Case Study: T-Mobile achieves higher conversions and personalized digital experiences with Adobe Experience Manager

T-Mobile - Customer Case Study

T‑Mobile, the disruptive “un‑carrier” wireless provider, faced the challenge of communicating a new, contract‑free value proposition and quickly understanding diverse customer behaviors across devices. To gain reliable customer data, improve mobile experiences, enable granular audience segmentation, and adopt a scalable content platform, T‑Mobile partnered with Adobe Experience Manager (as part of Adobe Marketing Cloud, alongside Adobe Analytics and Adobe Target).

Using Adobe Experience Manager to deliver responsive sites and reusable components and integrating Adobe Analytics and Adobe Target for profiles & audiences and testing, T‑Mobile sped rollout (POC in six weeks, first major release in five months), cut page‑load times by ~80%, and shifted traffic to mobile (~65% mobile). Adobe Experience Manager–enabled analytics and targeting lifted phone click‑through rates up to 16%, average order values up to 56%, mobile banner conversions from 9% to as high as 34%, increased online account updates by 23%, and helped T‑Mobile move from last to first in JD Power’s Wireless Customer Care rankings.

T-Mobile

Kate Boatman

Sr. Manager, Direct to Consumer Business Analysis