Case Study: Xandr (AT&T’s adTech platform) achieves 50% feature adoption in one week and 100% platform adoption in three months with Heap

Xandr expands its reach with Heap and Appcues

Xandr, AT&T’s data-enabled advertising platform, needed to expand beyond tech‑savvy programmatic buyers to more traditional TV ad buyers while migrating users from a legacy DSP to a new Xandr Invest platform. The product team wanted to anonymously track adoption, pinpoint where users stalled, and reduce UX friction to drive increased ad spend.

Using Heap to analyze behavior across their entire audience and integrating those segments with Appcues for targeted in‑product guidance and surveys, Xandr identified friction points, delivered personalized flows, gathered real‑time feedback, and monitored feature usage. This drove a >50% increase in feature adoption in one week and reached 100% adoption of Xandr Invest within three months, while improving prioritization and linking product changes to revenue.

Xandr

Natasha Desai

Manager