Campaigning with Adobe
SPECSAVERS
Campaigning with Adobe
With Adobe Campaign , companies can use rich customer data to create , coordinate , and deliver dynamic campaigns that customers actually want — through email , mobile , offline channels , and more . As Helen Mannion , Specsavers Global Data Officer says : “ We have been doing some great work to improve CRM effectiveness within Adobe . Creating a single customer view and simplifying our data structures within Adobe is a significant step forward which will increase our ability to change & iteratively improve campaign performance .”
Specsavers ' journey with Adobe started in 2016 , explains Tina Christison , Global CRM and Analytics director , when Adobe Campaign was introduced in the UK . “ This is our largest market , and we have now rolled that out across all the markets we operate in . So we now have a global campaign management platform , supported by a standardised data model , and I think we are quite unique in that . It means we are able to accelerate customer communications across all our regions and that has really helped us . We went on to develop a global contact strategy , with global CRM KPIs . We are able to compare performance , so we can now spot opportunities and transfer learnings , something that has made a real impact on the business because we are not operating in regional silos anymore . Adobe Campaign has been fundamental in delivering that and uniting our CRM teams around a common platform – and a common way of working .”
206 August 2021