Case Study: T‑Mobile achieves up to 16% higher click-throughs and 56% higher average order value with Adobe Analytics

Major wireless provider goes against the grain by ditching contracts and delivering the digital experiences that customers want

T‑Mobile, the disruptive “un‑carrier” wireless provider, needed to explain its no‑contract model, understand audiences across devices, and adopt a scalable, integrated platform to drive mobile engagement and conversions. To get reliable customer data and shift to a data‑driven culture, T‑Mobile turned to Adobe Analytics (as part of Adobe Marketing Cloud) and related Adobe solutions to enable segmentation, testing, and responsive experiences.

Working with Adobe Analytics together with Adobe Target and Adobe Experience Manager, T‑Mobile built consolidated audience profiles, ran targeted tests and added features like a credit estimator and segmented mobile banners. Adobe Analytics helped lift phone click‑throughs by up to 16% and average order value by up to 56%, raised mobile banner conversion from 9% to as high as 34%, increased online account updates by 23%, cut page load times by ~80% (driving ~65% mobile traffic), and helped move T‑Mobile from last to first in JD Power & Associates’ Wireless Customer Care rankings — outcomes driven by Adobe Analytics.

T-Mobile

Ryan Pizzuto

Manager, Web Testing & Optimization