CRU Group is a global leader in business intelligence for the metals, mining, and fertiliser sectors. Headquartered in London with offices across six continents, CRU delivers market insights, data analytics, strategic consultancy, and events that shape decision-making in capital-intensive industries.
CRU sought to modernise its digital estate to better reflect its authority in commodity intelligence. The goal was to unify fragmented platforms, improve user experience, and enable personalisation and automation across its marketing and content delivery systems. This transformation aimed to support growth, improve operational efficiency, and enhance customer engagement.
CRU partnered with us to deliver a multi-phase digital transformation. The initiative included migrating from Umbraco and Pardot to Optimizely DXP, as well as a full redesign of the CRUGroup.com website, integrating sustainability and events microsites into a single platform. Additionally, advanced personalisation journeys were implemented using Optimizely’s out-of-the-box features, enabling tailored content based on user behaviour and segmentation. The project also involved deep integration with Salesforce to automate lead capture and nurture flows, creating a unified customer view. Furthermore, UX/UI workshops, SEO optimisation, and a robust content strategy were employed to improve engagement and conversion.
