Our Approach

At Brooks Bell, we know that successful personalization starts with a robust foundation of data and a meticulous analytical approach. Our engagement with Mint Mobile followed our established personalization framework, which integrates customer insights, advanced analytics, and actionable strategies. Our goal was to not only provide the organization with the granular segment insights they sought, but also to offer a clear, data-driven roadmap to guide their personalization journey.

Step 1: Comprehensive Data Audit

The first phase involved a detailed audit of Mint Mobile’s existing data infrastructure. We reviewed analytics data to identify current customer segments and pinpoint potential data gaps. As we considered the organizations’ audience, we evaluated key dimensions or attributes within them: user type, device category, operating system, medium, country, network location, session duration, and more. Our team also considered behavioral segments based on specific customer interactions, such as viewing product pages or engaging with educational content like “How It Works” and reviews.

Step 2: Segmentation Analysis

With insights in hand, we moved to Segment Priority Analysis. Our goal? Identify the segments that offered the highest potential for personalized experiences. To measure that potential we built a custom prioritization model that focused on three critical factors: 

• High Coefficient of Variation: We assessed how behavior varied within each segment, pinpointing opportunities where personalization could make the most difference.
• Potential Transaction Gain: Segments were evaluated based on their potential to drive significant increases in conversion rates.
• Short Test Duration: Time is money. We prioritized segments that required shorter testing durations, ensuring quick wins and reducing risk.

Key Insights & Recommendations

From our analysis, several key segments emerged as top priorities for personalization for the brand, among them Plan Selectors, Desktop Users and Product Page Viewers.  

• Plan Selection Process: The step where customers choose their plan showed significant variability, highlighting it as a high-potential area for personalization.
• Desktop Users: Desktop users demonstrated distinct behaviors compared to mobile users, presenting an opportunity to tailor the desktop experience for higher engagement.
• Product Page Viewers: Users who viewed product detail pages were more likely to convert, indicating the importance of emphasizing these pages in the customer journey.

Our strategic recommendations focused on amplifying key aspects of Mint Mobile’s customer journey to drive engagement and conversions. First, we identified the importance of driving traffic to educational pages such as “How It Works” and “Reviews.” These pages played a pivotal role in building customer confidence by providing the information needed to make informed decisions. By emphasizing these touchpoints, Mint Mobile could guide users through the decision-making process more effectively.

We also recognized the distinct behaviors between mobile and desktop users. Many customers researched plans on their mobile devices but completed their purchases on desktop, so we recommended optimizing both platforms to cater to this dual journey. This would ensure that customers had a seamless experience, whether they were browsing on mobile or converting on desktop.

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.

Finally, we advised streamlining the conversion path by using personalized experiences to guide users back to critical pages, such as coverage options, based on their previous interactions. This would reduce friction and create a more intuitive experience. Our overall recommendation was to start with simple personalization tactics, focusing on quick wins, before expanding into more complex strategies. This approach ensured that Mint Mobile could scale its personalization efforts effectively, without overwhelming resources.

With this new data-driven segmentation and prioritization strategy Mint Mobile had a crystal-clear path forward. By focusing on high-impact areas first, Mint Mobile is now well-positioned to achieve measurable, sustainable growth in customer engagement and conversions through personalization.