Case studies
Utilities & Energy · Customer Intelligence
Journeys and advertising orchestrated across millions of customers
The client
An Italian multi-utility serving millions of retail and business customers across energy, gas and related services. A complex digital ecosystem and a heterogeneous service portfolio requiring continuous, targeted communications.
The challenge
- Advertising audiences managed separately from marketing-cloud journeys, with overlap and wasted spend.
- Corporate-site personalisation limited by static segmentation.
- Difficulty measuring the impact of digital channels on a long, multi-touch journey.
- A need to quickly activate new audiences as offers and seasonality change.
The solution
- Journey orchestration on the marketing cloud with audiences fed by the CDP.
- Synchronous audience activation across multiple advertising platforms, consistent with journey state.
- Real-time recommendation and personalisation on the corporate site and customer area.
- Integrated measurement by channel and segment, tied to commercial objectives.
The results
uplift
measurable in online conversion
−overlap
audiences across business lines
faster
time-to-market for new campaigns
