Case Study: American Cancer Society boosts awareness, engagement, and ROAS with Adobe Digital Marketing Suite

National non-profit uses Adobe Digital Marketing Suite to raise awareness and promote education by delivering engaging content across multiple platforms

The American Cancer Society (ACS), a national non-profit, needed to make its website, mobile site, and apps more relevant and engaging, but lacked real-time insight into visitor behavior and struggled to measure campaign impact, test content quickly, and drive more traffic and donations.

ACS implemented the Adobe Digital Marketing Suite (analytics, testing, search and email integration) to enable rapid A/B and multivariate testing, granular user-path analysis, and unified campaign measurement. The change delivered faster optimization and more accurate ROAS/ROI, enabled personalized cross-platform content, and produced dramatic campaign gains — e.g., Help Now saw ~500% higher CTR and 180% higher ROAS, while Cancer Resources achieved ~850% higher CTR and a 109% ROI.

American Cancer Society

Alexander Negash

Manager, Web Analytics and User experience, American Cancer Society