Evolution is inevitable, but without an openness to change one’s process, it’s impossible to create a relevant customer experience, let alone a 10 year marketing plan. Working with Decoded Advertising, T-Mobile saw an opportunity to change and evolve its processes with a partner who is as passionate about performance as T-Mobile is about customer experience. When it comes to performance marketing it’s not just about the data — it’s about interpreting it. And to better understand anything, one has to start with asking more questions — and the right questions. Decoded knows that ideating and designing for what we don’t know is way more valuable (and interesting) than building on what we already do know. However, this all requires a mix of art and science to avoid making campaigns look successful without measurements that prove the effectiveness. It’s not about what’s winning or losing, it’s about understanding the signals and tuning out the noise of the competitors.
In this session, T-Mobile and Decoded will explore their work together – from challenging norms to experimenting with new kinds of “market research” and creative testing. They will show how the best creative ideas require risk and how the real opportunities for brand growth and success come from moving outside traditional guardrails. By experimenting and being fearless, brands like T-Mobile are breaking through to their customers, in a better, bolder, more effective ways.