Case Study: Cummins achieves 53% increase in relevant traffic with Get Smart Content

Cummins Increases CTR 53% by Creating Personalized Content Experiences and Calls to Action for Each Audience Persona

Cummins, a global power leader operating across eight complementary business units in more than 190 countries, faced a content-routing challenge: its corporate homepage needed to engage diverse visitors across multiple verticals and eight audience personas and then lead them to the most relevant business-unit sites and calls to action to increase conversions and newsletter signups.

Cummins implemented Get Smart Content and tied it to Eloqua and Google Analytics to deliver persona-driven homepage experiences to both anonymous and known visitors (using signals like contact data, keywords, referrer URLs and geolocation). The personalization strategy drove a 53% increase in relevant traffic to Cummins business units and substantially higher CTRs for top segments — Parts (8.61% CTR, +419% vs. untargeted), Power Store (7.14% CTR, +330%) and Engine (6.28% CTR, +278%) — improving click referrals and conversion paths.

Cummins

Flavio Mello

Digital Communications Director