Brands work tirelessly to stand out and capture consumer attention. And when you’re in the competitive telecom industry, every part of your campaign needs to perform at a high level and deliver a consistent customer experience — which requires a team effort.
That’s why Sprint turned to Google Marketing Platform to bring its analytics, bidding, and creative teams together. With one technology platform for its in-house media buying and digital marketing team, Sprint was able to gain a deeper understanding of the customer journey and overall campaign performance. Watch the video to learn how Sprint used Google Marketing Platform to seamlessly share these insights across teams.
Rob Roy, Chief Digital Officer:
The telecom industry today is, I don’t know if I want to use the word ‘cutthroat’, but everyone is constantly going after that next customer and so it’s a lot of fun to be in it and that keeps us at the top of our game.
Charlie Florio, Director of Digital Marketing:
It’s really important that we’re using effective digital marketing tactics where we’re repeatedly telling customers what makes Sprint different and valuable.
The customer journey is super important when you think about online and offline. And bringing the media buying in-house really enabled us to have full end-to-end control of the customer journey. We now have data scientists sitting side-by-side with bid managers sitting side-by-side with creatives all working together to make decisions in near real time. Hallway conversations can make huge differences now in how we go to market. And Google Marketing Platform is our command center. It’s the one place that we go every day to find out what’s going on with our strategies, with our insights, and with our customers.
It’s really an ability for us to connect our audience insights, our attribution insights into one platform. Now we’re at a point where we can look at multiple touchpoints in that consumer’s journey to make smarter investment decisions day in and day out.
With all the signals that we have, we were able to narrow it down to a few that mattered most so that we can now message those customers before they get to thinking about churning and really make sure that they’re having a great experience. We were able to reduce the customer’s propensity to churn by 10%.