AT&T
Marketing transformation to evolve planning, creative, and budgeting to transition from channel centric to audience centric
AT&T’s direct marketing team historically operated in solos across product lines (mobile, video, internet). This often led to cross-promotions to consumers geared toward meeting product KPI targets but not ideal from a customer lens. Our group was hired to lead strategy for an effort to transition AT&T’s direct marketing to become audience centric and improve lifetime value and profitability.
SITUATION
WORK COMPLETED
Pioneered the development of a centralized audience framework, aimed at driving segment-based marketing experience design across outbound (direct mail, email, paid media), and inbound (eCommerce site, call center) channels.
Implemented an audience-centric approach to adjust budgeting process for a $500M channel marketing spend for 2020.
Conducted a comprehensive customer portfolio analysis, identifying market opportunities, and recommending investment, experience, and communication channels to grow defined customer segments.
