Activating the Adobe martech stack to transform customer experiences for a Fortune 50 global bank

A Fortune 50 global bank partnered with eClerx to modernize and activate its Adobe martech stack, seeking to improve digital experiences for their retail and wealth customers. By accurately retagging 100% of their digital content and standardizing Adobe implementations across markets, eClerx increased organizational efficiency by 22% and delivered measurable gains in conversion performance.

Headquartered in the United States, the client is one of the three largest banking institutions in the country, and served consumers, small businesses, and corporations across more than 160 countries. While the bank had already invested heavily in Adobe Experience Cloud, challenges with implementation and scale limited its ability to deliver consistent, high-quality customer journeys.

Inefficient workflows, fragmented data, and inconsistent tagging reduced visibility into customer behavior—particularly across retail and wealth segments—leading to lower conversion rates and diminished customer satisfaction. To unlock the full value of its Adobe investment, the bank sought an experienced Adobe solution partner to activate, scale, and optimize its martech ecosystem.

The challenge

For financial institutions, martech is essential to delivering personalized, omnichannel experiences. However, implementing and maintaining these platforms at scale requires significant operational and technical transformation.

The client faced several critical challenges:

Complex, multi-market implementation

• 12 global markets required Adobe martech upgrades across web and mobile
• Internal teams lacked the capacity and expertise to manage the rollout

Large-scale content migration

• Over 6,000 pages needed to be migrated to a new CMS
• Business continuity had to be maintained throughout the transition

Inconsistent data collection

• Gaps across lead forms, landing pages, and post-login experiences
• Fragmented tagging limited insight into end-to-end customer journeys

Integration complexity

• Adobe tools needed to work together for unified measurement and activation
• Suboptimal legacy implementations made standardization difficult

The bank partnered with eClerx to address these challenges, expand Adobe adoption across the organization, and maximize ROI from its martech investment.

Our strategy

As a Gold Partner in Adobe’s Solution Partner Program, eClerx’s Data and Analytics team led the client’s martech transformation using a structured, disruption-free approach.

Key initiatives included:

• Unified measurement and funnel intelligence: Designed dashboards, journey maps, RTCDP audience activation, and a scalable data layer aligned to the client’s technical requirements.
• Modernized, scalable operations: Introduced standardized tagging and plugins, streamlined pixel deployment, and executed SDK rollouts across 6,000+ pages using a phased migration strategy.
• Enhanced segmentation and personalization: Enabled dynamic upsell modules, personalized URLs, and financial goal tracking to accelerate targeted experiences.
• Cross-platform activation and reporting: Delivered self-service Adobe reporting and integrated data warehouse solutions to support sales and optimization use cases.
• Integrated governance and compliance: Unified Adobe Launch, Analytics, Target, Aprimo, and RTCDP with integrated workflows, SLA reviews, and audit tracking to strengthen operational control.

The results

Through close collaboration and deep Adobe Experience Cloud expertise, eClerx successfully transformed the client’s martech foundation.

Key outcomes included:

• Global standardization of the Adobe martech stack
• 16% conversion lift through challenger testing
• 100% of content accurately retagged and migrated with zero disruption
• 22% improvement in operational efficiency through enhanced Adobe measurement

The client continues to partner with eClerx to extend these improvements across additional customer segments. More recently, the bank has also explored leveraging Adobe Firefly with eClerx to generate more targeted, AI-driven content and further enhance customer engagement.

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.