Content Transformation Expedites Speed-to-market and Competitive Advantage

Challenge

• Difficulty serving relevant offers when and where it mattered the most
• Siloed business units with unintegrated martech—lack of consolidated first-party data drove costly reliance on third-party data for segmentation and personalisation at scale
• Campaign speed-to-market negatively impacted by manual processes:
  • 10-25 approvals per content asset
  • Underutilisation of content standards and reuse—each campaign used new content
  • Direct mail lists were created and shared manually with vendors

Approach

• Architected and built a tech-enabled, data-driven content management solution using Adobe Experience Manager and Adobe Workfront
• Standardised and automated content creation, approval, and management across digital, print and email channels
• Integrated Adobe Creative Cloud & Acxiom’s data and identity within solution to:
  • Create a single view of the customer
  • Optimise creative using audience insights