Build.com IDs customer segments with Adobe Marketing Cloud
Chico, Calif. – Online home improvement retailer Build.com is using Adobe Marketing Cloud as the cornerstone of its digital marketing strategies, diving deeper into visitor data to better understand what they are looking for, how they navigate online, where they are coming from, and what drives purchase decisions.
Using new, universal visitor identification capabilities across the Adobe Marketing Cloud, Build.com can now identify and track unique customers as they enter the website, view where they are coming from, and set up tests to identify how specific segments of customers like to shop. With this ability to identify and segment customer activities, Build.com can thus develop longer-term, more holistic views of customer behaviors and preferences. This allows the retailer to build more highly customized segments and individual customer profiles, delivering more relevant content to new visitors while improving engagement and brand loyalty among existing customers.
“Adobe Marketing Cloud enables us to align how we collect and analyze data with the way our customers do business,” said Justin Bergson, director of media and optimization at Build.com. “Equally important, universal customer identification capabilities empower us to use customer profile and related data across Adobe solutions to get faster answers about how we can continually improve the customer experience.”