Case Study: Elsevier unifies global marketing and boosts engagement up to 30% with Adobe Marketing Cloud (Adobe Campaign)

Elsevier - Customer Case Study

Elsevier, the world’s leading provider of scientific, technical, and medical information serving millions of researchers and health professionals, needed to modernize its shift from print to digital. With marketing spread across 11 disparate solutions, the company faced fragmented customer views, duplicated campaigns, and inconsistent messaging as it pursued its ONE Elsevier goal of unified e‑commerce, marketing, product, and service experiences.

In partnership with Celerity, Elsevier standardized on Adobe Marketing Cloud—primarily Adobe Campaign with Adobe Analytics—to create a single source of truth, a global preference center, and lifecycle-based, personalized campaigns. The consolidation cut vendors and duplicate communications, improved regulatory oversight and scalability, and delivered measurable results including 20–30% email open rates, reduced costs, and stronger, more consistent customer engagement.

Elsevier

Henk Jan Gerzee

Vice President of eBusiness