Case Study: NBC Universal achieves higher audience engagement and social media insights with Adobe Marketing Cloud

Entertainment leader uses Adobe Marketing Cloud to gain new insights into social media and audience behaviors

NBC Universal, a leading media and entertainment company, needed better visibility into online visitor and social-media behavior to more effectively target content and boost engagement. The challenge was understanding how actions like liking, sharing, and commenting influenced viewers’ subsequent consumption across channels such as Facebook, Twitter and Tumblr.

Using Adobe Marketing Cloud (including SiteCatalyst and Adobe Discover) to tag content and analyze millions of interactions, NBCU created visitor segments based on social engagement and consumption and refined its digital strategy. The analysis showed likes drove more than twice the video consumption, shares nearly tripled content viewed, and comments correlated with roughly sevenfold increases—insights that improved targeting, audience building, and future digital initiatives.

NBC Universal

Blandon Casenave

Vice President, Digital Media Research