Lenovo needed to put its customers first, personalize journeys, and optimize their media spend across channels to drive qualified traffic, conversions, and revenues. It’s what Lenovo calls ‘audience automation’ – creating a contextual conversation that allows them to better predict customer needs. Most importantly, the company needed to use data from previous marketing efforts to make more effective data-driven decisions about future campaigns. Personalization at this scale is not easy, but for Lenovo, it could boost revenue by up to $70 million.

Following a January 2019 meeting at CES, the Adobe digital strategy group invested over a hundred hours with key Lenovo stakeholders. Together they built out the business objectives needed to take Lenovo to that $2 billion target.