Case Study: RCS MediaGroup achieves 25% lower operating costs and manages 15M customer journeys with Adobe Analytics

RCS MediaGroup analyzes customer data with Adobe Marketing Cloud for targeted campaigns

RCS MediaGroup, a media leader with more than 70 brands across Italy and Spain and roughly 15 million customer contacts, faced the challenge of managing, analyzing, and targeting millions of customer profiles across email, web, mobile, SMS, and social channels to grow subscriptions and ad revenue. To unify campaign management and customer insights, RCS deployed Adobe Marketing Cloud — including Adobe Campaign, Adobe Target, Adobe Creative Cloud for enterprise, and Adobe Analytics.

Using Adobe Analytics and Adobe Campaign, RCS consolidated data from CRM, e‑commerce, websites and other sources, built detailed customer profiles, automated segmented workflows, and enabled real‑time targeting. The Adobe-led solution (with Accenture integration work) reduced operating costs by 25%, cut time spent sending emails by about 35%, allowed management of ~15 million contacts in one system, improved personalized cross‑channel messaging and targeting, and contributed to higher engagement and rising net promoter scores.

RCS MediaGroup

Luca Crisà

CRM Digital & Campaign Manager