Noth­ing makes us hap­pier than to hear suc­cess sto­ries from our cus­tomers about how they’re extend­ing the reach of their brands and grow­ing rev­enue using Adobe Tar­get along with other Adobe Mar­ket­ing Cloud solu­tions. This week we’ll look at how Lib­erty Global, one of the world’s largest inter­na­tional cable oper­a­tors, is bring­ing its brand to life across the 13 coun­tries it serves.

The cable indus­try is chang­ing fast, and Lib­erty Global must main­tain a cul­ture of inno­va­tion or risk los­ing mar­ket share to com­peti­tors. With faster Inter­net con­nec­tions and an ever-increasing num­ber of smart­phones and tablets at their fin­ger­tips, its cus­tomers are demand­ing richer, more inter­ac­tive dig­i­tal expe­ri­ences every­where, at any time. To keep pace, Lib­erty Global is using a vari­ety of Adobe Mar­ket­ing Cloud solu­tions, includ­ing Adobe Expe­ri­ence Man­ager to cre­ate and pub­lish con­tent, Adobe Tar­get to opti­mize its sales fun­nel and per­son­al­ize cus­tomer expe­ri­ences, and Adobe Ana­lyt­ics to track activ­ity for dig­i­tal con­tent and accu­rately attribute conversions.

Lib­erty Global focuses much of its tar­get­ing efforts on its home­page, prod­uct pages, and order process. In Aus­tria, the com­pany ran a test based on affin­ity mar­ket­ing, where return­ing cus­tomers who have pre­vi­ously vis­ited a spe­cific prod­uct sec­tion are pre­sented with a home­page ban­ner that matches the pre­vi­ously viewed con­tent. By remind­ing the cus­tomer of where they pre­vi­ously vis­ited on the site, Lib­erty Global saw a 68% con­ver­sion uplift for those prod­ucts. A recent video high­lights the company’s suc­cess. Lib­erty Global is also test­ing dif­fer­ent “buy now” but­tons and var­i­ous ways to dis­play prod­ucts to dif­fer­ent audi­ence seg­ments to gen­er­ate lift.

Over­all, Adobe Mar­ket­ing Cloud is enabling Lib­erty Global to con­tin­u­ously mea­sure, ana­lyze, and opti­mize per­for­mance across its web­sites. With the help of Adobe solu­tions, the com­pany has seen an 11% uplift in orders, increased click­throughs by 23%, and accel­er­ated web­site time-to-market by allow­ing mar­ket­ing man­agers and con­tent authors to reuse tem­plates and design elements.

With tens of mil­lions of cus­tomer inter­ac­tions every month, Lib­erty Global has now become much more effi­cient in how it posts and tracks dig­i­tal con­tent while opti­miz­ing the cus­tomer jour­ney. Con­grat­u­la­tions to Mor­gan Evans, Direc­tor Online at Lib­erty Global, for exe­cut­ing on his vision of deliv­er­ing engag­ing online con­tent to cus­tomers on their choice of dig­i­tal device, at any time.

0 comments