Case Study: SunTrust Banks, Inc. achieves higher conversions and personalized customer experiences with Adobe Marketing Cloud

SunTrust Banks, Inc. - Customer Case Study

SunTrust Bank, a major retail bank focused on improving clients’ financial well‑being, faced the challenge of differentiating its services through more personalized digital experiences, gaining accurate visibility into multichannel marketing performance, and optimizing investment in growing digital channels as customers demanded anywhere, anytime access.

By implementing Adobe Marketing Cloud—principally Adobe Analytics (SiteCatalyst, ReportBuilder) and Adobe Target (Test&Target)—SunTrust analyzed and tested customer interactions to streamline processes and personalize messaging. The bank reduced site drop‑offs (e.g., password reset fixes), raised conversions 47% by optimizing a call‑to‑action, increased homepage banner click‑throughs 50% through segmentation, and gained clearer campaign timing and spend optimization across channels.

SunTrust Banks, Inc.

David Wright

Vice President of Digital Analysis, SunTrust