ABOUT

In 2015 we began addressing the challenge of delivering seamless digital experiences at scale across Europe for Ford.

Initially, we developed the technology platform that enabled Ford marketing teams to launch and manage multiple websites with consistency and efficiency. Then we focused on delivering the next level of capabilities. Specifically, pioneering the technology that would enable Ford to personalise these experiences, optimising engagement to make it as relevant, informative and positive as possible, at every touchpoint.

The foundation for the solution was Adobe Experience Manager, a content management system that would give all local markets a basic toolkit to create websites. Understanding Ford’s specific requirements, we tailored AEM with the addition of a bespoke site build accelerator and authoring tool.

We connected various elements of the Adobe Experience Cloud, stitching together customer data across multiple channels. This allowed Ford to personally target customers with relevant content by joining up 1st and 3rd party data and acting on it in real time.

Results from an initial prospecting campaign that used the new capability and audience strategy far exceeded Ford’s expectations, with an additional 4,400 conversions generated with an unchanged budget, the overall conversion figure up to 76% higher than other campaigns.

Project featured: on 22nd January 2021 Contributor:

Wunderman Thompson Technology has been a Contributor since 3rd June 2021.

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Integrating the Adobe Experience Cloud

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