Empowering data collection, privacy compliance, and performance at scale for a global technology company

eClerx partnered with a global technology company to transform how customer data informed engagement across digital channels. By enabling more intelligent, connected, and personalized experiences at scale, the client saw strengthened long-term engagement and customer value.

This global technology leader specializes in the design, manufacture, and marketing of consumer electronics, personal computers, software, and enterprise solutions. With a complex digital ecosystem and global footprint, it relies heavily on accurate, compliant, and high-performance digital data collection to drive customer experience and revenue growth.

By partnering with eClerx, the client transformed a complex, fragmented tagging environment into a streamlined, privacy-first, high-performance digital data foundation. The result was not only operational efficiency and compliance, but also meaningful improvements in customer experience and revenue—demonstrating how modern data architecture can directly power business outcomes.

The challenge

As customers engaged through web, marketing, and sales channels, journeys become increasingly non-linear. Over time, customer data became fragmented, making it hard to get a unified view of customer behavior or offer consistent experiences across channels.

This fragmentation impacted personalization efforts and retargeting campaigns, but also affected website performance, data accuracy, and regulatory compliance across its global digital properties.

Data compliance issues:

• Strong governance frameworks for data consistency and compliance would be hard to implement at scale
• Rising privacy requirements, including CCPA, GDPR, and LGPD, which required a more scalable and future-ready consent and data governance approach

Limited personalization and retargeting results:

• Customer information spread across multiple systems – no single view across channels
• Inconsistent messaging across digital touchpoints
• Low engagement from retargeting campaigns

Complex integration and delayed ROI

• Operational complexity due to the use of two tag management systems (Tealium and Adobe Launch), making analytics and media tags difficult to maintain
• Legacy technology and platforms for marketing, sales, and customer data slowed down speed, flexibility and scalability of personalization efforts
• Slower momentum and inconsistent adoption due to lack of clear analytics and attribution

Our strategy

eClerx defined a clear, phased strategy to modernize data collection and tagging infrastructure through the implementation of Adobe Web SDK and Adobe Launch Event Forwarding.

Key elements of the solution included:

• Comprehensive migration strategy: Developed a detailed migration plan identifying all required tags, KPIs, and dependencies
• Modernized data architecture: Configured schemas and data streams to enable unified, future-ready data collection
• Adobe Web SDK implementation: Deployed Web SDK through Adobe Launch to streamline tag management and eliminate redundancies
• Privacy-first design: Implemented consent management aligned with CCPA, GDPR, and LGPD requirements
• Research-driven event forwarding approach: Enabled more efficient and scalable activation of analytics and media data
• A Customer Data Platform (CDP): Unifying customer data across web, relationship management, and sales channels, creating a central layer of intelligence
• Customer segments and integration: Dynamically built based on real behaviors and preferences, customer segments enabling more precise targeting. By integrating the CDP with paid media platforms, marketing teams were able to deliver timely, relevant messaging and personalized offers, reducing the reliance on broad or generic campaigns.

This approach reduced technical debt, simplified governance, and created a cleaner, scalable digital foundation for the client.

The results

By unifying customer data and enabling smarter activation across channels, the global technology company significantly strengthened the relevance and consistency of its digital experiences. Customer engagement improved as messaging became more closely aligned with individual behavior, intent, and interest.

Personalized campaigns consistently outperformed previous approaches, driving higher interactions and encouraging repeat visits over time. Customers responded more positively to messaging that reflected their needs, reinforcing loyalty and long-term relationship value.

The partnership delivered measurable improvements across cost efficiency, performance, and revenue impact:

• $150K in annual recurring cost savings by eliminating redundant tools and inefficiencies
• 27% reduction in redundant tags, significantly simplifying tag governance and maintenance
• 8% improvement in page performance, driving faster load times and better user experience
• $68M increase in revenue, attributed to improved page performance and conversion lift
• 12% increase in click-through rates for personalized campaigns
• 9% improvement in customer retention driven by targeted engagement initiatives
• 15% increase in overall customer engagement across digital channels

Beyond immediate performance gains, the program established a scalable foundation for ongoing personalization, positioning the organization to refine customer experiences as behavior evolves.

As a Gold Partner in Adobe’s approved partner program, eClerx is able to implement the full Adobe Suite. For this engagement, the work focused on using Adobe’s Customer Data Platform to support personalized experiences and more effective retargeting.