Adobe Experience Cloud Unification for a Pan-European Retailer — Single Customer View Across 14 Markets

"We had invested heavily in Adobe tools individually. Celumai showed us that the tools were not the problem — the missing link was connected data. The CDP made everything we already owned suddenly work together."

— Chief Marketing Officer, Pan-European Omnichannel Retailer

Adobe Analytics tracked web behaviour, Marketo handled email marketing, and Adobe Target ran A/B tests — but the same customer was unknown across all three. A customer who browsed outerwear online, received a generic email, and saw an irrelevant test variant had no connected experience. Email open rates had declined to 12%.

We implemented Adobe Real-Time CDP to unify identity across all Adobe products, e-commerce platform, and in-store loyalty system. Behavioural segments built in Analytics now activate in Marketo and Target in real time. Personalisation rules were implemented across email, web, and paid media simultaneously.

Email open rate increased from 12% to 31%. Personalised product recommendations drove 18% of total e-commerce revenue within 90 days. Customer lifetime value increased by 22% for customers in the unified programme.

Is this familiar?

Adobe Experience Cloud challenges in Manufacturing — what we see most often

Businesses in Manufacturing running Adobe Experience Cloud often face the same underlying issues: data quality problems that compound over time, automation configurations that worked at launch but have not kept pace with the business, and adoption gaps that mean the CRM captures only a fraction of what it should.

The challenge is rarely the platform itself. Adobe Experience Cloud is capable of handling this complexity. The challenge is the implementation — the data model decisions, the integration architecture, and the process design that determine whether the platform works for the business or against it.

Celumai specialises in Adobe Experience Cloud implementations and rescues for Manufacturing businesses. If the issues described in this case study are familiar, the causes and solutions are likely similar.