Case Study: RCS MediaGroup cuts operating costs 25% and manages 15M customers with Adobe Target

Managing millions of customer journeys

RCS MediaGroup, a leading multi‑channel media company with more than 70 brands across Italy and Spain, faced the challenge of managing and targeting millions of customer profiles across email, web, mobile, SMS and social channels. To unify campaign management and deliver more personalized journeys, RCS MediaGroup chose Adobe Marketing Cloud—using Adobe Campaign, Adobe Analytics and Adobe Target—to consolidate data and coordinate cross‑channel messaging.

Using Adobe Campaign to pull together 15 million contacts from Salesforce, e‑commerce and web sources, and leveraging Adobe Analytics for real‑time insights and Adobe Target for automated personalization, RCS streamlined workflows (with Accenture support) and automated high‑volume campaigns. The implementation enabled more targeted, timely offers, reduced operating costs by 25%, cut marketer time spent sending emails by about 35%, and improved customer engagement and net promoter scores. Adobe Target played a key role in driving deeper personalization and real‑time targeting.

RCS MediaGroup

Luca Crisà

CRM Digital & Campaign Manager