Blazer partnered with Mint Mobile, a disruptor in the telecom industry known for its witty advertisements and budget-friendly plans, to enhance customer engagement and drive conversions through a data-driven personalization strategy. Despite an already optimized website, Mint Mobile sought to deliver tailored content to specific segments, aiming to minimize the typical trial-and-error phase of personalization efforts.
At Blazer, we understand that successful personalization begins with a robust data foundation and meticulous analysis. Our engagement with Mint Mobile followed our established personalization framework, integrating customer insights, advanced analytics, and actionable strategies to provide granular segment insights and a clear, data-driven roadmap for their personalization journey.
We conducted a detailed audit of Mint Mobile’s existing data infrastructure, reviewing analytics to identify current customer segments and pinpoint potential data gaps. We evaluated key dimensions such as user type, device category, operating system, medium, country, network location, session duration, and more. Behavioral segments based on specific customer interactions, such as viewing product pages or engaging with educational content like “How It Works” and reviews, were also considered.
With insights in hand, we performed a Segment Priority Analysis to identify segments offering the highest potential for personalized experiences. We built a custom prioritization model focusing on three critical factors:
[Blazer] always seems to be a step ahead of where the general industry is now. By partnering with them, you get third-party validation of your ideas, but you also get a whole team that can come in and evaluate your program, adding insights that you and your team can’t because you’re so focused on your day-to-day
Kenny Smithnanic, VP, Ecommerce at Mint MobileWe recommended driving traffic to educational pages such as “How It Works” and “Reviews” to build customer confidence by providing the information needed to make informed decisions. Recognizing the distinct behaviors between mobile and desktop users, we suggested optimizing both platforms to cater to this dual journey, ensuring a seamless experience regardless of the device used. Additionally, we saw an opportunity to combine overlapping segments, such as mobile users from paid search and organic channels, to unlock more precise and impactful targeting strategies. By leveraging these intersections, Mint Mobile could create more tailored messaging that resonated with specific customer groups regardless of how they were acquired.
With this new data-driven segmentation and prioritization strategy, Mint Mobile had a crystal-clear path forward. By focusing on high-impact areas first, they are now well-positioned to achieve measurable, sustainable growth in customer engagement and conversions through personalization.
Our analysis identified several key segments as top priorities for personalization:
At Blazer, we partner with ambitious brands and leaders that refuse to settle for less.
Blazer is the consulting firm that helps brands prove what drives customer value, and builds teams that deliver on it.
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16 W. Martin St., 9th Floor, Raleigh, NC 27601