Case Study: T-Mobile achieves higher conversions and top customer care with Adobe Marketing Cloud

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

T‑Mobile reinvented itself as the consumer‑friendly “un‑carrier,” ditching contracts and financing phones, but faced the challenge of explaining this unfamiliar model and quickly understanding audiences across devices. The company needed reliable customer data, better segmentation, and a scalable, mobile‑first digital platform to deliver relevant experiences and drive conversions.

By deploying Adobe Marketing Cloud (Adobe Analytics, Target, and Experience Manager) with partners, T‑Mobile built granular audience profiles, ran targeted tests and banners, and sped content rollout. Results included up to 16% higher click‑throughs on phones and up to 56% higher average order value, mobile conversion lifts from 9% to 34% for targeted segments, a 23% increase in online account updates, ~80% faster page loads, and a jump to first place in JD Power’s Wireless Customer Care rankings.

T-Mobile

Ryan Pizzuto

Manager, Web Testing & Optimization