Manage Targets feature in Adobe Reports and Analytics

In Digital Marketing and E-Commerce, we always compare the actual performance of various KPIs against the benchmark performance on a daily basis, and even hourly/real-time basis, during peak sales seasons like holiday shopping. Generally the actuals are measured using a Digital Analytics application, imported into Excel or Tableau where it is compared against the benchmarks. Benchmarks are typically the forecasted plan numbers based on the historicals, industry and economic performance trends.

Now Adobe Reports and Analytics, part of Adobe Marketing Cloud (@AdobeMktgCloud) provides a new feature Manage Targets using which, benchmarks for virtually any KPI (Traffic, Order Volume, Order Dollars, even custom metrics like Product Views, Checkouts etc.) can be uploaded into Adobe Marketing Cloud. Benchmarks can be uploaded for daily, weekly or any selected frequency including hourly.  Navigating through the reports menu in the Adobe Reports and Analytics application, the report users can view and compare the actual performance of various KPIs with the benchmark performance within a single view on near real time basis (maximum 1 hour lag). This allows the business users including Analysts, Marketing Managers, Product Managers, etc. to spend less time benchmarking the performance, and instead use their valuable time more productively in taking timely actionable decisions.

Navigation to the Manage Targets menu in Adobe Reports and Analytics, is through Reports and Analytics>Targets>Manage Targets

We can set targets for measuring the performance of actuals versus the planned benchmarks, for not only the basic digital KPIs like Visits/Traffic but also for more advanced KPIs like Order Volume, Revenue, Cart Additions etc. Also the actual performance versus planned benchmarks can thus be viewed and measured within a single view in Adobe Reports and Analytics, using Manage Targets feature.