As a leader in cloud-based Activ­ity and Par­tic­i­pant Man­age­ment (APM), ACTIVE Net­work trans­forms social media activ­ity into com­merce for part­ner events and offers. Using Adobe Mar­ket­ing Cloud, the com­pany is lever­ag­ing web ana­lyt­ics to opti­mize social media cam­paigns and align mes­sag­ing with mar­ket­ing and busi­ness goals.

Data is the fun­da­men­tal source of truth,” says Justin Ramers, direc­tor of online mar­ket­ing at ACTIVE Net­work. “Adobe Mar­ket­ing Cloud enables us to deliver the best pos­si­ble expe­ri­ence to cus­tomers across all entry points and take them along the short­est path of rel­e­vance to conversion.”

With the Adobe Ana­lyt­ics solu­tion, ACTIVE Net­work can mea­sure social activ­ity, relate it to con­ver­sion, and adjust ini­tia­tives accord­ingly. The com­pany learned that 13% of the company’s web traf­fic orig­i­nates from social media and that 3.9% of con­ver­sions come from shared social media. Opti­mized social wid­gets show­ing the num­ber of friends signed up for rac­ing events resulted in 11% conversion.

Using the Adobe Tar­get solu­tion, ACTIVE Net­work runs A/B tests to opti­mize place­ment of social but­tons, call-to-action text, and other con­tent to deter­mine what increases social shar­ing and related event reg­is­tra­tions. With these opti­miza­tions, the com­pany suc­cess­fully increased share rates 1% result­ing in an addi­tional 20,000 shares.

Adobe Mar­ket­ing Cloud not only sup­ports the the­ory that shar­ing is an expo­nen­tially effec­tive way to engage audi­ences, but it also helps to con­tin­u­ally refine social media strate­gies,” says Ramers.

To learn more about how ACTIVE Net­work is using Adobe Mar­ket­ing Cloud, read the full story here.