Executive Summary
Martech Platform Modernization enabling 27+ brand websites, 5M+ annual visitors, and 27M+ customer profiles, driving data-led personalization, targeted campaigns, and scalable multi-tenant growth.
Business Challenge
- Isolated Content and Data Silos – Multiple CMS’, Commerce and Data platforms leading to inefficiencies, duplicated efforts, and inconsistent messaging
- Legacy CDH platform poorly integrated with marketing and commerce, leading to incomplete customer profiles and sub-optimal personalization
- Legacy systems struggled to scale and became performance bottlenecks with new data and multiple touchpoints
- Brands struggled to ensure consistency in messaging and customer journey with distinct marketing strategy
- Overall slow innovation, rising costs, and fractured brand experience
Business Challenge
- Isolated Content and Data Silos – Multiple CMS’, Commerce and Data platforms leading to inefficiencies, duplicated efforts, and inconsistent messaging
- Legacy CDH platform poorly integrated with marketing and commerce, leading to incomplete customer profiles and sub-optimal personalization
- Legacy systems struggled to scale and became performance bottlenecks with new data and multiple touchpoints
- Brands struggled to ensure consistency in messaging and customer journey with distinct marketing strategy
- Overall slow innovation, rising costs, and fractured brand experience
Our Solution
- Commerce consolidation exercise to move away from Shopify and ANS to Adobe Commerce
- Deployment of Adobe AEM–powered websites for 25+ brands and multiple Value Exchange Platforms
- Leveraged Adobe RT-CDP as the central data platform, sourcing data from 26+ data sources to provide a 360° view of customer profiles
- Deployed a multi-tenanted platform solution supporting multiple brands, products, and LoBs
Key Results and Benefits
- 27+ brand websites supporting multiple brand sites launched
- The platform attracts more than 5M+ visitors annually
- Rich 1P PII data collected, touching 27M+ customer profiles
- 30% growth in PII data observed YoY
- Multiple customer targeting programs like campaigns, ads, and hyper-personalization activities initiated
- A multi-tenanted solution created, which is future-ready to support the needs of other LoBs
About ITC Infotech
ITC Infotech is a leading global technology services and solutions provider, led by Business and Technology Consulting. ITC Infotech provides business-friendly solutions to help clients succeed and be future-ready, by seamlessly bringing together digital expertise, strong industry specific alliances and the unique ability to leverage deep domain expertise from ITC Group businesses. ITC Infotech is a wholly owned subsidiary of ITC Ltd., a 100-plus-year-old diversified conglomerate with businesses spanning Hotels, Consumer Goods, Paperboards & Packaging, Agri Business, and Information Technology. ITC Ltd. has been in the hospitality business for over 4 decades. It has over 100 properties across 70+ destinations. The hospitality practice at ITC Infotech is 800+ people strong and most have experience in the hospitality domain leading to a high-quality IT service experience for its hospitality customers.
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