Case Study: Esri achieves 25% conversion lift and 60% increase in unique visitors with Adobe Target

Esri increases unique web visitors by 60%

Esri, the 50‑plus‑year leader in geographic information systems, faced siloed data, scattered assets across 88 distributors, and the need to accelerate revenue by delivering personalized, high‑performance web experiences. To break down those silos and enable personalization at scale, Esri adopted Adobe Experience Cloud technologies — notably Adobe Experience Manager and Adobe Audience Manager — and used Adobe Target for site testing and personalization.

Esri implemented a centralized DAM with Adobe Experience Manager Assets, migrated to Adobe Experience Manager Sites, leveraged Audience Manager for segmentation, and used Adobe Target to deliver and test personalized experiences. The results were tangible: site pages shrank from 20,000 to 1,500, unique web visitors rose 60%, desktop image file sizes fell 70% (8% on mobile), duplicate assets dropped 25%, and overall conversions increased 25%. Adobe Target experiments produced up to a 259% lift on persona‑specific landing pages, and AI‑driven propensity scoring (via Adobe Intelligent Services) identified audiences that convert at roughly 3x the average.

Esri

Steve Schultz

Head of Marketing Technology