Case Study: Morningstar achieves marketing intelligence, agility and lower customer acquisition costs with Adobe Target

Morningstar gains greater marketing intelligence and agility through Adobe Experience Cloud

Morningstar, a leading provider of investment data and analysis, faced a legacy website built on in‑house tools and needed to future‑proof its digital presence with a new CMS, advanced analytics, personalization, and testing. To gain agility and better understand customer journeys, Morningstar standardized on Adobe Experience Cloud—deploying Adobe Experience Manager, Adobe Analytics and Adobe Target (with support from Adobe Professional Services) to replace its dated stack.

By using Adobe Target (natively embedded in Adobe Experience Manager) alongside Adobe Analytics and Creative Cloud, Morningstar implemented persona‑based personalization, rapid A/B/multivariate testing, and managed cloud services that sped time to market and reduced developer dependency. The Adobe Target–driven program produced measurable gains: reduced cost per customer acquisition, faster campaign and landing‑page rollouts (hours to create), and a 26% year‑over‑year increase in Premium trial signups, driving higher engagement and revenue.

Morningstar

Rob Pinkerton

CMO