AT&T

CASE STUDY

AT&T

Developing a Holistic Brand Measurement System for AT&T

The following is one example of cg42’s work with AT&T as part of a long standing relationship since 2012.

AT&T was running a wide range of brand measurement/tracking studies across its various lines of business (e.g., consumer mobility, home solutions, business solutions, etc.) that were disjointed, used dissimilar methodologies, had erratic reporting schedules and failed to provide a cross-business, customer-centric perspective. As a result, they struggled with a high degree of waste in their market research investments and senior management did not have access to a set of standardized metrics to help them make important decisions about their cross-enterprise marketing efforts and their desire to be viewed as One AT&T by customers.

Our Analytics practice leader, Andrés Suster, and our Managing Partner, Steve Beck, led the team that helped AT&T develop a common approach to measurement that goes beyond traditional perceptual measures and includes behavioral metrics designed to assess the health of customers’ “total” relationship with AT&T. This approach helped develop new insights into how customers are making purchase decisions across AT&T’s offering portfolio and how experiences with one part of the organization are impacting retention, cross-sales and actual recommendation across the enterprise.

The Skinny


This has all led to greater insight into the customer, faster decision-making and the confidence to make the bold moves that are now driving greater efficiencies for their marketing organization and growth for the business.

Leveraging our data visualization capabilities, we also developed a visually compelling and easy to understand reporting mechanism that has brought renewed dynamism to how marketing research is presented and disseminated across AT&T. This has all led to greater insight into the customer, faster decision-making and the confidence to make the bold moves that are now driving greater efficiencies for their marketing organization and growth for the business.

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