Data driven at its core
Sprint embraces a culture of measurement, analytics, testing and optimisation to continuously enhance its customer experience and deliver increasing value to its customers. The company has developed a variety of unified campaigns and measurement programmes to improve sales, operations and services across its multiplatform, omnichannel environment.
“We knew we needed to improve measurement and analytics to see exactly where we could enhance our efforts,” says Lori Mabe, manager of Digital Testing/Optimisation and Personalisation at Sprint. By understanding its audience, Sprint optimised its digital experiences and better engaged its customers, increasing customer satisfaction, site conversion and revenue.
From buy-in to deployment
Sprint partnered with Adobe Customer Solutions to structure an execution and adoption plan to enable Sprint to implement Adobe solutions, including Adobe Analytics and Adobe Target. Adobe Customer Solutions helped Sprint overcome initial implementation challenges and to gain executive sponsorship allowing Sprint to expand its digital marketing toolkit with the goal of accelerating time-to-market for new and optimised campaigns.
“Adobe Customer Solutions provided a clear assessment of where we were on the maturity curve with our digital testing and optimisation capabilities and helped to align our implementation, expectations and roadmap,” says Mabe. “Together, we also set up several initial tests to garner buy-in from key internal groups.”
Sprint saw a significant opportunity to improve both its marketing agility and its ability to identify and respond to customer needs. Using capabilities in Adobe Analytics and Adobe Target, the company saw where it could accommodate a growing internal demand for digital insights, close gaps in marketing functionality and support a more disciplined testing practice built on measurable data.
To begin, the Sprint team used Adobe Analytics to identify the highest-traffic, highest-value pages for optimisation. Then on those pages, the company established the ability to capture anonymous behavioural information using Adobe Target—including clicks, orders and other activities, as well as containers to drop alternative content, navigation and experiences for A/B and multivariate tests.
“Once we implemented Adobe Target on our key pages, it streamlined how we could deliver tests, measure results and initiate change,” says Mabe. “Integration between Adobe Target and Adobe Analytics also enhanced how we communicate internally from test planning to result sharing.”