Case Study: Penton achieves a unified view of customers and $237K in savings with Oracle Marketing Cloud

Penton Migrates More Than 80 Brands and Gains a Single View of Customers

Penton, a 110+-year-old trade publisher that has transformed into a modern information services company, needed to move from batch-and-blast email to targeted, revenue-generating marketing while creating a single view of customers. The challenge included migrating more than 80 brands off their legacy ESP, engaging users with the right content at the right time, and consolidating data silos.

Working with Oracle Marketing Cloud and partners, Penton implemented targeting, segmentation, progressive profiling and unified databases—supported by a detailed project plan and internal help desk—and completed the migration on time in 10 months. The effort migrated 80+ brands and 274 newsletters, configured 11 databases and 592 email groups, built microsites and forms, saved $237,000 in technology spend, cut lead delivery times by 20%, and lifted subscriber renewals by roughly 15–21%.

Penton