Audience Lab gives you the ability to split one of your audience segments into mutually exclusive buckets. For example, if you have an audience segment of past converters, you could split that segment into two identical but exclusive groups of past converters to use for testing on two separate DSPs. A control, or holdout group, would be used to measure effectiveness. Alternatively, you could send both segments to the same DSP but test two separate messages or creatives against the control group.
- Use Audience Lab to split a single segment into two mutually exclusive test segments, then deliver them to two competing DSPs to determine which DSP is providing the highest returns.
- Use Audience Lab to take a single creative message, and deliver that message to two or more mediums, such as video and display, to determine which medium provides the highest returns.
- Use Audience Lab to test two look-alike models, each with a different accuracy setting, against each other to determine the threshold of accuracy that performs best for you.
- Use Audience Lab to test different creative messaging to a single segment, within the same DSP, to determine which messaging is providing the highest returns.
Creating an Audience Lab test is easy, and can be done in only a few minutes, which is shown by the video above. First navigate to Audience Data>Audience Lab, then as you walk through the steps in the interface, you will set up the following:
- You must have 2 or more destinations enabled – (Contact your Adobe account representative if you need assistance).
- You must have at least one trait configured as a “conversion trait” (how to video).