Case Study: T-Mobile achieves higher conversions and personalized digital experiences with Adobe Marketing Cloud

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

T‑Mobile, a major wireless provider positioning itself as an “un‑carrier,” needed to communicate its contract‑free approach and new financing options while quickly understanding customer behavior across devices. To build reliable customer data, segmentation, and scalable digital experiences, T‑Mobile partnered with Adobe and adopted Adobe Marketing Cloud — including Adobe Analytics, Adobe Target, and Adobe Experience Manager.

Adobe implemented an integrated analytics, testing, targeting, and content‑management solution that enabled granular audience segmentation, targeted mobile and product experiences, and faster site updates. As a result, Adobe’s solutions helped T‑Mobile lift phone click‑through rates by up to 16% and average order values by up to 56%, increase some mobile conversions from 9% to 34%, boost online account updates by 23%, cut page load times by ~80%, and move from last to first in JD Power’s Wireless Customer Care rankings.

T-Mobile

Ryan Pizzuto

Manager, Web Testing & Optimization