Case Study: Time Warner Cable achieves 49% increase in new-customer conversions and 9% upsell growth with Adobe Marketing Cloud

Service provider uses Adobe Marketing Cloud to better acquire, develop, retain, and serve customers with optimized digital experiences

Time Warner Cable, a residential service provider with more than 15 million customers and millions of monthly site visits, faced the challenge of turning massive, fragmented data into meaningful, personalized digital experiences. The company needed to unify first-, second- and third-party data, replace disparate marketing technologies, and deliver targeted content and offers at scale to acquire, grow, and retain customers.

Time Warner Cable implemented Adobe Marketing Cloud (including Analytics, Audience Manager, Experience Manager, Target and Campaign) and Adobe Creative Cloud to build unified customer profiles and roughly 300 active segments. By integrating 100+ CRM elements and automating multichannel personalization and testing, the company sped up test deployment from weeks to days and drove strong results: new-customer PSUs up 49% with a 20% lift in conversion rate, a 9% lift in existing-customer conversion (and increased revenue), plus a seven-figure annualized ROI.

Time Warner Cable

Rob Roy

Head of eCommerce & Digital Marketing