Case Study: Amadeus achieves customer-centric global marketing and boosts efficiency with Oracle Marketing Cloud

Amadeus Increases Customer Focus and Efficiency with Oracle Marketing Cloud

Amadeus, a global travel‑technology provider serving airlines, travel agencies and other travel companies in more than 190 markets, faced a fragmented marketing organization with dozens of regional teams using different tools and processes. That siloed approach limited customer data visibility, weakened targeting and lead management, and made it difficult to measure marketing’s contribution to revenue.

Amadeus consolidated worldwide marketing on Oracle Marketing Cloud (Eloqua), integrated it with Siebel and Salesforce CRMs and customer portals, and rolled out standardized processes and training. The change delivered a 360° customer view, automated workflows and better segmentation, enabled end‑to‑end lead management and campaign reporting, and supported nearly 2,100 targeted email campaigns by 47 teams and 500+ Marketing Qualified Leads in two years—while increasing user engagement 162% and shifting marketing from a cost center to a revenue driver.

Amadeus

Akansha Pandey

Marketing CX Solution Manager