Build.com Gaining Returns with Adobe Marketing Cloud
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.”
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