Adobe Experience Manager helped Pitney Bowes to improve its web experiences. Faster content creation through streamlined authoring and reusable templates and more targeted delivery of digital assets resulted in more personalized digital services for customers, which drove increased user satisfaction and online revenue.
“We personalized our digital experiences and democratized web analytics across our marketing organization,” says Rodriguez. “That led to a significant uptick in site visits and online revenue, not to mention improved customer relationships”.
With Adobe Target, Pitney Bowes’ marketing founded and continues to maintain their web test and learn program, which entails running A/B and multivariate tests to optimize its online experiences. This program leverages Adobe Sensei, which applies real-time Artificial Intelligence and Machine Learning to Pitney Bowes’ test data to deliver powerful insights that would take significant resources to produce otherwise.
Additionally, Adobe Target helped find the best call-to-action language to help Pitney Bowes’ prospects subscribe to a key product through an online cart (Sendpro Online). The setup of this test included comparing 5 different call-to-action audiences using a feature of Adobe Target known as auto-allocate, powered by Adobe Sensei. The main objective was to find the best language in the shortest amount of time, which produced optimal end-to-end conversion rate results for the winning experience (+2% with statistical significance). Ultimately, this was rolled out permanently on the website driving incremental Sendpro Online subscriptions.
Finally, Adobe Analytics fuels these solutions, allowing Pitney Bowes to analyze large volumes of data, uncover patterns in its customers’ behavior, and use that knowledge to deliver more tailored and personalized digital services. “Robust data analysis is the lynchpin of our transformation, completing our digital arsenal and putting us in a position to refine our marketing in-line with what matters most to our customers,” says Rodriguez.