World leader in media
With more than 70 brands across Italy and Spain, RCS MediaGroup is an international media leader. The company is known for its newspapers, including Corriere della Sera, La Gazzetta dello Sport, and Marca, the most widely read daily newspapers in Italy and Spain. But over the years the company has expanded into a true multi-channel media giant with lifestyle magazines, websites, television, and radio brands.
Two of the most important sources of revenue for RCS MediaGroup come from subscriptions and advertisements. Understanding the customer goes a long way towards boosting revenue, because the right message at the right time can encourage customers to sign up for a subscription, click on an ad banner, or simply continue reading further.
“We have about 15 million contacts in our database,” says Luca Crisà, CRM Digital & Campaign Manager at RCS MediaGroup. “This volume of customer data can give us valuable insights into how we can make ads and subscription offers more attractive to audiences.”
However, the volume also posed a challenge to RCS MediaGroup as teams tried to manage, analyze, and target millions of customers across channels. “We needed tools that would provide a unified point of management for all types of marketing campaigns, from email and digital to social, SMS, and mobile apps,” says Crisà. “We chose Adobe Campaign, Adobe Analytics, and Adobe Target, because it offers an integrated platform that works across channels.”