Case Study: RCS MediaGroup achieves 25% lower operating costs and manages 15 million customers with Adobe Marketing Cloud

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

RCS MediaGroup, a leading media group with more than 70 brands across Italy and Spain, needed to manage and target roughly 15 million customer profiles across channels to boost subscriptions and ad revenue. To unify campaign management and analyze customer journeys, RCS MediaGroup chose Adobe Marketing Cloud, including Adobe Campaign, Adobe Analytics, Adobe Target, and Adobe Creative Cloud.

Adobe implemented an integrated solution—using Adobe Campaign to build unified customer profiles and automate cross‑channel campaigns, Adobe Analytics for real‑time insights, and Adobe Target for personalization—working with Accenture to simplify workflows and audience segmentation. The result: RCS MediaGroup now manages millions of customers in one tool, marketers spend about 35% less time on email sends, operating costs fell by 25%, and the company delivers more targeted, timely messages that improve engagement and monetization.

RCS MediaGroup

Luca Crisà

CRM Digital & Campaign Manager