What feature of Adobe Target allows marketers to target visitors using real-time data conditions?

Rules-based targeting is the feature of Adobe Target that enables marketers to target visitors based on real-time data conditions. This means that marketers can create specific conditions or rules that determine which content or experiences are delivered to users depending on their behavior, demographics, or context at the moment they interact with the website. By leveraging real-time data, marketers can ensure that the experiences are relevant and tailored to the individual user, increasing engagement and conversion potential.

This feature is particularly powerful because it allows for immediate response to changes in visitor behavior or other dynamic data factors, ensuring that the targeting remains effective under varying circumstances. For instance, if a returning visitor is known to prefer certain products, rules-based targeting can serve them personalized recommendations based on their past interactions directly at the moment of visit, enhancing the likelihood of achieving a satisfactory user experience and driving sales.

In contrast, while A/B testing helps measure the performance of different content variations, it does not inherently involve real-time targeting based on visitor data. Personalization algorithms do contribute to customized experiences but typically rely on broader data models rather than specific, real-time conditions. Segmentation is essential for categorizing users into defined groups, but it often lacks the dynamic adaptability that rules-based targeting provides.