In the past, the company presented the same web pages and product recommendations to everyone. There simply wasn’t a way to measure results or adapt pages and messages to fit the customer journey. This made marketing and sales more difficult—it was impossible to run A/B tests and measure results, for example—but it also made it more challenging for customers to view things that mattered to them.
The data storage giant, which has a long history of innovation, embarked on an initiative to modernise its content and data framework to build a more powerful marketing and sales platform. The goal was to create a true 360-degree view of customers which allows teams at Western Digital to make data driven decisions. The unified platform would accommodate targeting, segmentation, content and campaign automation and allow Western Digital to personalise content in real-time.
Tapping Adobe Experience Manager, Assets, Adobe Analytics, Adobe Audience Manager, Marketo, Workfront and other solutions, Western Digital has eliminated data silos and connected a myriad of data points. For millions of web visitors per month, this has transformed the way they interact with the company. It also has led to improved customer insights, lower costs and higher sales on both the B2B and B2C sides of the business.
Western Digital tuned into a critical fact: the strength of any initiative doesn’t derive from a single product or technology. It’s about how various components integrate to produce a framework that supports innovation and insight. How Adobe products complement each other and unlock business opportunities was a starting point.
“The goal was to bring together information sources and websites to act in a more co-ordinated way. We finally had a single solution to tie all the products, brands and business requirements together,” says Akshay Sharma, Senior Director, IT-Web Technologies & Advanced Services at Western Digital.