Case Study: UniCredit Group achieves 60% increase in online acquisitions and lower cost‑per‑lead with Adobe Marketing Cloud (Adobe)

UniCredit increases online acquisitions by 60% while reducing costs using Adobe Marketing Cloud

UniCredit Group, one of Europe’s largest retail banks, needed to deliver compelling, customer-centric public and secure websites across multiple countries while increasing digital acquisitions and maintaining consistent branding. With a large and diverse European footprint, the bank required real-time web analytics, testing, and cross‑region visibility to optimize campaigns, landing pages and social microsites.

UniCredit deployed Adobe Marketing Cloud (including Adobe Analytics, Adobe Target, Experience Manager, Creative Suite and Adobe AIR) to enable testing, personalization, content management and integrated analytics. The program boosted online acquisitions by 60%, cut cost per lead by 43% and 19% in consecutive years, drove 20% more leads from exit-page and landing-page improvements, and lifted PPC leads by 70% and affiliation leads by 110%, while improving cross‑region control and campaign performance (including a successful UEFA Champions League microsite).

UniCredit Group

Jonathan Elliott

Head of Web Analytics, UniCredit Group