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.
Decoding 12.12 in Southeast Asia: What the biggest one-day sale reveals about search, brands, and buyer behavior
In Southeast Asia (SEA), December 12 (known as 12.12 and Double 12) is the biggest sales day. Unlike Christmas or year-end promotions that stretch across weeks, this is a single-day, high-intensity shopping event, comparable to Black Friday and Prime Day (click here for our Prime Day 2025 report). Platforms like Shopee and Lazada provide deep discounts, and brands fight for search visibility on the day that matters most.
Our Share of Search analysis across Indonesia, Philippines, and Vietnam, spanning Electronics, Fashion, and Industrial categories, reveals this:
Mega-sale success in SEA is less about global brand strength and more about platform fit, price signaling, and hyper-local execution.
Below are the key takeaways leaders should care about before planning their next big campaign:
1. Electronics: Volume peaks, but brand power is uneven
Headphones: Generics win the marathon, brands win the sprint
Across Shopee and Lazada, Generic listings dominated headphone search visibility before, during, and after 12.12. Having said that, Indonesia briefly broke the rule. On 12.12 Day, global brands like Logitech, Lenovo, and Sony temporarily challenged Generics, only to lose momentum immediately after when local players such as TELINGA KUCING re-asserted control.
The Philippines stayed firmly Generic-led throughout, though Sony proved that consistent brand investment can still punch through price-led discovery. Vietnam told a different story entirely, with Lazada favored audio specialists (Soundcore, EDIFIER, BASEUS) and Shopee remained almost entirely Generic.
Headphones takeaway:
Brand strength still matters but only when paired with the right platform and timing. Any 12.12 gains evaporate fast without post-sale activity.
Smartphones: Value and aspiration collide
Smartphone visibility showed sharper brand shifts during the sale itself.
- Indonesia: VIVO and OPPO built pre-sale momentum, but Generics and Infinix surged on 12.12Day, reflecting aggressive value positioning. Apple regained ground on Shopee post-sale. This suggests aspirational brands win after the discount frenzy.
- Philippines: Stability won. VIVO and Realme held strong across phases, while TECNO and POCO surfaced during 12.12, highlighting rising interest in budget-performance devices.
- Vietnam: Lazada remained firmly Samsung-led throughout, with OPPO supporting while Shopee played a minor role.
Smartphones takeaway:
12.12 accelerates brand switching behavior, but only in markets where price sensitivity outweighs brand loyalty.
Laptops and TVs: Where brand equity still matters
Not all electronics devolve into a Generic free-for-all.
- Laptops: Lenovo was the clear regional winner by being consistently visible across Indonesia and the Philippines before, during, and after 12.12. Vietnam was more fragmented, with Generics surfacing on Shopee during the sale and Dell/Lenovo leading Lazada post-event.
- Televisions:
- Indonesia favored local brands during the sale, before Samsung and TCL rebounded post-12.12.
- The Philippines was remarkably stable, with GELL and EXPOSE dominating throughout and Xiaomi steadily gaining trust.
- Vietnam showed the strongest brand consolidation, led by Samsung on Lazada end-to-end.
Laptops and TV takeaway:
In higher-ticket categories, brand trust still acts as a conversion shortcut (especially post-sale).
2. Fashion: Price-led discovery still rules
Dresses and men’s shoes: Generics dominate, curated platforms matter.
Across Shopee and Lazada, Generics overwhelmingly led fashion search visibility in all three markets. 12.12 reinforced the notion that fashion discovery during mega-sales is brutally price-driven.
However, Zalora quietly tells a different story:
- Indonesia surfaced curated brands like WHITEMODE and X-EIGHT.
- The Philippines consistently elevated Trendyol.
- Vietnam remained almost entirely Generic, even on curated platforms.
Men’s shoes followed the same pattern. Adidas was the most consistent global brand to surface during 12.12, but only selectively by market and platform.
Dresses and men’s shoes takeaway:
If you’re a fashion brand relying solely on mass marketplaces during 12.12, you’re fighting an uphill battle. Curated platforms offer the only real brand-building leverage.
3. Industrial categories: Price wars
Cleaning supplies and safety equipment
These categories provided the clearest signal – 12.12 is a Generic battleground.
- Generics dominated across all markets and phases.
- Branded visibility was sporadic
- Lysol briefly broke through in the Philippines.
- 3M and Shinepro showed consistency on Lazada.
- Vietnam leaned toward OEM and locally recognized brands, but never at scale.
Cleaning and safety takeaway:
In industrial categories, brand differentiation collapses under extreme discount pressure. Visibility is rented, not owned.
What these findings mean for 2026 and beyond
Across categories and markets, we see that mega-sale visibility in SEA is shaped less by who you are and more by where, when, and how you show up.
Winning brands in 12.12:
- Align platform strategy to category behavior
- Build pre-sale momentum, not just day-of discounts
- Plan for post-sale retention, not one-day spikes
- Localize aggressively as SEA is not one market
Key takeaway:
For leaders planning the next Prime Day type event in SEA, if your 12.12 strategy is more discounts, you’re already lagging. Visibility today has to be engineered.
Powered by eClerx: Stay ahead of the competition
12.12 shows how quickly visibility shifts when price, platform, and local competition collide. With Market360, eClerx’s AI-driven digital shelf analytics solution, you can track Share of Search in real time, spot emerging challengers, and optimize performance before, during, and after these big sale events.
Don’t wait for the next big event to understand what happened. Book a demo to see how leading teams use eClerx to plan, execute, and win big sale events across the globe.
Scaling content speed and consistency for a global storage company
A company at the center of the world’s data ecosystem—powering the storage and accessibility of massive volumes of information across cloud, edge, and enterprise environments—set out to modernize how its digital content was created and managed. As data growth accelerated and digital engagement became increasingly critical, the organization needed a faster, more scalable way to deliver consistent experiences across regions.
eClerx partnered with the organization to transform how digital content was built and managed. By simplifying content creation, reducing operational complexity, and building a flexible digital foundation designed to support future personalization and growth, the organization brought its digital foundation into the future.
Over time, older systems and custom-built components made it difficult to scale content efficiently. Different regions used different approaches, leading to duplicated work, higher costs, and slower updates across digital properties.
The challenge
Operating at global scale, the company relied on its website to serve customers across multiple regions and digital channels. However, legacy systems and heavily customized components made it difficult to scale content efficiently. Regional teams used different approaches, leading to duplicated effort, inconsistent experiences, and rising maintenance costs.
Despite investing in the best Adobe platforms, the company’s legacy content components could not easily move into the modern Adobe environment, creating gaps between regions and slowing down content updates.
Content updates often required technical intervention, slowing delivery and limiting the ability of content teams to work independently. As demand increased, the organization needed a more standardized, reusable, and reliable content model.
Key challenges included:
- Limited ability to reuse content across regions
- High maintenance effort due to custom code
- Inconsistent digital experiences and brand execution
Our strategy
eClerx implemented a streamlined, scalable content strategy centered on Adobe Experience Manager. The approach focused on establishing a strong digital foundation with clear standards and guardrails to enable faster, safer updates.
A shared library of modular, reusable content components was introduced, allowing regional teams to assemble pages quickly while maintaining consistency. Legacy content was carefully migrated into AEM, and digital assets were unified into a single system to improve reuse, governance, and efficiency.
The result was a simplified content ecosystem that empowered teams to move faster—without increasing complexity or risk.
The results
By modernizing its content foundation, the organization achieved measurable improvements in speed, cost efficiency, and consistency across digital channels.
Results included:
- 45% reduction in overall costs by minimizing custom development
- 12% increase in content delivery speed through reduced errors and rework
- 8% fewer security issues due to a more stable, governed platform
With this foundation in place, the company is now positioned to scale digital experiences globally and activate future personalization and real-time engagement capabilities.
As a Adobe Gold Solution Partner, in Adobe’s approved partner program, eClerx is able to implement the full Adobe Suite. For this engagement, the work focused on Adobe Experience Manager and preparing the content foundation to support future use with Adobe Experience Platform.
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.
