When an American telecommunications company that provides services to over 26 million customers wanted to build a new custom platform on top of their existing legacy platform, they partnered with the team from Object Edge (OE). This was just the start of an on-going engagement between these two companies. Where this partnership expanded to next has been transformative and significant.
1:1 Marketing for a Mass Audience
Once the new platform was in place, the telecom company’s leadership requested OE’s help with their vast and detailed digital marketing configurations. With a team of OE analysts, we were able to configure requirements that allow the millions of customers and potential customers to experience customized, 1:1 marketing messaging, offers, and specials on the site.
Leveraging zip code information and ultimately individual address information, the company’s digital marketing team can provide special offers to be applied to an individual’s user experience on the site. For example: the configurations vary on offers that are available to homeowners versus apartment renters, based on the availability of services. Likewise, areas with a larger Latino population could receive special deals on Spanish channels and translation services – all made visible on the company’s website.
The Power of Analysts
The surprising piece of this puzzle is that no development was required. This work is done by a team of OE analysts working in conjunction with the telecom company’s digital marketing team to determine the millions of customizations to optimize their website.
Augmenting the telcom’s digital marketing team with specialized analysts from the OE team created a re-enforced entity to move this company forward as they seek to not only grow their business but also provide the best, most customized experiences for everyone who engages with their site.
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