Case Study: Sony Network Communications achieves a 35% average uplift in conversion rate with ClickTale

Proving internal and external business value in the telecommunications sector

Sony Network Communications, the Sony Group’s mobile and digital-services arm, needed a web-driven approach to increase customer acquisition and satisfaction. The team relied on Adobe Analytics but found analysis was manual and slow; running ~50 A/B tests annually produced only about 5% average growth, so they sought better insights, collaboration and more efficient workflows.

They built a Digital Marketing Platform and adopted Clicktale to complement Adobe Analytics—adding visual session playback, fine-grained behavior tracking and integration with Domo—rolled out across 17 domains. The shift to data-driven analysis delivered stronger results: roughly 8% growth per test, a 35% increase in average uplift in conversion rate, specific wins like a 1.4× lift on one page and a 38% mobile test improvement, plus faster reporting, stronger internal advocacy and better support workflows.

Sony Network Communications

Kohei Kagami

Chief of Digital Marketing Strategy, Data Management Section, CX Design Dept., Customer Communication Div.