Case Study: ACTIVE Network converts social media into commerce with Adobe Marketing Cloud

ACTIVE Network registers impact to bottom line using Adobe Marketing Cloud to transform social media activity into commerce

ACTIVE Network, a leader in cloud-based Activity and Participant Management, faced the challenge of turning broad social engagement into measurable commerce. With thousands of online entry points for events and registrations, the company needed to demonstrate ROI from social media, track how social referrals influenced behavior, and optimize many registration paths rather than a single storefront.

By adopting Adobe Marketing Cloud (SiteCatalyst, Discover, Test&Target) to measure, test, and optimize social interactions, ACTIVE Network tied social activity directly to revenue and continually improved sharing experiences. The effort revealed 13% of web traffic came from social, nearly 15% of registrants shared on Facebook, a social widget produced an 11% conversion rate, visitors from shares converted at 3.9%, and a 1% lift in share rate yielded about 20,000 additional sharing actions.

ACTIVE Network

Justin Ramers

Director of online Marketing, ACTIVE Network