At Sprint, Personalization Isn't Enough to Influence Purchase Decisions

At Sprint, Personalization Isn't Enough to Influence Purchase Decisions

Why one-to-moment marketing matters

An interview with:
Rob Roy
Chief Digital Officer
Sprint

Digital transformation is an ongoing process for Sprint, and it centers on using data to craft personalized experiences for customers, according to Rob Roy, the telecom company's chief digital officer. Roy spoke with eMarketer’s Sean Creamer about how Sprint leverages consumer insights not only to tailor messaging, but also to deliver it at the perfect moment.

eMarketer:

How does Sprint currently approach personalization?

Rob Roy:

We have a one-to-one marketing approach, where we try to personalize the messaging experience for the individual user. We're building toward one-to-moment marketing.

eMarketer:

What's different about one-to-moment marketing?

Rob Roy:

That means we won't pigeonhole users with poorly timed advertising aimed at the wrong device. Instead, we want to understand the context of the customer’s mood in the moment and serve up the appropriate content on the right device at the best time.

By recognizing the moment a consumer is most likely to consider changing telecom providers, we can influence decision-making. And that insight comes from data.

By looking across channels and initiatives, we collect data that tells us how our customers want us to engage them and when.

eMarketer:

What type of data is important as you strive for one-to-moment marketing?

Interview conducted on March 29, 2018

Read This With eMarketer Pro