................................................................................................... 36
About Mboxes ............................................................................................................................................. 37
About Conversion Mboxes .............................................................................................................................. 37
About Default Content .................................................................................................................................... 38
About Dynamic Mboxes .............................................................................................................................. 39
Downloading and Setting Up Mbox.js ......................................................................................................... 40
Downloading mbox.,js ................................................................................................................................. 40
Validating the mbox.js Download................................................................................................................ 41
Referencing mbox.js .................................................................................................................................... 41
Setting the Default Mbox Timeout .............................................................................................................. 41
Advanced Mbox.js Settings ......................................................................................................................... 42
Determining Your mbox.js Version.............................................................................................................. 44
Creating and Placing Mboxes ...................................................................................................................... 45
Creating a Single Mbox .................................................................................................................................... 45
Placing Multiple Mboxes on a Page............................................................................................................. 47
Example of three mboxes on a page: .......................................................................................................... 47
Creating a Whole-Page-Sized Mbox ............................................................................................................ 49
Placing an Mbox Around a Table ................................................................................................................. 50
Placing an Mbox Around a Table Cell .......................................................................................................... 51
Redirector .................................................................................................................................................... 52
Creating a Redirector................................................................................................................................... 53
Redirector Constraints................................................................................................................................. 54
Passing Costs Per Click ................................................................................................................................. 54
Passing Revenue Per Click ........................................................................................................................... 55
Validating an Mbox...................................................................................................................................... 55
Tips .............................................................................................................................................................. 56
Deactivating an Mbox.................................................................................................................................. 56
Clearing (Deleting) an Mbox ........................................................................................................................ 57
Troubleshooting Mboxes................................................................................................................................. 58
A. If the Debug window does not appear .................................................................................................... 58
B. If the Debug window appears but enabled = false.................................................................................. 58
C. If the mboxes are not listed in the mboxDebug popup window, or if mboxes appear blank on the page,
review your page code for the following: ................................................................................................... 59
Mbox Troubleshooting Matrix..................................................................................................................... 59

Potential Root Cause Errors......................................................................................................................... 59
Troubleshooting Resources ......................................................................................................................... 60
About Parameters and Values ......................................................................................................................... 60
Parameter Types.......................................................................................................................................... 61
Viewing an Mbox's Passed-In Parameter Values ........................................................................................ 63
Deciding Which Parameters and Values You Need ..................................................................................... 64
Mbox Specific Parameters ........................................................................................................................... 65
Associating Mbox-Specific Parameters ....................................................................................................... 65
Validating Parameters ................................................................................................................................. 66
URL Parameters ........................................................................................................................................... 66
Example URL Parameter/Value Pairs .......................................................................................................... 66
I. Associate the URL Parameter to the Mbox .............................................................................................. 66
II. Validate URL Parameters ......................................................................................................................... 67
III. Targeting Content to URL Parameters and Values ................................................................................. 67
Referring URL Parameters ........................................................................................................................... 67
I. Associate the Referring URL Parameter to the Mbox .............................................................................. 68
II. Validate Referring URL Parameters ......................................................................................................... 68
III. Add Referring URL Targeting to Your Campaign or Test ........................................................................ 68
Profile Parameters ....................................................................................................................................... 69
Using In-mbox Profile Parameters............................................................................................................... 70
Associate in-mbox profile parameters to an mbox ..................................................................................... 70
Validate in-mbox profile parameters .......................................................................................................... 70
Identify Mboxes using in-mbox profile parameters (and values) ............................................................... 71
Using Script Profile Parameters ................................................................................................................... 71
Validating script profile parameters ............................................................................................................ 71
Identifying campaigns using script profile parameters ............................................................................... 72
Using Smart Targeter Profile Parameters .................................................................................................... 72
Cost and Revenue Reporting ....................................................................................................................... 72
Business Scenarios ....................................................................................................................................... 72
How to ......................................................................................................................................................... 72
Ecommerce Integration ................................................................................................................................... 73
Integration Examples for PHP and OsCommerce ........................................................................................ 73
mbox.js include for PHP............................................................................................................................... 73
productPage Recorder mbox for PHP.......................................................................................................... 73

orderConfirmPage Recorder mbox for PHP ................................................................................................ 74
Integration Examples for ATG ..................................................................................................................... 74
mbox.js include for ATG .............................................................................................................................. 74
Integration Examples for ASP ...................................................................................................................... 74
mbox.js include for ASP ............................................................................................................................... 74
productPage Recorder mbox for ASP Part A ............................................................................................... 75
productPage Recorder mbox for ASP, Part B .............................................................................................. 75
orderConfirmPage Recorder mbox for ASP, Part A ..................................................................................... 75
orderConfirmPage Recorder mbox for ASP, Part B ..................................................................................... 76
Tracking Clicks in Test&Target ..................................................................................................................... 76
Tracking Flash Content ................................................................................................................................ 78
Counting these clicks in campaigns ............................................................................................................. 79
Tracking Clicks to Offsite Domains .................................................................................................................. 79
Business Case............................................................................................................................................... 79
Options ........................................................................................................................................................ 79
Implementing Redirector ............................................................................................................................ 80
Tracking Revenue Per Offsite Click .............................................................................................................. 81
Business Case............................................................................................................................................... 81
Implementation ........................................................................................................................................... 81
Working with Analytics Packages .................................................................................................................... 81
About Test&Target Data .............................................................................................................................. 81
Compare Test&Target Data with Analytical Package Data ......................................................................... 82
Capture Data Directly to Your Analytics Package ........................................................................................ 82
Managing Offers .............................................................................................................................................. 83
Offer Types ...................................................................................................................................................... 85
Hosting Offers .................................................................................................................................................. 85
Creating an HTML Offer ................................................................................................................................... 86
Passing Profile Attributes to the HTML Offer .................................................................................................. 87
Business Case............................................................................................................................................... 87
Technical Advantages .................................................................................................................................. 87
Example ....................................................................................................................................................... 88
Implementation ........................................................................................................................................... 88
Creating an Image Offer .................................................................................................................................. 88
Creating an Image Offer with an Image Loaded into Test&Target ............................................................. 89

Adding Click-Through to an Image Offer ..................................................................................................... 91
Redirect Offer .................................................................................................................................................. 91
Widget Offers .............................................................................................................................................. 92
About Dynamic Content .................................................................................................................................. 93
Related Topics ............................................................................................................................................. 93
How Dynamic Offers Work .............................................................................................................................. 94
Using Styles to Test Dynamic Content ............................................................................................................. 94
Implement ................................................................................................................................................... 94
Creating a Dynamic Offer Stored On Your Site................................................................................................ 95
Creating a Cached Offer Stored on Your Site .................................................................................................. 96
Creating a Cached Offer Stored Outside Test&Target .................................................................................... 97
Dynamic Offer Selection Matrix ...................................................................................................................... 98
Validating Offers .............................................................................................................................................. 98
Previewing the Offers .................................................................................................................................. 98
Troubleshooting Offers ............................................................................................................................... 99
Previewing Offers in an Mbox ....................................................................................................................... 100
Working with Offers ...................................................................................................................................... 101
Searching for an Offer ............................................................................................................................... 101
Creating an Offer Folder ............................................................................................................................ 101
Deleting a Folder or Offer .......................................................................................................................... 102
Moving an Offer to a Different Folder ....................................................................................................... 102
Copying an Offer ........................................................................................................................................ 102
Editing an Offer.......................................................................................................................................... 102
Creating a Campaign...................................................................................................................................... 103
Understanding the Types of Campaigns and Tests ................................................................................... 105
Creating an A/B Test ...................................................................................................................................... 106
Using a Multivariate Campaign ..................................................................................................................... 109
Creating a Multivariate Test .......................................................................................................................... 109
Best Practices for a Multivariate Test............................................................................................................ 111
Creating a 1:1 Campaign................................................................................................................................ 111
Understanding Test&Target 1:1 ................................................................................................................ 112
User Profile Variables ................................................................................................................................ 114
Selecting or Creating Offers....................................................................................................................... 115
Restricting the Content to be Displayed.................................................................................................... 116

Offer filtering and targeting ...................................................................................................................... 116
Offer Modeling Groups.............................................................................................................................. 117
Testing Against a Control Group................................................................................................................ 117
Creating a Landing Page Campaign ............................................................................................................... 117
Creating a Monitoring Campaign .................................................................................................................. 117
Creating an Optimizing (Auto-Targeted) Campaign ...................................................................................... 119
The Optimizing Campaign Insights Report ................................................................................................ 121
Information in the report .......................................................................................................................... 121
he Optimizing Campaign Summary Report ............................................................................................... 121
Advanced Reporting .................................................................................................................................. 122
Creating a Campaign from the Winning Experience ..................................................................................... 123
Creating a Display Ad Campaign ................................................................................................................ 124
To download the Flashbox classes required for setting up a Display campaign: ...................................... 125
To create a Display campaign: ................................................................................................................... 125
Creating a Flash Campaign ........................................................................................................................ 126
Changing Campaign Settings ......................................................................................................................... 128
Providing High-Level Information About a Campaign ............................................................................... 128
Setting the Campaign Name .................................................................................................................. 129
Showing or Hiding Campaign Details..................................................................................................... 129
Changing the Campaign Type ................................................................................................................ 129
Changing the Campaign Start and End Dates ........................................................................................ 130
Changing the Campaign Priority ............................................................................................................ 130
Setting Targeting Rules .............................................................................................................................. 130
Setting the Percentage of Visitors Included in a Campaign .................................................................. 131
Targeting an Mbox..................................................................................................................................... 132
Targeting Based on Site Pages ................................................................................................................... 133
Targeting Based on Visitor Behavior ......................................................................................................... 134
Targeting Based on Traffic Sources ........................................................................................................... 135
Targeting Based on Geography ................................................................................................................. 136
To set up geographical targeting: .............................................................................................................. 136
Accuracy .................................................................................................................................................... 137
Geo-Targeting FAQ .................................................................................................................................... 138
Targeting Based on Success Metrics ......................................................................................................... 139
Targeting Based on Your Saved Target Library.......................................................................................... 139

Choosing Locations for Your Campaign ..................................................................................................... 140
Setting Experiences ................................................................................................................................... 140
Optional Features .......................................................................................................................................... 140
Setting Conversion and Success Metrics ................................................................................................... 141
Capturing Engagement .................................................................................................................................. 142
Understanding Engagement Tracking ....................................................................................................... 142
Capture Score Engagement Metric ....................................................................................................... 143
Assigning a Page Score .......................................................................................................................... 144
Page Count............................................................................................................................................. 145
Time on Site ........................................................................................................................................... 146
Setting Up a Campaign to Track Engagement ........................................................................................... 147
Interpreting Multiple Engagement Types.............................................................................................. 148
Analyzing Engagement in the Summary Report ........................................................................................ 148
Examples: Online Newspaper .................................................................................................................... 150
Basic Engagement...................................................................................................................................... 150
Finer Granularity........................................................................................................................................ 150
Visitor Segmentation ................................................................................................................................. 150
Speed to Objective .................................................................................................................................... 151
Maximizing Exit Link Revenue ................................................................................................................... 151
Optimizing Display and Email Campaigns.................................................................................................. 151
Managing Segment Filters ............................................................................................................................. 152
Preparing to Add Segment Filters.............................................................................................................. 153
Defining Reporting Segments .................................................................................................................... 153
Viewing Segment Filter Reports ................................................................................................................ 154
Saving Your Campaign ............................................................................................................................... 155
Managing a Campaign ................................................................................................................................... 156
Using the Campaigns Launch Pad .............................................................................................................. 156
Campaign Cards ......................................................................................................................................... 157
Audience Insights....................................................................................................................................... 158
Program Overview ..................................................................................................................................... 158
Using the Campaign Spotlight ................................................................................................................... 159
Using the Campaign List Page........................................................................................................................ 161
Labeling Campaigns and Tests ....................................................................................................................... 162
Searching and Sorting Campaigns and Test .............................................................................................. 163

Ignoring Visits from Your Browser................................................................................................................. 163
Monitoring Campaign Status ..................................................................................................................... 164
Approving a Campaign............................................................................................................................... 164
Deactivating a Campaign ........................................................................................................................... 165
Closing a Campaign.................................................................................................................................... 165
Opening a Campaign ................................................................................................................................. 165
Testing Mutually Exclusive Campaigns ...................................................................................................... 165
Setting Up Two Campaigns ........................................................................................................................ 165
Setting Up Three or More Campaigns ....................................................................................................... 166
Understanding Campaign Priority ................................................................................................................. 168
Managing Success Metrics ............................................................................................................................ 171
Preparing to Add Success Metrics ............................................................................................................. 171
Setting Up Counters and Success Metrics ................................................................................................. 171
Using Multiple Mboxes for One Success Metric........................................................................................ 172
Restricting the Order of Success Metrics ...................................................................................................... 173
Viewing the Success Metrics Report ......................................................................................................... 174
Success Metric Advanced Options ............................................................................................................ 175
Setting Campaign Viewing Preferences......................................................................................................... 176
Allowing Unapproved Campaigns to be Viewed from All Hosts in the Host Group .................................. 177
Preventing Unapproved Campaigns from Being Viewed from All Hosts in the Host Group ..................... 177
Using Time Offset for Viewing Campaigns ................................................................................................ 177
Moving a Campaign to the Library ............................................................................................................ 178
Moving a Campaign from the Library ........................................................................................................ 178
Viewing Campaign Reports........................................................................................................................ 178
Viewing the Campaign Change Log ........................................................................................................... 178
Using Behavioral Advertising ..................................................................................................................... 179
Business Cases ........................................................................................................................................... 179
Advantages ................................................................................................................................................ 180
Constraints................................................................................................................................................. 180
Dynamic Ads for Display Advertising ......................................................................................................... 181
Instrumenting a Creative ........................................................................................................................... 181
Privacy ....................................................................................................................................................... 181
Default Content ......................................................................................................................................... 182
Dynamic Creative....................................................................................................................................... 182

Registering Clicks ....................................................................................................................................... 182
Registering Clicks with Ad Server .............................................................................................................. 183
Create a Display Ad Campaign in Test&Target .......................................................................................... 183
Trafficking .................................................................................................................................................. 184
Ad Ecosystem Compatibility ...................................................................................................................... 185
Reporting ................................................................................................................................................... 185
Affiliate Banner Testing ............................................................................................................................. 186
Use Cases ............................................................................................................................................... 186
Pros ............................................................................................................................................................ 187
Cons ........................................................................................................................................................... 187
Tracking Clicks Through Conversion .......................................................................................................... 188
Testing Version of Ad Content................................................................................................................... 188
Varying Destinations of an Ad ................................................................................................................... 188
Testing Image and Flash Ads with the AdBox ............................................................................................ 189
Creating an AdBox for an Image ............................................................................................................ 189
Creating an AdBox for a Flash File ......................................................................................................... 190
Testing an Email Image Adbox................................................................................................................... 191
Sample code for an email image adbox: ................................................................................................... 191
Dynamic Flash Creative ............................................................................................................................. 192
Using Category Affinity .................................................................................................................................. 192
Business case ............................................................................................................................................. 193
Example of Using Category Affinity ........................................................................................................... 193
Preparing to Use Category Affinity ............................................................................................................ 193
Using Category Affinity for a Targeted Group ........................................................................................... 194
Campaign Quality Assurance ......................................................................................................................... 194
Preparing to Assure Campaign Quality...................................................................................................... 194
Previewing Experiences on the Development Host Groups ...................................................................... 195
Fixing All Errors .......................................................................................................................................... 196
Testing on the Production Host Groups .................................................................................................... 196
Setting Up the Final Pre-Launch ................................................................................................................ 197
Approving the Copied Campaign ............................................................................................................... 197
Bookmarking a Location ................................................................................................................................ 197
Using SiteCatalyst Data in Test&Target Campaigns ...................................................................................... 198
SiteCatalyst to Test&Target Integration .................................................................................................... 198

Test&Target to SiteCatalyst Integration .................................................................................................... 199
Installing the SiteCatalyst Plug-In .................................................................................................................. 200
Using the SiteCatalyst: event Mbox .......................................................................................................... 201
Representing campaign conversion .......................................................................................................... 202
Representing success metric conversion .................................................................................................. 202
Representing a segment ............................................................................................................................ 202
Use for campaign or experience targeting ................................................................................................ 202
Use to capture engagement ...................................................................................................................... 202
Using the SiteCatalyst: purchase Mbox ..................................................................................................... 202
Representing campaign conversion .......................................................................................................... 202
Tracking Conversions that Require Clicks with SiteCatalyst ...................................................................... 202
Viewing Test&Target Campaigns and Experiences in SiteCatalyst Reports .................................................. 203
Configuring the SiteCatalyst Integration ................................................................................................... 205
Minimum Requirements........................................................................................................................ 205
Adding a plug-in code snippet into SiteCatayst's s_code.js .................................................................. 205
Creating and activating a plug-in offer in Test&Target ......................................................................... 205
Using the SiteCatalyst Report .................................................................................................................... 206
Understanding Expected Data Variances .................................................................................................. 208
Examples of Technical Variances ........................................................................................................... 209
Examples of Business Variances ............................................................................................................ 209
Frequently Asked Questions About the SiteCatalyst Integration .............................................................. 210
How much does this integration cost? ...................................................................................................... 210
With what variables can I subrelate Test&Target campaigns and experiences? ...................................... 210
Do I need to use one of my custom eVars towards this integration? ....................................................... 210
Can I correlate Test&Target campaign and experience data with traffic variables? ................................ 210
Can I perform pathing analysis with Test&Target campaign and experience variables? ......................... 210
Can I perform analysis in SiteCatalyst with data from my Test&Target MVTs (multivariate tests)? ........ 211
Can I analyze my Test&Target-defined segments in SiteCatalyst? ........................................................... 211
Comparing my reports in Test&Target and SiteCatalyst, I notice that my conversion data differs for the
same Test&Target campaign. Why? .......................................................................................................... 211
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? ......................................................... 211
The Test&Target integration with SiteCatalyst uses something called a "tntvar." Is this variable available
all the way through into SiteCatalyst?....................................................................................................... 211
Using Test&Target Onsite .............................................................................................................................. 212

Previewing a Single Campaign with Onsite ............................................................................................... 212
Previewing Multiple Campaigns with Onsite ............................................................................................ 214
Creating or Editing a Campaign with Onsite.............................................................................................. 214
Adding Mboxes to a Campaign with Onsite .............................................................................................. 215
Previewing an Offer with Onsite ............................................................................................................... 216
Bookmarking Onsite from Your Web Page ................................................................................................ 216
Exiting Test&Target Onsite ............................................................................................................................ 216
Turning Off Onsite Help Popups ................................................................................................................ 217
Troubleshooting Onsite ............................................................................................................................. 217
Troubleshooting Campaigns .......................................................................................................................... 218
Targeting a Campaign or Test ........................................................................................................................ 219
Understanding the Targeting Interface ..................................................................................................... 220
Preparing a Targeted Campaign or Test .................................................................................................... 222
Campaign Level Target .............................................................................................................................. 222
Inserting Target Conditions ....................................................................................................................... 224
Validate Targeted Campaign ......................................................................................................................... 225
Validate targeting to URL, or referring URL parameters ........................................................................... 225
Validate targeting to new or returning users ............................................................................................ 225
Validate targeting to profile parameters................................................................................................... 226
Targeting Groups ........................................................................................................................................... 226
Viewing the List of Targeting Groups ........................................................................................................ 226
Understanding Built-In Targeting Groups ................................................................................................. 227
Tips ............................................................................................................................................................ 228
Creating Reusable Targeting Groups ......................................................................................................... 228
Expressions Targets ............................................................................................................................... 229
Regular Expression and JavaScript References ......................................................................................... 229
Target Display to a Prerequisite Success Metric ........................................................................................... 229
"Or" and "And" Target Rules ......................................................................................................................... 230
Behavioral Targeting...................................................................................................................................... 231
Behavioral Targeting Basic Steps ................................................................................................................... 231
Case Studies ................................................................................................................................................... 233
Examples and Tips ......................................................................................................................................... 234
Number of Visits ........................................................................................................................................ 235
How to implement..................................................................................................................................... 235

You might also be interested in... .............................................................................................................. 236
Recency of Purchase, Visit, Photo Upload, Etc. ......................................................................................... 236
How to implement..................................................................................................................................... 236
Frequency .................................................................................................................................................. 237
How to implement..................................................................................................................................... 237
New or Returning Visitor ........................................................................................................................... 239
How to implement..................................................................................................................................... 240
Active or Passive User................................................................................................................................ 240
How to implement..................................................................................................................................... 240
Total Amount Purchased ........................................................................................................................... 241
How to implement..................................................................................................................................... 241
Highest Amount Spent in a Single Order ................................................................................................... 242
How to Implement................................................................................................................................. 242
Time of Day/Day of Week.......................................................................................................................... 244
How to implement..................................................................................................................................... 244
work_hours (eg. M-F 9am-6pm): .............................................................................................................. 244
after_work: ................................................................................................................................................ 244
work_hours (eg. M-F 9am-6pm): .............................................................................................................. 244
Webinars, Reports, Blogs and Demos ........................................................................................................... 245
Ideas .......................................................................................................................................................... 245
Adding an Idea ........................................................................................................................................... 246
Allowing Other Users in Your Organization to Create Ideas ..................................................................... 246
Editing an Idea ........................................................................................................................................... 246
Deleting an Idea......................................................................................................................................... 246
Working with Reports.................................................................................................................................... 247
Viewing Reports......................................................................................................................................... 247
About the Data .......................................................................................................................................... 247
Confidence Level and Confidence Interval ................................................................................................ 248

Confidence Level ....................................................................................................................................... 248
Confidence Interval ................................................................................................................................... 249
Counting Methodology.............................................................................................................................. 250
Conversion Success Metric ........................................................................................................................ 250
Changing the Control Experience .............................................................................................................. 250
Changing the Comparison Column ............................................................................................................ 251
Selecting the Host Group........................................................................................................................... 251
Excluding Extreme Orders ......................................................................................................................... 251
Changing the Date Range .......................................................................................................................... 252
Setting the Weekday Filter ........................................................................................................................ 252
Remembering Report Settings .................................................................................................................. 252
Downloading Data in a CSV File ................................................................................................................. 253
Viewing a Campaign Snapshot .................................................................................................................. 253
Pushing a Winner....................................................................................................................................... 253
Report Types.................................................................................................................................................. 254
Summary Report........................................................................................................................................ 254
Graph Report ............................................................................................................................................. 255
Daily Results Report................................................................................................................................... 255
Success Metrics Report ............................................................................................................................. 256
Offers Report ............................................................................................................................................. 257
Modeling Groups Report ........................................................................................................................... 257
Element Contribution Report .................................................................................................................... 257
Predicted Best Experience ..................................................................................................................... 258
Statistics................................................................................................................................................. 258
Lift .......................................................................................................................................................... 258
Change Lift Comparison Base ................................................................................................................ 258
Influence ................................................................................................................................................ 258
Pool? ...................................................................................................................................................... 258
Segment Filters Report .............................................................................................................................. 259
Audit Report .............................................................................................................................................. 259
Insights Report........................................................................................................................................... 260
Advanced Technical Details ........................................................................................................................... 261
Test&Target Cookie Behavior .................................................................................................................... 261
1st-Party Cookie Behavior ..................................................................................................................... 261

3rd-Party and 1st-Party Cookie Behavior .............................................................................................. 262
3rd-Party Cookie Behavior..................................................................................................................... 263
Test&Target APIs ........................................................................................................................................... 264

Introduction to Adobe Test&Target
Test&Target provides a means for marketers to target content or report on specific populations. For
example, you could only permit visitors from Google to enter a campaign or view a report broken
down by visitors from Canada.

Test&Target helps you test a number of versions of a Web page against a baseline 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 leads the
highest percentage of site visitors to purchase your products.

You can also target Web page content to segments of visitors who respond most 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 more expensive items. You can set up your page to display the products most likely
to be purchased by each type of visitor.

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 Adobe.

Supported Browsers

Test&Target is supported on the following browsers:

 Internet Explorer 6.0 or later

 Firefox 1.5 or later

 Safari

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

 Internet Explorer 5.0 or later

 Netscape 7.0 or later

 Safari 1.2.4 or later

 Mozilla 5 or later (includes Firefox 1.0 and later)

 Opera 8 or later

Additional Resources
 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

Useful Firefox Entensions
 Right-Click to remove cookies for site

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

 FireBug: View generated source with rendered mboxes

https://addons.mozilla.org/en-US/firefox/addon/1843

How Test&Target Works
The following diagram shows the flow of information when you use Test&Target to determine
which targeted offers to display to your site visitors:

1. A customer requests a page from your server.

2. A first party cookie is set in the customer’s browser to store customer behavior.

3. The mbox on the page calls Test&Target.

4. Test&Target displays offers based on the rules of your campaign.

More Details
1. The visitor navigates to a page that calls the mbox.js function library.

2. This file causes the browser to save a unique cookie to the user’s system. The cookie name is mbox.

3. Since the mbox.js is unique to your account, and the mbox.js library is installed on your system
the cookies belong to your domain.

4. The browser continues to create the DOM from the HTML and script code described on the page
until it encounters the mboxCreate() function.

Note: The mboxCreate() function is defined in the mbox.js library. This function is
designed to accept any number of parameters, including the name of the mbox and other
important information about the user‟s visit.

5. The mboxCreate() function gathers variable values along with the current page URL and creates a
message to Test&Target called an mboxURL.

6. The mboxURL is sent via an http request to the Test&Target server and is responded to based on
the rules you have set in your campaign or test.

7. The Test&Target server parses the mboxURL and evaluates the parameters supplied against any
campaign that has specified the mbox named in the mboxCreate function.

Note: Test&Target returns HTML provided that there is a campaign for that mbox and that the
targeting rules applied to that campaign evaluate to true based on the parameters passed from the
page.

Note: If there is no campaign that matches the mbox request, Test&Target does not change the
user‟s display.

8. -time
reports and to provide optimized automated product suggestion.

Privacy

Because of the way Test&Target works, it is recommended that you amend your privacy policy
with language that informs visitors that their online activity is tracked and used to provide a better
site experience. You can provide both the notice and a link that allows visitors to opt out.

Provide the following link to allow visitors to opt out:

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

This opt-out link sets a cookie for the visitor called "disableClient" in the clientcode.tt.omtrdc.net
domain. Clicking this link prevents mbox requests from their browsing sessions until the user
deletes their cookies or two years have passed, whichever comes first.

Understanding the Test&Target Campaign Life Cycle
At the highest level, the steps for creating a campaign in Test&Target are:

1. Establish Campaign Strategy and Design

The first step in building an effective campaign in Test&Target 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 campaign success. 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 when designing 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
campaign will run unless those locations already have mboxes. At the same time, your creative
team can prepare new images, text or other Web content needed to meet your campaign strategy
and design.

3. Create Offers

Next, create the offers in Test&Target based on the content created by your design team.

4. Setup Campaign or Test

Set up the campaign or test in Test&Target 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 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 Campaign section.

Tip! Set up a Monitoring Campaign before running your first test. This provides a baseline and
overview of your Web site through multiple tests. A Monitoring Campaign informs downstream
campaigns about the types of offers that are working and the audiences they are working for.

5. Quality Assurance

Complete quality assurance on all experiences, on all browser types and on all environments.
Preview the experiences 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.

Frequently Asked Questions
1. When will my campaign start?

2. How are impressions, visits and new visitors counted?

3. Do visitors see the same content throughout the life of the campaign?

4. I am concerned with visitor privacy. What data is sent to Test&Target servers?

5. Can I display more than one offer in an mbox?

6. How do offers and mboxes impact search engines and automated browsing utilities?

7. Will an mbox add another cookie to the current list already returned by our Web application?

8. Will the mbox code, which automatically attaches to a body onLoad() event, conflict with other
embedded JavaScript in our pages?

9. We have an internally-built proprietary content management system. Do we continue use this or
have a separate interface to manage content with Test&Target?

10. How can I track conversion off-line? For example, people register on my Web site, then turn into
actual clients after they speak to our representatives by phone.

11. Does Test&Target drop a first-party cookie or a third-party cookie onto the visitor's browser?

12. Can Test&Target track more than one conversion event?

13. How many mboxes can I have on one page?

14. Does the mbox.js reference need to be on every page of my site?

15. What do the confidence bars in the reports indicate?

16. Can I insert an mbox within an mbox? For example, an mbox with a small piece of dynamic content
inside a static page sized mbox?

17. Where should I host my images, code and other content?

18. Why are some of the features greyed out in my interface?

19. Which campaigns are using my mbox?

20. Can I control under which conditions a user is counted again after they convert for the first time?

21. Can I change the experience that a user sticks to after they convert?

22. Can I change the time zone that my reports refer to?

Answers
1. When will my campaign start?

Answer: By default, campaigns are set to begin "When approved" and to end "When deactivated."
However, you can set the start and end dates manually, including time of day, when you create or
edit a campaign. Campaigns that do not specify time of day begin at midnight and end at 23:59:59.

2. How are impressions, visits and new visitors counted?

Answer: See Report Data and Settings and Counting Methodology for a summary.

3. Do visitors see the same content throughout the life of the campaign?

Answer: By default in most campaigns and tests, returning visitors, even if converted, will see the
same content through the life of the campaign. This behavior can be changed by using the advanced
settings for success metrics. (See Success Metric Advanced Options.) The exception is the Landing
Page test which can use experience level targeting to force a returning visitor to see new content.

4. I am concerned with visitor privacy. What data is sent to Test&Target
servers?

Answer: Test&Target does not collect personally identifiable information. Test&Target collects at
a minimum, visitors, clicks and conversions for all tests. All data captured by Test&Target is linked
to a visitor ID, but there is no personal data related to that visitor ID. At an aggregate level,
Test&Target tracks the success metrics defined in a campaign. This data is not available at an
individual visitor level. Visitor profile data is stored per visitor, but is linked to the visitor only by
the anonymous visitor ID or mboxPCId value.

5. Can I display more than one offer in an mbox?

Answer: No. An mbox may display only one offer. However you may create a larger mbox and use
a larger offer to display several elements of the Web site. See Whole Page Mbox.

6. How do offers and mboxes impact search engines and automated
browsing utilities?

Answer: Most search engine robots do not execute JavaScript, so the content served in an offer
does not affect search results or search engine rankings. Your Default Content, because it is still on
the page, continues to influence the search engine results as it would without an mbox.

7. Will an mbox add another cookie to the current list already returned
by our Web application?

Answer: Yes, Test&Target will add another First Party cookie, named "mbox." Third party cookies
can be used as well in instances where you need to track the visitor across domains. Speak with
your account representative to set this up.

8. Will the mbox code, which automatically attaches to a body onLoad()
event, conflict with other embedded JavaScript in our pages?

Answer: No. Test&Target handles this concern by adding its code at the end of the onLoad()
event, in order to ensure that it does not conflict with other JavaScript calls in your pages.

9. We have an internally-built proprietary content management
system. Do we continue use this or have a separate interface to manage
content with Test&Target?

Answer: Test&Target coexists perfectly with your content management tool. You define the
content to be delivered by Test&Target and where it should reside. The tested content can be static
or dynamic HTML and uses the same format as your content management tool. In Test&Target,
you can choose to create offers that point to content stored on your content management system.
You can also store the content directly in Test&Target, bypassing your content management
system.

10. Can I track conversion off-line? For example, people register on my
Web site, then turn into actual clients after they speak to our
representatives by phone.

Answer: Use the combined offline conversion/third-party profile API.

11. Does Test&Target drop a first party cookie or a third party cookie
onto the visitor's browser?

Answer: By default, Test&Target drops a first party cookie. You can also use a third party cookie if
you need to track visitors across different domains. A first party cookie. See How Test&Target
Works for more information.

12. Can Test&Target track more than one conversion event?

Answer: Yes. See Success Metrics Test for more information.

13. How many mboxes can I have on one page?

Answer: It's recommended that you limit your mboxes to five to seven per page. However you can
also use a whole-paged-size mbox and use large offers to display as many elements of the Web site
as you need.

14. Does the mbox.js reference need to be on every page of my site?

Answer: The mbox.js must be referenced on every page with an mbox. See mbox.js or basic mbox
for more information.

15. What do the confidence bars in the reports indicate?

Answer: Four bars indicates the highest level of confidence. You can hover over the percentage
bars to see the confidence percentage. See confidence levels for more information.

16. Can I insert an mbox within an mbox? For example, an mbox with a
small piece of dynamic content inside a static page sized mbox?

Answer: Yes. Place a reference to the mbox within the HTML offer itself. Warning! Do not place
the smaller mbox within the default content of the larger mbox. The consequence will be a flashing
page for the visitor.

17. Where should I host my images, code and other content?

Answer: Test&Target allows you to host offers on your server, on Test&Target‟s or 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.

18. Why are some of the features grayed out in the interface?

Answer: Depending on your contract level, you may not have access to all the features. Speak with
your Sales Representative or account representative if you have questions about this.

19. Which campaigns are using my mbox?

Answer: To see the list of campaigns using your mbox, mouse over the Locations tab, then click
List.

20. Can I control under which conditions a user is counted again after
they convert for the first time?

Answer: Yes. See Success Metric Actions for more information.

21. How can I control the experience a user sticks to after they convert?

Answer: Yes. See Success Metric Actions for more information.

22. Can I change the time zone that my reports refer to?

Answer: Yes. To change your time zone after signup, ask your account representative to change it
for you.

Infrequently Asked Questions
1. What is the character limit of the mbox name?

2. How big is the mbox.js?

3. Can JavaScript exist in the default content?

4. Can JavaScript be inserted in the HTML offer?

5. Can JavaScript be used to create custom targets?

Answers
1. What is the character limit of the mbox name?

Answer: 255 characters.

2. How big is the mbox.js?

Answer: About 12k. This size can be affected in several different ways, including compression
level or adding custom JavaScript to your mbox.js. Compression can either be weakor strong, with
about a 3K variance between them.

3. Can JavaScript exist in the default content?

Answer: Yes.

4. Can JavaScript be inserted in the HTML offer?

Answer: Yes.

5. Can JavaScript be used to create custom targets?

Answer: Yes. These custom targets are known as profile scripts. Profile scripts can be created in
the Administration area and are used in the targeting interface in the Visitor Behavior parameter.
For more information, click here. Also see our JavaScript Expression cheat sheet (pdf).

Setting Up Your Site
Once strategy and design are complete, take the following steps to prepare your Web sites for a
Test&Target campaign or test.

First, start by reading the Test&Target Integration Guide and taking Test&Target Technical
Training.

1. Download the mbox.js to each of your hosts that will serve content for the Test&Target 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 use Test&Target to 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 content for all mboxes.

More information

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

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

7. If you are using Targeting, Reserved Name mboxes, Segment Filters, or Automated Product
Suggestion Offers, or tracking orders or sales, ensure all needed 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 Test&Target. Test&Target can use a URL to reference this
content. If this kind of dynamic offers will be used, prepare the dynamic snippets on your host.

Managing Hosts
The primary goal of host management is to ensure that no unapproved content accidentally appears
on websites. When Test&Target receives an mbox request from a new website or domain, these
new domains always appear in the production host group. The production host group cannot have
its settings changed, so unknown or new sites are guaranteed to see only content that is approved
and ready. Host management also lets you easily assure the quality of new campaigns and content
in your test, staging, and development environments before you approve the campaigns.

Tip: Test&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.

One host group, the default host group, is pre-named the production host group. The default host
group cannot be deleted, even if you rename it. Test&Target assumes 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 and templates.

This section contains the following host management topics:

 About Hosts and Host Groups
 Adding a Host to the Host List
 Confirm that Test&Target Recognizes the Host
 Setting the Default Host for Previewing
 Changing the Name of a Host Group
 Moving a Host to a Different Host Group
 Changing the Number of Hosts Listed Per Page
 Deleting a Host
 Deleting a Host Group
 Best Practices

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. Test&Target will recognize any of your hosts serving an mbox.

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

The preset host groups are production, staging and development. However, you may add new host
groups and rename your host groups anything you wish.

Note: Sometimes domains from other sites appear in your host groups. A domain appears in the list
if the domain 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 translator sites, 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 no host group is passed, the host in the call defaults to Production.

Adding a Host to the Host List

In order for Test&Target to recognize a host, the following must happen:

 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

o An accurate mbox.js reference

o An mbox

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

Once the page is viewed, the host will then be listed in Test&Target, allowing you to host group as
well as preview and launch campaigns and tests.

Note: This includes any personal development servers.

Confirm that Test&Target Recognizes the Host
1. Mouse over the Configuration tab, then click 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. Test&Target assumes
this is where you will serve final, approved campaigns and tests. The default host group does not
allow unapproved campaigns to be viewed.

Setting the Default Host for Previewing

The default host is the first host Test&Target displays when you preview an offer in an mbox or an
experience.

In the host management page, select the radio button under the default column for your host.

Changing the Name of a Host Group

In the host management page, click the edit button for your host group.

Change the host group name. Moving a Host to a Different Host Group

In the host management page, to the right of your host name, select a new host group from the
choose alternate group drop down box.

Click the save button. You will return to the host management page.

Changing the Number of Hosts Listed Per Page

Note: This feature applies only if you have more 25 or more hosts to manage.

1. Mouse over the Configuration tab, then click Hosts.

2. Go to the Results Per Page drop-down box.

3. Select the number of hosts to view per page.

Deleting a Host

In the host management page, click the delete button for your host.

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

Deleting a Host Group

In the host management page, click the delete button for your host group.

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

Best Practices

When setting up and managing your hosts, keep the following best practices in mind:

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

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

Troubleshooting 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 from spider engines, language translator sites, or local disk drives. If the listed domain
is not one your team uses, you can click Delete to remove it.

Managing Users and Roles
To add a user
1. Mouse over the Configuration tab, then click Users.

2. Select add new user.

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

4. Select role.

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

Role Privileges

Role Privileges

Read- o View campaigns and reports
only

Editor o View campaigns and reports

o Edit unapproved campaigns

o Edit offers not in use by an approved campaign

o Change host group setting to allow unapproved campaigns to be viewed

Approver o All editor privileges

o Edit any offers or campaigns

o Approve, deactivate, close campaigns

o Add and delete users and assign roles

5. Click save.

Note: The new user may change his or her password when he or she logs in.

To change a user's privilege or reset a password
1. Go to Mbox >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.

About the Test&Target Cookie
By default, Test&Target serves a single first-party cookie. The configuration can easily be changed
to serve third-party cookies as well.

This section contains the following topics:

 Understanding Cookie Settings

 Understanding When to Use First or Third Party Cookies

 Test&Target Cookie Behavior

 Deleting the Mbox Cookie

Understanding Cookie Settings

The Test&Target cookie has several default settings. These settings may be changed if needed.
Consult your account representative when changing cookie settings.

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

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

See Advanced Mbox.js Settings for information default setting for Traffic levels, exclusion duration
for excluded visitors, and accepted browsers.

User Guide to Test and Target A/B Testing Platform

User Guide to Test and Target A/B Testing Platform

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