Case Study: Elsevier achieves standardized global marketing and up to 30% increased engagement with Adobe Marketing Cloud

Elsevier Finds its One Global Voice

Elsevier, the global provider of scientific, technical, and medical information, faced fragmented digital marketing across regions and business units—running 11 different solutions, duplicating campaigns, and lacking a single source of truth. To standardize communications, improve campaign effectiveness, cut costs, and support its ONE Elsevier initiative, Elsevier partnered with Celerity and selected Adobe, implementing Adobe Marketing Cloud (notably Adobe Campaign and later Adobe Analytics).

Adobe implemented Adobe Campaign and Adobe Analytics to centralize customer profiles, preference management, and cross-channel campaign orchestration. The consolidation reduced Elsevier’s toolkit from 11 solutions to one, eliminated duplicate messages, improved compliance oversight, and delivered measurable engagement gains—targeted email campaigns now achieve open rates of 20–30%—while cutting vendor and campaign costs and accelerating campaign deployment.

Elsevier

Henk Jan Gerzee

Vice President of eBusiness