Profiles and segmentation

Bring together time spent on site, browser history, age, gender, loyalty status and more with Adobe Target. Then store it all in one progressive profile. Import your own data, like CRM, into the profile for an even larger understanding of your customer.

All of your data in one place.

Your customers come at you from every angle - and too often that leaves you with a fragmented view of your audiences. With so many data sources, managing a consistent experience can be a challenge, especially as your audience grows.
With profiles and segmentation in Adobe Target, it’s easy to build a unified visitor profile - one large enough to store as many customer attributes as you need. Once consolidated in a single visitor profile, recognise your customer during every interaction, from any device or browser, to deliver a consistent experience from all directions.

See what makes it work.

Unified visitor profiles
You’re in control of data collection. Whether it’s from first-, second- or third-party sources, bring it all together in a progressive profile that can store up to 200 customer attributes.

Real-time progressive profiles
With every interaction, regardless of the touchpoint, Adobe Target learns more and improves the customer profile. No matter which touchpoint, you can know it’s the same customer and deliver an experience tailored just for them.

Category affinity
Capture the categories a user visits and use them for future targeting and segmentation. Category affinity is just one of the many profile attributes that are collected and scored out-of-the-box.

Analytics integration
Integrating Adobe Target with Adobe Analytics lets you personalise more deeply, letting you drive real data-driven optimisation on your website with a unified view. This in turn accelerates your business, as you text experiences against KPIs and KBOs, outlined by your organisation's strategy teams, that are already being tracked in Analytics. Learn more in our tips and tricks guide for Analytics in Target.

Read the guide

Learn more about profiles and segmentation in Adobe Target.

Discover the power of visitor profiles.

Learn how easy it is to optimise targeted content, offers and experiences to criteria-meeting activity entrants in our documentation.

Read more

Know how to build your audiences.

See how to creaudiencesate audience segments using complete customer profiles in this tutorial video.

Watch now


Combine multiple audiences.

Read our documentation to learn how to select multiple ad hoc audiences and create exclusion rules, even during activity creation and execution.

Read more

See related features

Behavioural targeting

Target based on behaviour like previous visit patterns, product interests, searches, purchases, campaign exposure and campaign responses, as well as if a visitor is a new or return visitor or if they’re a prospect or already a customer. Use this information to launch more effective campaigns.

Multi-armed bandit testing

Automatically allocate traffic to the most successful experience earlier for increased conversion and revenue.

Rules-based personalisation

Tailor experiences based on browser or device type, brand affinity, whether visitors are new or returning or any existing profile data you have at your disposal. Build your own rules to drive personalisation across different touchpoints.

Let’s talk about what Adobe Target can do for your business.