Case Study: Fairfax Media New Zealand boosts audience reach and ad revenue with Adobe Analytics

Fairfax Media New Zealand connects with millions

Fairfax Media, one of New Zealand’s largest media companies (publisher of Stuff.co.nz), faced siloed customer data across multiple marketing systems, a lean marketing team, and the need to better understand readers to drive editorial decisions and ad revenue. To address these challenges the company consolidated on Adobe Marketing Cloud, deploying Adobe Campaign, Adobe Audience Manager, Adobe Experience Manager and Adobe Analytics to unify data and produce actionable audience insights — with Adobe Analytics as the core analytics capability.

Using Adobe Campaign as a central hub and integrating Adobe Analytics and Adobe Audience Manager, Fairfax Media centralized profiles, consolidated cross‑channel campaigns, reduced duplicate mailings, and personalized ads and content. Adobe Analytics informed editorial choices that helped Stuff.co.nz grow from the 10th to the 3rd largest web property in New Zealand; marketers now share insights across brands, improve ad targeting and click‑throughs, and increase advertising revenue while cutting costs by moving to a single Adobe platform.

Fairfax Media

Fei Bian Goh

Senior Product Manager