Case Study: Legal & General creates a single source of truth with Merkle and Adobe

Legal & General cuts average CPC by 40% with Merkle

Legal & General faced a challenge in attributing effectiveness across its digital media channels. Their first-party data in Adobe Analytics was not integrated, making it impossible for their vendor, Merkle, to optimize ad spend. They needed a centralized platform to enable more effective media buying decisions with less resource and effort.

Merkle implemented a solution using Adobe Analytics and Adobe Advertising Cloud to create a single source of truth. This allowed first-party data to flow freely and ad spend to be adjusted in real time. As a result, Legal & General saw a 40% decrease in average CPC and a 96% increase in click volume for their campaigns, while also dramatically reducing manual maintenance time.

Legal & General