What’s the secret to stay­ing in busi­ness for more than 125 years? Accord­ing to Wolver­ine World­wide, home to the his­toric Wolver­ine brand of footwear, one crit­i­cal fac­tor is under­stand­ing your cus­tomers and con­tin­u­ally adapt­ing to their needs. Of course, it’s eas­ier for a smaller com­pany with a small footprint—but for Wolver­ine, this requires reach­ing across a global foot­print of more than 190 coun­tries and learn­ing about cus­tomers on both the indi­vid­ual and regional level. That’s why Wolver­ine World­wide uses Adobe Dig­i­tal Mar­ket­ing Suite to gain insights into cus­tomer expe­ri­ences across chan­nels and devices and devise more effec­tive mar­ket­ing strategies.

Our goal is to con­tin­u­ally increase mar­ket­ing effec­tive­ness based on quan­tifi­able data, cap­tured and cor­re­lated across chan­nels,” says Bran­don Bas­sett, e-commerce ana­lyst and SEO spe­cial­ist for Wolver­ine World­wide. “With Adobe Dig­i­tal Mar­ket­ing Suite, we can mea­sure and ana­lyze dig­i­tal traf­fic and engage­ment much more clearly and see how cus­tomers respond across search key­words, email retar­get­ing, and other mar­ket­ing efforts to cre­ate smarter strate­gies that help ele­vate our online sales and pro­mote our brand to drive sales through our whole­sale partners.”

For instance, with Adobe solu­tions, Wolver­ine mar­keters can eas­ily man­age search key­words, ana­lyze the pre-click and post-click activ­ity, and view traf­fic via rich seg­men­ta­tion capa­bil­i­ties. The insights empower mar­keters to opti­mize key­words and mar­ket­ing efforts to deter­mine which cam­paigns pro­duced the best out­comes and returns.

The company’s mar­ket­ing man­agers recently used Adobe Dig­i­tal Mar­ket­ing Suite to uncover insights that show pur­chases from mobile devices and traf­fic from social chan­nels are soar­ing. Using this infor­ma­tion, Wolver­ine is refo­cus­ing efforts on cre­at­ing mobile-optimized web con­tent and putting a new empha­sis on mar­ket­ing its brands via social media for bet­ter returns on investment.

Adobe Dig­i­tal Mar­ket­ing Suite has been a real game-changer for us in under­stand­ing emerg­ing channels—enabling us to develop strate­gies and quickly see which efforts gen­er­ate the great­est value,” says Bassett.

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