As the fastest-growing online home improve­ment retailer, Build​.com knows that stay­ing ahead of the com­pe­ti­tion takes inno­va­tion and a supe­rior cus­tomer expe­ri­ence. To gain a bet­ter view of what vis­i­tors want, how they nav­i­gate the site, and ulti­mately how they make pur­chases, Build​.com is using Adobe Mar­ket­ing Cloud, includ­ing the Adobe Ana­lyt­ics and Tar­get solutions.

Adobe Mar­ket­ing Cloud enables us to align how we col­lect and ana­lyze data with the way our cus­tomers do busi­ness,” says Justin Berg­son, direc­tor of media and opti­miza­tion at Build​.com. “Equally impor­tant, uni­ver­sal cus­tomer iden­ti­fi­ca­tion capa­bil­i­ties empower us to use cus­tomer pro­file and related data across Adobe solu­tions to get faster answers about how we can con­tin­u­ally improve the cus­tomer experience.”

By more clearly iden­ti­fy­ing audi­ences, Build​.com can pro­vide more rel­e­vant offers and improve engage­ment for vis­i­tors. For exam­ple, the retailer used Adobe Mar­ket­ing Cloud to divide the audi­ence into groups accord­ing to var­i­ous attributes—including num­ber of vis­its, pur­chases made, and chan­nels used—and test the suc­cess of mar­ket­ing cam­paigns on the groups. In one test, the retailer dis­cov­ered that serv­ing new ban­ner ads and coupons to repeat vis­i­tors increased con­ver­sion from an aver­age of 2.3% to 3.9%.

Test­ing with Adobe Mar­ket­ing Cloud revealed what value we need to add to help shop­pers become buy­ers on our web­site,” says Ian Gra­ham, man­ager of web­site opti­miza­tion and test­ing at Build​.com. “Now that we have the capa­bil­ity to lever­age this his­tor­i­cal data on our vis­i­tors, we can more accu­rately define these types of seg­ments and cap­ture these results.”

To learn more, check out the full story here.

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