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Modernizing Media Data and Customer Engagement for a U.S. Pay-TV Leader
A leading U.S. pay-TV and streaming provider needed to modernize its marketing ecosystem. Successive Digital transformed legacy journeys and strengthened its customer-data foundation. The engagement also defined an Amazon S3-connected approach for integrating advertising data across consumer brands.
At a glance
Industry
Media & Entertainment
Location
United States
Successive Highlight
99%
Migration from Oracle Responsys to Adobe Journey Optimizer
476
Campaigns modernized across three business units
About Client
The client is a major U.S. video-services provider delivering satellite television and streaming entertainment through multiple consumer brands. Its marketing organization manages high-volume campaigns across several digital and advertising platforms. The organization needed to consolidate customer and advertising data securely for journey orchestration, audience activation, cross-channel measurement, and future personalization.
About this project
The client managed hundreds of communications and customer journeys through Oracle Responsys. This increased operational complexity across three business units. Customer, campaign, and advertising data remained fragmented across digital properties, Adobe platforms, and advertising channels. Media files available through Amazon S3 also required a governed integration approach. These gaps limited cross-channel measurement, audience activation, and personalization.
Solutions Implemented
Successive Digital modernized customer journeys, enabled Adobe-based customer analytics, and designed advertising-data integrations. The client retained complete ownership of its AWS infrastructure, security, access controls, and production operations.
Journey Modernization
Migrated legacy journeys to Adobe Journey Optimizer. The program consolidated 40+ workflows and transformed 210 SMS messages into three reusable campaigns.
Customer Data
Onboarded customer data into Adobe Experience Platform. The unified foundation supported engagement and analytics across the client’s three consumer brands.
Cross-Channel Analytics
Connected Adobe Journey Optimizer reporting with Customer Journey Analytics. This linked campaign engagement with downstream behavior, including checkout conversion on a streaming property.
Advertising Integration
Delivered five integration workstreams across The Trade Desk, Meta, Amazon Ads, Reddit, and Yahoo. Requirements covered pixels, APIs, events, and measurement.
Amazon S3 Integration
Validated advertising files available through The Trade Desk’s Amazon S3 source. The team inspected datasets, identified schema requirements, and defined the target transfer approach.
Event-Driven Journeys
Configured audience-based journeys, event listeners, and automated triggers. Three automated journeys went live, with six additional journeys prepared in draft.
Reusable Architecture
Developed reusable campaign structures to support consistent execution across business units. The approach reduced duplication and simplified future campaign development.
Data Validation
Validated source datasets, file headers, schemas, advertising events, and integration requirements. This prepared media data for reliable downstream ingestion and analysis.
Governance Alignment
Coordinated with marketing, IT, AWS, and information-security stakeholders. Integration requirements aligned with the client’s access controls, approval processes, and operating model.
Outcome
Modernized 476 campaigns and consolidated 40+ legacy journeys, reducing complexity across three business units.
Completed 99% of the migration from Oracle Responsys to Adobe Journey Optimizer.
Connected campaign engagement with downstream checkout activity through integrated AJO and CJA analytics.
Established a governed Amazon S3 integration approach for advertising data and downstream marketing analytics.
“Successive Digital helped us simplify customer engagement across multiple brands and platforms. The team modernized legacy journeys, strengthened our customer data foundation, and improved visibility from campaign engagement through downstream conversion. Their structured approach to advertising data integration also provided a governed path for connecting media data to our broader marketing and analytics ecosystem."
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